April 29, 2008 | 12:06pm
The key to a successful SEM campaign (Melinda Bauer)
To start, the key to a successful Another important step is determining the content of your landing pages. Do you already have landing pages that support what will be promoted? If not they need to be developed, and designed so that visitors feel compelled to break anonymity. This is where the visitor moves from a nameless "page view" to a prospect. Also, having landing pages that are relevant to your keywords and your ad will help increase your ranking (and enhance your visitor's experience). |
September 4, 2007 | 7:58pm
B2B Media's Online Move (Melinda Bauer)
Jim Castanzo's recent blog entry about the recent joint survey by the Association of National Advertisers and BtoB magazine, reports that 31% of B2B marketers are allocating 20% or more of their total media budgets to new media platforms. This is compared with only 5% of B2C marketers. |
August 24, 2007 | 11:22am
Click Fraud (Melinda Bauer)
Click Fraud …
Search is a great way to connect with buyers when they are actively in the market for a product or service, but click fraud is causing SEM professional to take a second look. Being aware of click fraud is the first step in protecting your campaign. So here are my top 5 ways to fight click fraud.
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August 24, 2007 | 11:22am
Search Advertising.. It more that just keywords (Melinda Bauer)
Search Advertising…. It's more that just keywords.
Search advertising is a great way to get in front of a prospect when they are actively looking for a product or service your company has. However, I find that when putting together a new search campaign we often get mired down with keywords. While developing a strong list of keywords; you know coming up with every conceivable way you can think of that someone would look for something, it is just one element needed for a successful campaign. Much like the traditional advertising, search needs to be thought of strategically, with clearly defined goals, and calls to action. Similar keywords could be used for various goals or call to actions, the elements that go with them may be different. The basic rule when developing a campaign is, “Give them what they’re looking for”. ---More--- |
June 7, 2007 | 4:25pm
Call for Online Audits (Melinda Bauer)
OK, this may not be a news flash, but online advertising in B2B is here. We have embraced online, because more and more that’s where the B2B audience is. It’s also great at helping to close the ever elusive ROI loop. Since online is definitely one of the best tools that a B2B marketer could have, why haven’t the majority of B2B web publishers stepped up and audited their websites? After all, they’re more than willing to pull out their print audit statements to show you where they beat the competition, but when you start to ask questions about web traffic that same magazine rep who can recite audit stats in their sleep, either clams up or offers a statistic that is useless, like “we get a million hits a month”. So, as a media professional I’m stuck relying on numbers that are not verified by a 3rd party. Currently there are only 36 BPA Interactive Audits available world wide.
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November 21, 2006 | 10:04am
Web 2.0: Building a Community (Melinda Bauer)
Recently the internet has experienced an evolution from a one-way conversation or Web 1.0, to a two-way conversation or Web 2.0. Web 2.0 has allowed publishers to create websites that are more than just the electronic version of their printed products. By utilizing technology associated with RSS (really simple syndication), blogs, videos and frequent news updates, publishers are more or less attempting to create communities based on their printed properties. The theory is, that the more a person feels “at home”, the more time they will spend on a site, and thus the greater the chance for an advertising message to reach them. Here is list of some of the websites in the design engineering space that are striving to create an online community.
www.designnews.com www.packworld.com ---More--- |
