What is:
Contextual. Advertising – the targeting of relevant websites based on the page's content, keywords. • Fully transparent: know exactly where your ads will run on a specific site.
Ad Network – a method of purchasing ads across a select group of sites. Ad networks can be specialized based on demographics and by interest (contextual)
Google is the leader in search. Within Google you can target search results or the content network. A content network allows your ads to run across relevant “partner sites” content vs. Google search you are targeting search engine keyword results.
Placing ads on sites that reach your niche may cost less and deliver qualified traffic to your site. You can get a campaign running for as little as $100 on some specialty websites. Most offer pricing on Pay per Click, Cost Per Thousand or provide retailers with Coupon, Online Sponsorship, and Email Marketing to their database in that coveted niche.
As a former PPC Ad Sales Consultant at Citysearch I can attest to the power of local niche marketing for specific interests. Restaurants, Bars, Nightlife did extremely well on Citysearch which is primarily used by consumers to obtain user reviews, coupons, video, directions and trusted content. Advertisers paid on a CPC to have their enhanced business profiles displayed on Citysearch for keyword and neighborhood searches.
If you are looking for alternatives to search engine traffic or want to be more “engaged” with your prospective customer here's a idea list of sites that offer alternative PPC, banner, email marketing programs and some with local targeting by city:
Local Spa & Beauty Merchants
Spafinder, Spa Week , Pretty City, Citysearch / Spa, SPA-NYC.COM
Travel Business
Travel Zoo, SmarterTravel, AOL Travel , Luxury Link
Medical
Web MD, Health Grades, Good Health Network
Business & Finance Verticals
Marchex PPC Contextual, Business.com, NY Times PPC
Local Living
Yelp, Citysearch ,Superpages, Openlist ( Marchex)
Green Marketing
Sustain Lane Green Ad network, Goodsense
There are plenty of sites to choose from, such as individual sites or ad networks that target diffferent consumer interests.
You know your customer best – what specialty sites and newsletter do they opt-in or use? For a restaurant does your customers use Zagats.com, Menupages or Citysearch to decide on a place to eat? Take their pulse. Then fish in that pond. Sometimes a smaller pond may yield interesting results.
Showing posts with label Local Search. Show all posts
Showing posts with label Local Search. Show all posts
Tuesday, April 13, 2010
Wednesday, January 13, 2010
2010 Small Business Resolutions for Online
New year and time to get going. A key to any business is having a plan; a way to measure your accomplishments along the way. Now is a time to put in writing some goals to stay abreast of the ever changing online environment and if lucky, lean some new things along the way. So I documenting my commitment here and plan to check in over the next 12 months to share my success or failures along the way.
Angela Bustamante’s 2010 Online Marketing Resolutions:
Angela Bustamante’s 2010 Online Marketing Resolutions:
1.Use a technology tools to better manage my busy schedule and abundance of information out there. For me personally, that means incorporating Google Reader and Social Bookmaking on a daily basis.
2. Explore Wordpress, its themes and plug-ins. Already started on this goal…Currently working on incorporating a new wp site with the tools I pick up in the coming weeks…stay tuned on my progress.
3. Educate myself (even more) . There is always another blog to read, newsletter to subscribe to and a plethora of free webinars and online classes. I like ClickZ, SEMPO, HubSpot Webinars, MarketingProfs, Lynda.com and Freshworkshops to name a few
4. Focus on creating unique blog and site content. Share my marketing experiences and campaign success for others to learn from. Having worked in CPC,CPM,CPL , Email & now entering Social Media I have a lot of insight on how businesses across different industries and with different budgets are making good use of various media ( pass it along). I too hit roadblocks and learn from others and happy to share new insights
5. Focus on my Local Search networks and Profiles- Bing Local, Google Maps Local Business Center and eventually user reviews
6. Possibly barter or volunteer some of my marketing skills for a fledging small business or non profit, so I can further my portfolio and gain new perspectives.
7. Become active in at least two travel social communities and start particpating ( as I currently provide marketing consulting for a Travel Network and Online Travel Marketing company)
Tuesday, October 20, 2009
Starting a marketing campaign with- “ I will try it out and see if it works” approach
An interesting article in NY Times asks is Google Adwords is really valuable for all businesses. Got me thinking.....
I have been working with SMB for 15 years on marketing programs and budgets. The two challenges I hear from owners is “how much to budget for advertising” and “Google or PPC doesn’t work”.
PPC marketing can be effective and Google is king, but just because you set up an Adwords account does not mean you will get business. Think of it this way, you sign a lease for a store front, are you guaranteed profitability? Factors such as location, product pricing and variety, staff, competition, can affect the success of your business…..well it’s the same on Google.
Many small business owners with limited PPC/Search Marketing skills opt the go- it alone approach which can be costly. By not understanding keyword targeting, search copy writing and the organic structure of site you may be overlooking or duplicating efforts. The biggest mistake by far is budgeting too little, then improperly managing the campaign and then claiming “Google or PPC doesn’t wok” after your entire marketing budget is eaten away-sometimes in a few days.
Possible pit falls for do-it yourself first-timers:
1.Setting a budget too low . You just don’t generate enough volume for your ad to be productive ( not all clicks convert to customers). Think of a stand alone store front – does every customer that walks by the front door come in and buy? No…you need foot traffic- that’s eyeballs/frequency in the digital word.
2. You have no concept of costs for premium placement. You have no time to manage daily bids. .50 cents to be on Google sounds fantastic! Right in line with your marketing budget ! Dig deeper and you may find out you need to be at $ 1.50-$ 2 + on each keyword bid to see any presence
3. Oops- the Power of Google- Where’s my money? So you stuck with your minimal budget but increased your bids- after all you want to be on page one. But did you set a daily cap? No- well expect that allocated budget to go very fast.
I have managed local PPC accounts at Citysearch, Enhance Interactive and currently for an Ad Network. When I consult with a business I try to give the best advice on starting aggressively, realistically or not at all. I provide budget reccomendations and suggested minimum bids- I do this as I see behind the scenes dozens of paid campaigns and understand the dynamics. I know the ad product(s). I’ve worked with numerous businesses and ad agencies and have learned by their trial and error. But it is the business owners call and 7 out of 10 times I hear “ I’d like to try it out first and see how it works. Then if it works I will add more money”. This is a business plan doomed for failure. Usually 5 days into a PPC campaign I receive a call from the business saying” my budget is almost all gone and its only 5 days”
Moral of the story- research, research and research .When in doubt, don’t plop down money. Hire someone to help you-if only a few hours each month and learn from them as you go along. . Ask what a realistic test budget is. Understand there are other options to Adwords ( improve you site for organic search results, social media, blogs, forums and video). Explore niche PPC or Local Search….companies like Citysearch offer PPC products ideal for the restaurant, nightlife, spa & beauty category. Superpages /Yellow pages .com have PPC . Specialty Ad networks focus on site specific PPC placements by category: Financial.& Business only websites, Travel sites /travel meta- search sites- all offering very targeted PPC placement around specific content, targeting unique audiences/interests
To learn more about setting up a 1st time campaign or how to improve your current efforts feel free to reach out to me via email. Check out the NY Times article- Real-Life Lessons in Using Google AdWords
I have been working with SMB for 15 years on marketing programs and budgets. The two challenges I hear from owners is “how much to budget for advertising” and “Google or PPC doesn’t work”.
PPC marketing can be effective and Google is king, but just because you set up an Adwords account does not mean you will get business. Think of it this way, you sign a lease for a store front, are you guaranteed profitability? Factors such as location, product pricing and variety, staff, competition, can affect the success of your business…..well it’s the same on Google.
Many small business owners with limited PPC/Search Marketing skills opt the go- it alone approach which can be costly. By not understanding keyword targeting, search copy writing and the organic structure of site you may be overlooking or duplicating efforts. The biggest mistake by far is budgeting too little, then improperly managing the campaign and then claiming “Google or PPC doesn’t wok” after your entire marketing budget is eaten away-sometimes in a few days.
Possible pit falls for do-it yourself first-timers:
1.Setting a budget too low . You just don’t generate enough volume for your ad to be productive ( not all clicks convert to customers). Think of a stand alone store front – does every customer that walks by the front door come in and buy? No…you need foot traffic- that’s eyeballs/frequency in the digital word.
2. You have no concept of costs for premium placement. You have no time to manage daily bids. .50 cents to be on Google sounds fantastic! Right in line with your marketing budget ! Dig deeper and you may find out you need to be at $ 1.50-$ 2 + on each keyword bid to see any presence
3. Oops- the Power of Google- Where’s my money? So you stuck with your minimal budget but increased your bids- after all you want to be on page one. But did you set a daily cap? No- well expect that allocated budget to go very fast.
I have managed local PPC accounts at Citysearch, Enhance Interactive and currently for an Ad Network. When I consult with a business I try to give the best advice on starting aggressively, realistically or not at all. I provide budget reccomendations and suggested minimum bids- I do this as I see behind the scenes dozens of paid campaigns and understand the dynamics. I know the ad product(s). I’ve worked with numerous businesses and ad agencies and have learned by their trial and error. But it is the business owners call and 7 out of 10 times I hear “ I’d like to try it out first and see how it works. Then if it works I will add more money”. This is a business plan doomed for failure. Usually 5 days into a PPC campaign I receive a call from the business saying” my budget is almost all gone and its only 5 days”
Moral of the story- research, research and research .When in doubt, don’t plop down money. Hire someone to help you-if only a few hours each month and learn from them as you go along. . Ask what a realistic test budget is. Understand there are other options to Adwords ( improve you site for organic search results, social media, blogs, forums and video). Explore niche PPC or Local Search….companies like Citysearch offer PPC products ideal for the restaurant, nightlife, spa & beauty category. Superpages /Yellow pages .com have PPC . Specialty Ad networks focus on site specific PPC placements by category: Financial.& Business only websites, Travel sites /travel meta- search sites- all offering very targeted PPC placement around specific content, targeting unique audiences/interests
To learn more about setting up a 1st time campaign or how to improve your current efforts feel free to reach out to me via email. Check out the NY Times article- Real-Life Lessons in Using Google AdWords
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