In this video learn how to run a Placement Performance Report from your Google AdWords account, and interpret the Placement Performance Report data.
Archive for the ‘Search Engine Optimization Company’ Category
Will Facebook Best Google?
May 15, 2010It seems the more negative pieces that appear about Facebook’s plans to profit from its users privacy the more fluff pieces appear about how Facebook is instead going to somehow become the next Google.
For example – this piece in TechCrunch:
Will Facebook Dethrone Google?
I have grown tired of reading pieces like the TechCrunch article above that are written by people who obviously don’t know what they don’t know.
The answer to my headline’s question?
NO.
YouTube Video Targeting Tool
May 14, 2010In this video, learn about Video Targeting and how to place ads in or around relevant YouTube videos.
Two YouTube stats:
1. Over 20 hours of video are uploaded to YouTube every minute.
2. People watch over 1 billion videos each day on YouTube.
YouTube Video Targeting offers two types of ad formats – an in-video overlay or in-stream ad that will run before the videos you have targeted.
Visit Google.com/VideoTargeting to advertise on YouTube.
One Trillion Display Ads “Received” in Q1 2010
May 13, 2010From comScore’s Ad Metrix:
U.S. Internet users received a record 1.1 trillion display ads during the first quarter, marking a 15-percent increase versus year ago. Total U.S. display ad spending in Q1 reached an estimated $2.7 billion, with the average cost per thousand impressions (CPM) equal to $2.48.
*Display ads include static and rich media ads; excludes video ads, house ads and very small ads (< 2,500 pixels in dimension)
Facebook Ranks as Top Display Advertising Publisher in Q1 2010
Popular social networking site Facebook.com led all online publishers during Q1 with 176 billion display ad impressions, representing 16.2 percent market share. Yahoo! Sites ranked second with 132 billion impressions (12.1 percent), followed by Microsoft Sites with 60 billion impressions (5.5 percent) and Fox Interactive Media with 53 billion impressions (4.9 percent).
Top 10 Online Display Advertising Publishers
AT&T Ranks as Top Display Advertiser in Q1 2010
AT&T led competitor Verizon as the top online display advertiser in Q1 with 26.3 billion impressions, accounting for 2.4 percent of display ads. Verizon held the second position with 21.9 billion (2.0 percent), followed by Scottrade Inc. with 16.4 billion (1.5 percent) Experian Interactive with 15.6 billion (1.4 percent) and Sprint Nextel Corporation with 10.1 billion (0.9 percent).
Top 10 U.S. Online Display Advertisers
The operative word relative to all the above comScore display advertising data is “Received”.
It seems to me the headline could have read “one trillion display ads delivered in Q1 2010″ but that wouldn’t have necessarily framed comScore’s position on the value of online display advertising as favorably.
Google Adwords Account Organization
May 12, 2010In this video from Google’s Australian team learn how a little account organization can help your Google AdWords account succeed while also making it easier for you to manage.
The Case For Behavioral Ad Targeting
March 27, 2010Forbes reports about a recent Network Advertising Initiative survey on behavioral ad targeting.
Behavioral targeting may keep advertisers front and center with their target audiences. It may also keep some publishers in business.
The practice, which involves tracking consumers’ Web surfing and shopping habits so marketers can deliver ads to audiences most interested in them, is paying off for the companies that are dabbling in this space, according to a survey the Network Advertising Initiative (NAI).
The survey, conducted with 12 advertising networks, shows that conversion rates for the targeted ads are 6.8%, compared to 2.8% for the nontargeted. That means that consumers who click on ads targeted specifically to them are more than twice as likely to buy the advertised product.
Publishers, too, are seeing the benefits of behaviorally targeted ads. The average cost per thousand clicks of a behaviorally targeted ad in 2009 was $4.12, up 108% from a run of the network ad sold in the same year.
The study by the NAI, an association of advertising networks, data exchanges and marketing analytics services, shows that behavioral ads are a small but fast-growing part of their business. For nine of the advertising networks surveyed, the ads brought in 18% of their collective $3.3 billion in revenue last year.
The survey is supposed to bolster the ad industry’s case for behavioral targeting before Federal regulators and policymakers introduce Internet privacy regulation. Policy discussion around advertising and privacy has thus far lacked enough data on the value of behavioral ads to publishers, ad networks and consumers, says Howard Beals, a commissioner of the NAI study and former director of the Federal Trade Commission’s Bureau of Consumer Protection. The FTC is expected to err on the side of consumer protection and may prohibit behavioral targeting not voluntarily chosen by consumers.
“The study demonstrates the increasing significance of behavioral advertising to the economic model supporting free online content and services for consumers,” says Charles Curran, executive director of the NAI.
Indeed, behavioral ad targeting and the marketers who rely on display advertising impressions to presell their products may be the only way to save the publishing industry .
Either behavioral ad targeting or a publishing industry who consistently produce content their audience is interested in and attracted to – kind of like of writing an article about behavioral ad targeting on Forbes.com while getting it sponsored by a behavioral ad marketing company called Autonomy.
Autonomy
The Branding Impact of Online Display and Video Advertising
March 26, 2010Online display and video advertising attribution studies are becoming increasingly more frequent as every medium seeks to quantify the effectiveness of their advertising distribution platforms compared to search advertising.
The following press release from comScore is an example of these new types of online advertising attribution studies.
London, UK, March 25, 2010 – .Fox Networks (pronounced “dot-fox”), the leading global online network from Fox International Channels (FIC) and comScore, a leader in measuring the digital world, today unveiled the findings of a ground-breaking U.K. study. The study, commissioned by online video specialist .Fox, used comScore’s single-source panel methodology to confirm that video and display advertising are effective at driving significant uplift in site visitation and advertiser search queries, even in the face of minimal clicks on ads.
The study evaluated results from four campaigns across four industry sectors and produced the following key findings:
Video and display advertising both successfully increased brand engagement in each of the four campaigns analysed. The average uplift across the campaigns saw site visitation increase by more than a factor of seven over a four week period following exposure to an ad, with consumers three times more likely to conduct search queries using brand or relevant generic terms in the same time period.
When evaluating video and display side by side, consumers exposed to video advertising were 28 percent more likely to visit the brand site and nearly twice as likely to conduct a trademark search.
Confirming expectations and previous industry understanding, video was able to generate a more immediate impact in the first five exposures than display ads in terms of increases in site visitation and search queries; however, behavioural response for those exposed to display climbed steadily as the number of ad impressions increased.
The results, which have been released in full at the Advertising Research Foundation’s 2010 conference in New York this Wednesday, are also particularly significant given sharp decreases in online advertising click-through-rates over recent years, with the U.K. being the worst affected of leading global markets.The study underscores the fact that consumer search behaviour is positively impacted by the presence of display or video advertising — even in the face of minimal clicks. In each of the four campaigns, search activity increased significantly when consumers were exposed to these online ad formats, suggesting that the last click on a search ad should not be given 100 percent of the credit in attribution studies.
Commenting on the findings, Hernan Lopez, President of .Fox Networks and COO of FIC said, “This study proves that online display and video advertising drives significant results that are either being ignored by click-through-based metrics, or wrongly attributed to search. We make an open invitation to global advertisers to work with us and comScore in a follow-up to the study, measuring the impact on actual sales.”
“As the online industry seeks to increase its share of branding advertising budgets, it’s more important than ever to prove the value of display and video ad formats”, said Gian Fulgoni, chairman of comScore. “This research and our recent Whither the Click study for Europe are helping marketers understand that the internet is indeed a powerful branding medium and how vital it is to measure campaign effectiveness using the appropriate behavioural metrics rather than just the click.”
More Americans Consuming TV and Internet Together
March 25, 2010From the Nielsen Company:
Americans increased their overall media usage and media multitasking according to The Nielsen Company’s latest Three Screen Report, which tracks consumption across TV, Internet and mobile phones. In the last quarter of 2009, simultaneous use of the Internet while watching TV reached three and a half hours a month, up 35% from the previous quarter. Nearly 60% of TV viewers now use the Internet once a month while also watching TV.
“The rise in simultaneous use of the web and TV gives the viewer a unique on-screen and off-screen relationship with TV programming,” said Nielsen Company media product leader Matt O’Grady. “The initial fear was that Internet and mobile video and entertainment would slowly cannibalize traditional TV viewing, but the steady trend of increased TV viewership alongside expanded simultaneous usage argues something quite different.”
TV & Internet Simultaneous Usage
An unintended consequence of this trend maybe that somehow the television industry will develop tools for more effectively measuring its customer’s advertising performance – or not.
No Brand Voice Drowns Out All Others In A Competitive Market
March 24, 2010I recently met with the owner of a $10+ million software business who doesn’t advertise.
Unbelievable.
His company only recently hired its first salesman.
I naively took the meeting because I thought the owner had become convinced his company needed to have a more effective presence on Google.
Particularly after his stats revealed 80% of his search engine referrals were for his company’s name with the balance of his traffic coming in under nonsensical terms.
Nope.
While he thought having his message more widely distributed on Google was important, he didn’t think his business was adversely affected by his not extending and expanding his company and brand’s message further via search.
Yet all the while this particular software company owner’s business doesn’t have a majority market share in his industry.
By definition any business with a minority market share means its brand’s message and distribution isn’t strong enough to attract and capture all the new buyers into a market.
So while this software company may enjoy a solid reputation, reputation alone obviously are not strong enough to win the business of new buyers who entered the market who hadn’t heard about his company or its message and who instead fell into the arms of his competition – those with the remaining majority percentage of market share.
This market share analogy alone ought to be enough to convince even the least sophisticated business owner – who has a desire to maintain and even grow their business – about the need for advertising.
Not this guy though.
Maybe one day he will come to understand that no one brand voice drowns out all others in a competitive market.
Until then, this particular software company owner’s business may continue to enjoy its present minority market share but until he advertises – he will continue to lose new business to his competition.
Google Adwords Search Funnels Reports
March 23, 2010Google Adwords is now providing a new type of report called Adwords Search Funnels.
The AdWords Search Funnels reports describe the Google.com search ad click and impression behavior that led up to a site’s final clicks and conversions.
From Inside Adwords:
In order to help you make more informed decisions about your AdWords keywords, ad groups, and campaigns, we’re excited to release a new set of reports for your AdWords account: Adwords Search Funnels (beta).
Currently, conversions in AdWords are attributed to the last ad someone clicks before making a conversion, masking the fact that many customers perform multiple searches before finally converting. AdWords Search Funnels help you see the full picture by giving you insight into the ads your customers interact with during their shopping process.
In addition to a Top Conversions report, Search Funnels consist of 7 reports including Assisted Conversions, First and Last Click Analysis, Time Lag, and Path Length. For an overview of these new reports, check out this video:
I don’t yet have search funnel reports available in any of my Google Adwords accounts.
Search Marketing Communications 
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