5 Social Media Lessons For Paid Search Landing Pages
Oct 22, 2009 at 3:25pm ET by Scott Brinker
Can you apply the spirit of social media to other marketing channels?
At this year's SMX East, after my presentation on Landing Page Usefulness—emphasizing a "usefulness" mission over "usability" tactics—it struck me: great landing pages can bring many of the ideals of social media to paid search marketing campaigns.
Here are five principles of social media marketing that can energize your landing page program:
1. Engage in specific conversations, not generic one-size-fits-all talk.
When a company engages in social media, the worst thing it can do is echo canned, cut-an [...]
Filed in: How To: PPC, How To: SEM, Search Ads: General
Five Rules For Running A Successful Pay-Per-Call Campaign
Oct 16, 2009 at 3:09pm ET by Rich Rosen
Although it's been around for years, pay-per-call advertising may be finally hitting its stride. Greg Sterling, a Contributing Editor at Search Engine Land, recently wrote:
We've long known that calls are much more valuable than clicks to small businesses in particular, but also to many larger entities with call-center sales operations. However... it's taken PPCall much longer to get going than I originally anticipated.
Sterling sees pay-per-call growth in traditional media and mobile. He also notes that pay-per-call programs are now increasingly being used in print Yellow Page dir [...]
Filed in: How To: SEM, Search Ads: Pay Per Call
How To Use Google’s Sidewiki For Maximum SEM Benefit
Oct 14, 2009 at 6:03pm ET by Kevin Gibbons
Google's Sidewiki is here and it's not hard to see that it could be big, that it could change the way we use the internet. However, it has some frankly scary implications for website proprietors. People can visit your pages and leave messages, whether you want them to or not.
Dell Homepage with Google SideWiki - Image credit: Flickr
I think the best description I've seen to date was on Econsultancy, describing it as "a way to graffitti websites."
How can we web marketers respond? Have we lost control of our own websites and those of our clients? There have already been several inst [...]
Filed in: Features: General, Google: Sidewiki, How To: SEM
Landing Page Testing: Choosing Between A/B Or Multivariate Approaches
Oct 14, 2009 at 3:21pm ET by Daniel Waisberg
There are quite a few testing techniques available in the market. In this post I will dwelve into the two commonest testing methods: A/B tests and Multivariate tests. What is the difference between them? How can you choose which one best fits your needs?
Filed in: Google: Website Optimizer, How To: SEM, Search Marketing: Landing Pages
Attributing Value To Phone Calls: Dynamic Number Insertion Can Help
Sep 22, 2009 at 5:11pm ET by Bill Dinan
Dynamic Number Insertion (DNI) technology allows advertisers to track the specific search engine, web page or keyword that generated an inbound phone call using tracking numbers. Advertisers are using DNI to measure the performance of their online advertising campaigns and the impact on call volume. At the most basic level, DNI seamlessly replaces select contact phone numbers on a web page with call tracking numbers, which allows advertisers to measure volume. Combined with pay per click programs, DNI can help complete the online advertising performance picture by clearly outlining the results [...]
Filed in: How To: SEM, Search Ads: Pay Per Call
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