Wednesday, October 22, 2008
  • Laurie Sullivan, October 22, 2008, 5:05 PM
  • BT Marketing 101ClickZ

    What can the behavioral targeting industry do to better establish trust and improve SEO? Vicky Chen explores some fundamental ways to interpret trust and its implications for behavioral targeting. For starters, she writes, there are three key dimensions of trustworthy behavior: ability, integrity, and benevolence.

    With the three definitions of trustworthy behavior in mind, she provides a list of to-dos for the behavioral targeting industry that could establish trust with consumers. The list includes demonstrating behavioral targeting's ability to improve user experience, establishing consistency and predictability with consumers, and communicating openly and accurately, among others. In other words, be ...Read the whole story...

  • Allocating Online BudgetsMicrosoft adCenter

    This 12-step guide can set you off in the right direction if you are looking for ways to optimize your online budget. Making a play on words, Mel Carson suggests the elements you want to consider include retention, intention, attention detention, coordination, collaborate, differentiate, speculate, analyze, plagiarize (not literary), optimize, and economize.

    Carson recently spoke about how to navigate the credit crunch through online marketing at the NMA Live conference. While at the conference, he developed the idea for this guide based on a presentation by Tim Davis of Billetts, a marketing analytics company based in London. The ...Read the whole story...

  • Link-Building BasicsSearch Engine People

    A section on the most important pitfalls to avoid when making directory submissions, both paid and free, wraps up a three-part series by Paul Teitelman on link-building. In a nutshell, avoid submitting sites one by one. By negotiating per submissions, assuming you have more than 20 sites to submit, you can gain "awesome" discounts and savings for each.

    Don't use the same anchor text every time. Include the keywords within the company name or brand. It's an easy way to get favorable anchor text approved. You won't get the most ideal anchor text, but it will turn out ...Read the whole story...

  • Understanding Keyword Match TypesSearch Engine Guide

    Google AdWords and MSN adCenter follow the same approach for PPC platforms, using essentially identical match types, but Yahoo Search Marketing is a little different. Diana Adams lists the three match types. Definitions and examples follow, providing examples of how the match types might work with different search phrases.

    How you use match types will affect the number of impressions and click-throughs you get. Broad matches receive the greatest number of impressions, because the terms you're bidding on can appear anywhere in the searched phrase, yet broad matches will have the lowest click through rate because your ad ...Read the whole story...

  • 7 Fun Search Tools You Should Know Search Engine Land

    As the name implies, here you will find a list of seven search tools you may not know, but should. Even if you're a power user, this collection of tools and tips might surprise you. For example, Soovle puts a variety of search sites on a single page and as you type it show phrases each search site recommends. The new image search engine facesaerch (yes, "a" before "e") takes a Google image search, eliminates everything but faces, and gives the results a more modern interface.

    Fasteagle rolls a search tool and a web directory into one interface, ...Read the whole story...