Marketers can make a ton of paid-search campaign mistakes. John Lynch points to 10 mistakes and provides insight on what to do to correct the blunders. The list takes us through a variety of issues, focusing on what happens when marketers don't do something they should, such as not using geographical targeting or not using site exclusions. For example, Lynch explains that site exclusions remove high-click, low-yield partner sites from the display network. Removing them can save marketers thousands in wasted ad dollars.
Wow -- talk about confusing the issue. Econsultancy published data from an online social survey of business community members. The data comes from G+. No -- not Google Plus, or Google+, but G+ or gplus.com. Get past that and marketers will find that data reveals that 47% of companies said they will likely increase their inbound marketing budget in 2012. Marketers said inbound tactics, which attract customers by offering useful, relevant information, have been successful.
While bid management might be the most routine part of the job when managing a paid-search campaign, Andrew Goodman believes marketers must closely follow rules for this tactic. He provides four known ways and examples of how marketers tackle the issues today. And while these rules are routine, he gives us ways to customize the strategies and lists three pitfalls that marketers can encounter, and how they might want to resolve them.
Rand Fishkin looks at the tools and tactics that marketers can use to test products before they launch. Explaining why this first step is important, he tells us that even before investing in search engine optimization and social media tactics, marketers should buy keywords through paid search in an AdWords or Bing account, and send traffic from search results to the Web page. There are four steps, suggesting tactics and tools.
The semantic search engine Yummly said it raised $6 million in a Series A round of venture captial financing led by Physic Ventures. Initial investors include Intel Capital, Harrison Metal Capital, and First Round Capital, which sunk $1.85 million in seed funding in 2010. The company plans to build on its core search engine to support the more than 600,000 recipes from 15 sites it aggregates, ranging from Food Network to AllRecipes. The product road map includes personalization features that will make Yummly more of a cooking portal than a search engine, according to Kevin Fitchard.
Lauren Litwinka gives us the anatomy of a landing page and tells us how to optimize them. She starts with three types, including one that causes the site visitor to take action, or links to more information. For each of the three types she tells us about nine or 10 sections on the page and the best way to use each. Rating each section also becomes important -- per relevance, quality, location, proximity and prominence. The actionable tactics come from a session delivered by Bryan Eisenberg at Search Engine Strategies this week in New York.
A survey by consulting firm KAE and research company Toluna of more than 5,000 consumers in the United States and the United Kingdom shows just how far Apple fans will go. The study found that 10% of respondents love the company so much they would bank with Apple if the company owned a financial institution. When the field of consumers narrowed to include people who own Apple products, that number rose to 43%, according to Martha White.
The U.S. Patent and Trademark Office recently granted Google a patent that not only uses background noise, but input from variety of sensors to serve up ads. When a sensor senses that the temperature dips below a predetermined threshhold, the ad server could serve up ads for winter coats, according to the patent. The patent states that from sensors, the browser would obtain information on the environment, such as temperature, humidity, light, sound, and air composition.
Miranda Miller tells us about eight ad optimization tips to lift paid-search conversions, click-through rates, and return on investments. She believes campaigns with the lowest budget can succeed. Marin Software and BoostCTR share several tips. BoostCTR marketers believe multiple writers should write for the same ad group, which allows companies to test multiple perspectives simultaneously, and attract attention using dynamic keyword insertion.
Digg, Revision3, and Milk co-founder Kevin Rose have joined Google's Android team. Milk is a company that Rose used to experiment in mobile technology. About half the team went to Google along with Rose. The Business Insider tells us the search engine wanted design talent -- and Milk has a strong focus on design.