Friday, September 30, 2005

Google Tests AdWords Promotion
"Google Tests AdWords Promotion
by Shankar Gupta, Friday, Sep 30, 2005 6:00 AM EST

SEARCH GIANT GOOGLE HAS STARTED promoting its relatively new feature that enables advertisers to target individual sites and pay on a cost-per-thousand impression model, rather than Google's usual pay-per-click formulation.

For now, Google has placed links that read 'Advertise on this site' and on certain sites within the Google Network. Clicking on the link takes visitors to a landing page that details the program. Marketers that click on the link but don't have a Google AdWords account are walked through the process of establishing one before being allowed to bid on ad space on the site. "

Bill: Check out the ask the builder site for an example.

Thursday, September 29, 2005

Blog Champions: High Click-Throughs Offset Low Reach - 09/29/2005
by Shankar Gupta, Thursday, Sep 29, 2005 6:00 AM EST
"DESPITE THEIR RELATIVELY LOW REACH compared to mass media outlets, blogs and other consumer-generated media channels can be extremely cost-effective in driving Web traffic to campaign sites and creating interest, said panelists at the OMMA East Conference on Wednesday.

Panelist Brian Clark, the CEO of GMD Studios, recounted a campaign that his agency ran for Audi, titled 'The Art of the Heist.' Just one-half of one percent of the media buy budget, Clark said, was spent on BlogAds--a firm run by panel moderator Henry Copeland, which sells ad space on some of the highest-trafficked blogs. Those ads, Clark said, ended up accounting for 29 percent of the traffic sent to the campaign's landing page. "

Tuesday, September 27, 2005

Experts: TV Creates Awareness, Web Influences Behavior - 09/27/2005
by Shankar Gupta, Tuesday, Sep 27, 2005 6:00 AM EST
"ALTHOUGH TV STILL DOMINATES THE advertising world, companies are turning more and more toward interactive and viral media as a way to influence consumers directly, said panelists at Media magazine's 2006 Forecast on Monday.

'In the studies we've done, traditional media is a great way to raise awareness,' said panelist Steve Farella, the CEO of Targetcast TCM. 'If you want to influence people, it's interactive and individual media.'

But, said panelists, one of the major challenges online involves coping with the power consumers can wield over brand image. Panel moderator Steve Rubel, a public relations consultant with CooperKatz, cited the example of Federal Express, which came under fire after serving a cease-and-desist order to a blogger who had furnished his home using free FedEx boxes and chronicled the experience on his Web site. "

Monday, September 26, 2005

MediaPost Publications - Pew: Broadband Adoption Lags - 09/26/2005
"Fifty-three percent of Internet users now have high-speed Web access at home, compared to 50 percent last December, according to a Pew's May telephone survey of about 2000 consumers in the United States. That increase is far less steep than the jump from November of 2003 to May of 2004, when the number of people with high-speed home connections grew from 35 percent to 42 percent. "

Friday, September 23, 2005

MSN Search Relevance Roiling Microsoft

"MSN Search Relevance Roiling Microsoft

Microsoft asked Keynote Systems not to make a survey of search engine users available to the public.

The numbers didn't look good for the home team in Redmond, the Wall Street Journal reported, and that may have led Microsoft to request the suppression of a search engine study. In the study, MSN Search fell to 5th from 3rd among 2,000 users surveyed in the second quarter of 2005.

Relevance drove the drop, as 27 percent of users found their general search results lacking. 37 percent working with specific geographical locations, ie local search, didn't find the relevance they wanted, WSJ cites the Keynote survey as reporting."

"Yahoo figures in the MSN equation, because until February MSN used Yahoo's search to handle its queries. Since the switch to in-house search technology, users have fled for more relevant search engine sites, according to the report. "
Old Spice Boosts TV Campaign With Branded Sites - 09/23/2005
"Old Spice Boosts TV Campaign With Branded Sites
by Gavin O'Malley, Friday, Sep 23, 2005 6:00 AM EST

PROCTER & GAMBLE'S OLD SPICE is making an aggressive online push for 18- to- 26-year-old males by rolling out four interactive and heavily branded Web sites. For the effort, Old Spice enlisted independent agency and longtime partner EVB.
The first of the four destination sites, 'When She's Hot'--focused on an attractive young woman as she dances and sweats with enthusiasm -- launched several months ago, in conjunction with Old Spice TV ads created by Saatchi & Saatchi. "

Bill: This is a very effective use of online technology to boost a consumer brand. I haven't used Old Spice Deorderant, but now I have a long lasting visual attached to the brand. :)
I didn't use the mix tool, but it makes the video less edgy.

Visit and see if you agree.

PS: When You Stink didn't quite do as good a job, but would probably work for racing fans. I hear racing fans are the most loyal product consumers.

Monday, September 19, 2005

E-mail Outpulls Catalogs for DMer Web Sites:

"E-mail Outpulls Catalogs for DMer Web Sites
Sep 12, 2005 4:11 AM

E-mail outscored catalogs as a motivation to bring shoppers to a direct marketer’s Web site in the latest wave of the quarterly online marketing survey conducted by Decision Direct Research, the online research arm of direct marketing service provider Millard Group.

For the quarter ended August 31, 81% of survey respondents reported that they were likely to visit a direct retailer’s Web site after receiving an e-mail, compared to 78% who said they were likely to surf there after getting"

Bill: Wow great news!

Wednesday, September 14, 2005

BURST! Media Study: Online Ad Clutter Can Negatively Impact Brands :
Online Ad Network News

"BURST! Media, an Internet ad services company, has found that for a majority of online users there is a low tolerance for more than two advertising units per web page and that users have a less favorable opinion of a marketer's product or service when their advertising appears on a web page perceived as cluttered.

BURST! surveyed over 3,100 Internet users to better understand how clutter impacts the web users Internet experience, and its impact on their perception of advertisers. The BURST! survey focused solely on advertisings- contribution to perceived site clutter. That is, it did not examine the impact site design or content may have on the web users experience."
Conversions Peak During Normal Waking Hours :
MediaPost Publications - 09/14/2005

"LATE-NIGHT TV INFOMERCIALS MIGHT HAVE led marketers to believe that those who view ads in the pre-dawn hours are likely to respond to them, but new research from aQuantive's Atlas suggests the opposite is true online.

A new study shows that Web users who view display ads during the workday and early evening are more likely to make a purchase, fill out registrations, or otherwise convert than consumers who see ads between midnight and dawn.

For the study, 'Online Media Conversion Rates by Daypart,' Atlas looked at online impressions and conversion rates for six advertisers over a three-month period last year. The advertisers included consumer electronics marketers, nonprofits, brick-and-mortar retailers, and information services providers.

Conversion rates peaked at around noon Eastern Standard Time, when conversion rates were around 36 percent higher than average for the day."

Bill: So the question is - Does this hint that more commercial transations are taking place, or are more people shopping during the day than at night?

Tuesday, September 13, 2005

SEO vs. SEM optimization wins!

"MORE THAN ONE IN THREE search marketers who tap agencies for both pay-per-click services and advice on optimizing their sites to appear high in the natural listings said that optimization efforts pay off more than paid search campaigns, according to a new study by search engine marketing company iProspect and JupiterResearch. For the study, researchers surveyed search marketers last month, asking them to compare the return on investment for search engine optimization and paid search. Thirty-five percent of 138 survey respondents said that optimization led to higher ROI, while 11 percent indicated that paid search produced better results; 9 percent said the results were similar. "

Wednesday, September 07, 2005

Fathom: Keyword Prices Plunge Nine Percent - 09/07/2005: "Fathom: Keyword Prices Plunge Nine Percent
by Wendy Davis, Wednesday, Sep 7, 2005 6:00 AM EST
LED BY DOUBLE-DIGIT DECLINES IN the mortgage, telecom, and consumer services categories, search engine keyword prices dropped an average of 9 percent last month--to $1.50 from $1.65, according to Fathom Online. August marked the second straight month of falling prices; the average cost-per-click in July declined by 4 percent in the categories tracked by Fathom. Still, average prices were up by 13 cents, or 9 percent, since Fathom Online started the keyword price index in September 2004.
Last month, mortage-related keywords fell to an average of $3.81 a click, down around 41 percent from an April high of $6.49. Average prices for telecom/broadband-related search terms fell by 13 percent, from $1.72 to $1.49--lower than they've been since Fathom started its keyword price index last year. Telecom/wireless keywords declined by 10 percent to $1.03. "

A lot more great click cost data by market segment by month (9/04-8/05).
Study: SEMs Grade Staff Based On Traffic, Rankings - 09/07/2005
"A JOINT STUDY BY IPROSPECT and Jupiter Research expected to be released today found that 81 percent of organizations use search marketing metrics, such as Web site traffic and search engine ranking, to evaluate the workers responsible for search engine marketing. According to the study--based on a survey of 636 search engine marketers and 224 search engine marketing agencies--four out of five search engine marketers have their performance evaluations tied to some search engine marketing metric, while half of search marketing employees are evaluated on Web site traffic volume. Performances are tied to total sales generated by search marketing for just four out of 10 employees, and only 7 percent have their performance tied to traffic to brick-and-mortar locations attributable to search marketing. --Shankar Gupta "