Internet Marketing News Flash
Espotting Merges With FindWhat.com
FINDWHAT.COM (NASDAQ: FWHT), a leading developer and provider
of performance-based marketing and commerce enabling services,
and ESPOTTING MEDIA, INC., a leading paid listings provider
in Europe, announced 1st July 2004 the completion of the merger
between the two companies.
New Google WebSearch
Program Pays Publishers For Searches
Google has released two new services allowing site owners
to install web search capabilities on their own sites, including
one that pays.
Overture Launches Local Match
Overture launched its new sponsored search product Local
Match(TM) which delivers local search listings to consumers
searching online for local products and services. Through
Local Match, advertisers can precisely target customers interested
in a specific neighborhood and present customized offers and
business details to them. Overture's Local Match listings
appear in the U.S. on Yahoo! and MyCity.com and will be displayed
on other popular sites including MSN, ESPN.com.
Google Launches Chinese Search
As search engines battle each other for China's market share
of Internet users, which is moving towards the second highest
in the world, Google has announced the launch of Chinese search
services designed to capture a portion of China's web audience.
Managing a Search Advertising
You want top search result positions now, and you're willing
to pay for them. But is your paid listing launch on hold until
you can justify a budget and demonstrate ROI goals?
"A special report from the Search Engine Strategies 2004
Conference, March 1-4, New York."
Perhaps you are already spending money, but without a budgeting
strategy in place. How do you know if your campaign is providing
sufficient return to justify the amount of ad spend? In the
"Setting and Managing Your Ad Budget" session, a
panel of experts shared tips on getting the budget you need
and making it work more efficiently for you.
Let's start with getting budget approval for paid listings.
In-house search engine marketers, or marketing agencies, often
find themselves competing for part of the company's marketing
budget. Mike Moran, manager of IBM.com site architecture and
design, began with a pivotal argument marketers can use in
budget negotiations, "If consumers can't find our product,
they can't buy it." Moran then recommended that marketers
prepare the following data as a persuasive case for budget
allocation and increases:
- Show competitors' ads running on your company's keywords
- Explain the missed business opportunity in terms of expected
revenue from paid listings
- Quote statistics on search engine advertising effectiveness
from well-known resources
- If applicable, show how your company's affiliates are
already savvy in this area, or are causing profit loss by
bidding against your company for the same keywords
Some marketers don't have budget battles. The company executives
have followed the media's stories of search engine marketing
success and have already embraced budget allocation for paid
listings. Business owners who manage their own campaigns are
However, Harrison Magun, managing director of eonMedia, asserted
that most companies that are spending money are still working
with no formal budget -- essentially flying blind. "They're
spending until the cows come home," he explained.
Magun strongly recommended that marketers set a budget based
on a set of statistical assumptions. According to Magun, it's
not about spending money on top positions; it's about setting
cost-per-order goals then using realistic click-through rates
to determine what you should be spending per click to get
a sale. Set a budget based on performance, not positions.
Kevin Lee, CEO of Did-it.com, drilled even further into managing
a paid listing budget based on return on investment (ROI)
criteria. He reminded marketers to not overlook low-volume
keyword phrases. Typically, they yield an impressively-high
ROI because they're targeted phrases used by consumers who
are in the later stages of the buying cycle. Grouped together,
Lee said those low-volume phrases can add an extra 5%-20%
lift to a campaign.
Are you managing the paid listing campaigns of a specific
division, or business unit, within a company? If so, a company-wide
search engine marketing (SEM) strategy is becoming increasingly
important to avoid overlap and accidental competition.
"There is now a very high probably for duplication of
keyword buys," according to Bill Hunt, SEM strategist
for Global Strategies International, which manages IBM.com's
global search marketing strategy. Moran discovered that several
divisions of IBM were bidding against each other, which of
course increased clicks fees.
Hunt worked with Moran to create a keyword management database
that all divisions and business units must clear their keywords
through. The assigned keyword owners have first right to those
keywords in paid search, and if executed, are required to
implement an optimization strategy to rank well for those
keywords too. Surprise keyword attacks from members of the
same corporate team have been eliminated.
The Search Engine Strategies sessions are always entertaining
as well as educational. A particularly memorable exchange
occurred during the Q&A portion of this session, when
an audience member asked about managing paid listing campaigns
Question: "How much is a vote worth?"
Answer: "That depends on who the candidate is!"
Fortunately, most companies know the value of what they're
marketing. By setting a realistic budget based on initial
ROI assumptions, marketers can then modify their paid listing
campaign to achieve new profitability goals. The overall budget
will then become a supporting piece in the marketing plan,
not a primary obstacle.
Article By Catherine Seda
About the Author:
Catherine Seda, owner of the Internet marketing and training
company Seda Communication http://www.sedacommunication.com,
is author of the new book Search Engine Advertising http://www.searchenginesales.com.
This article originally appeared in Searchenginewatch.com's
daily newsletter SearchDay, at the following URL: http://searchenginewatch.com/searchday/article.php/3359901.
"Copyright 2004 Jupitermedia Corporation All Rights Reserved."
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Marketing With Email Newsletters
Whether you are a B2B or B2C company, email newsletters can
be an effective marketing tool to boost website traffic, increase
product sales, and facilitate customer relationships. Unfortunately,
many companies have recently abandoned their email newsletters,
fearing non-compliance with the national CAN-SPAM act, or with
various state anti-spam regulations. Your business can still
enjoy the benefits of email newsletter marketing if you follow
these key best practices.
Know the Law
CAN-SPAM and other anti-spam regulations target unsolicited
and fraudulent email marketing. If your email newsletter is
a permission-based publication with lawful content, you can
easily comply with all regulations as detailed below. If you
are a high-volume publisher (1000 plus emails per campaign),
however, it is wise to seek legal review of your efforts.
Use Appropriate Email Lists
Use only permission-based, double opt-in email lists for your
newsletter. This means all your subscribers have registered
to receive your newsletter, and have reaffirmed their subscription
desire via a confirmation email or online form. Do not attempt
to build your newsletter list by renting email addresses from
an outside source.
Practice List Hygiene
Keep your email list database up-to-date in real time. Subscribers
should be able to unsubscribe at anytime via an unsubscribe
link included with every newsletter, and from a form on your
website. Remove email addresses that bounce multiple times.
Use a Reputable Service Bureau
You can accomplish permission-based, double opt-in marketing
and real time list hygiene by using a reputable email service
bureau. Such services also have relationships with the major
ISPs to help "white list" clients against false
Avoid Spam Filter Triggers
Even for legitimate permission-based email newsletters, you
can expect your mailings to encounter multiple spam filters.
All email is filtered by ISPs, and often a second time at
the client computer level. These spam filters use a variety
of techniques. Some filters check the content of your Subject
heading. As such, you should avoid CAPS, special characters
like *, and even marketing terms like "free" or
"special offer." More recently, client-based spam
filters are checking to see if the sender's From address is
listed in the subscriber's address book.
Finally, make sure your email newsletter includes compelling
content anticipated by your target audience. This requires
that you assign a competent editor to the task who is willing
to devote the time and energy necessary to publish your newsletter.
Publish on a regular schedule. Include links back to your
website, and include links to outside resources of interest
to your readers. Use a form in every issue for subscribers
to forward your newsletter to a friend. Encourage reader feedback,
and respond to comments and inquiries promptly. Quality and
consistency in email newsletter marketing will boost website
traffic, increase your product sales, and promote the customer
lifetime value of your subscribers.
Article by Rich Ottum
About the Author:
Rich Ottum is General Manager of eStrategyOne, an online marketing
solutions company in Columbus, Ohio.
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- Send pictures and attachments
- Verify your mailing list before sending the email
- Easy to use mailing list management: allows you to sort,
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