Browsing "internet advertising"
The Federal Trade Commission recently issued a warning to the major search engines requesting that they more clearly distinguish between the organic results and paid ads. This applies not only to traditional search engines, but also social media outlets, such as Twitter and Facebook, as well as mobile apps.
The FTC’s warning to search engines should be a wake-up call to the search marketing industry. The days of playing fast and loose with mixed paid and organic search results on search engine results pages (SERPs) appears to be coming to an end. In its place will be more stringent oversight of how search engines display paid search results and, as a result, more cumbersome and potentially onerous restrictions on what search marketing can and cannot do with their campaigns.
What are the potential implications for marketers of this new guidance? What do search marketers need to do now to begin adjusting for these changes?
It is unclear at this point the extent that each search engine will address this request, but it is expected that minor changes to the way paid ads are identified will ensue to avoid possible FTC action.
These changes, however, can impact the efforts of search engine marketers, as they will potentially need to make more drastic modifications to their search engine marketing efforts.
Here are some potential effects that the FTC’s warning will have on marketers:
Further Real-Estate Limitations
Clarifying the difference between paid and organic search listings can potentially limit the space available to both organic and paid listings. This means that either fewer results will be able to display “above the fold” without scrolling, or the character limits within each result will be reduced.
If the number of results above the fold is decreased, achieving an above-the-fold listing will be even more competitive. Businesses will be competing heavily for top placement and more of an investment will be needed to generate current levels of volume.
In the case of character limits being reduced within each result, businesses will need to update their online messaging to get their point across in less space. Paid ad titles and ad copy will likely have to be updated to fit within new limits and titles, and meta descriptions of organic mobile pages will need to be shortened to avoid being truncated when listed.
More Strategic Mobile Targeting
Paid search targeted to mobile devices is one of the fastest-growing digital marketing channels and is playing a bigger role in how consumers find products and services. The implications of the FTC warning on mobile paid search could have a big impact on how these ads are displayed. Mobile search real estate, because of the size of mobile browsers, is already very limited.
What marketers will need to pay close attention to is how they segment their mobile targeting by device type. For example, the difference in the amount of SERP real estate between tablets and smartphones is likely to increase. Targeting and bidding strategies will need to vary per device to be most efficient.
Changes to Voice-Activated Search Services
Another implication specific to mobile search is brought on by the request relating to voice-activated search results. The FTC’s warning extends to services such as Apple’s Siri and Samsung’s S-Voice. The FTC has requested that when a voice search is executed, an audio disclosure should be made to identify paid advertising. This could potentially deter users from those paid ads, making the organic listings more valuable.
Marketers must keep a close eye on search engine results and take note of any changes that occur. When used correctly and responsibly, paid search marketing can provide a tremendous benefit to brands’ online marketing and customer acquisition strategies. But in light of the FTC’s letter, the days of deceptive paid search tactics are coming to an end. That will benefit both consumers and marketers in the long run.
Social Media for some small businesses especially with small budgets struggle in todays market, well we may have found the answer, Social Outbreak.
This new program is aimed at any business who firstly would love a customized page on Facebook, Twitter or Youtube, and secondly they can do this at a fraction of the price most company’s charge to look after social media channels for you.
Content, this is most peoples worry, not a problem, feeds are available in different catogories for you to use so your facebook & twitter pages are kept up to date with fresh content. A user friendly admin panel gets you up and running with very little effort and should you get a problem, live help is available, all this for $100 a month.
Members get videos, webinars and a bag full of goodies to promote your new pages, you can even earn a few dollars by recommending it to your friends.
Is the revolution beginning? Check it out or Join Today and start getting seen on the biggest networks online.
There’s a main point that needs to be kept in mind when working with your website and search engine optimization. Your top priority needs to be your consumer, whether you are looking for sales, sign ups, etc. When you sit down to have a look at your website, your content, your print ads, you need to always know, you are not creating content for yourself. You’re creating this content to be digested by people you wish to attract.
Between the trillions of webpages, the thousands of television commercials, or the billions of pages of print advertising available, it may seem like a lost cause to try and be noticed. But no matter how daunting the obstacles might seem to be, there are ways to tackle the mountain of being found, and turn it into a simple bump in the road. A general rule of thumb to always have in mind when working on your brand, website or advertising – keep it simple. The more complex your imaging is, the more convoluted you make your content, all equate to putting up road blocks for your consumer. Often times, complexity is found in simplicity, keep your images crisp, clear and to the point of your brand, Coke and Pepsi are great examples of this. If you see a billboard painted completely red with a simple white wavy line drawn on it, you almost immediately think ‘Coca Cola’.
The same can be said of your written content you deliver, whether on your website or in print advertising if you still use newspaper adverts. Being cryptic, or non-descript in your text is more likely to hurt your advertising efforts rather than reward them. Think of your target demographic, the consumer which you wish to attract and even those who might see your advertising and be curious enough to search for you. Stay away from using strict industry only terms if you’re trying to improve awareness of your product. Having a clear, and concise call to action on your website is one the larger issues to over come when working with new clients. It is too easy to become caught up in trying to sell your company or products, and never get to the point of actually saying ‘Buy now!’.
Google recently wrote a blog about re-imagining some of the more influential advertising campaigns in the past 50+ years. One of the advertisers made the most relevant point, that covers every advertising avenue you could explore. “No matter what media you’re in, think about the content. Content is what matters.” – Amil Gargano
The mobile web, it’s where the search volumes are beginning to slowly shift as smart phone and tablet use continues to grow. Estimates are almost double from just a couple of years ago for the growth of mobile search and it’s worth, somewhere north of $8 billion for 2012 was the last estimate I’ve seen floating around online.
There are a few points which you can keep in mind when it comes to maximizing your mobile potential. Make sure to include reviews and testimonials on your site, and make them readily available in mobile searches. You have only a few seconds to grab a surfers attention in the mobile market, you need to put your absolute best foot forward. Another key point to keep in the forefront of your mobile strategy, be sure to leverage attractive images of your business and it’s services. It’s the first thing that draws a users eye to a result, so making it attractive should be top priority.
Something else to keep in mind, one of the most widely watched sports events occured over this passed weekend if you missed it, the Super Bowl. It’s not exactly the most convenient thing in the world to get up out of your seat when you’re in the midst of an exciting game, and Google released some interesting information on the search metrics about the game. Out of all of the searches conducted during the Super Bowl, 41% of them were made using a mobile device. According to Google, “Super Bowl ad related searches in the US rose 200% on desktop, 970% on tablets and a whopping 2700% on smartphones.” If you think those numbers are impressive, couple that with the fact that more than 110 million people in the US alone watched the game and that’s a huge amount of potential mobile searches.
As technology advances, so does our means of communications with others and the public. The radio and television were two technological mediums that companies used to advertise to their target audience. However, since the mid-1990s, the Internet has drastically changed the way we share information. It has turned into a new way for businesses to market their products or services directly to their target audience. Online platforms, such as websites and social media, offer a lot to companies such as higher ROI on their marketing campaigns and more business.
Research shows that more than half of all U.S. residents and more that 3/4 of all U.S. adults are online. A recent survey found that 92% of online adults use search engines to find information on the Internet, with 59% who do so on a typical day. Of these daily searches, 46% are for information on products or services. 89% of U.S. Internet users search online before they make a purchase, even when the purchase is made at a local business.
With an astounding amount of people and potential customers online, it is important for Winnipeg companies to have an online presence so they do not miss out on opportunities and business that could be found on the Internet.
Top 5 Ways to Create Strong Online Presence
1. Website – This allows companies to post valuable information about their company and their products or services. It is a centralized location where users can learn about what the company has to offer. 60% of all organic clicks go to the top three organic search results. With correct SEO and keyword placement and number of indexed pages, websites are able to rank on search engine results – helping them get found by users who are searching for topics related to their company.
2. Blogging – 65% of daily internet users read a blog. By keeping a frequent blog, 2-3 times a week, you are contributing to your website’s SEO and are generating traffic to your site. B2B companies that blog generate 67% more leads per month than those that do not. Businesses that blog at least 20 times a month generate 5 times more traffic and 4 times more leads than those who only blog a few times a month. Blog posts need to be valuable and remarkable content and need to be of interest to your target audience. Instead of solely company news, you should write about industry updates or other information that is of value to your target audience. By continuously updating your blog with industry updates and information you are positioning yourself as a subject matter expert. Also, by opening up the comment box, you are allowing direct communication between you and your potential customer – a place where you can offer advice and suggestions.
3. Facebook – 93% of U.S. adult Internet users are on Facebook. As of date, there are more than 800 million active users on Facebook. When users “like” company pages get updates made to the business’s profile, such as new wall posts (blog and industry news updates), pictures, videos, discussion questions and more. Facebook allows companies to easily provide updates to followers as well as interact with users via comments.
4. Twitter – There are 100 million monthly active users on Twitter with over 250 million daily tweets. Companies with over 1,000 Twitter followers get 6 times more traffic. 70% of U.S. Twitter users are more likely to recommend the brands that they follow. Twitter accounts allow companies to share quick industry or company news, as well as blog posts to followers. Since posts are only allowed to be 140 characters, they are read quickly by followers, allowing them to easily decide if the topic is of interest to them. These updates can link back to your website or blog to drive traffic to updates you have made. With more than 1/2 of active Twitter users following companies, brands or products, it is important to make sure your company creates a continuously updated page for them to engage with.
5. LinkedIn – As of date, there are over 135 million professionals on LinkedIn. Company profiles allow businesses to connect with other professionals and establish themselves in a professional setting. They are also able to provide status updates on industry or company news as well as blog and Twitter updates to its followers. It grants companies the opportunity to network with others in their industry as well as become members in groups consisting of other members that may be of interest to them.
It’s reassuring, that even though some businesses out there are slow to improve their websites or their online marketing toolset, the trend is slowly but surely shifting. While still only a fraction of the marketing dollars spent out there, the numbers are showing that around 17% of most businesses marketing budgests are being spent on online marketing. Any positive growth is good for everyone involved.
A great graphic depicting some of these changes has been put together, which outlines some of the changes coming about in the marketing world. In the US, 70% of the businesses out there have indicated that they will be increasing spending on social media advertising (Facebook, Twitter, Google+) and 64% also chimed in to add their budget is increasing for SEO as well. With consumers spending more and more time searching online for their next purchase, it’s much more advantageous to get into the game now, as opposed to later. The longer you wait, the greater your costs are going to be. Surprisingly however, it came back that 17% of businesses out there planned on increasing their marketing budgets on print media, which is much like buying stock in Yahoo these days. I kid, I kid, all jokes aside however, almost anyone out there who has a job has access to the internet. It should be no surprise that on average people spend 3+ hours browsing the internet. 84% of people who use the internet, spend their time searching for information on what has caught their interest, there are billions of searches per day.
There’s a great deal more information which can be gleaned from the stats, have a look and take a moment to conisder your marketing plans. Are you on the side of innovation and forward thinking? Or trying to cling to an outdated, unmeasurable stand by. Just remember that the longer you wait, the more difficult the game becomes.
It really shouldn’t have to be said, but search is changing, it’s evolving into a faster, finer tuned machine than it was 10 years ago. Within all of those changes, there are different focal points which are constantly being tweaked. Recently, MDGadvertising produced a great graphic outlining the current and future trend of local search.
The term ‘local search’ shouldn’t be an unfamiliar one, any business owner with a website absolutely needs to be concerned with their online exposure. The image which MDG produced puts a lot of the research gathered about local search into an easily digestible format. And some of the information while straight forward, is still exciting to read.
There are a number of factors directly affecting current local search growth. One is business owners and search engines for that matter, are getting better are targetting where it is you’re conducting your search from. If you’re searching in Winnipeg there’s no reason for Google/Bing/Yahoo to give you results for Regina for example if you’re looking for a new car or home repairs. A second large metric to consider is the widely increased use of mobile phones to conduct searches while on the go. It’s estimated that on average 33% of all mobile subscribers use their phones to conduct searches, and 20% of those do it on a daily basis.
All of this local search business has a lot of value in it, especially when you work hard at becoming a leader locally in your niche. It’s estimated that this year nearly $6 billion will be generated by local search and by 2015 that number will be over the $8 billion dollar range. A huge amount of cash flow, that seems to be going largely untapped. Because at present,
less than 40% of businesses have a local search presence on the SERPs. Local search is only starting to pick up, soon the game will be running a full speed. Have you taken the proper local search optimization steps?
An issue that some small business owners who try and handle all aspects of their marketing campaigns encounter, is time. Especially when it comes to the online marketing aspect of the business, being able to consistently put time and effort into your website is a crucial element.
There are a number of small business owners out there who are self-made, done it all on their own types so it’s only logical (in their mind) that they can handle all of their site maintenance as well. What’s quickly and unfortunately learned, is slapping quick fixes and changes which you may read in a forum or blog can be a hindrance to your online marketing efforts.
Another common misconception surrounding the online advertising industry is it’s a one shot done deal. The truth of the online world is completely different however, as it never sleeps, stops or even slows down. When you’ve broken down your site and completed all of the changes and updates to your content to help your positioning, no sooner have you finished than you need to start all over again with your competitors.
So when you realize, as a business owner, that you don’t have the time, the knowledge or the expertise to help your business rank at the top of the SERPs, it’s time to call in the experts. The most dangerous thing you can do to your website is trying to interpret search signals and make changes to your site based on speculation in a forum or a blog. Information taken out of context can bury your site if you’re not careful.
When Fresh first came to Winnipeg, to say there was some resistance to the notion of online marketing and branding would be putting it mildly. Responses to the idea that business and the world were going online and digital ranged from the “convince me first” crowd to the flat out “not happening I don’t need it” group. It seemed that the larger the company we approached, the more resistance was met. The majority of our clients a few years ago weren’t even in Canada, let alone Winnipeg.
Johann Wolfgang von Goethe said, “There is nothing worse than aggressive stupidity.” But nobody ever thinks they’re stupid, right? You certainly can’t come right out and say as much to them. So, how can we identify and combat stupidity? Aggressive stupidity goes by another name at many organizations these days … management.
That’s not meant to be a kick in the teeth to all business owners, but if the door to real innovation, to real growth as a company is perpetually closed, then if the shoe fits. It’s rather difficult to hold a straight face when the manager of a company can tell you in a meeting they can’t afford to market or update their website, when they’ve said in the same meeting they’re spending upwards of $3000 on a single advertisement in a newspaper. Or on a block of mid-day radio spots, or a 20 second television commercial which only comes on after midnight. Marketing and advertising priorities need to change, Winnipeg business owners need to get with the times.
In the end, though, whether or not you’re successful boils down to how hard you work.. and a little bit of luck. But Thomas Jefferson had it absolutely correct when he said, “I’m a great believer in luck, and I find the harder I work, the more I have of it.”
Although it’s somewhat old news by now, what do you get when you combine one of the worlds largest retailers, with a social media and mobile commerce company? You end up with a product known as @Walmartlabs, who just recently purchased another company called OneRiot. OneRiot is a company devoted to targeted mobile advertising which can go so far as targeting specific locations, handsets and demographics.
So in Wal-Mart’s bag of tricks, we now have a mess of social media advertising in OneRiot and a social media, mobile ecommerce backbone in the foundation of @Walmartlabs when they purchased Kosmix. As a business and website owner you may be thinking it’s not such a big deal, but if you did I’d tell you that you were thinking too small and short sighted. Coming up in the US, rather quickly I might add, is Black Friday and since 2005 it has been the busiest shopping day in the entire country.
With social networking already at the most popular activity on the web, and with the rapidly climbing number of mobile devices being used in social networking, it looks like Wal-Mart is taking steps to harness the lucrative shopping season quickly approaching. Take note all business owners who rely on ecommerce to power up your sales, if your site is not mobile friendly you’ll be sorely missing out. If your site is not able to widely broadcast flash sales for example to your social network, you’ll be missing out on a huge sales potential in the coming Christmas season. It’s never too late to invest in your social/mobile future, take that first step and we’ll get you on your way.