Why you should invest in online marketing
Filed under: Updates — Tags: online marketing, sem, SEO, SMO — Patricia Uster @ Friday, December 23rd, 2011
There are many kinds of products to be bought on the Internet. The numbers of online stores to choose products from just keeps growing – sometimes you can buy a product from the e-commerce website of a local retailer, other times from an e-commerce website in a country on the other site of the world. The quantity of content online is so huge that it is easy to get frustrated and not know what online source you can trust. This is the landscape of the Internet which can be explained by two theories:
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Quantity vs quality
Filed under: Adwords, Google, Paid Search, Updates — Tags: keywords, ppc, search term report, sem — Paula Cifuentes @ Tuesday, December 20th, 2011As with many things in life, the field of PPC also has the age-old debate of quality versus quantity. A lot of newcomers to the field have a tendency to include too many keywords within a campaign. People seem to think that the bigger their keyword list is, the more likely it is that they’ll get more conversions. The rational here being that if I get 2 conversions with 100 keywords, I must be able to get 200 conversions from 10,000 keywords, right?! Plus, it’s also really impressive to talk about your campaign with 8 MILLION keywords.
“Damn, he must know what he’s doing, he has so many keywords!” (more…)
Integrating Marketing Channels to Boost Your Multi Channel Strategy
Filed under: Conferences, Digital, online retail — Tags: digital marketing strategy, email marketing, integrated marketing, online retailers, sem, SEO, social media — Joshua Lee @ Wednesday, September 21st, 2011We are very excited to have Outrider’s very first guest blogpost in the lead up to the Online Retailer Sydney 2011 Conference!
Ben Liau, who will be speaking at the event, is a digital marketing enthusiast who specialises in developing digital marketing strategies. His forte includes SEO, SEM, email marketing, social media marketing, web analytics, & ecommerce. He is very passionate about online marketing and web start ups, and blogs about new updates and trends in the digital marketing world at www.digitalonlinestrategy.com . You can follow him on twitter @benliau . He is also the marketing manager at www.mooo.com.au
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Multi channel marketing for an online retailer is essential for reaching their valuable customers.
In this day and age a business cannot depend solely on one marketing channel; it needs to use the right mix of digital marketing techniques to be successful.
The key to being successful is to integrate your digital marketing channels for extra effectiveness and to boost your multi channel marketing strategy.
Here are 3 techniques that you can use to integrate your digital marketing channels to boost your multi channel marketing strategy. (more…)
The Search Onion – How to Start Building a Paid Search Campaign
Filed under: Adwords, Google, Paid Search, Updates — Tags: google adwords, ppc, sem — Megan Edwards @ Wednesday, August 31st, 2011Starting a new campaign build can often be a daunting task with uncertainty about just where to start. To help give you some ideas this blog post will share one of the ways I approach building a new campaign from scratch.
One of my favourite ways to start building a campaign mud map is through the use of the ‘Search Onion’. Not only does it help me illustrate my thoughts, it’s also a great tool for explaining to clients how we go about structuring campaigns and distributing budgets between keyword groups. I find it is most useful in identifying priorities when budgets are particularly stretched.
The ‘Onion’ is not dissimilar to the commonly referenced ‘Search Funnel’. Whilst this is also an excellent way to illustrate keyword importance, I find the ‘Search Onion’ useful in helping clients visualise their search accounts and for initial organisation. It’s also a nice way to illustrate the importance of good structure by dropping in the analogy that if you don’t cut your keywords correctly they can make you cry.
The ‘Search Onion’ works on the premise of 3 primary layers of keyword groupings starting at the core and working out in order of importance.
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When the GDN performs better than search
Filed under: Adwords, Display Network, Paid Search, Research, Updates — Tags: GDN, Google, google adwords, Google Dsiplay Network, ppc, sem — Marion Vallier @ Tuesday, July 26th, 2011If you go to the Google Display Network website, you’ll find many case studies on how well the Google Display Network (GDN) performs and how CPA performance is pretty similar to that of Google’s Search network.
My own experiences have thrown up some interesting results. For one of my clients, I actually have a stronger performance on the display network than on the search network.
My campaigns are contextually targeted and display text ads only. We restructured the campaigns last year (more granular ad groups, some excluded sites etc.) and since then, the results from this campaign have been pretty impressive.
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Back to Basics: A Quick Guide to 20 ‘Must Know’ Paid Search Terms
Filed under: Adwords, Google, Paid Search — Tags: Adwords, google adwords, google mobile search, google search, keyword research, Paid Search, search engine, sem — Megan Edwards @ Tuesday, June 21st, 2011With the digital landscape evolution showing no signs of slowing down, it’s easy to become overwhelmed by the volume of new things we are exposed to on an almost daily basis. What’s more is that often we are expected to understand and know how to use these new applications, programs and solutions almost immediately with no instruction manual or road map!
That’s why I find it’s important to get back to basics every now and then and that’s what this blog post aims to do for Paid Search by providing an easy index guide to 20 ‘Must Know’ Paid Search terms. Whether you’re new to Paid Search, a CEO needing help deciphering reports or a small business owner trying your hand at AdWords for the first time, these ‘must know’ terms will go a long way to helping you get comfortable with the world of paid search.
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SEM Account House Keeping Tips
Filed under: Adwords, Google, Paid Search — Tags: Adwords, Google, google adwords, Paid Search, sem — Alexander Hancocks @ Tuesday, June 14th, 2011As a recent arrival to these sunny shores (I didn’t know you had rain in Australia until the other week), and with the advent of Winter I thought it appropriate to blog about the importance of Good House Keeping. I am not going to prattle on about the latest trends in kitchens or fleecy knickers, rather the importance of regularly reviewing SEM accounts in order to update, refresh and stay abreast of the latest innovations, trends and technology.
Google’s “LIKE” for Search
Filed under: Google, Paid Search, SEO, Social Media — Tags: Google, Google Plus One, News, sem, SEO — Shad Bruce @ Thursday, April 7th, 2011Google in the US last week has introduced its latest experiment of the “+1” (plus one) button as part of Google search results. This allows you to see or apply a “+1” to the Organic Search results or Paid Search ads. This is not available on websites, yet.
Synergy between Display and Search – what you really need to know!
Filed under: Adwords, Display Network, Paid Search, Updates — Tags: Display, google search, search, sem — Leena Chamoli @ Monday, March 21st, 2011
“Search gives me ROI. What can Display give me?”
I’m sure, you might have heard this many times from clients – who are all so focussed on their search ROI, Cost Per Acquisition or Return On Ad Spend. I can empathise that it’s not always easy to tell them – “No, you really should trial display/banner advertising as it can positively impact your search ROI”. (more…)
The Virtuous Circle: The Role of Search & Social Media in the Purchase Pathway.
Filed under: Paid Search, SEO, Social Media — Tags: groupm, groupm search, Paid Search, sem, SEO, social media — Katherine Johnson @ Wednesday, March 16th, 2011The purchase path has evolved – the consumer now has more avenues at their fingertips than ever before, where they can research, price compare, discover new brands and much, much more. In our dynamic industry what does this mean – for us, our clients, for your brand and more importantly for the customer & their behaviours? Where and how does Search fit in?
