Monday, July 21, 2008

Section 2: Around the Net in Search Marketing

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Find Conversion-Rich Domains Using Google's Content Network RedFly Marketing
RedFly Marketing
Many advertisers choose to keep their ads from running on parked domains when using Google's Content Network, but Dave Davis notes that sometimes these sites can yield a high volume of low-cost conversions. And if you find a parked domain in your niche that's conversion-rich and for sale, it can be an ideal candidate to add to your (or your client's) site roster.

Davis suggests digging into your Placement Performance Reports to find this info. "For the purpose of this post, we will only be looking at the domain, URL impressions, clicks, conversions and Value/Cost (Return On AdWords Ad Spend)," Davis says.

In one example, Davis found that a parked domain was generating an average of six conversions per week--each worth $127. "Even sharing this domain with ten advertisers using AdWords, the value to this particular client is on the bottom end is $762 ($127 x 6) per week or $39624 per year!" he says. The domain was for sale for $500, and the RedFly Marketing team advised them to purchase it.

"Because we know which landing page was generating the conversions from this domain, the client simply did a 301 redirect to the landing page and let me tell you, they are reaping the rewards," Davis says. "Buying these domains that have type in traffic and that you know convert (from your AdWords conversion data) offers a significant long term return on investment."    - Read the whole story...

Cashback Bumps Up Live Search Volume By 15%
Who says you can't always get what you want? Microsoft wanted more search volume when it rolled out the Live Search Cashback program, and more search volume is what it got, according to the latest data from comScore. The number of Live Search queries shot up by 15% in June, following the launch of Cashback, garnering the software giant just over 9% of search market share overall.

The gains erase search volume losses from previous months, and bode well for the future of the Cashback program, which shifts traditional CPC ads to a CPA model. "While the latest figures from comScore cannot be considered a definitive statement on Live Search Cashback's success as an ongoing product, last month's gain in search share for Microsoft is an early sign that consumers may be intrigued," says the bigmouthmedia team. - Read the whole story...

Yahoo, Icahn Kiss, Make Up, Ponder Sale
Marketing Pilgrim
The latest twist in the Microhoo saga finds Yahoo and investor Carl Icahn kissing and making up--for now. The Web giant has agreed to allow Icahn and two of his other choices seats on the board of directors.

And while CEO Jerry Yang stresses "working together" with the "new colleagues on the Board" to help Yahoo take advantage of the "large and growing opportunity" on the horizon, it seems that Icahn still has his sights set on some kind of sale.

In his own words: "While I continue to believe that the sale of the whole Company or the sale of its Search business in the right transaction must be given full consideration, I share the view that Yahoo!'s valuable collection of assets positions it well to continue expanding its online leadership and enhancing returns to stockholders." Time will tell if Icahn and Yang (et al) can reach a happy, profitable medium for shareholders. - Read the whole story...

How To Market Your Destination Web Site
Search Engine Guide
According to Stoney deGeyter, a "Destination Web site" is one that "truly deserves to be ranked well in the search engines." It's likely that every business owner wants to have a site that ranks well, so this post is the fourth in a series that details how to build and market Destination Web sites.

The four factors that go into marketing a Destination Web site are: strong on- and off-page SEO that involves more than just search engine rankings; compelling content that drives conversions; synchronized on- and offline marketing efforts; as well as business management and customer service that extends beyond the sale.

"The difference between a Destination Web site and any other is that all of the strategies above must be used together and you have to be at the top of your game with each one," deGeyter says. "Too often businesses focus on only one or two of these areas simply looking for a quick boost in traffic or sales. These boosts are often effective, but are also just as often very short-lived." - Read the whole story...

Too Many Microsites Weaken Your Search Power
Launching multiple microsites geared toward a number of new products may seem like a sound online marketing plan--particularly for companies that are willing to experiment with funky URL titles, user-generated content, and even fake products that ultimately promote a real brand. But as Dr. Naveel notes, brands like Converse that have tried the strategy tend to see weakened organic search results for said microsites overall.

The problem stems from the fact that the engines are less likely to trust new microsites because they typically suffer from a lack of inbound links and have a young domain age. "It stands to reason that the older a domain is the more legitimate it probably is," Dr. Naveel says. "When you build a microsite on its own domain or even a subdomain, you're essentially starting from scratch. There is no history for the search engines to rely upon. So, all of your separate microsite domains are fighting on their own when they could be piggybacking on the trust your main website domain has already established simply by creating a section for them." - Read the whole story...

Search Insider - Around the Net for Monday, July 21, 2008


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