"Making Web Promotion Easier..."

Issue: March 2005
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Web site Promotion & Internet Marketing Software 
In this issue of Dynamic Internet Marketing Newsletter »

Internet Marketing News Flash

Yahoo seeks to expand in Google territory

March 11, 2005 - News.com - Yahoo plans to launch its own advertising option for small publishers, a source familiar with the plan said. Like Google's service, Yahoo's self-serve product will display text ads deemed relevant to the content of specific Web pages. Advertisers pay only when a reader clicks on their ad. Yahoo and publishers will split the fees.
Click here to read the entire article ...

Google Desktop Search Moves Out of Beta

March 7, 2005 - SearchDay - Google has formally launched its desktop search application, after a comparatively short beta test period of just five months. Version 1.0 of the desktop search application adds a number of new formats to the list of file types searched and addresses many of the privacy and security concerns raised after the release of the initial beta version last October.
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Kanoodle Offers Local Targeted Contextual Advertising

Kanoodle announced the launch of Kanoodle’s LocalTarget™, currently the only available sponsored links product built solely for local targeting on content pages. LocalTarget provides advertisers with the opportunity to more accurately target local customers via Kanoodle’s topic-matching approach to listings on market-specific Web pages. Kanoodle contextually targeted text ads appear on USAToday, MSNBC, and on publisher sites running Kanoodle BrightAds.
Click here to read the entire article ...

ROI: How Hard is Your Web Site Working?

An effective web site requires an ongoing investment, but with a good ROI strategy it doesn't have to costs you.

Every web site needs to provide a tangible and timely return on investment (ROI). Your company's web site should be one of the most active and accountable members of its marketing team.

Accountability is a good thing -- as long as it's based on sound objectives. ROI objectives can represent tangible things such as cost savings and intangible tings such as the projected impact your Web site will have on customer perception and behavior. They identify how you plan to use the Internet recover your financial investment and to achieve some specific communication goals and marketing efforts.

For example, if you want to increase unaided awareness among the target market of 18 percent to 25 percent, you can identify the percentage of the target market that will visit your Web site.

Of those within the target market that visit your site, you can identify measurable objectives based on other communication goals, marketing objectives, and sales objectives. These objectives might include:

  • The number/percentage of target market site visitors that subscribe to receive ongoing information from your company via email;
  • The number/percentage of target market site visitors that will request additional information about your organizations products or services;
  • The number of customers who successfully resolve customer service needs online.
  • The projected number of products and services sold online, or transactions originating from Internet visits.
  • The number of new monthly visitors and repeat monthly visitors to your Web site.

Setting quantifiable objectives for your Internet site that relate to your overall marketing and communication goals is critical. Equally important is the ability to effectively measure whether objectives are met.

Each time an individual visits your organization's Web site, information about their visit can be saved. This information can be used to generate 'Web statistics' that characterize your site's overall use.

Web statistics are a useful tool for measuring site use. For example, using Web statistics, you can calculate a number of useful marketing-relavant indicators:

  • Penetration = [unique visitors to home page] / [unique visitors]
    Penetration reflects the percentage of site visitors that go beyond your organization's home page. It's not uncommon for Web sites to lose 50% or more of its visitors before the home page finishes loading. A home page that has 5,000 visitors a month with a penetration of less than 50% may be less effective than a site with 4,000 visitors with higher penetration.

  • Conversion =[unique visitors taking desired action] / [unique visitors]
    Conversion reflects the percentage of site visitors that take a desired action. You can measure the conversion for several actions simultaneously. For example, the percentage of site visitors that purchase online; and the percentage site visitors that subscribe to your organization's electronic newsletter.

  • Connection = [Referral click-thrus] / [desired pageviews]
    Connection refers to the number of site visitors to your site from an external location, such as another Web site or banner advertisement, that view desired content. Online promotions with a high connection rate are more effective.

  • Migration = [visits to content area]/ [site exits from the content area]
    Migration refers to the number of site visitors that leave your site from a specific content area. Content areas with the highest migration are typically less effective than areas with lower migration.

  • Clicks to Action = [Average number of clicks from home page to desired action]
    CTA reflects the number of clicks it takes from the Home Page to reach a desired action. For example, reducing the CTA to complete an order should result in a measurable increase of customer conversion for online orders.

  • Intro Skip Factor = [number of visitors to Intro page]/ [visitors that bypass Intro]
    This indicator reflects the number of visitors that view your site's intro page, if applicable. If a large percentage of site visitors bypass the intro, it can indicate an ineffective intro, or a high percentage of return visitors.

Since Web statistics are not collected with marketing, communication, or sales objectives in mind, other methods of measuring objectives are also required. Data for measuring the success of Internet objectives can be incorporated within the processes used to determine the success of communication goals, marketing objectives, and sales objectives overall. For example, customer surveys should include questions related specifically to the unaided awareness, attitude, trial, and retrial levels of the organization's Web site.

By establishing objectives prior to implementing Internet media, it may also be possible to integrate objective specific reporting features. In the same way site visits collect information for Web statistics, information can be collected for evaluating whether objectives have been met.

Article by Troy Janisch

Troy founded Icon Interactive (www.iconinteractive.com) in 2004 on a quest to create the most marketing-savvy technology company possible. Troy is a nationally-recognized technology columnist and an Instructor of Marketing. He has a master's degree in mass communication from the University of Wisconsin-Madison. He is a certified instructional designer with a breadth of Internet project management, programming and strategic planning experience. Copyright 2005 Icon Interactive.

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Tips, Tricks: Pay-Per-Click (PPC) Strategies that slash your ad expenses

Pay-Per-Click (PPC) search engines can be a powerful, instant source of qualified traffic for your web site. The goal to manage a successful PPC campaign is to minimize cost(CPC) and increase ROI. Here are some strategies and tools that you can use to increase your web site traffic while keeping your bidding costs low:

(a) First position isn't always the best

Sure, #1 position will generate more clicks, however, people also click on the listings in #2 and even #5 position for competitive checking. Our study shown that #3-#5 position has a better conversion rate while #1 has a higher click thru rate. So vary your bids so that your listing appears higher and lower on the page and will see what effect the ranking has on your profits. You may actually find that for more costly keywords, a slightly lower ranking is more profitable.

(b) Bid on targeted phrases with less competition

"General" keywords will generate more traffic but they are also more expensive. Please try to bid on as many highly "targeted" keyword phrases as you can, including misspelling words, which tend to be more cost effective. For example, instead of bidding on "laptop", you might consider to bid on "used laptop", "cheap laptop computer", and "dell laptop for sale". You will get better conversions on targeted keywords because they bring more qualified visitors. You will also keep your cost lower as there are less competitors that bid on these keywords.

(c) Create customized ads for different product or service

Separate your keywords to different ad groups, and create specific customized ads and landing page for each keyword group. This will help to attract more attention from qualified buyers, and increase your conversions by directing the visitors to the right web site that contains the exact product or service they are looking for.

(d) Get listings in 2nd tier PPC search engines

Bidding on popular keywords in Google and Overture can be very expensive. But there are dozens of smaller PPC search engines such as FindWhat, Kanoodle, Enhance and Espotting. These PPC engines may not generate the same traffic as you get from Google and Overture, however, they will bring you reasonable amount of traffic, and best of all, they are very cheap.

(e) Manage your bids with "AutoBidding" software

Managing your PPC campaigns is very time consuming especially if you have hundreds or even thousands of keywords. "Autobidding" software is a bid management program that tracks the bidding activity on your keywords and adjusts your bidding price automatically so that you can maintain your targeted ranking position. The main features of bid management software allows you to eliminate "bid gaps", bid to your targeted position, turn your keywords online or offline, "cap" your bids so that you never spend more than you want to. Dynamic BidMaximizer (http://www.keywordbidmaximizer.com/) is one of the best PPC bid management software on the market today that supports Google, Overture and all other major PPC search engines. Please visit http://www.keywordbidmaximizer.com for more details.

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Dynamic Internet Marketing Newsletter is published once a month by eDynamicSoft, a division of Apex Pacific Pty Ltd, developer of Dynamic Submission - award winning web promotion software. Each issue covers the latest information and trends in internet marketing and web promotion.

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