Starting and managing SEM accounts can be —and usually is — a daunting task. In addition to hitting your business goals (revenue, conversions, clicks, etc.), you need an account structure that is not only systematic but easy to understand and maintain. In this article, I first briefly share my thoughts on account structure, then follow with detailed techniques that can help you build large accounts with numerous products — and in a flexible way. In discussing account structure, I share what I think are the most important elements of SEM accounts, and how they can best be matched. It is not an explanation of what these elements are, as I am sure you know that already. Rather, it is to make explicit my assumptions and views, so it is clear why I am doing what I am doing. SEM Account Structure: Keywords >> Ads >> Landing Pages The main process of using search engines has not changed much; you go to the search engine's page, type (or … [Read more...] about Setting Up Search Engine Marketing Campaigns on a Large Scale
Failed marketing campaigns
Measuring The Value And Success Of Targeted Social Media Marketing Campaigns
Whether engaging in a multi-channel advertising campaign or simply trying to expand your online presence, Social Media is one platform marketers cannot afford to miss as we move into 2012. Several leaders have emerged as viable options for marketers to engage with their target audience to an extent which would not have been imaginable a decade ago. But how can a marketer maximize their returns for an advertising campaign centered in Social Media? In the following paragraphs, we will go through the different steps required to calculate the return on investment of social media users, and the impact they can have on marketing campaigns. As we delve further into this example, we will focus on Facebook and Twitter, the two leading networks in the market. To determine the value of a social media campaign, measuring return on investment (ROI) relative to your goals is imperative to success. When measuring ROI, it is crucial to identify the known variables and how they influence the overall … [Read more...] about Measuring The Value And Success Of Targeted Social Media Marketing Campaigns
Ask’s Guerrilla Marketing Campaign Against Google
Via Valleywag, Ask.com appears to be running a guerrilla marketing campaignin the UK designed to seem like a grassroots effort against a Google monopoly insearch. The picture above, taken by Ben Werdmuller, shows one of the campaign’s ads on the London Underground. The ad directs you to the Information Revolution site, on a domain owned by Ask’s ad agencyProfero, as the Curverider blogsleuthed out. Curverider also points out that asearch onGoogle over at Ask’s UK site brings up an ad for the Information Revolutionsite: What’s the site’s pitch? You found us. Nice one. Now look slowly over both shoulders. (Don’t make it obvious. But don’t makeit look like you’re not being obvious.) Is anyone watching? If not, proceed tothe next paragraph. (Just don’t make it look like you’re going to the nextparagraph.) Did you know that more than 75% of people in the UK use just one searchengine to find information? The same search engine. The … [Read more...] about Ask’s Guerrilla Marketing Campaign Against Google
Why Your Email Marketing Campaign Failed
You’ve composed your email’s message. You’ve formatted its design. And, finally, you’ve pressed the ‘send’ button. So where’s all your traffic? Why aren’t people opening your message, and why aren’t those who are reading it clicking through to your website and converting? After all, statistics suggest that 44% of email recipients made at least one purchase last year based on a promotional email, and that the average marketer earns an average return of $44.25 for every $1 spent on email marketing. Shouldn’t your messages be performing better? Not so fast. Despite these promising statistics, only 60% of marketers report a positive ROI from email marketing. What’s happening to the remaining 40%? It could be any of the following mistakes: Mistake #1: You’re Mailing From a Personal Account Let’s just nip this one in the bud. Reputable email marketing providers charge fees to send your messages (though some, like … [Read more...] about Why Your Email Marketing Campaign Failed
Why Your Content Marketing Campaigns Fail
Do you know why I love content marketing? Because every brand can make a considerable impact—regardless of their size. It doesn’t take a multi-million dollar budget or even hundreds of posts each month. In fact, sometimes large budgets and high quantity can lead to worse content marketing. I’ve seen many companies use these things as a crutch for publishing sub-par content. Don’t get fooled. Bigger isn’t necessarily better. In content marketing, slow and steady wins the race. It doesn’t matter if you’re a large corporation or a small shop. But if it doesn’t have to do with budget or company size, why do content campaigns fail? I’ve broken down the why into four main reasons: You Haven’t Developed an Actionable Strategy 65% of B2B marketers don’t have a documented content marketing strategy. That’s a huge number of companies aimlessly trying to make something stick. If you want to beat them, you’ve got to make … [Read more...] about Why Your Content Marketing Campaigns Fail