ADSPACE Measurement and Metrics — Shelley Ellis
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This document provides tips and best practices for content targeting in Google AdWords. It discusses using category and category negative targeting to show relevant ads. It recommends using placement and ad copy reports to evaluate relevancy and make exclusions. The document also provides guidance on determining effective keyword counts, quality score, ad positioning, and other metrics to optimize content targeting campaigns.
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1. The document discusses mobile marketing and innovation at a company called 5thfinger. It provides examples of how to drive ROI beyond traditional banner ads, such as click-to-call, branded content downloads, and SMS alerts.
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SFGate is the #1 news website in the Bay Area with a highly engaged local audience. It has a large local sales force and strategic partnerships to provide digital marketing solutions to meet clients' needs, including selling ads on the Yahoo network, geo-targeting search campaigns on Google, Yahoo, MSN and Ask, and using behavioral targeting segments. SFGate offers solutions targeting different stages of the purchasing funnel from awareness to purchase.
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This document summarizes guidelines from the FTC and state attorneys general for online marketers and affiliates to avoid investigations and enforcement actions for deceptive practices. It outlines what constitutes deception under the FTC Act, how the FTC interprets marketing claims, disclosure requirements, and the investigative and enforcement processes of the FTC and state agencies. It also provides examples of past FTC and state actions against online marketers and affiliates related to areas like mortgage offers, debt relief, and spam emails. The document advises best practices for legal compliance.
Venable Sponsored Workshop 1
This document discusses legal risks for online advertisers, affiliates, and networks related to deceptive advertising claims and government investigations. It provides tips to avoid investigations and outlines principles from the FTC regarding negative option marketing and endorsements. Specifically, it advises disclosing material terms and obtaining affirmative consent from consumers. It also warns against false celebrity endorsements or claims without substantiation. Lastly, it notes that advertisers, affiliates, ad networks, and others involved in online marketing can potentially face liability for deceptive practices.
Media Trust Sponsored Workshop — Forrester
Interactive investments and marketing spending will likely increase during the recession according to a survey, as 43% said they would boost interactive spending and 13% said they would increase overall marketing budgets. Performance matters as marketers seek increased accountability for every advertising dollar spent due to economic pressures on budgets.
Media Trust Sponsored Workshop
Advaliant is a performance marketing platform that helps companies improve their digital advertising efforts. It provides tools to measure the results of online campaigns and optimize spending to generate the best returns. The goal of Advaliant is to revolutionize how companies use data and technology to grow their business through performance marketing.
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1. The document summarizes trends from a panel discussion on search marketing, including that search engines give equal access to information and brands need to create "connected" experiences for users.
2. Key statistics on search advertising spending are provided, showing a majority is spent on paid placements and that budgets are shifting from offline to online/search media. Organic search engine optimization also remains very popular.
3. The evolution of search engines is discussed, noting they now provide better, faster responses across multiple content types like video and local results. Performance media is also discussed as search drives cross-channel advertising.
SMX@adtech: Search Engine Optimization Tactics — JulieSun
Julie Sun discussed search engine optimization tactics for increasing organic search traffic. She covered optimizing editorial content through keyword research and title/headline optimization, building SEO best practices into product development and press review workflows, using links and social media for off-site optimization, and how MTV saw a 48% year-over-year increase in search traffic through implementing SEO strategies.
SMX@adtech: Search Engine Optimization Tactics — BruceClay
This document outlines several SEO best practices for optimizing a website, including on-page factors like keywords, headings and links; engagement objects like images and videos; site architecture through siloing of related content; and server performance. It emphasizes the importance of being a subject matter expert by adding substantial unique content on specific topics and getting links from other experts. Key recommendations include using appropriate on-page elements, structuring content into topic-based silos, ensuring technical factors don't prevent indexing, and behaving naturally to build authority through links and engaging content.
SMX@adtech: Search Engine Optimization Tactics — BrianKlais
The document discusses natural search advertising and how to optimize websites for natural or organic search results. It provides metrics and tactics for improving click-through rates, keyword coverage, landing page placement and yield. These include techniques like URL rewriting, optimizing titles and meta tags, and link building. The document emphasizes treating natural search as an advertising channel and using metrics to iterate tactics and measure performance.
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This document summarizes an agenda for an SEM campaign management presentation. The agenda includes discussing SEM workflow and time allocation, match type strategies, and SEM industry metrics and trends. It also outlines how to set business goals and key performance indicators (KPIs) for optimization, and how to implement multi-KPI optimization, especially for tail keywords that have fewer data points, by factoring in leading indicator metrics.
SMX@adtech: Mobile Local and Video Search — MattMcGee
The document discusses local search tactics for 2009. It notes that Google is winning the local search space, especially with changes made in March 2009. It then provides six tactics for local SEO: having a separate page for each location; writing detailed location/directions pages; optimizing on-page elements like titles and headings with geo modifiers; standardizing and optimizing business profiles on sites like GetListed.org; creating and acquiring citations from other sites; and acquiring or encouraging customer ratings and reviews.
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Master Class Workshop: Designing for Conversion — Paul Pangaro
Master Class Workshop: Designing for Conversion — Paul Pangaro
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SMX@adtech: Search Engine Optimization Tactics — JulieSun
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SMX@adtech: Search Engine Optimization Tactics — BruceClay
SMX@adtech: Search Engine Optimization Tactics — BrianKlais
SMX@adtech: Search Engine Optimization Tactics — BrianKlais
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