January 30th, 2008 at 04:22pm Under Uncategorized
SEO has a pivotal role in reputation management, as it can push down negative results and enhance positives in search results.
Read More…
[Source: Search Engine Watch]
By Free Add comment
January 30th, 2008 at 04:22pm Under Uncategorized
Endless possibilities might not be the best way to label the latest round of partnership redefining. It will end, just maybe not how the agencies would like. In today’s Searching for Meaning column, “The Day the Agency Model Died,” Kevin Ryan explains how the recent Google-Publicis relationship reflects a sea change in the current ad agency model.
Read More…
[Source: Search Engine Watch Blog]
By Free Add comment
January 30th, 2008 at 04:22pm Under Uncategorized
The presentation of various Google products detailed by Kevin Heisler may have given a bunch of people a little insight into the various advertising products Google now offers, but the lack of connection between them and the lack of knowledge a few showed of their own products questioned how long this expansion can last.
The Ad Creation Marketplace to develop rich media ads for Google advertisers was a side project the speakers were not aware of. How designers can be outsourced through Google - a major coup for people recognized by Google as worthy of recommending - was unknown when the Q&A period asked for more details.
The cross over of measurement and how detailed analytics could get was another thing no one seemed to have handy.
Don’t tell me “you just hype it… but really never use it so how could I have such knowledge”.
I never did get the chance to ask how the bar code technology being used by print would allow tracking…. and I was intrigued by the thought it could.
Events like these are an important part of making people aware of the variety of Google’s reach in media… it would just be nice if the information was a little more detailled.
Kevin noted there were no engineers present… maybe there should have been. I know the guests were savvy and knowledgeable…. but then again we use the products.
Read More…
[Source: Search Engine Watch Blog]
By Free Add comment
January 30th, 2008 at 04:22pm Under Uncategorized
One of the more misunderstood parts about the Web environment today is just how much the user is in control. In today’s By the Numbers column, “The New Age of Search Marketing,” Eric Enge offers three reasons this shift in control to the consumer is happening.
Read More…
[Source: Search Engine Watch Blog]
By Free Add comment
January 30th, 2008 at 04:22pm Under Uncategorized
Okay one of our newer members PMed me this and I figure I would open it to all of us to help give perspective: I’m following the tips for link buildi
Read More…
[Source: Search Engine Watch Discussion Forums]
By Free Add comment
January 30th, 2008 at 04:22pm Under Uncategorized
Kevin Heisler covered last night’s Advertising meeting at Google NYC HQ where the various products talked about where they were heading and how eachj
Read More…
[Source: Search Engine Watch Discussion Forums]
By Free Add comment
January 30th, 2008 at 04:22pm Under Uncategorized
Yahoo execs shared good news about search and Panama on their earnings call. Are you seeing these trends from Yahoo Search Marketing in your accounts?
Read More…
[Source: Search Engine Watch Discussion Forums]
By Free Add comment
January 30th, 2008 at 04:22pm Under Uncategorized
Advertisers who buy placements on Idearc’s Superpages.com local search site will now be able to get the added distribution over Marchex’s network of more than 200,000 vertically-focused local sites, as well as more than 50 partner ad networks and vertical sites. Under the new distribution deal, ads will be served and tracked by Marchex’s Enhance Interactive subsidiary.
Enhance Interactive also distributes ads from several large interactive agencies and advertisers, including Avenue A | Razorfish, Reprise Media, Carnival Cruise Lines, Cox Auto Trader Publishing, FXCM Forex Capital Markets, Roto-Rooter and Reunion.com. Through Marchex Connect, a private-label search marketing platform, Marchex also distributes ads sold by AT&T’s YellowPages.com.
Ads can appear on Marchex’s OpenList network of local sites, as well as search engines like Yahoo, Dogpile, Snap, and Verisign.
Read More…
[Source: Search Engine Watch Blog]
By Free Add comment
January 30th, 2008 at 04:22pm Under Uncategorized
If you haven’t read Mike Grehan’s ClickZ article, “Search and the changing face of public relations,” read it now. Among the many pithy and insightful comments within his article is this one: “I think traditional PR firms may be on their way out.” Go, read it now. This will be on the mid-term exam.
When you’re done reading that, read Sally Falkow’s post in the Search Engine Watch Blog, entitled, “Search not understood and used in PR campaigns.” Do we begin to see a trend yet?
Now, go back and read my article in Search Engine Watch, entitled, “Blogs Are the New Trade Press.” Yep, the experts agree. “The world of public relations has changed dramatically over the past five to 10 years or, at least it should have.”
But it often seems like the folks over in PR didn’t get the memo.
Well, they’re not the only ones who didn’t notice that the world was changing. On March 27, 2007, The Project for Excellence in Journalism noted in The State of the News Media 2007, “The press is no longer gatekeeper over what the public knows. Journalists have reacted relatively slowly. They are only now beginning to re-imagine their role. Their companies failed to see ’search’ as a kind of journalism.”
And many (but not all) people failed to see “blogging” as a kind of journalism. Or, at least some percentage of blogging. As the Pew Internet & American Life Project reported on July 19, 2006, in a report entitled, “Bloggers: A portrait of the internet’s new storytellers, “34% of bloggers consider their blog a form of journalism” and “56% of bloggers spend extra time trying to verify facts they want to include in a post.”
Now, that’s a couple of paradigm shifts at the same time. So, don’t blame your public relations people if they didn’t connect the dots.
Who do I blame? Well, it’s the Chief Marketing Officer in some companies or the Vice President of Marketing in others who is responsible for measuring the results of various elements of the marketing mix. And if the CMO or VP of Marketing is still content with a getting a stack of press clippings at the end of each month, can you blame his or her PR people from thinking that they’ve done their job?
Okay, so counting press clips has been a bogus PR metric for more than 20 years. I’ve told the story in “Measuring PR in Cold, Hard Cash” of my first month as Director of Corporate Communications at Lotus Development Corp. — way, way back in 1986.
After my first month on the job, I took a very thick book of about 700 magazine and newspaper clippings that wed received, walked down the hall to CEO Jim Manzis office, and casually dropped it on his desk. Manzi took a quick look and said, “Jarboe, if I could deposit these in a bank, Id know what they were worth. But, until you can measure the impact of PR in cold, hard cash, dont waste my time with these so-called reports.”
And, I have to admit, Manzi was right.
So, what are the right PR metrics?
In MarketingSherpas Search Marketing Benchmark Guide 2008, you’ll find more than half a dozen, including:
– Press mentions,
– Blog mentions,
– Ranking of a press release in news search engines,
– Click through rate (CTR) from links in a press release,
– Rise in site traffic around launch, and
– Track leads from click through conversion.
That’s the memo that most CMOs and Marketing VPs haven’t received. They can measure public relations in both PR outputs and business outcomes. And they had better get the memo before the CEO does.
And, trust me on this: When the big boss starts asking for “real” measures of success, then the traditional PR people will start learning about SEO, blogs and web analytics.
One last note: There are other PR people who know how to do this. Sally Falkow is one. Lee Odden, the founder of TopRankResults.com, is another. And Katie Paine, my predecessor at Lotus, is a third. She writes The Measurement Standard Blog.
She and I both started looking for ways to measure PR in cold, hard cash — before search, blogs, and web analytics — but after the big boss started asking for “real” measures of success.
See the trend?
Read More…
[Source: Search Engine Watch Blog]
By Free Add comment
January 30th, 2008 at 04:22pm Under Uncategorized
Google is now the network that connects the social graph of the advertising industry. From global AAAAs to interactive agencies to SEM firms and SEO consultants, there are less than six degrees of separation. Last night was deja vu all over again, reminding me of AdWords early days when Google just wanted parity with Overture (Yahoo Search Marketing) in corporate search budgets.
Peter Grill, Mimeo.com vp of marketing AKA The Rogue Marketer emceed the panel and mentioned that Mimeo is now a client of Efficient Frontier.
Two of the leading authorities on search marketing joined me last night at Google: SES Chair Kevin Ryan and SEW Forums Editor Frank Watson, AKA aussiewebmaster. Frank’s take on Google products and Google exec panelists differs from mine.
Ryan, Watson and I were in the distinct minority based on folks I chatted with and questions from the floor. (Exceptions: Sendtec and Dani of DaniWeb.com IT forum) More proof? Witness upcoming Ad Club of NY events: Magazine Day Forum and Radio Forum 2008.
Search marketing firms have a tremendous competitive advantage over traditional ad agencies. Managing campaigns based on ROI is second nature. Analytics and technology platforms, a necessity. They understand the dynamics of online auctions and advertising exchanges.
If Google is Goliath, ad agencies would be foolish to think of themselves as David.
Google’s success in moving beyond the “self-serve” model will depend on the buy-in not only of global ad agencies like Publicis Groupe, but the AAAA clients who drive their decisions. For years in SEM, Google has had a vertical industry focus with corporate clients, providing consulting to executives who make agency decisions. Google’s vertical sales team will win the day.
Last night at Googleplex East, Google execs outlined the future of Google TV, Google Audio, and Google Print Ads in an Ad Club of New York Meetup. In my Search Engine WarGames column, “ Future of Search: All the Media That’s Fit To Be Googled ,” Google shares how you can produce ads on Google TV, when you can buy a spot on “WWE RAW,” and why Google Print Ads 2D Barcodes won’t fly.
Click to read the rest of this post…
Read More…
[Source: Search Engine Watch Blog]
By Free Add comment