Published on
January 31, 2007 in
Search Engine Marketing and from HTI.
Tags: b2b, campaign, google, Google Adwords, google.com, how to, MSN, ppc, ROI, yahoo.
Day Parting, first offered by Mirago (a 3rd party program) in late 2003, allows advertisers to select the time of day, and the time of the week or month when their listings are displayed.
This means that a B2B company who does not want its ads accessible in the evenings or weekends, because it has no service available, can prevent useless clicks that it has to pay for with some PPC companies. Likewise, another company who knows its best ROI comes from evening and weekend traffic can ensure its ads are only available at those times, and thus maximizing its ROI.
In June 2006, Google AdWords launched its own version of Day Parting, called Ad Scheduling. With Ad Scheduling, advertisers can schedule when they want their ads in their campaigns to run. Advertisers can even apply bid multipliers during certain times of the day. Google’s ad scheduling was released soon after MSN AdCenter launched similar features in February of 2006. Yahoo has followed in Google’s footsteps since then.
Here is an example of how to use the bid multiplier: If the default bid for a campaign is $2 CPC, and the custom bid multiplier entry for Tuesdays is 1.7, then the CPC bid for Tuesdays will be $2 x 1.7 = $3.40. Conversely, the same $2 default bid CPC, with a bid multiplier entry of 0.5 will produce a $1 bid. One condition of this bid multiplier is that it can be as little as 0.1, but no more than 10.
To learn what time(s) and what day(s) you should be using ad scheduling on Google, follow this link and run an hourly report:
https://adwords.google.com/support/bin/answer.py?answer=40037&hl=en_US
This link explains what Ad Scheduling is on Google and even how you can run an advanced form of it:
https://adwords.google.com/support/bin/answer.py?answer=33227&ctx=tltp
References:
www.mirago.com/com/press_20031120-01.asp
http://goyami.corante.com/archives/2006/06/17/google_launches_scheduling_day_parting_features.php
www.sitecreations.com/pay-per-click-dayparting.html
www.seroundtable.com/archives/003896.html
It’s about time!
Yahoo announced on Tuesday (Jan. 23rd) that it is rolling out its new ad system on February 5th. The big new feature: QUALITY. Currently advertising on Yahoo is a money game. More money, better placed ads. The new system will take into account the quality of the ad, meaning it will track how many times the ad is clicked (attracts visitors to content they wee looking for) and then use that information to decide which ads get placed at the top of their search results.
This has been a long time coming and Yahoo is putting itself back in the ring when it comes to search advertising. Costs will level out, and the system will likely be easier to manage, making it a more viable option for limited budgets.
For the full story take a look at this article in PC World.
We’re looking forward to working with the new system and using it for our clients. We’ll keep you updated on what we think.
According to to most recent eContent David Meerman Scott writes about the newly found “hot property” status of news release distribution wire companies. The firms are offering more online services geared towards marketers and the new use of press releases as direct to web publishing.
Content is king on the Internet and so press release companies, because they serve up lots of “articles” are great sources for industry specific sites (Verticals). They often allow you to simply put a piece of code on your site to show the most recent articles for your subject. As a result they’re also great for the companies putting out the press releases because you can appear on lots of related websites, often as an article.
The new, bigger, companies being formed are creating single points of publishing to reach the ever-expanding publishing market. One press release, and you’re off. And if you’re lucky other sites will actually put your actual release to their site, which will eventually end up in their archive… That will help SEO. Of course the real goldmine is getting blogers and magazines/newspapers/radio shows to write about you and your service.
Just make sure your tracking your press releases to see which services get you on the right sites, and what kind of response those releases get you on your site.
The long and short is this: PR is becoming an active marketing tool, and if you play your cards right, an essential, track-able part of using the Internet to grow your business.
Published on
January 17, 2007 in
In The News and from HTI.
Tags: google, graph, microsoft, new search engine, nytimes, nytimes.com, results, search engine, Small Business, small businesses, yahoo.
On Monday (Jan. 15th, 2007) AOL, a division of Time Warner said it would buy the Swedish online ad broker TradeDoubler for a cool $900 million. And it won’t fly. According to multiple accounts, including the NYTimes, they need 90% shareholder approval and one company, a Swedish pension fund called Alecta, owns 10.1% and they want more money. Why does this matter?
Online ad buy has been growing by 25%/year in recent years and it just keeps growing. AOL, which recently made its service totally free as a portal for anyone willing to install the software, is placing itself in the market with Google, Yahoo, and others. For small businesses this is a good thing. AOL users tend to be family folk and people just a tad less techie. That’s a market you want to get to with most consumer products. And if AOL had a robust advertising engine built right in, you could effectively reach that market. Moreover, AOL forces users to create accounts, and therefor can safely collect demographic information on its users. Integrate that with an online ad system that also helps you get to the European market and you have a serious tool for targeted marketing.
Microsoft has been promising this kind of targeting in their new search engine but it’s not clear how they;ll get the information. With AOL we know. Also, because AOL is software you put on your computer users use it to access everything on the Internet. It’s a web browser that knows who you are because the only way to use it is to log on through it.
If not TradeDoubler, then hopefully some other system with a serious customer base will become part of AOL. The results could be great for your advertising dollar.
Listen to this report from MarketPlace.org to learn more about AOL and ads.
Blogging is hard. we’re feeling it right now as we start our own corporate blog (this one) in our new campaign to educate the nation’s executives on how to better use the Internet to improve business. We’re calling it “Hiring the Internet” and we have every intention of making serious Internet Marketing part of the conversation at small businesses everywhere.
You’ll find industry news, explanations, tips, techniques, and ideas here. This is not the Do-It-Yourself blog for marketing… it’s the Business blog for marketing. It’s time to get down to business, and when it comes to Internet Marketing we’re going to help you do it.
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