 |
|
 |
 |
 |
|
Bidding on extension keywords presents a significant opportunity to extend reach in the PPC channel, at a relative discount of approximately one-third (measured in Estimated Average CPC terms).
Marketers need to resist the temptation of giving in to “Clickthrough Determinism”: the tendency to boil down consumer behavior into the simple arithmetic of click patterns.
To Walgreen’s we tip our hats. Their progress in social media is an indication that they have embraced Service over Solicitation. The resulting increase in search activity around their brand name will also spawn demonstrable commercial gains.
Are clicks a relevant measure of the impact of online advertising? Consider this. If you know most users that are exposed to your media display and search will not click though – clicks provide a very limited view on the impact of your advertising. The problem is that if clicks are not the appropriate metric, what’s the alterative?
With new research from Google indicating that ad position does not impact conversion rates, we gain a fresh perspective on how to treat average-performing keywords.
Don’t advertise on social media sites. Lets be honest, advertising is about persuasion while social media is about empowerment ” service as opposed to solicitation. The difference boils down to consumer confidence – advertising and marketing messages are inherently persuasive and rightly perceived as biased whereas word of mouth messages naturally build (or diminish) confidence without perceived bias. Granted, the value of good advertising in social media or any other environment is in its ability to spark inspiration and need, emotion and thought; from those things that make up everyday life.
Cost per performance advertising applies to any media purchased on the basis of a defined action, including engagement (cost per visitor), click (cost per click), registration (cost per lead) and purchase (cost per sale). Cost per performance advertising shares the investment risk between advertiser, agency and media owner ” payment is only made once the user completes a specific action. While affiliate marketing and Google AdWords are the most recognized cost per performance programs, there are a multitude of programs and publishers that offer payment on performance.
In this post I reveal the nine most significant factors to consider when launching or evaluating an existing cost per performance program that contributes incremental revenue and return on investment.
Legend has it that Pablo Picasso was sketching in the park when a woman approached him. After studying her for a moment, he used a single pencil stroke to create her portrait. He handed the women his work of art. When asked how much he was owed, Picasso asked for five thousand dollars. The woman [...]
We define our clients’ success relative to the sustained return they obtain from their marketing investments. 2007 was a landmark year for our clients, in which their increased commitment to online marketing was rewarded by strong financial returns.
In 2007 we generated GBP £125,422,639 (USD $251,655,481) in revenue for our clients, delivering a return on investment [...]
Digital Marketing has introduced a profusion of new channels to reach prospects with the aim to persuade, drive engagement and relationship; including PPC advertising, affiliate marketing, pay-per performance network buys, display advertising and email marketing. The proliferation and inherent advantages of multi-channel advertising have existed well before the advent of Digital Marketing.
As early as 1989, [...]
As part of a major acquisition campaign for one of our travel clients, Web Liquid undertook an in-depth analysis aimed at identifying the relationship between 1) search and display advertising and 2) tactics to increase the value of each conversion. While the campaign generated strong return on investment across display advertising and PPC search, we [...]
While advertisers are allocating close to a third of their online advertising budgets to search (commercial and organic) very few have a clear and unified measurement methodology for the channel. Before examining the optimal measurement methodology for search, lets review how search works through the use of the “people in the room” metaphor.
Imagine search engines to [...]
We define our clients’ success relative to the sustained return they obtain from their marketing investments. 2006 was a landmark year for our clients, in which their increased commitment to online marketing was rewarded by strong financial and communication returns.
In 2006 we generated $133,535,453 in revenue from our clients’ investments in online media, delivering an [...]
With 2005 gone by and a lot of air over our wings we took a moment to reflect on our second full calendar year in business. We’ve added clients, staff and are doing work in 8 countries across all digital channels.
But beyond all that we’ve identified one metric that really matters – the success of [...]
