Tag: PPC

Digital Marketing Thoughts

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Ok, I admit it. On Sunday afternoon, just before the game, I had one of those moments. I thought I had to write a blog post about Digital Marketing and why and how it works. Here are those thoughts: I spoke about Inbound Marketing on my blog before. The idea of inbound marketing is that, particularly online, you as a company or individual make enough noise to be seen and getting interest. This interest is then converted into sales. I know that is over simplified, but that is basically it. To do that, e.g. making enough noise, a lot of companies use Social Media these days. Twitter to form an opinion or to build a brand, maybe a Facebook page, some Facebook discussions, a group on LinkedIn or just a good blog that gets quoted within the industry. Speaking at events is usually welcomed, or sponsorship at events to associate a brand with a sport, e.g. Rolex and Golf as an example. Now, there is another way of creating awareness. I recently, as you know, entered the online display arena with a company that executes media plans across ad exchanges. That means we can buy inventory more cost effective and

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Sunday Column (18)

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Another week? Not a normal week, that is for sure. Monday I spent all day preparing for a big presentation on Tuesday. That presentation went really well, showing off my knowledge about incorporating SEO, PPC and Social Media in Business Development/Marketing: my topic, my passion! That was good and the feedback was good too. Another couple of companies and recruitment consultants got back to me and it was all looking good for offers, opportunities and future job offerings. Given the recession, I have done well securing interviews and offers. Now, fingers crossed. However, nothing was decided early this week. Wednesday through to Friday I spent waiting. Waiting for 2 things: Jobs of course but, almost more important, waiting to understand my boy. Colin decided to get louder, more noisy and grumpy. Oh dear, whilst it is totally normal, we didn’t know what to do. We had a health visitor around who gave us a great introduction on what they do and how they monitor babys’ progress. I should mention the health visitor came as a routine and not because Colin got louder! There is great support for children and families here in the UK. Also we had someone around that

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Inbound Marketing for SMEs and Start-Ups

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I read a fantastic article from Rand the other day on his blog of SEOmoz. Really interesting. I summarised it for myself as “Twitter, Facebook and other social media tools work but only up to a certain extend” and thought of myself about inbound marketing once again. So let me think about it. I am an SME, do not have a lot of brand awareness, or I am a start-up, just entering the market. What is it I have to do to get noticed? I would suggest that first of all you need brand awareness. This can be done by registering in various organisations, directories, adverts in industry specific magazines, PR and push your profile online on: – Twitter: create a company profile, start following people and stay personal in order to create a “personal brand” people like to follow. Have something to say and add value with every “tweet”. Try to engage with the community and be “a friend”. – Linkedin: create a corporate profile and make all your friends/connections aware of it. Add slide shows via Slideshare and show off the knowledge you have. Link your corporate blog to the profile too. – Blog: having a corporate blog

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International Search Summit Oslo (4)

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The last block of the International Search Summit in Oslo is on its way. Yet another great case study presented by Pontus Kristiansson, Avail Intelligence: European landscape – Behavioral Merchandising and On Site Optimisation. I asked Pontus earlier what they are doing and, in a nutshell, he explained that they analyse the search behaviour and from that data Avail makes sure that the “product pictures” shown on e-commerce sites are relevant to the user. And, therefore, they increase the conversion rate for their clients. Wow, this is great. This goes beyond testing what Divolution spoke about at our International Search Summit in London 2008. So now we cannot only test your site on which frames and boxes convert best for your target audience, you can also determine which pictures in the box that converts best will increase the conversion on top of the design. I hope that makes sense?! Now, does SEO, PPC, e-commerce etc. work – Andy Atkins-Krueger of WebCertain now speaks about Tracking – An Overview of the importance of synchronised tracking and how search patterns are different in different regions. He also introduces WebCertain’s newest product Global Central, the only tracking tool that compares “apples with apples”

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International Search Summit Oslo (3)

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The afternoon here in Oslo starts off with “SEO Howlers”. Andy from WebCertain, Kristjan from Nordic eMarketingg and Sergey from Zett.no start off to point out interesting facts of what they found on various international sites, such as teh “formula to lose money” and “robot.txt that just don’t work”. It is hard to summarise a session whilst moderating it at the same time. However, the howlers point out common or not so common mistakes made by search marketers across the world. Since I am moderating, after listening earlier at the International Search Summit, I only briefly summarise the key points (sorry). If you want to be involved, register today for our London International Search Summit, the early bird discount expires on the 31st of March 2009 Following form there is speaker Beate Lofseik of MakingWaves.com outlines an interesting case study about VisitNorway.com for their SEO efforts. Beate is an experienced Webmaster and Public Affairs officer and worked for IM Skaugen, Oslo Stock Exchange and Terra-Gruppen. She focuses on the main categories of: – content – Technical – URLs – Links Regarding content, telling a story and giving things people want to read about. It shows, as Peter outlines in his

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International Search Summit Oslo (2)

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After the first part of the Summit we are back in Oslo for the 2nd part. The second part of the International Search Summit in Oslo hosted by WebCertain, the leading international search marketing specialists, starts with a case study: Gard Jenssen from Seobra.no, shows us “How to use SEO for B2B sales support internationally”. Gard was VP Product Development at Yahoo! Europe, VP Product at Kelkoo, National Expert at European Commission in charge of the EC’s first web site, Chief Development Editor at Origo.no (Telenor Media) and created the first version of the Norwegian Government’s web site in 1994. His session discusses the Search Journey, starting with the user’s intention and search, looking at the results and finding and buying. Particularly the B2B sector he points out are “professional buyers” and do thorough research. Often their product search is very “long tail”. So in order to attract any visitors to your site, you need to make sure you have a good keyword strategy and using AdWords for “learning” and for leads. A good strategy is always to run some AdWords to see which keywords are converting and then use them for PPC as well as SEO. Gard uses his

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International Search Summit Oslo (1)

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Today, the 1st International Search Summit outside London takes place – in Oslo, Norway. WebCertain, the multilingual search marketing specialist, hosts the 3rd International Search Summit after 2 successful events in the British Library in London 2008. 2009 will see the next London event, International Search Summit on the 14th of May in the British Library. Speakers there include Bebo, Linkedin and Plaxo as well as international search specialists speaking about Twitter, Facebook, and other social media marketing tendencies and techniques. The Oslo event on international search kicks off with John Brenne from the WebCertain Oslo office introducing the event and pointing out issues related to “going global”: – Research – Language – Localisation aspects – Currency – Methods of payment Following on from that, WebCertain’s MD Andy Atkins-Krueger, is speaking about “Guidelines for Setting up sites for international markets”. Andy points out the huge opportunity globally online: Also, in terms of tracking domain names, the most growth is seen in emerging markets such as China, Russia, Brazil, Mexico, Egypt, and India but also in Germany. Languages used online are still lead by English but followed by Chinese, Spanish, Japanese and French. Further in the top 10 are German, Arabic,

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new blog on multilingual search

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As you all know I am hooked on search engine marketing currently…or for the past 12 months anyway! So, there was this great summit in London, the International Search Summit, organised by the only centralised multilingual search marketing agency in the world, WebCertain. It was really really good. And, a good friend of mine starting blogging about the summit and also about European SEO. Latter blog is definitely worthwhile checking it out. The author has been working in multilingual search for quite some time and has extensive experience. I think there will be a summary of the summit coming shortly too. Happy reading and speak soon. Volker

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Are we missing Search Engines?

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Hello All, As it is Friday afternoon and we are looking on how to improve our forum on PPC ManagementTherefore, we would encourage you to help us identifying any search engines we have missed out so far and you would like us to add to the forum and our list. Anything else you like to ask/find out about PPC, join us in our forum today! If you have already registered, here is the direct link. Thanks in advance for your time and have a good weekend. Volker

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