September 25th, 2008 by Claire Schoen :: permalink
Our webcast on Wednesday, October 1, will include some new research about local online advertising.
We thought we’d share a sneak peek at some of the results. According to the survey of national advertisers and agencies,
* Almost 40% were spending nearly 25% of their advertising budgets on online/digital marketing
* Roughly 50% of respondents were doing some form of geotargeted advertising online, often at a crude level of targeting however
Yet traffic sources, tactics and success metrics were all over the map (no pun intended), indicating lots of experimentation, uncertainty, and a general absence of clear best practices.
“Despite high levels of demand and experimentation, there remain numerous frustrations and challenges for advertisers trying to effectively reach local markets online,” said Greg Sterling, analyst at Sterling Market Intelligence. “Those include ROI uncertainty and tracking issues, lack of efficient access to scale, and internal resource and budget constraints, among others.”
Sterling will present the findings of his research in the upcoming Search Marketing Now webcast:
Local Online Advertising: Strategies and Tactics Every Company Should Know
Wednesday, October 1 - 2 PM Eastern/11 AM Pacific
Register now - it’s free!
This webcast is sponsored by Marchex.
September 18th, 2008 by Claire Schoen :: permalink
With forecasts predicting local online advertising to grow nearly 48% to $12.6 billion in 2008, there is no question that it presents a huge market opportunity. But how do you reach customers locally for all of your business locations and measure the success of your advertising? How do you determine which local advertising solutions are best suited for your company? How are successful marketers taking advantage of local online advertising?
Our October 1 webcast will help you answer many of these questions:
Local Online Advertising: Strategies and Tactics Every Company Should Know
Speakers: Greg Sterling, Sterling Market Intelligence and Search Engine Land
Ed O’Keefe, Marchex
Wednesday, October 1 – 2:00 PM EDT (11 AM PDT)
Analyst Greg Sterling will present the results of new research, as well as case studies that demonstrate just how advertisers can capitalize on the potential of local online advertising. Ed O’Keefe, VP of Performance Marketplaces at Marchex will reveal data-driven tactics that are essential to the success of your local online advertising strategy.
In this webcast you’ll learn:
-How top companies are leveraging online advertising to increase sales in local markets
-The technology and services needed to drive online and mobile leads to your local businesses and track the results
-How to effectively measure the ROI of your local online advertising campaigns
Register now - it’s free!
September 17th, 2008 by Claire Schoen :: permalink
Next week’s webcast is a timely one that could help you secure the search marketing budget you need:
“Selling Your Search Budget: Timely Advice for Winning the Budget Battle”
Tuesday, September 23 - 1 PM EDT
Speakers: Aaron Goldman, Resolution Media and Eli Goodman, comScore
With marketing budgets tighter than ever, how do you defend, or even increase search’s share of the overall marketing budget?
This webcast will show you how you can use actionable data to size the overall marketplace opportunity, define and reach your target audience, beat the competition — and set and sell your search budget. By improving your search “intelligence” you can improve your chances of winning budgets and new business.
Whether you’re an agency competing for business, or an in-house marketer who needs to justify your search marketing budget to upper management, this webcast will provide valuable tips and tactics to get what you need.
Register now - it’s free!
September 9th, 2008 by Claire Schoen :: permalink
Our next webcast looks at one of the fastest growing segments of paid search - content networks - and why anyone involved in paid search advertising needs to understand how content ads work.
PPC’s Hidden Opportunity: Advertising on Content Networks
Speaker: David Szetela, Clix Marketing
Tuesday, September 16, 2008 - 1:00 PM EDT (10:00 AM PDT)
Register now - it’s free!
PPC advertisers have traditionally shied away from advertising on content networks like the one included in Google AdWords, fearing high cost and low response rates. But that’s all changing, and if you’re involved in paid search advertising you need to understand how this piece of the PPC puzzle works.
This webcast takes you through the secrets of controlling ad spend and placement, from the right way to assemble keyword lists to making optimal use of performance reports, to best practices in text and non-text ad creative. Learn the secrets of getting double-digit conversion rates and high ROI from content network advertising — the segment of PPC advertising that’s growing faster than search.
In this webcast you’ll learn:
• How to build great content keyword lists
• Why content ads are different from search ads – and how to create them
• What you can do to control costs and improve conversion rates
David Szetela is president of Clix Marketing. This webcast is sponsored by Marin Software.
Register now - it’s free!
September 4th, 2008 by Claire Schoen :: permalink
You’ve just put together an amazing search strategy – you know it’s going to produce incredible results. But can you justify the budget? With competition for marketing dollars increasingly fierce, can you convince others that your strategy is worth the price tag?
Join us as we look at how to sell others on your search strategy and the budget that goes along with it. Whether you’re an agency looking to bring in new business, or an in-house search marketer trying to justify your marketing budget to upper management – there are proven approaches to get you what you need.
Selling Your Search Strategy: Timely Advice to Help You Win the Budget Battle
Tuesday, September 23, 2008 –1 PM EDT
Speakers: Aaron Goldman, Resolution Media & Eli Goodman, comScore
Register now - it’s free!
Search data can be used to your advantage, in sizing markets and opportunities, defining your target audience, or identifying what your competitors are up to – the more hard data you have, the stronger a case you can make. As you improve your “search intelligence,” your chances for winning budgets and new business are likely to improve as well.
We’ll discuss how search marketers are successfully lobbying for their budgets. And, we’ll show you how competitive insight and industry search data can help you build strategies that enhance your credibility and garner your fair share of the marketing pie.
Aaron Goldman is Vice President of Marketing and Strategic Partnerships at Resolution Media.
Eli Goodman is Director of Search for comScore.
Click here to register for this free webcast.
August 26th, 2008 by Claire Schoen :: permalink
Search Marketing Now has just published “Understanding Quality Score,” which provides insight into one of the more misunderstood aspects of paid search advertising.
For anyone just getting started in paid search advertising – or for those who are still learning the ropes – “Understanding Quality Score” provides a valuable introduction.
“Understanding Quality Score” is free and can be downloaded at our website.
“We have seen a rapid growth in the demand for information about search marketing, and we’re pleased to be able to provide quality content for our audience of search marketers,” said Search Marketing Now Product Manager Claire Schoen.
“Search Marketing Now has been producing educational webcasts for nearly two years now. Adding whitepapers like “Understanding Quality Score” to the mix gives our audience yet another way to learn more about search marketing – and that’s one more way to do their job better,” said Schoen. “Our aim is to provide content in a range of formats that educate and enable marketers to work better, smarter in search and internet marketing.”
Take a look and let us know what you think. We’re always interested in your feedback.
See you on our next webcast, “Getting More From Large, Complex Paid Search Campaigns: Increasing ROI Through Keyword Analysis and Optimization,” Thursday, September 4.
August 25th, 2008 by Claire Schoen :: permalink
Recent research confirms what many marketers have suspected all along: two-thirds of searchers are driven to perform searches as a result of exposure to some form of offline marketing — whether it’s direct mail, print advertising, television, or some other offline channel. Equally compelling is that nearly 40% of those searchers ultimately buy a product or a service as a result.
Smart marketers realize that by integrating their offline initiatives with their search marketing efforts, they can amplify the results of both. But how are marketers performing this integration? What are some of the best practices they are employing? And what obstacles are they encountering in the process?
Join us on September 9 as Chris Sherman explores how to blend offline marketing with online search marketing for maximum effectiveness. He’ll discuss strategies and techniques, such as ways to coordinate online and offline campaigns; he’ll also explore how to overcome the obstacles that can come up when trying to integrate the online and offline channels in a large organization.
“How Large Offline Marketers Drive Superior Search Marketing Results”
Tuesday, September 9 - 1 PM EDT
Sponsored by iProspect
Chris Sherman is the Executive Editor of Search Engine Land.
Registration is free — sign up now!
August 20th, 2008 by Claire Schoen :: permalink
Ask any advertiser what they’re looking for, and inevitably it comes down to quality traffic that’s affordable. Seems simple enough, but not always so simple to achieve.
With so many new ad networks being created, how can an ad networks make sure they’re delivering quality traffic for their advertisers? What are the best practices for building an advertising network and keeping advertisers happy?
Our recent webcast Ad Network Best Practices, featuring Dana Todd and Tom Cuthbert, addresses these and other issues related to ad networks, traffic quality, and the relationship between advertiser and ad network.
For example, what kinds of questions should be addressed between advertiser and ad network at the outset? What is ‘bad’ traffic and how do you filter it out? What are the benefits of improving traffic quality? How serious is clickfraud? What can ad networks do to keep advertisers happy - and remain competitive in this increasingly competitive space?
This webcast is available on-demand, free. Tune in now!
August 14th, 2008 by Claire Schoen :: permalink
Check out some of our recent webcasts - now available on-demand. Watch them now! For a complete listing of our on-demand webcasts visit our On-Demand library.
Ad Networks Best Practices
Speakers:
Dana Todd, CMO Newsforce.com and President Emeritus, SEMPO
Tom Cuthbert, President, ClickForensics and Moderator, Click Quality Council
If you’re building an ad network, you’ll want to find out what you can do to deliver the best for your advertisers - how can you be sure to deliver quality traffic? What are today’s best practices in ad networks? What can you do to improve click quality and avoid clickfraud? Watch now!
Decrypting Quality Scores
Speaker: Jon Kelly, President, SureHits
Are your ads showing up lower for the same bid? Are your keywords getting inactivated because of ‘Min Bid” requirements? If you’re finding the results of your PPC ad campaign puzzling, you’re not alone.
It could be your Quality Score — and it could be costing you traffic. Find out what goes into Quality Score, and why understanding it is a critical to a successful PPC campaign. Watch now!
Tracking Beyond the Lead: How to increase the ROI of your lead gen campaign
Speakers:
Alissa Ruehl, Apogee Paid Search Services
Wister Walcott, Marin Software
Learn how to improve your campaign’s ROI and delight your sales team by weeding out junk leads and generating more of the leads that turn into sales. Alissa Ruehl discusses what’s important to measure - and why - and how to set up an effective system for tracking your sales leads. Watch Now!
August 11th, 2008 by Claire Schoen :: permalink
Sure, you’re measuring keywords in your paid search campaign - you know which ones are leading to clicks and conversions.
But what about the keywords that led up to that last click? Are you paying attention to the “assisting” keywords - the ones that preceded the conversion?
In our September 4 SMN Webcast, Steven Kaufman will show you how to more accurately measure the value of your keywords by analyzing the role they play in the entire customer search cycle - from generating interest up to a conversion. Roger Barnette will follow this with a brief case study/report outlining a real-world example of how proper optimization of assisting keywords can increase ROI.
Getting More From Large, Complex Paid Search Campaigns:
Increasing ROI Through Keyword Analysis and Optimization
Thursday, September 4, 2008 - 1:00 PM EDT
Speakers:
Steven Kaufman, Senior VP, Digitas
Roger Barnette, President, SearchIgnite
Our speakers will cover:
* Why it is important to understand the value of “assist” keywords and all clicks leading up to a conversion
* How to measure the value of all keywords within your portfolio
* When to use differing optimization strategies including Portfolio Optimization, Keyword Position, or Day Parting
Register Now!
