Rich Clark Marketing

Opinions from Rich Clark one of the UK's leading Marketing Professionals


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Google Adwords for Dummies

PPC – Guide to Google Dummies?

As I have mentioned previously, during these slow economic times people are striving to master the really transparent channels.  The ones that can be tracked.  The channels that produce a positive ROI.

When you think PPC, these days the majority of us think Google.  Even though I have called this a dummies guide, I could have easily said a guide to Google dummies.  Those marketeers that know they need to be on Google, but don’t have the first clue.  So what do they do?  Do they invest in learning? Do they invest in tools to make things easier?  Generally no!  These marketeers generally pump thousands, sometimes millions of pounds to an agency, with very little control or understanding of what is or isn’t possible.

Obviously there are some good agencies out there.  Even some very good agencies that add real value.  In certain sectors it also makes more sense to partner with an agency rather than invest internally.  This isn’t an attack on agencies, just an expression of thought that says before employing an agency you need to understand the basics yourself.

How long do things take?

Getting a campaign live – agencies often say it takes weeks.  In the main this isn’t true.  The basics can be live within minutes.  Obviously complex campaigns can take a period of time to set-up from scratch, but not weeks.

Getting a campaign up to full pace – agencies sometimes say it takes months to get a campaign fully up to speed.  Its no denying most campaigns don’t get up to full speed within the first couple of weeks.  However, there are quick wins.  Don’t accept ongoing claims of missing targets due to optimisation and unrealistic objectives.  A decent agency will challenge your objectives and targets it they aren’t achievable.  You should be able to get close to your targets within at least the first couple of weeks

Broadcast Vs Targetted

Don’t accept any old clicks.  Match type is incredibly important to quality score.  Your quality score is apparently reviewed after every 1000 impressions.  Broad match means your keywords and ads will be called on much less relevant content.  For instance, if I was bidding on desktop computer, my ad may appear when people search for desktop diaries, computer engineers, computer assisted design.  None of these keywords are related to our search term.  This means that in theory our quality score could go down and if people do click, chances are we will pay and it won’t convert.  Broad match is the defauly setting on adwords, great for Google to get away your budegt, not so good if you are on a tight budget or tight ROI KPIs.

I would personally recommend using broad match sparingly and concentrate primarily on Phrase and Exact match.  This controls both relevancy and costs and in-turn should improve quality score.  What this will obviously do is lower your potential traffic volumes, but it should all be more qualified traffic.

Be Negative

This isn’t asking you to be cynical of Google or PPC.  This is outlining that you must use negative keywords in your campaigns.  If bidding on Dixons, my negative keywords could include estate agency, this would ensure that when people are looking for Dixons.co.uk they don’t end up at Dixons Estate Agency.

Other things to look for

There are many other things the PPC beginner needs to look out for.  Consider your overall budget, your daily budget, how your campaign is structures, your ad copy, bidding strategy, landing pages, URLs.  I will cover these areas with tips for beginners in future posts.

Working with agencies

As I commented when I opened this post.  There is no problem working with agencies.  But you must adopt a challenging relationship.  You must challenge them to optimise to the fullest and you must encourage them to challenge you.  Above all learn yourself.  Even if you learn the very basics such as the points I have highlighted.  It gives you a better understanding and can help manage expectations.

Don’t forget

There are other search engines (Yahoo, MSN and Miva) that offer PPC, although they are much smaller they also offer good traffic.  It is also worth searching around if you are setting up an account from scratch, most of the major engines often run promotions for new customers giving sign-up bounties with Free credit.

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Free Online Promotion

Free Lunch?

OK, so not everybody is an SEO genius, able to generate copious amounts of free website traffic.  What other options are there?  The beauty of “Web 2.0” is that most of the concepts are still trying to find their commercial purpose. A a consequence the majority still offer free possibilities for any business. If you are clever and have something decent to offer you can also find your message or promotion spreading exponentially.

1.Facebook offers real opportunities to get your message out there, via your personal profile, a company page and/or groups
2. Twitter – its one of the most talked about sites at the moment and you can easily send your message to thousands
3. MySpace, if you’re related to music, this is still the place to put your messages – millions still look at MySpace
4. YouTube – depending on the concept, good video with a viral element will gain great mass coverage and quickly
5. Classifieds – places like GumTree and even eBay are great place to put your message out there
6. Directories and search engines – these are critical to your success
7. Guerilla – use tactics on forums, chatrooms to get your message out, but make sure they are relevant or you will be hounded out and lose any credibility
8. Produce blogs and articles, some good resources have already been listed in terms of areas to place and feed content.
9. Yahoo! Answers. Become a knowledge partner, great source if your area is interesting and has a number of questions
10. Do some real PR and contact online publications or journalists. You really need to sell yourself – I don’t think Press Releases are enough, you need to make contact with the key figures.

These are just ten ideas, however there are endless opportunities and if you want to put even just a small amount behind it, you can really make it take off.


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Recession Resistant?

Can online marketing escape the recession?

With any economic downturn/credit crunch/recession comes the usual questions at the board rooms of most organisations. 

How effective is our marketing? 

Could we do without our advertising?

Is our strategy a luxury?

It had been thought that in this current recession, online would escape the questions or criticisms.  However as a lot of organisations are facing tougher times, including several high profile victims, online is being asked to be even more accountable than ever.  Is that such a bad thing?

Well that depends.  If you have all the data to hand and have tried every potential opportunity for your brand, then it can only be a good thing.  You should be able to pin-point the exact levers to pull in order to produce the desired results.  Unfortunately, very few organisations have or are in that situation. 

So what is next? 

Well it makes sense if your organisation is able to invest in acquisitional activities it should do so.  And if possible increase that investment.  Channels that offer high levels of transparency, low costs or better still low risk (CPA or Hybrid deals).  Even with these options you still need to understand the customer journey and have an effective method of de-duping (I am amazed at how many organisations still don’t have that cracked).  Are these methods recession proof? I’m not entirely convinced.  Marketeers experienced in working with Google will have noticed bids and ROI change over the past 9-12 months.  Also, Google are experimenting with a number of tools or models to help maintain their revenue.  Including dropping their previous stance of no Gambling advertising.  It all depends on your sector, Finance in the main is seeing a dramatic fall-off – largely driven by sub-prime advertisers pulling back on their investment.  One thing is for sure, Google will probably be making more sales visits than they have in recent years.

What about display?

Display obviously pays a role in most campaign mixes or strategies.  However the traditional CPM model is a risky one, unless your brand can afford the luxury of brand advertising or if you aren’t responsible for a transactional website.  One point that is neglected or overlooked is the multiplier effect.  Most advertisers still look at last click wins.  This is why in a number of sectors display loses out.  Recent investigations by ComScore in the US indicates a genuine effect on search from display.  However is that enough?  The main benefit of display in my opinion is that it can not only drive awareness, it can also put more people in your sales funnel.  This is something search isn’t particularly good at.  Most people in search mode already have an intent, whether latent or active.  Would I start to invest millions of my budget in traditional display advertising?  In short – No.  However, with the market in its current state, new technologies are constantly evolving.  With the growing maturity of behavioural and re-targetting technology, an increasing number of media owners are willing to undertake activity on a CPA activity. 

 

Remember, although CPA presents far fewer risks, it sometimes can be more expensive than CPM or CPC and volumes are likely to be lower.