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Search Is at the Center of Online Marketing User sent to website after clicking paid listing Display, rich media, and video ads build interest and awareness; users search for more info 67% of Internet users have gone online to search for a product advertised offline 89% of consumers research products online ; 63% purchase offline Offline Audio Print Mobile TV
Reaches 76% of U.S. Internet users monthly
180B+ ad impressions monthly
Hundreds of thousands of advertisers and publishers
Target by site, category, keyword, geography, daypart
U.S. online ads spending will reach $25.1 billion this year, with search being the single biggest category and social media marketing taking over from display media, according to eMarketer's latest report.
eMarketer's study expects the Internet to account for 15.1% of total media spending in 2011 and over 20% by 2014.
The firm sees search accounting for $12.7 billion, or nearly half, of overall advertising budgets in 2011.
Source: eMarketer, Nov 2010 Billions and % change
Paid Search Direct Sales Product Launch Lead Generation PR Top of mind searches Branding Brand Protection Media Support Product Association Viral Launch Pad Holidays Seasonal Tool Launch Special Occasions / Events
CAN-SPAM – These laws promised to provide remedies against annoying and unsolicited bulk email known as “spam”. Major rules include:
Header information (identifiers such as To, From, IP Address):
must not be materially false or materially misleading;
must not mislead the recipient about a material fact regarding the email’s contents or subject matter;
Return email address:
must contain a functioning email address that the recipient can use to request no further messages;
the email must (i) clearly and conspicuously identify that it is an ad, (ii) provide clear and conspicuous notice the recipient may unsubscribe for additional emails, and (iii) contain a valid postal address for the sender (may include a valid post office or private mailbox address).
Requests to unsubscribe:
if a recipient requests unsubscribe from receiving additional emails, emails matching the unsubscribe request must be honored within 10 days with a mechanism that is available from a single web page and that operates with a single click;
Add consumers by advertising in the organization’s web site or print publication.
Sponsor an event
Send a hard copy postcard
Invite readers to help
Include words like “Please Forward Newsletter” in the subject lines
Or use Referral links where consumers can sign up friends
Run a contest. Let your contacts know that they will get one entry in a drawing for each person they refer to your list.
Providing a form hosted on a reputable 3 rd party site
Renting lists from questionable sources who claim (but can’t prove) that list members have opted in only builds your list in the short term. In the longer term, it’s actually a great way to get flagged as a spammer.
Compare to PastAdd the “Compare to Past” feature for your analytics to provide greater depth to your reports
Apply advanced segments
Report on goals or add e-commerce revenue
Customized Dashboard View Discover if revenue is increasing and when orders are most likely to be placed Compare last month’s analytics with current to determine growth and change See where sales are coming from and how your sales conversions are performing
Thank You Twitter : threedeep Facebook .com/threedeepmarketing Blog :threedeepmarketing.com/ madanalyst Darren Selberg Three Deep Marketing 180 E. 5th Street, Suite 910 | Saint Paul, MN 55101 [email_address] 651-789-7717
What is the best way to handle Trademarks in my ads?
Adding trademarks in ads may be necessary to maintain brand integrity and at times can increase CTR on ads. Other times, they cause us to go over character limits in our ads, lower relevancy and lower click thru rates.
The best way to test how trademarks affect brands would be to test ads with trademarks vs. ads without them (if this is allowed) and then use the best performing ad for future campaigns.
How much should I budget for my campaigns?
Budgeting campaigns will generally come down to your objectives and the size of the market being targeted. Most search engines have poor tools for projecting how much can be spent in advertising, so we recommend starting with a small campaign that can run for 15-30 days and then basing the future budget on the results from this test. This allows for accurate projections, and also helps the account establish quality scores with the search engines.