Website Marketing Directory — Search Engine Optimisation — Melbourne, Sydney, Australia

Marketers need to get their heads around online and start maximising their strategies if they want to stay ahead in their field. With Internet revenue expected to exceed TV within 15 years (according to Frost & Sullivan’s Darryl Nelson) and online space to make up 15% of the total advertising market by 2009, online should be considered an integral part of any marketing mix.

Online advertising is so successful because it is so accountable because there is zero wastage - an advertiser buys a campaign based on a particular performance metric and can track expenditure right down to the cost of sale. No other medium can offer this.

Three very popular strategies for advertising on online include Display, Contextual and Performance based advertising. DISPLAY ADVERTISING (CPM)

Display advertising should be integrated within a mainstream marketing campaign when the creative is highly ‘visual’ and when the primary objective is branding. Display or ‘premium’ online advertising campaigns appear on the most popular websites.

One of Australia’s fastest growing networks in this space is soush media Pty Ltd.

TIPS FOR DISPLAY ADVERTISING

• Use market research to support your spend and target demographic (Neilson Net Ratings / Hitwise Market Intelligence / Google Analytics)
• Try to integrate your campaigns with content and imagery (A competition always helps!)
• Target your campaign by daypart or geography or IP address & browser. (Not always necessary but can be useful if you are a Mobile Provider for example you can target your competitions customers)
• Implement Frequency Capping on Unique Users – depending on individual marketing KPI’s
• Post Click Track campaigns to see where users go before AND after they click on your ad so you can target these areas in future
• Obtain a login to you can optimise your campaign ‘on the fly’ to ensure click through rates are maximized and under performing creatives and/or websites are removed from that particular buy

CONTEXTUAL ADVERTISING

Contextual advertising should be integrated within a mainstream marketing campaign when the objective is to control expenditure and guarantee a customer response. Contextual advertising is text based advertising on the web – either text based ads which appear alongside relevant content on the most popular websites (For example: Mums Web), or as sponsored listings in search engine results (For example: Anzwers). Search advertising is still considered to be relatively new to most marketers, although a clever few are utilising its effectiveness and reaping the rewards. TIPS FOR CONTEXTUAL ADVERTISING Make sure you research your keywords & build a potential list utilising:

• Competition websites: review what your competition is offering and select some keywords to ‘attack’ their strategy in your keyword list
• Analyzing your website: You need to chart which sections of your site(s) address yours and the customers ‘needs’ and where you want customers to ‘land’ as a result of your contextual ad
• Keyword Research and Generation: PPC benchmarks: Review where your competition is advertising by typing in their keywords in Google and see where they come up. A good way to see what price they are paying for keywords is to research tools like PrioritySubmit, WordTracker, Google Sandbox, <"a href="http://uv.bidtool.overture.com/d/search/tools/bidtool/?_requestid=7927318" target="_blank">Overture Bid Tool.

  Once you have a researched list of keywords you need to select the most optimal set:

  • Quantify your objectives. (Example of objectives may be: 1: Number of Clicks. 2: Click through Rate, 3: CPA)
  • Allocate keywords to these objective’s (some keywords may overlap and that’s fine) most important is to weight your budget towards your objectives.
  • Take time thinking about the copy you want to write and make sure you include effective destination page URL (landing page)
  • Make sure you monitor performance
  • Are u making money?
  • How many conversions have you received?
  • How many visitors are visiting your site?
  • What pages on the site are they visiting?
  • How much time they are spending per page?
  • Which links are they clicking?
  • Whats the conversion ratio - click to sales?
  • What's the cost per lead?
  • Whats the CPA?
  • Analytic Tools are everywhere - make sure you use one!

  ABVS figures show Search ads were the biggest and fastest growing part of the $778,000,000 online advertising market in financial 2005/2006 and the Australian search market is predicted to grow to at least $800 million in 2010 as increased demand from marketers drives up the cost of ads.

  Contextual advertising works by marketers bidding for relevant keywords in an online based system to appear within the top results of a search query or on a website of relevance to their product or service.

  Step 1 Choose keywords, categories or specific sites across which your ads will appear from any of a range of contextual providers for example: www.soush.com/adsvalue Most providers ‘keyword’ assistant who will work with you to ensure your keywords are the most appropriate and which will generate you the highest response rates and revenue.

  Step 2 You select the maximize amount you want to bid for a particular keyword and you only pay when a targeted prospect clicks on your ad!

  Step 3 Write & customize your ad your ad in minutes. You can edit the size, colour, font and format for perfect integration.

  Step 4 Set any Targeting Parameters. Through accurate and precise targeting methods, you can delivering ads to the most relevant, motivated and most prospective customers, in real time.

  Contextual advertising is so effective because advertisers can set their maximum bid price and target their message exactly to users searching for their product or service on premium websites of choice. Even more impressive is the fact that the advertiser only has to pay when a user actually clicks on their add. Both Advertisers and Websites alike love Contextual Advertising because ads are only served alongside RELEVANT content which results in higher conversions and happier users.

  PERFORMANCE ADVERTISING (CPC / CPA)

  Performance based advertising guarantees the advertiser a desired response based on predetermined campaign KPIs. Performance based networks sell previously ‘unsold’ inventory on premium websites, in bulk units at reduced rates. This model gives advertisers mass market exposure and performance is optimised throughout campaigns to increase response rates and maximize reach best of all, Advertisers only pay for users that respond to their ads giving the marketer 100% accountability and zero wastage. With models such as these establishing an exact Cost Per Acquisition or Cost per Sale or Cost per Customer is simple.

  One of Australia’s fastest growing networks in this space is Ads Alliance Pty Ltd.

  ONLINE ADVERTISING METRICS: (GLOSSARY)

  CPC: The terms pay-per-click (PPC) and cost-per-click (CPC) are sometimes used interchangeably, sometimes as distinct terms. When used as distinct terms, PPC indicates payment based on click-throughs, while CPC indicates measurement of cost on a per-click basis for contracts not based on click-throughs.

  CPA: cost-per-action (CPA) Online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations. The actions defined in a cost-per-action agreement relate directly to some type of conversion, with sales and registrations among the most common. This does not include deals based solely on solely clicks, which are referred to specifically as cost-per-click or CPC. The cost-per-action (CPA) model is at the other end of the spectrum from the cost-per-impressions model (CPM), with the cost-per-click (CPC) model somewhere in the middle. In a CPA model, the publisher is taking most of the advertising risk, as their commissions are dependant on good conversion rates from the advertiser's creative units and Web site. Marketers looking for cost-per-action deals have several options. Publishers with considerable excess inventory may be willing to consider nonstandard offers. Sites specializing in incentive programs are in a position to offer CPA pricing on various types of leads, although the usual caveats concerning incentivized traffic still apply. Perhaps the most widespread use of performance-based pricing is affiliate marketing, whereby merchants/advertisers determine what actions they want to reward and how much they are willing to pay. Reply With Quote