Google is to launch a new online course covering remarketing.
Posting on the blog for its pay per click marketing service AdWords, Gordon Zhu said the one-hour, interactive session will take place on October 20th.
"Remarketing is a simple way to connect with your website visitors," he added.
It works by allowing advertisers to show tailored offers, such as last minute discounts, to people who have already visited their website via the Google Display Network.
The online course, which will include a question and answer session, will cover the benefits of the practice, as well as a guide to setting up remarketing in an AdWords account.
In a recent article for Search Engine Land, John Perich said remarketing could help firms to boost their acquisition rates by offering them a second opportunity to attract potential customers who did not convert the first time around.
News brought to you by ClickThrough – experts in SEO, Pay Per Click Services, Multilingual Search Marketing and Website Conversion Enhancement services.
To get the best results, online advertising must take into account the way people use the internet, one expert has highlighted.
Search engine marketing will be most successful if firms take time to understand their consumers' digital behaviour, explained Faye Weeks, director of Connect Insight.
She pointed out that social media marketing in particular requires good knowledge of the audience being targeted.
"Advertisers need to understand who they are appealing to and utilise all appropriate communication vehicles, of which social media may be one," she said.
Figures from the digital media search agency have revealed that less than a fifth (17 per cent) of internet users define online advertising as appealing, highlighting the need for marketers to ramp up their efforts.
Those under 34 were more likely to see online advertising as appealing and relevant, while more than half of over-55s actively avoided sites where adverts interrupt their browsing.
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Individuals hoping to educate their readers through linkbait content online have been advised on a number of factors to drive up traffic to their site.
The most common types of linkbait are articles, infographics, videos, quizzes and widgets and these can be a great way to increase readership, Search Engine Land reports.
Indeed, when forming this content, users are advised they must ensure that their posts "strike an emotional appeal and impress the reader in order for them to share or link to it".
To achieve this, they are advised to make titles as interesting as possible – even controversial – in order to hook the reader straight away.
Furthermore, presenting key points with section headers can be a good way to ensure readers stay engaged with the subject matter, while this is also of importance in ensuring good search engine marketing.
Elsewhere, Eric Enge recently posted for Search Engine Watch that businesses could boost their search engine optimisation efforts by focusing a few key areas – good use of title tags, text-rich content, social media engagement and ensuring site architecture is search engine-friendly.
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Individuals hoping to educate their readers through linkbait content online have been advised on a number of factors to drive up traffic to their site.
The most common types of linkbait are articles, infographics, videos, quizzes and widgets and these can be a great way to increase readership, Search Engine Land reports.
Indeed, when forming this content, users are advised they must ensure that their posts “strike an emotional appeal and impress the reader in order for them to share or link to it”.
To achieve this, they are advised to make titles as interesting as possible – even controversial – in order to hook the reader straight away.
Furthermore, presenting key points with section headers can be a good way to ensure readers stay engaged with the subject matter, while this is also of importance in ensuring good search engine marketing.
Elsewhere, Eric Enge recently posted for Search Engine Watch that businesses could boost their search engine optimisation efforts by focusing a few key areas – good use of title tags, text-rich content, social media engagement and ensuring site architecture is search engine-friendly.
News brought to you by ClickThrough – experts in Search Engine Marketing & Internet Marketing.
The web is taking on a "central role" in the marketing strategies of nearly all brands, according to one analyst.
Karin von Abrams of eMarketer said UK firms have already made giant strides in adopting cross-channel campaigns, while agencies are increasingly adept at producing integrated strategies that combined internet marketing services and TV or mobile to drive customer engagement.
"It is now clear that every brand or business can benefit in some way from building awareness online or from rethinking its business processes to make full use of digital channels," she commented.
According to figures published last week by Nielsen, global spending on advertising rose by 12.5 per cent year-on-year during the first quarter of 2010 to stand at $110 billion (£65.4 billion).
Investment in internet marketing rose by 12 per cent over the same period.
To read more on this survey, visit the Nielsen website.
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Driving traffic to a site is only half the battle for online marketers, one expert has said.
Scott Brinker told Search Engine Land that while search engine optimisation (SEO) will drive traffic, companies need landing pages that are "READY" – relevant, engaging, authoritative, directional and yield optimal – if they want to maximise conversions.
To be relevant, a site must give visitors "exactly what they expected" when they clicked the link that brought them in.
Next, they must be engaged with a genuinely attractive proposition associated with a great product, he added.
Sites then need to earn the confidence of potential customers by providing explicit assurances like guarantees and online trustmarks such as the McAfee Secure standard.
Directional pages move the consumer forward by providing a "clear call to action", Mr Brinker said.
Finally, yield optimal best practices need to be followed to create a "deeper level" of conversion optimisation. These include proper tracking and segmentation of visitors, reviewing SEO and ensuring there is continuity in the landing page to the shopping cart.
Elsewhere, Laura Lippay recently wrote on the Yahoo! Search Marketing blog that search optimisation is valuable tool in driving traffic to landing pages, as 85 per cent of web users will click on organically-generated links.
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Achieving a breadth of coverage (BOC) on a website can help to boost page rankings, but without "powerful" content, such a strategy will flounder, one analyst has claimed.
Writing on Search Engine Watch, John Lynch said that BOC is judged by the number of pages within a domain that are thematically or semantically relevant, with more credible pages lending more authority to a site, which in turn increases the likelihood of ranking for competitive search terms.
Users of website marketing services looking to organically boost the profile of their portal can take a number of steps to enhance BOC, such as creating a logical hierarchy for keywords, improving internal linking and avoiding creating separate domains for each product or service they offer.
However, such exercises are "relatively moot" if pages are filled with poor quality content, Mr Lynch said.
Instead, pages need keyword-rich headlines, links to other relevant subjects and logical layouts with headers and bullet points.
"Whenever you create content for a targeted keyword, focus on dwarfing your competitor in quality, depth and scope," he said.
Josh Dreller of Search Engine Land recently said that Google offers a tool for generating keyword ideas that uses actual queries entered into its search engine.
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According to a McKinsey study, word-of-mouth (WOM) recommendations are the primary factor in 20 to 50 per cent of purchasing decisions, but how can marketers measure this valuable channel?
Writing on Search Engine Watch, Paul Burani said that data from Google’s pay per click marketing tool AdWords can be mined to provide an "objective, relative view" of the online conservation users are having about a particular core keyword.
For example, someone wanting to explore WOM channels for the phrase discount wine could enter it in the AdWords Keyword Tool, with the Use Synonyms option checked, which would produce two lists – related terms and additional terms.
Taking these lists together and removing the core keywords discount and wine leaves the most common search modifiers being entered by consumers.
These terms should be sorted by global search volume and a separate column should be added with each of these figures divided by 1,000 to create an "adjusted search volume".
Finally, each keyword should be multiplied by this adjusted volume figure and the results dropped into a tag cloud generator to create a visualisation of the top search modifiers for discount wine.
This word-of-mouth data offers insights for search engine optimisation, as it can be used to develop content positioned for "maximum visibility", Mr Burani said.
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When it comes to boosting conversions on site, one expert believes that keeping it simple and straightforward can yield some of the best results.
Tom Critchlow told Search Engine Land that while online marketing services will bring visitors to a site, natural language is a "powerful tool" in encouraging them to take that final step and make a purchase.
In the US, the use of more straightforward language is becoming more apparent in "Mad Lib" lead generation, contact and sign-up forms.
The fields of these forms are designed as natural sentences that ask the customer to fill in the blank, as in "I want my password to be…" or "my email address is…".
While some doubt the impact of Mad Lib forms, testing by author and Yahoo!’s chief design architect Luke Wroblewski suggests that they increase conversion rates by 25 to 40 per cent.
Elsewhere, changing the language on page – for example, switching Contact Us to Make An Appointment – can also have a powerful effect on conversions, Mr Critchlow said.
"Figure out what your users are looking for and give it to them in simple language," he added.
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With news service Reuters launching a new platform for providing around 3,000 specialist videos a week to subscribers, one expert has highlighted the importance of tagging clips in order to stand out from the crowd.
Paul Johns, vice-president of global markets at Complinet, which is one of the content partners in the Reuters scheme, said that tags are "critical" when using video in online marketing services.
"There’s too much information out there," he added.
Indeed, recent research from comScore indicates that competition in the online video sector is on the rise as the channel’s audience continues to grow.
The firm said that 5.5 billion videos were viewed on the web by UK internet users in February, representing a 37 per cent increase year-on-year.
Elsewhere, US research conducted by BrightRoll found that 56 per cent of online marketers believe online video is now the most effective form of advertising.
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