PPC Marketing - Try Content, You'll Like it
Published Monday, August 11, 2008 by bloggerblognet37044.
The content networks, especially Google's contextual network, have made a dramatic turn for the better in recent months. Google's content network has been around for a while and most search marketers have at least tested it, possibly even found a few ad groups here and there that have been effective, but for the most part the content network has not been a big part of an advertisers online media spend or source of new business... Until Now!
Things are definitely changing...
We have both lead generation and ecommerce clients driving significant new business through Google's Content Network, and that's right I said ecommerce. For the savviest of marketers they have known for months now that the content network was much improved but most of the documented success was for lead gen. However in recent months our ecommerce clients have started to see vast improvements to a point where some product categories have a greater ROAI on the content network as compared to search.
So what happened, well here are 4 reasons your content should of improved dramatically as of late:
(1) Transparency. In years past, even just a few months ago, there was virtually zero transparency into the placements on the contextual network. However that has changed with the introduction of the PPR reports in Google. Now you can easily identify all the sites that drove impressions, clicks and sales. Also you are able to see the cost per click for each of the websites. Most of us realize that Google offered something called "Smart Pricing", which is basically a reduction of the cost per click based on the website you are displayed on. Higher rated sites have a higher associated CPC and those that are rated lower are reduced to a lower cost per click without having to change your max bid.
(2) Empowerment. Not only does Google provide you this transparency but you are now empowered as an advertiser to do something with the data. Google offers the ability to either exclude an under performing website or to actually try and attract more traffic from a converting website through site targeting. Site targeting allows you to dominate the ad space for a targeted website. Just think, what if you were able to occupy all the space on a search results page for your best keywords... well, in essence that is the power of site targeting. Going back to the exclude feature, can imaging running broad match without the ability to add negative keywords?
(3) Optimization of the Clickable Space- Many wondered how many of the clicks received from the content networks were intentional considering the fact that the background was click able, possible (actually likely) causing unintentional clicks that you as an advertiser paid for. In late October/early November the clickable space was minimized, which lessened the probability of an advertiser receiving and unintentional click.
(4) Enhanced Targeting (Evolved Algorithm) - Contextual has evolved beyond "Turning on Content" for an adgroup of keywords, though the feature still exists, it is rarely used and not even a recommended best practice from Google themselves. The reason for this is that contextual is more about developing "themes" or a "target market". Consider this, at our age agency, we represent a dating service, and the top performing content ad group is focused exclusively on divorce, even though divorce search terms had a miserable ROI. The Google algorithm for mapping advertisers to specific pages has improved resulting in a better return for the advertisers.
When developing your 2008 budgets, make a little room for content. Do it right and you won't be disappointed. For mre insights visit my Internet Marketing Blog.
web hosting couponsCreating Your Own Web Page is Easy - A Tutorial (Part 3)
Published by bloggerblognet37044.
Here's the last part of this tutorial. Our topics are:
Linking other pages and other websites
Using CSS in styling your web pages
Let's begin here.
Creating and placing hyperlinks
It is very important to create and place hyperlinks in your website to help your visitors navigate your site from pages to pages. These are the links displayed in your web pages that will change the web page displayed when clicked by visitors. These must be prominent and properly placed in your pages. If not, your visitors will be confused and will eventually leave your site unhappy or unsatisfied. Hence, he may never return. So, make sure that your hyperlinks are prominent, descriptive and orderly placed in your pages.
Linking your pages
In page 1, you have to place the following code where you want the visitor to click to go to your page 2:
< a href="http://your-domain-name.com/page-2-name" title="description using relevant keywords">your link description
Looking at the codes, "a" is html anchor tag used for hyperlinks, "href" is the attribute referring to the URL of the destination page and "title" refers to the description of your link. If possible, use relevant keywords in your description for search engine optimization.
Now, type the above in your mywebpage.html and replace the domain name, web page name, title and link description with yours. Use relevant keywords in your link description for search engine optimization. Then, save and refresh your browser to show you how the above is displayed on the web.
To see more, hover or place your cursor on the link. The "title" value will be displayed on the link while the "href" value or URL of the destination page will be shown at the left side of the bottom bar of browser window. It may work only if you are online and your site is already active on the web.
Linking to other websites
You have to place the following code in your website pages where you want your visitors to click to go to other particular websites:
< a href="http://other-site-domain-name.com/page-name" title="description using relevant keywords" target="_blank">your link description< /a>
If you notice, it is the same as linking your web pages but it is pointing to other website. So, we added the "target" attribute with value of "_blank" to open the destination page into new browser window. This will make your site remain active or open even if your visitors click the link to other website.
To try it, type the above in your mywebpage.html and replace the domain name, web page name and link description with yours. Use relevant keywords in your link description for search engine optimization. Then, save and refresh your browser to how the above is displayed on the web. Click the link and a new browser window will open while the page where you clicked the link remained open.
Hyperlinks with images
You may use images in your hyperlinks. In this case, the visitors can click an image in your web pages with links that will send them to other pages in your site or to other websites you have linked to. See the example below:
Linking to your other web pages:
< a href="http://your-domain-name.com/other-page-name>
Linking to other websites:
< a href="http://other-site-domain-name.com/page-name>
If you notice, it is just like you are inserting an image to your web page. The only difference, it is placed between the anchor tags < a href="URL">< /a>. So, in place of link description, you use image. When your visitors click the image, the page will change to the destination page.
To try the above, place the image that you want to be used with hyperlinks in the same directory where your mywebpage.html is located. Then, type the above codes in your mywebpage.html but type only the image filename in the "src" value. Then, save and refresh the browser to effect the changes. Hover or place your cursor on the image. The "alt" value or the image description will be displayed on the image while the "href" value or URL of the destination page will be shown at the left side of the bottom bar of browser window.
Styling your web page using CSS
W3C.org requires the website style definitions must be placed in the style sheets or CSS. Styles are used to manipulate the design of the website such font sizes, colors, font face, box properties, table properties, paragraph format, etc.
Placing your styles within the head or in a separate CSS file let you control the style of your web pages in just one page. Now, I will tell you the easy way to create your style sheets within the head tags and how it is implemented in the within the body tags.
To define a style, you have to use a selector as a reference. Basic selectors are body, div, span, li, table, td and p. div is used for group of paragraphs, p is for one paragraph, span is for selected characters, words or phrases, li is for lists, table is for table and td is for table data. The good thing here is you can make your own selectors using names you prefer.
Creating style sheets is the same as what we have done in CSS boxes. Whatever style properties you assigned to those selecters, it will affect area or content of your web pages where you have used the corresponding selectors. See example below:
< style type="text/css">
body {
margin: 10%;
color: #00f;
background: #ff0;
text-align: center;
}
< /style>
In the above style, all your contents within the body tags (< body> and