Example: Walden College
Each thing is its own dedicated budget:
Budget only on campaign level.
Separated according to subjects:
Campaign Education
AdGroups:
Education: General Online
Education: Distance
Education: Degree Online
Education: General
- - - - - - - - - - - - - - - - - - - - - -
How do you see which ads do better?
Ads tab % served - learn what are better ad copy.
Wednesday, December 26, 2012
Monday, December 24, 2012
Ad Groups, Campaign Set-Up
Separate AdGroups for Different Thematic Key Word:
AdGroups- Specific Thematic groups that fall within a campaign.
Can have several ads and shows you which is most checked. (Ad Optimizer).
Ad Copy:
1) No All CAPS
2) not more than 2!!
3) Can't use superlatives- ie, best, greatest, highest (unless has study supportted)
Description: second line: Call to Action
Degree of Urgency ie- save % off.
Free trial membership
Odds and Ends:
Call Metrics- $1 a call- tracked
Can budget and set language settings with each campaign.
Don't want to burn all $ on one campaign.
AdGroups- Specific Thematic groups that fall within a campaign.
Can have several ads and shows you which is most checked. (Ad Optimizer).
Ad Copy:
1) No All CAPS
2) not more than 2!!
3) Can't use superlatives- ie, best, greatest, highest (unless has study supportted)
Description: second line: Call to Action
Degree of Urgency ie- save % off.
Free trial membership
Odds and Ends:
Call Metrics- $1 a call- tracked
Can budget and set language settings with each campaign.
Don't want to burn all $ on one campaign.
Wednesday, December 19, 2012
Setting Up Ad Campaigns- Matches
Setting up Ad Campaigns and AdGroups in Google Adwords:
Organization is key.
First edit devices- (because we don't want to waste $)
Match Types:
1) Broad Match: Most expensive and most impressions. But irrelevant to audience you may not want.
2) Phrase Match: Quotations around keywords
3) Exact Match: Only showed [ ] - most efficient - with cost and traffic, but not much volume.
4) Negative Match: Block when users use certain words in queries. Put a - sign before the word.
Every week look at Queries to see what's NOT good or relevant and then make them negative.
To be continued with setting up Adgroups.
Organization is key.
First edit devices- (because we don't want to waste $)
Match Types:
1) Broad Match: Most expensive and most impressions. But irrelevant to audience you may not want.
2) Phrase Match: Quotations around keywords
3) Exact Match: Only showed [ ] - most efficient - with cost and traffic, but not much volume.
4) Negative Match: Block when users use certain words in queries. Put a - sign before the word.
Every week look at Queries to see what's NOT good or relevant and then make them negative.
To be continued with setting up Adgroups.
Tuesday, November 13, 2012
Some SEM Jargon, but Important. CPA and CPL Explained.
CPA= Cost Per Acquisition-
My understanding is that whenever there is a click that leads to a conversion, the company will pay a certain price. In this case we will use $31.
Company X is willing to pay us $31 each time they get a click and a conversion.
We want to get that down to US having to pay only $20 to get a click to conversion.
This way, if we pay the 20 and get a click-conversion, we make $11 profit on that click.
CPL= Cost Per Lead-
Spend divided by total leads received. For example: Every ten clicks a conversion to make $25 and we make $1.24.
Facts Driven Data.
We must win the bids.
Side tip:
Download Adwords Editor to make life easier when making ads.
My understanding is that whenever there is a click that leads to a conversion, the company will pay a certain price. In this case we will use $31.
Company X is willing to pay us $31 each time they get a click and a conversion.
We want to get that down to US having to pay only $20 to get a click to conversion.
This way, if we pay the 20 and get a click-conversion, we make $11 profit on that click.
CPL= Cost Per Lead-
Spend divided by total leads received. For example: Every ten clicks a conversion to make $25 and we make $1.24.
Facts Driven Data.
We must win the bids.
Side tip:
Download Adwords Editor to make life easier when making ads.
Tuesday, October 30, 2012
WOMM vs. Paid Online Advertising
TOP SECRET!!!
FOR MY BLOG READERS ONLY!!!
Although I have been working for Escalate since December 2011, I am still convinced that digital advertising is the way to go.
Don't get me wrong, I am also convinced that WOMM (Word of Mouth Marketing) and Experiential Marketing work as well. I have seen it work over the past few months.
Our company also has a strong "Social Media" team, which helps with follow-up and execution of the "experience" and WOMM.
I have finally come to see, though, that digital media advertising and WOMM are NOT a contradiction.
Which works better? There is not hard core proof, nor does there need to be any.
BOTH work and I believe strongly that BOTH are necessary.
SO, as soon as I get my final pieces together, I will propose that Escalate begin to feature a paid online marketing campaign for their clients as well.
Let's see what happens.
FOR MY BLOG READERS ONLY!!!
Although I have been working for Escalate since December 2011, I am still convinced that digital advertising is the way to go.
Don't get me wrong, I am also convinced that WOMM (Word of Mouth Marketing) and Experiential Marketing work as well. I have seen it work over the past few months.
Our company also has a strong "Social Media" team, which helps with follow-up and execution of the "experience" and WOMM.
I have finally come to see, though, that digital media advertising and WOMM are NOT a contradiction.
Which works better? There is not hard core proof, nor does there need to be any.
BOTH work and I believe strongly that BOTH are necessary.
SO, as soon as I get my final pieces together, I will propose that Escalate begin to feature a paid online marketing campaign for their clients as well.
Let's see what happens.
Friday, June 1, 2012
SEM - PPC - Paid Advertising
Yes, it has been a while, but I am back and do not want to lose my passion and interest in the online marketing arena.
Just stumbled across a few notes taken by me around last summer when I was gung-ho on expanding on my knowledge of the online marketing arena.
I had done a lot of research then, and hope to share it within the next few blog posts.
First to clarify:
SEM= Search Engine Marketing
PPC= Pay per Click
Setting up ad campaigns:
If you set them up well the first time, then it all boils down to maintenance.
Here is were you enter all of the keywords one may search for that can lead a person to this product you are marketing.
For example:
If you were advertising a podiatrist in Brooklyn let's say (my eldest brother Howard in this case) you can set up your ad campaigns with a large variety of keywords ranging from anything associated with feet. For example: bunions, corns, foot pain, hammer toe, ingrown toenails, fungus... and the list goes on.
The hardest part is the analytics.
Each week you heck to see how each keyword (or phrase) is doing and what results they are bringing and how many people actually clicked on your ad based on the appropriate keywords.
You don't want to waste money by having people click on your ads who are not looking for what you are marketing!!!
After that, you can modify the keyword searches to take out the ones that are not doing that great.
Writing Ad Copy
Most companies contract this out to India. Its the 3-4 lines that you see in your Ad.
To manage a companies Ad Campaign you can charge a low fee of 250-500 monthly.
The time spent on this is about a 1/2 hour 3x a month.
About 2 hours a week.
This includes putting together an Ad Campaign - (hardest most critical part) and maintaining the keyword searches based on the analytics.
MORE TO COME!!!
Just stumbled across a few notes taken by me around last summer when I was gung-ho on expanding on my knowledge of the online marketing arena.
I had done a lot of research then, and hope to share it within the next few blog posts.
First to clarify:
SEM= Search Engine Marketing
PPC= Pay per Click
Setting up ad campaigns:
If you set them up well the first time, then it all boils down to maintenance.
Here is were you enter all of the keywords one may search for that can lead a person to this product you are marketing.
For example:
If you were advertising a podiatrist in Brooklyn let's say (my eldest brother Howard in this case) you can set up your ad campaigns with a large variety of keywords ranging from anything associated with feet. For example: bunions, corns, foot pain, hammer toe, ingrown toenails, fungus... and the list goes on.
The hardest part is the analytics.
Each week you heck to see how each keyword (or phrase) is doing and what results they are bringing and how many people actually clicked on your ad based on the appropriate keywords.
You don't want to waste money by having people click on your ads who are not looking for what you are marketing!!!
After that, you can modify the keyword searches to take out the ones that are not doing that great.
Writing Ad Copy
Most companies contract this out to India. Its the 3-4 lines that you see in your Ad.
To manage a companies Ad Campaign you can charge a low fee of 250-500 monthly.
The time spent on this is about a 1/2 hour 3x a month.
About 2 hours a week.
This includes putting together an Ad Campaign - (hardest most critical part) and maintaining the keyword searches based on the analytics.
MORE TO COME!!!
Monday, February 27, 2012
Online Marketing Companies
A while back, when I was in search of a job with an online marketing/SEM component, I was recommended to apply for jobs as an Account Manager. I was also recommended to try to steer away from small companies which may be a bit sketchy and to stick to big solid ones.
I never got to applying to all, but below are some companies I was recommended to check out.
1) Pulse 360i
2) MediaBistro
3) Martini Media
4) Business Insider
5) Yahoo.com
6) NY Magazine
7) Joseph Jacobs
8) Linkedin.com
9) about.com
10) the knot
11) Americangreetings.com
From Robert Schmerler, Senior Online Advertising Sales at Huffington Post.
I never got to applying to all, but below are some companies I was recommended to check out.
1) Pulse 360i
2) MediaBistro
3) Martini Media
4) Business Insider
5) Yahoo.com
6) NY Magazine
7) Joseph Jacobs
8) Linkedin.com
9) about.com
10) the knot
11) Americangreetings.com
From Robert Schmerler, Senior Online Advertising Sales at Huffington Post.
Monday, February 13, 2012
Ten Tips to Increase Your Site's Visibilty in Google.... continued
Welcome back!
In the last post we had tips 1-5.
Here we will continue with tips 6-10.
6. Make sure any important or timely pages on your site have a link from another page on your site' that's already indexed with Google. For example, you might link to your "New Promotions!" page from your site's homepage.
7. Place the core navigation and content of your site in text, optionally using JavaScript or Flash to enhance.
8. Use ALT attributes for images. Google can't understand images, so you must help by categorizing them properly. ALT attributes are like meta tags for images. They provide additional information directly in the tag and are shown when a user cannot view the image.
9. To make sure Google crawlers can read your site, try checking your site using a mobile phone.
10. Although traffic from Google and other search engines is great, you must always remember to provide your users with a great experience. They will bookmark and share your site. You can use Google Analytics and Google Website Optimizer to measure and test your changes in design and usability.
These are helpful sites from Google.
Webmaster Guidelines:
www.google.com/webmasters/guidelines.html
SEO Starter Guide:
http://googlewebmastercentral.blogspot.com/2008/11/googles-seo-starter-guide.html
These are awesome sites!
Stay tuned for more new media tips!!!
In the last post we had tips 1-5.
Here we will continue with tips 6-10.
6. Make sure any important or timely pages on your site have a link from another page on your site' that's already indexed with Google. For example, you might link to your "New Promotions!" page from your site's homepage.
7. Place the core navigation and content of your site in text, optionally using JavaScript or Flash to enhance.
8. Use ALT attributes for images. Google can't understand images, so you must help by categorizing them properly. ALT attributes are like meta tags for images. They provide additional information directly in the tag and are shown when a user cannot view the image.
9. To make sure Google crawlers can read your site, try checking your site using a mobile phone.
10. Although traffic from Google and other search engines is great, you must always remember to provide your users with a great experience. They will bookmark and share your site. You can use Google Analytics and Google Website Optimizer to measure and test your changes in design and usability.
These are helpful sites from Google.
Webmaster Guidelines:
www.google.com/webmasters/guidelines.html
SEO Starter Guide:
http://googlewebmastercentral.blogspot.com/2008/11/googles-seo-starter-guide.html
These are awesome sites!
Stay tuned for more new media tips!!!
Wednesday, January 11, 2012
Google Search - SEO - 10 Tips
Ten Tips to Increase Your Site's Visibility in Google Search
1) Sign up for webmaster tools: google.com/webmasters/tools/. It's a free set of tools that provide detailed reports about your pages visibility on Google.
2) Make sure your page includes terms they actually searched for as part of the natural language, not just in bullets or as an isolated list of keywords.
3) Use appropriate titles relevant for each page so they are directly visible in the search results. Also make your headings (<h1>, <h2>, etc) compelling and useful.
4) Provide good description meta-tags. They often are extracted and displayed in Google's search results if they are high quality.
5) Make your URL simple and so they make it easier to understand what your pages are about.
TO BE CONTINUED!!
Stay tuned...
1) Sign up for webmaster tools: google.com/webmasters/tools/. It's a free set of tools that provide detailed reports about your pages visibility on Google.
2) Make sure your page includes terms they actually searched for as part of the natural language, not just in bullets or as an isolated list of keywords.
3) Use appropriate titles relevant for each page so they are directly visible in the search results. Also make your headings (<h1>, <h2>, etc) compelling and useful.
4) Provide good description meta-tags. They often are extracted and displayed in Google's search results if they are high quality.
5) Make your URL simple and so they make it easier to understand what your pages are about.
TO BE CONTINUED!!
Stay tuned...
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