Search Engine Marketing

As holiday sales results continue to roll in, now’s the time to start thinking about ways to improve your online preparedness for the 2007 holiday season. Search marketing firm Oneupweb offers four best practices based on data from the past holiday season in its recent whitepaper “2006 Holiday Online Retail Buying Trends”: 1. Be ready by Halloween. Consumers start thinking about the holidays in October, making this holiday a good milestone to keep in mind, the whitepapers’ authors note. During the final full week of October (23-29) in 2006, retail site traffic went up 14.2 percent, conversion rates grew 15.7 percent and sales rose

Getting organic and paid search results on the same page, figuring out various keyword phrases and linking paid search to the call center are among the newer advancements in search marketing. And a recent whitepaper by search agency Fathom Online, offers these and other latest tips in search marketing. * Get organic and paid results on the same page. While research has shown that consumers tend to trust organic search results more than paid search results, they’re also much more likely to click on either if both results are in proximity to one another. “That’s because they inherently trust the fact that a listing

For smaller catalogers like Chinaberry, the Web can certainly be the great equalizer. Here are some tactics used by Chinaberry’s namesake children’s books and toys catalog and its spiritual gifts catalog Isabella. Search engine marketing: Both catalogs use Google AdWords for prospecting. “Google is the most compatible for us in sending us our types of prospects,” he explains. “MSN is starting to do well, and everyone is waiting for the Yahoo! paid search relaunch. We’ve had Yahoo! on hold for a few months until its ‘Project Panama’ has its full rollout.” Affiliate marketing program: Using Performics’ tracking system, Chinaberry can monitor the online relationships

For many catalogers, paid search will be the single most important channel for new customer acquisition this year. Here are what I believe to be the 12 best ways to do it. 1. Focus on Google. The reality is, Google controls more than two-thirds of the search market and is growing rapidly. Yahoo! continues to lose market share each quarter. MSN is a far distant third. Ask.com is even further back. Allocate your attention proportional to your ad spend. Don’t completely ignore Yahoo! or MSN, but invest the most love and attention in your Google campaigns. You’ll be rewarded with the largest return for your time.

Try to understand the interactions between other media purchases and search. Don’t manage search in a vacuum. People don’t search spontaneously. A lot of your existing media, a catalog, DRTV or e-mail, will influence search. Understand how these channels influence search. —Kevin Lee, founder and executive chairman, search engine marketing firm Didit.com

The Web is an essential channel for catalogers. Customers expect catalog companies to have effective, well-designed e-commerce sites. The Internet is undergoing a period of rapid innovation, often labeled “Web 2.0.” It includes tagging, visual search, wikis and Ajax. Web 2.0 technologies will transform online retail over the next two years. Catalogers will need to upgrade their sites to remain competitive. I suggest you read this month’s column with a computer close by — as I’ll tour some Online Retail 2.0 ideas that will transform e-commerce. The first stop is del.icio.us, the social tagging site. (Go to del.icio.us/catalogsuccess, and you’ll find a

A good Web analytics platform can tell you a lot about how consumers act while they’re on your site, but how can you leverage that data to improve sales? The key is to view customer conversion not as a single numerical result at the end of the purchase cycle, but as an elongated process with many smaller conversions along the way, said Pinny Gniwisch, vice president of marketing at online jewelry merchant Ice.com during a session at the recent Mid Market eTail conference in San Francisco. “We look at each section of the site as a number, or percent of the monetary value that the

Pay-per-click (PPC) marketing campaigns consume a significant portion of marketing budgets. For instance, 44 percent of e-commerce executives said they allocate 20 percent of their entire advertising budgets to PPC campaigns, according to a recent study conducted by e-commerce consultancy the e-tailing group and PPC search manager NetElixir. Additionally, 40 percent of survey respondents manage more than 5,000 keywords. Other data revealed by the study: • 100 percent of respondents invest in Google PPC campaigns; • 90 percent invest in Yahoo! PPC campaigns; • 76 percent invest in MSN PPC campaigns; and • 27 percent invest in Ask.com PPC campaigns. Staffing solutions for PPC management are mixed, with 59

What online offers are most effective today? To answer this question, I’ll revisit 14th century Japanese poetry, tap the insights of experts at the three leading search engines and talk return shipping with two leading online retailers. Today’s Advertising Haiku Haiku is a Japanese poetic form dating to the 1400s. Haiku poems consist of three lines of five, seven and five syllables. When written well, these poems can pack a powerful emotional punch. Today’s online advertising equivalent of haiku is paid search advertising. Taking Google AdWords as the archetype, a pay-per-click ad consists of a 25-character title, two 35-character lines of ad copy and a 35-character

If list generation is one of the objectives of your search marketing campaign, think about scoring those leads and tying those scores back to the source. Not all leads are created equal. Some have better lifetime value. What questions can you ask at the beginning of the process to get more of the leads that you really want and less of the ones that you don’t? —Kevin Lee, founder and executive chairman, search engine marketing firm Didit.com