Broad Match Keyword – Online Marketing Term of the Week

Broad Match Keyword

  1. A paid search keyword matching option in which an advertisement is displayed for all search queries that include a given keyword or phrase: in any order, with or without additional words. Keyword variants, synonyms and plurals are also included in broad match.
  2. Example: The broad match keyword: staffing marketing would trigger an ad if a user searched for any of the following.
    1. paid search keywordsmarketing for staffing agencies
    2. marketing a staffing company is hard
    3. marketing plans for the staffing industry
    4. As well as: staffing for marketing agencies

 

 

Which Marketing Channel Will Give You the Best Results? [Infographic]

This is a very interesting study performed by Conductor.  We often here people, even other marketers, touting that, “SEO is dead” or “Email is dead.” According to this study they are both alive and kicking!

The study examined four areas:

  • Social media marketing
  • Email marketing
  • Paid ads (Paid Search and Paid Social Ads)
  • SEO

They also looked at metrics such as:

  • Which marketing channel gets the most visitors?
  • Which brings in the greatest amount of qualified leads?
  • Which channel gets the most customers?
  • Which sparks the best engagement?
  • Are there different effects on B2B and B2C companies?
  • Which channel has the highest ROI (Return On Investment)?

The results may not be the same for every industry or company, but you may be surprised at what was discovered.  View the results in the infographic below.

Best marketing channels in 2014Want to use the infographic for your blog? Get the original here: [Infographic] Which Marketing Channel Gets You the Most Bang for Your Click?

Full Screen Ads? Bad, Bad Idea!

We work with our clients to help them get found online. That often means using paid search or media to get their message out. These avenues work very well and are great way to track who’s seeing your ads and the ROI (return on investment).

We’ve seen many different ways that advertising platforms have tried to grab people’s attention online:

  • Text ads,
  • Banner ads,
  • Banners that slide down to take up more space,
  • Videos that auto start when you hit a page.
There are also many other variations of these out there too. But this relatively new form has to be the most obnoxious. 

What happens is when a site loads a layover slides across the screen and covers the entire screen. You can even buy a video version. If you were about to click on something as it slides out, you’ll end up clicking on the ad. I get that websites owners want to try and monetize their site, but every time I’m forced to view one of these ads I simply want to leave the site. It definitely DOES NOT make me want to buy the product in the ad. 

undertone-full-screen-ad

So far I’ve only seen ads like this from Undertone, but their may be other companies offering such ads. This was seen on weather.com.

My advice to site owners as well as companies looking to market their products, don’t use this format.

For advertisers: I would guess there that these ads end up with a lot of clicks from people that really didn’t want to click on the ad. Plus it is highly likely that you will just be annoying your prospective customers more than anything else.

For site owners: You only have something like 3 seconds for someone to decide if they like your website before they leave. Do you really want that 3 seconds to be controlled by an annoying ad?  

It may be creating a “Standout Brand Experience,” but that doesn’t mean it’s a good experience…

Microsoft Advertising Takes Aim at AdWords – Adds adCenter Training Hub

Microsoft AdCenter Accredited Professional

Microsoft has taken another step to try to compete with Google Adwords. They’ve added a free training hub where paid search professionals can hone their skills and learn about the latest updates to the Microsoft Search Alliance adCenter. One cool thing about it is if you register and sign in with your Windows Live ID it tracks you progress. So, you can start training videos right where you left off. Then once you are comfortable with the material you can take the Accredited Professional exam. Unlike Google Adwords Certification there is no minimum to how much budget level you need to maintain to take the exam. You just have to be an active adCenter user and pass the exam. Plus, the exam costs just $15.

Once you pass the exam you become an Accredited Professional which lasts for a year. You must then retake the exam each year. There is no longer a company accreditation so individuals can use theirs certification to promote their company as well. Plus, you have the option to be added to Microsoft’s member directory as well as their “Find a Pro” directory.

So what are you waiting for? Get cracking on your accreditation!

adCenter Training Hub

Retailers must work to improve their natural keyword performance

Although retailers are improving their efforts to grab better placement in natural search (as apposed to PayPerClick/paid search advertising), they still have work ahead of them.

Most retailers rely on holiday sales to boost their annual sales, and by doing a better job optimizing for better natural search results, retailers can boost traffic and increase sales for the holiday season.

Don’t wait! The holidays will be here before you know it. Now it the time to get your natural search optimization campaign underway!

Retailers must work to improve their natural keyword performance | InternetRetailer.com – Daily News