Monday, October 27, 2008

Section 2: Around the Net in Search Marketing

, October 27, 2008 Subscribe | Back Issues | Reply to Editor | MediaPost Home

10 Ways to Improve Google Ad Campaigns
This post focuses on 10 useful tips for running a travel PPC campaign, but there are many interesting takeaways you can use for other verticals. Richard Fergie wrote the post after attending a Google AdWords Webinar about online travel trends based on a comScore study of 50,000 UK web users.

Nearly half of all travel searches are brand-related. Thirty six percent of people who buy holiday travel packages use a brand search first and immediately before purchasing, so bid on branded keywords in your PPC campaigns. Use day-parting for PPC; people are 30% more likely to purchase a trip on a Monday or Tuesday. Increase your bids then to capture this traffic, and lower them at the weekend. - Read the whole story...

SEO For eCommerce
Search Engine Watch
Don't put SEO off until after you have built an ecommerce application. It can become a costly mistake. Chris Boggs notes an internal case study showing that a site owner could have saved in excess of $100,000 by incorporating SEO into the interactive design plan,rather than going back and making changes to an existing site after completed.

To keep other Webmasters from making that mistake, the post examines three topics to consider when adding SEO factors to an e-commerce application: internal process, out-of-the-box functionality, and content equity. - Read the whole story...

The PPC/SEO Dollar Disconnect
There's a big disconnect in the way marketers allocate dollars to campaigns focused on search engines, according to a recent post from Rand Fishkin. He reviews available data from comScore, Enquiro and others to pose several questions -- such as, why does paid search earn so many more marketing dollars, what can SEOs and the SEO industry do to help bring parity to this equation, and does a down economy mean SEO will be given greater opportunity to perform?

The conclusion: SEO drives 75%+ of all search traffic, yet garners less than 15% of marketing budgets for SEM campaigns. PPC receives less than 25% of all search traffic, yet earns 80%+ of SEM campaign budgets. Saving his opinions for another post, Fishkin asks for yours. - Read the whole story...

Stretching Your Online Marketing Budget
How do you make the most of your online budget? Here are a few tips that might help. Dorian Sweet looks at three possibilities, reminding us that reach and frequency are typically the rule when budgets are big, but as they shrink we must concentrate on the types of content that attract people to the site.

One you have them, evaluate their time spent on the site. Knowing how long they have stayed becomes valuable currency to convince executive management to approve bigger budgets for future projects. It also becomes important to assess brand relevance. Is your SEO strategy sound? Do your brand and keywords match what people are searching for online? Are you trying too hard to be relevant? In difficult economic times, the wow factor becomes less important to those under budget constraints, making the experience and technology matter most. - Read the whole story...

16 Search Engines For Finding Music
Addictive Tips
Need to take a break from listing keywords and coding text? For those times when Google, Yahoo or MSN cannot find the song, but know the words and the tune, you might want to rely on a dedicated search engine for finding music. This post lists some of the best search engines for finding music online.

Many of these sites let you search and then play the songs. Seeqpod, for example, is a MP3 search engine that indexes high quality tunes. It lets you play the files directly in the search results window, as well as create a playlist if you want to use it as a basic media player. MP3Realm, another dedicated MP3 search engine, lets you create a personal account to store the playlists and search results. - Read the whole story...

Search Insider - Around the Net for Monday, October 27, 2008


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