TEXT ADS I MIGLIORI NEL PPC MARKETING

Simple Text Ads are Still Most Popular Online Ads PPC
iPerceptions has released data showing which online advertising methods are most popular with consumers.
25% are likely to click on simple text ads
20% are likely to click on display ads follow
20% are likely to click on right banners
12% are likely to click on top banners
Video ads remain unpopular, with only 11% of consumers likely to click on them. But if you do use video ads, the audience segment most likely to click on them is the under 25 set, which account for 1/3 of the video ad watching audience
Jonathan Levitt, vice president of marketing at iPerceptions. “Our research shows that inexpensive banner and text ads are still preferred among web consumers. By having a direct dialog with consumers, we are able to know – with certainty – what consumers want and expect from their online experience.
Molti pensano che gli annunci testuali siano superati nelle campagne Marketing PPC da strumenti più di moda come il video ed i banner. Invece gli annunci di testo sono i più popolari come si vede nella tabella.

IAB ITALIA: ADVERTISING +39%

CONTINUA LA CORSA DELLA PUBBLICITA' PPC IN INTERNET.

Secondo Iab Italia il 2007 si chiuderà con una crescita degli investimenti nell'advertising on line pari al 39%, a quota 680 milioni di euro. I dati indicati includono le quote di display advertising, e-mail marketing, paid search, classifieds e directories e mobile marketing. Fra queste tipologie di advertsing, quello per il quale si registra una crescita più consistente è il paid search, che con un +58% passerà dai 130 milioni di euro del 2006 ai 205 del 2007. Si stima inoltre una crescita del 43% per il display advertising (banner, pop up, eccetera) che passerá da quota 202 milioni raggiunti nel 2006 ai 290 del 2007. L'e-mail marketing, con un incremento pari al 30%, raggiungerá i 15 milioni. E la crescita è destinata a salire ancora: si stima che per il 2008 gli investimenti pubblicitari potrebbero raggiungere il miliardo di euro. Per Layla Pavone, presidente di Iab Italia, «ci sono tutti i presupposti perché le aziende ovvero gli investitori pubblicitari, incrementeranno le quote di budget dedicate all'online. Riteniamo peraltro che aumenteranno anche le aziende che inseriranno internet nel media mix. Internet è un supermedia e si posiziona ormai nella rosa dei primi tre più importanti mezzi».
Nielsen conferma questo trend positivo, anche dalla parte degli utenti: negli ultimi 12 mesi i navigatori di Internet sarebbero aumentati del 23%, passando da 20 a 24,5 milioni. L'utente della rete è sempre più spesso una donna (+28% nel 2007 contro +19% degli uomini) e ha un'età compresa fra i 35 e i 49 anni (+52% rispetto al 2006). (Il sole24ore)

JAVASCRIPT E FLASH INVISIBILI

I MOTORI DI RICERCA NON LI VEDONO

Prima di fare delle azioni di web marketing o campagne di search marketing bisogna rendere leggibili le pagine del proprio sito sulle quali ci si augura arriveranno i destinatari della nostra azione di promozione internet. I nostri possibili clienti online. Bisogna quindi chiedersi che cosa legga il Motore di ricerca.

Il motore di ricerca legge testo ASCII e le informazioni contenute nei tag HTML. Questo avvantaggia il webmaster che ha competenze nel linguaggio HTML e nella conoscenza del web e della rete Internet. Il consiglio è quello di progettare una buona architettura delle informazioni, dei contenuti di "qualità" e una buona struttura di navigazione. In poche parole, siti semplici, utili alla comunità dei navigatori e - soprattutto - usabili. Premesso questo i motori di ricerca hanno la possibilità di leggere tutto e non esiste una lista di cose che non leggono. Dall'esperienza si sa che i motori non prendono in considerazione i collegamenti (link) effettuati in linguaggio Javascript e tutto quello realizzato con Macromedia Flash. Si sa che ormai Google non considera più i contenuti inseriti nell'attributo ALT del tag IMG, evidentemente per contrastare tentativi di spamming effettuati per mezzo di tale attributo. Sono in sviluppo e miglioramento algoritmi che indicizzano e leggono i contenuti dei filmati realizzati in Macromedia Flash. La regola regina che va sempre bene e che prende fondamento dalla logica e dalla tecnologia della rete Internet è inserire contenuti testuali e codice HTML secondo quanto riportato nella documentazione ufficiale W3C. Contenuti semplici e facili da leggere.

GOOGLE ADWORDS E I LINKS

GOOGLE VINCE LA GUERRA CONTRO I "LINKERS"

Google si è decisa: non venderà più spazi Adwords a siti che vendono links… Dopo il grande rumore, le dichiarazioni e gli avvertimenti Google è passata ai fatti. La vendita di links alterava le statistiche delle SERP che perdevano di qualità. Per un periodo Google ha continuato a farsi pagare però, tramite AdWords, dai siti che vendevano links… nonostante le dichiarazioni di guerra, e questo ha attirato non poche critiche sul più noto motore di ricerca. Lanciare criciate contro i venditori di links e nel contempo farsi pagare da loro per pubblicizzarne la vendita tramite AdWords. Ma ora Google ha passato il Rubicone, e coerentemente non vendere più spazi AdWords a chi vende links. Questa guerra quanto costa? Google ha rinunciato a qualche incasso per mantenere puliti i risultati delle ricerche? No. Perchè i siti venditori di links, che Google ha messo nella lista nera, non saranno raggiungibili, ed i loro links diventeranno carta straccia. Conclusione i venditori di links sono stati sconfitti e chi li acquistava dovrà ora acquistare AdWords. Il giro ricomincia.

I 10 ERRORI DELL'ADVERTISING

I 10 PEGGIORI ERRORI DEL PAY PER CLICK

Mistakes Of Pay Per Click Advertising: The Terrible ten

Vigilance, micromanaging and attention to detail can help you avoid some common and costly mistakes of PPC advertising. What are those mistakes? Here are the terrible 10 that are typical to most pay per click campaigns.

1. Too Many Keywords Per Ad Group It's important to target your ad to be as relevant as possible. Don't group all your keywords into one or two ad groups. Break them out. Keep them tight. This gives you more control over ad variables so that you can be as relevant as possible.
2. Not Using Negative Keywords Negative keywords reduce unwanted impressions, and more importantly, unwanted click throughs. However, with increasing priority given to "quality scores" and click through rates in the PPC engines, it's key to trim the fat from your keyword campaigns. If your company sells "widget management software" then be sure that you have keywords like "-serial" or "-free" assigned as negative keywords (unless, of course, you offer it for free in some manner). You can find good negative keywords in your log files or when you build your lists.
3. Weak Testing Split-testing your ads is critical. Even the smallest of changes can boost results. In addition to testing your ad copy's "call to action" or value statements, every ad has multiple variables to test. The titles, the two lines of copy, and display url all can be optimized. If you don't have time for hands-on testing, a good professional pay per click management company can run daily split testing for you. You'd be surprised how well this can pay off.
4. Poor or Non-Existent Tracking Of course, testing your ads and fine tuning your keyword lists only works well if you are tracking results. The search engines will tell you what your click-through rates are ... but you need bottom-line results. You need to know your return on investment or what your cost per action is. It's not enough to know that you spend $5,000 and get back $10,000. You might be able to spend only $3,000 and get that same $10,000.
5. Not Getting Keyword-Level Tracking Proper and exact analytics or using an experienced pay per click management company is essential to get the data you need. If you have keywords that are not performing and leaking your account on a daily basis, you are throwing money away. Getting results to the keyword level allows you to adjust bids for maximum effect. If you have one keyword with a $1.34 earnings per click and another at 37 cents, this is key information that allows you to maximize profits. Lower one bid if you are above your "EPC" and raise another to eek out more profits from that sweet-spot keyword. Don't waste money on a daily basis.
6. Not Specific Enough Keywords Some broad and generic keywords can certainly push a ton of traffic to your site. They may even be very successful. Often, however, they can also do just the opposite -- drain your funds with poor results. A user searching on one of these generic phrases is often doing research in an early part of the buying process. Knowing your keyword-level results and filtering out bad variations with negative keywords can help you get a true read on these generic keywords.
7. Not Going After Long-Tail Keywords This follows the above item on generic keywords. Building a list and individual ads for the long-tail keywords can be a major time-sucker. It can also be profitable if the task is performed correctly. Those earnings per click will likely vary widely from a generic keyword like "mp3 player", "sony mp3 player" and "sony 2GB S610 walkman video mp3 player". One consumer is doing research, the other knows what they want and is most likely looking to purchase.
8. Not Separating Content and Search NetworksAn easy way to get scorched on poor performing traffic or even click fraud is to not separate your search network ads from your content network ads. Chances are that if you don't know what the difference is, then they are likely not separated in your account -- and bad keywords are leaking your funds daily. You are better off to build different campaigns for your keywords on the content and search networks.
9. Not Attracting Local Clients Through Geo Targeting If you draw most of your business from a local area, the big three PPC engines allow you to geo-target your keywords to that area. This will bring the local market to your doorstep on non-local keyword phrases. This can be hugely profitable.
10. Not Frequently Monitoring Your Accounts Not everyone has time to run split testing on a daily basis or frequently checking your EPCs (even though you should...because it's costing you). That said, there are still a high amount of advertisers who seem to ignore their accounts for days ... or even weeks ... or (don't tell me you're doing this!) months. The big PPC search engines are increasingly cracking down on poor performing keywords, smacking advertisers with that "Inactive for Search" status for individual keywords. When this happens, you lose traffic, you lose profits. If you are investing heavily in PPC, you can't just turn your back on your account for days at a time.

The Terrible 10 of Pay Per Click Advertising is a lot to consider, but it's vital for healthy pay per click campaigns. Whether you can actively manage your PPC accounts at this level or you need to hire a pay per click management company to do it, vigilance and precision can make a huge impact on your bottom line.

TOP 10: I MIGLIORI CONSIGLI MARKETING 2008

Internet Marketing has grown phenomenally over the last few years but the shift has quite clearly moved to a market that is driven by the consumer and that is no longer dictated by journalists and corporates. Online consumers are responding more favourably to non-intrusive, relevant and socially attractive campaigns and have quite frankly had enough of intrusive, forced online advertising campaigns.

The top 10 internet marketing tips for 2008 are:

1. Optimize Your Website's Content:

First and foremost, get your website content right. Make sure it is easily read by both humans and search engines. An essential variable applied by Search Engines in the way in which they rank websites is based on the relevancy of the content that the search engine is indexing.

2. Create a Content Development Strategy for Your Website:

In addition to optimizing the existing content on your website, it is essential that you develop a strategy to continuously grow your website's content on an ongoing basis. All new content should be written specifically with the web reader in mind and should also be optimized for the search engines.

3. Invest in a Paid Search (Pay-Per-Click) Campaign:

When you pay for traffic (visitors) that click on your advertisements that are being advertised on search engines, this is called pay-per-click or search engine advertising. Paid search allows you to quickly leverage search engine traffic by bidding for keywords that are related to the products or services that you promote and sell on your website. Paid search advertising is particularly beneficial to companies who are not yet well ranked on search engines through natural search.
4. Publicize Your Website Through Article Marketing:

Article marketing is regarded by Internet marketing experts as one of the most effective promotional methods to publicize your website and to grow the number of back links (incoming links) to your website content. To ensure ongoing awareness, articles should be submitted to suitable article directories, content publishers, article announcement lists and content syndication (RSS feeds). Each article should be published on your website first and should include a bookmark button to encourage social bookmarking.

5. Develop a Social Media Marketing Strategy:

Studies show that by the end of 2007 more than 60% of top global companies will have had some form of social media marketing strategy in place. Corporates and small business owners should create a clear social media marketing strategy as part of an integrated communications and marketing strategy. Social Media has become an essential component of online marketíng and search engines are adjusting their rankings to include search personalisation. One of the effects of the social media revolution is an exponential growth in the amount of content online.

6. Create a Company Blog:

In the past, corporates have focused marketing and communications efforts on becoming faceless. This has changed significantly. Where the online consumer has become very much in control, companies will no longer be able to connect with their customers in a meaningful and emotional way without having a personality. More and more companies are starting to realize the significance of establishing a company personality and we are starting to see more Corporate Blogs coming alive. Business Blogging will continue to become more lucrative as more and more people look to new media such as Blogs and social websites for insight.

7. Experiment With Video Marketing:

There is tremendous power and revenue-generating potential in Video Marketing. With the rapid ongoing growth of YouTube's traffic in addition to the emergence of Internet Television websites, streaming video is dominating the international web and marketers are quickly scrambling to capitalize on this exciting channel. As companies seek to simplify video sharing, video marketing will become more interactive which could have huge implications for Affiliate marketing.
8. Engage Your Audiences With Web Widget Marketing:

Widgets have made significant strides as an accepted marketing technique in recent months. Many new Blog oriented services are launching Widgets providing businesses with the opportunity to quickly introduce their services and new products to audiences.Web Widgets are small applets that live in HTML and provide miniature versions of a specific piece of content outside of the primary web site. Web Widget Marketing is not only an exciting new marketing technique; it is fast becoming one of the leading brand-building marketing strategies for businesses advertising online.

9. Discover the Benefits of Mobile Media Marketing:

Mobile media marketing has continued to grow at a meteoric pace as many web companies recognize the huge potential in mobile marketing. As new technologies emerge and standard websites are converted to ones that can easily be accessed by mobile devices, companies will need to ensure that their websites are mobile-friendly. This leads the way for new and innovative opportunities to provide the consumer with improved brand and marketing experiences.

10. Create an Effective Email Marketing Strategy:

Introduce an effective Email communications strategy as part of your marketing strategy to grow your existing customer base and to expand your client base significantly through permission marketing and regular targeted communications. Engaging your customers with relevant, targeted information when, where, and how they want it is crucial to marketing success. By combining technological advances with tried-and-tested best practices, the future still looks bright for email marketers. To conquer commercial combat, a significantly powerful Internet presence, supported by a brilliant E-Marketing Strategy, is paramount to ensuring that you remain competitive, grow revenue and magnetise your customers! (By Gillian Meier (c) 2008)