One of the most important things a website must have online.
If a website doesn't 'look' credible, people will not carry out any action other than close the window.
What is credibility about? Trust. A visitor must trust that the website you have is in his best interest. He must feel secure in transaction on it (or even leaving personal data). He must believe that your products / services are the best he can get out there.
Some of the things which I think (thanks to some knowledge passed onto me and personal beliefs) build credibility of a website are -
1) Neat, clean design. A page shouldn't be too cluttered (it should not look spammy). There should be proper navigation, no broken links, superior quality pictures, etc.
2) Clear, concise content that makes a user believe the product / service is genuine and that it is value for money.
3) 'About us' information. The longer and clearer this is, the better it is. If you are making tall claims, back it up with evidence. An about us page should have the right balance of marketing. It shouldn't sound totally made up. Above all it should make the visitor feel that there are people behind this website.
4) Contact information - The more the better. A phone number (which is real) would be great. An email address is perfect.
5) If the website is collecting information - very clear instructions about what will be done with that information and what exactly the visitor will get.
6) If the website is a transaction website, seeing that it is a secure website is important and then telling every one that it is secure is just as important.
7) Constant changes. A website / corporate blog is a great way to ensure this. I believe that if someone sees a site that is changing constantly (in terms of new promos, new products, industry updates, etc), they believe that there are people at the back trying to make the website / products, etc better.
8) Have a presence across the internet. So a business should be on a search engine - SEO or PPC but they should also be blogged about by a community that is closely related to the product. They should be present on directories and if possible shopping sites.
Will add more points if any come to mind later.
Saturday, March 31, 2007
Tuesday, March 27, 2007
'Disabled Keywords'
For those who remember what they were, apparently Google still does categorize keywords as 'Disabled' but only does not show them as being such.
Even though there was a huge debate on the issue going on, on Webmasterworld, months ago, I wasn't quite sure, but I recently got to learn from Google Support that keywords that have had no search queries in the last 90 days (will have to check this number cause I don't remember right now), are not put into the 'ad serving bucket' of keywords.
Google use to give such keywords the status of 'Disabled' before the status of 'Active / Inactive' came into existence. I don't remember all the names now but I think the keywords status' that Adwords use to display back then use to be - On Hold, In Trail, Disapproved, Disabled (and under review?).
I do wish that if they were putting keywords into a 'non ad serving basket', the status on those keywords would be shown.
Even though there was a huge debate on the issue going on, on Webmasterworld, months ago, I wasn't quite sure, but I recently got to learn from Google Support that keywords that have had no search queries in the last 90 days (will have to check this number cause I don't remember right now), are not put into the 'ad serving bucket' of keywords.
Google use to give such keywords the status of 'Disabled' before the status of 'Active / Inactive' came into existence. I don't remember all the names now but I think the keywords status' that Adwords use to display back then use to be - On Hold, In Trail, Disapproved, Disabled (and under review?).
I do wish that if they were putting keywords into a 'non ad serving basket', the status on those keywords would be shown.
Content Bidding
I was always under the impression that a keyword level bid will supersede all bids. I was wrong.
Apparently on content if you have opted for content bids separately, the content bid amount becomes your Max CPC bid amount. Followed by a keyword level CPC.
In absence of a content bid, the Keyword Level bids would get pulled first, followed by the Default bids, both on search and content.
Apparently on content if you have opted for content bids separately, the content bid amount becomes your Max CPC bid amount. Followed by a keyword level CPC.
In absence of a content bid, the Keyword Level bids would get pulled first, followed by the Default bids, both on search and content.
Wednesday, March 21, 2007
Optimization Tips
[From the Adwords Blog]
Interesting inputs to help optimization -
1) Know your Industry.
2) Know your Target Audience.
3) Understanding your website.
4) Setting your goals.
In the coming week, will write with more detail why these 4 tips are important especially before a campaign goes live.
Interesting inputs to help optimization -
1) Know your Industry.
2) Know your Target Audience.
3) Understanding your website.
4) Setting your goals.
In the coming week, will write with more detail why these 4 tips are important especially before a campaign goes live.
Tuesday, March 20, 2007
Digital Marketing Conference 2007 - More insights
The conference speakers were a mix of agencies and advertisers.
Will take you through some of the interesting points that came out from advertisers using Internet Marketing - Paid Search being an integral part of that . There were speakers from ICICI, Citibank, Taj and Unilevel.
ICICI sees the internet as their top medium for advertising for a number of reasons. The cost of acquisition on the internet is 1/5th of what it is on other mediums. The cost of Customer Service is 1/10th of its usual amount on the internet.
The positives of search are that it is measurable and contextual. 'The customer chooses Me' rather than the company having to go after prospects and convince them. Also something interesting that came up was that finance related products are Information Heavy. This makes the internet the best medium to advertise on as a website can have as much information as you like and the person browsing can decide how much they want. On television it is impossible to give all details and in newspapers if too much detail is given, the ad looks like a 'tender'.
ICICI is big on technology. They currently have 1.5 million Active customers on their website - icicibank.com. Their website helps in branding, information dissemination, customer acquisition, transaction banking, customer service and more. Their website has actually unclogged their Customer Service Call Center as people can apply for various facilities online.
ICICI bank looks at the Digital medium as a 'Channel' (distribution channel, service channel, etc) rather than just a medium of advertising.
To be Continued...
Will take you through some of the interesting points that came out from advertisers using Internet Marketing - Paid Search being an integral part of that . There were speakers from ICICI, Citibank, Taj and Unilevel.
ICICI sees the internet as their top medium for advertising for a number of reasons. The cost of acquisition on the internet is 1/5th of what it is on other mediums. The cost of Customer Service is 1/10th of its usual amount on the internet.
The positives of search are that it is measurable and contextual. 'The customer chooses Me' rather than the company having to go after prospects and convince them. Also something interesting that came up was that finance related products are Information Heavy. This makes the internet the best medium to advertise on as a website can have as much information as you like and the person browsing can decide how much they want. On television it is impossible to give all details and in newspapers if too much detail is given, the ad looks like a 'tender'.
ICICI is big on technology. They currently have 1.5 million Active customers on their website - icicibank.com. Their website helps in branding, information dissemination, customer acquisition, transaction banking, customer service and more. Their website has actually unclogged their Customer Service Call Center as people can apply for various facilities online.
ICICI bank looks at the Digital medium as a 'Channel' (distribution channel, service channel, etc) rather than just a medium of advertising.
To be Continued...
Saturday, March 17, 2007
Market Segmentation
I am pretty surprised that I don't hear about how Google is changing the way Target Audiences are defined. Traditionally most product target audiences were defined on the basis of Demographic - male/female, 20 - 30 years of age, high income bracket etc.
With Search Marketing coming into the picture, I think demographic targeting is going out the door. Our targeting today is becoming very 'product centric'.
Honestly it is difficult (if not impossible) to find a demographic target segment on a search engine. I can go to the extent of attracting women by buying very women centric words - clothes, accessories, top brands, etc. I could even maybe break it up into young and old but that's about it. The problem with doing something like this on Google is that there is no relevancy. At least not when a bot is reading it. So what happens is that my keywords become inactive. In many instances I have noticed that when I buy a 'broad' word, it tends to be more expensive than a very standard word (of course this isn't in a highly saturated vertical).
The other issue with such demographic targeting is that it restricts my volumes. For instance I know for sure some one looking for a lilac skirt is a woman (or a cross dresser or a guy who is looking to gift a woman something), but how many women will look for lilac skirts?
While I am happy about Landing Page Quality Score being incorporated in the whole mix of factors for determining quality, I think we need to study LP QS in much more detail so that we can find out how we can continue with demographic targeting. Obviously when I talk about studying things on Google, it means trial and error.
For instance if I was selling shoes, I could buy the keyword lilac skirt, write an ad that said 'Buy shoes to match' and have a landing page that said how my shoes would be the most perfect match for the lilac skirt and anything else. Of course this only works if I am selling shoes.
With Search Marketing coming into the picture, I think demographic targeting is going out the door. Our targeting today is becoming very 'product centric'.
Honestly it is difficult (if not impossible) to find a demographic target segment on a search engine. I can go to the extent of attracting women by buying very women centric words - clothes, accessories, top brands, etc. I could even maybe break it up into young and old but that's about it. The problem with doing something like this on Google is that there is no relevancy. At least not when a bot is reading it. So what happens is that my keywords become inactive. In many instances I have noticed that when I buy a 'broad' word, it tends to be more expensive than a very standard word (of course this isn't in a highly saturated vertical).
The other issue with such demographic targeting is that it restricts my volumes. For instance I know for sure some one looking for a lilac skirt is a woman (or a cross dresser or a guy who is looking to gift a woman something), but how many women will look for lilac skirts?
While I am happy about Landing Page Quality Score being incorporated in the whole mix of factors for determining quality, I think we need to study LP QS in much more detail so that we can find out how we can continue with demographic targeting. Obviously when I talk about studying things on Google, it means trial and error.
For instance if I was selling shoes, I could buy the keyword lilac skirt, write an ad that said 'Buy shoes to match' and have a landing page that said how my shoes would be the most perfect match for the lilac skirt and anything else. Of course this only works if I am selling shoes.
Digital Marketing Conference 2007
Attended the Digital Marketing Conference hosted by IAMAI.
Over the next few days I would write a lot more in detail about the conference, speakers, discussions, etc but will list down some of the points that came up over and over across many discussions and many speakers or were very common amongst them.
Firstly I am not surprised but a little upset that the discussion usually ends up around the Internet only. Sure most of the marketing carried out in India today in the Digital space is mostly on the Internet but it would have been interesting to hear at least a little more on Mobile Marketing, seeing how we keep talking about how big the mobile phone user base is.
Secondly all marketers are totally gung ho about measureability the medium offers. You know how much you pay, and you know how much you earn, therefore you know your ROI. Marketers now are also starting to look at traditional medium to try and figure out what kind of ROI they receive but it's obviously going to be very difficult.
Advertising on the internet seems to be a lot cheaper than traditional advertising according to all the advertisers there. The surprising thing though is that this medium still gets very little advertising spends as compared to traditional mediums. One reason seems to be the lack of education about the digital medium.
A lot of the speakers talked about User Generated Content and how it plays such and important role on the internet. YouTube seemed to be the most talked about website. Sunsilk Gang Of Girls also generated a lot of interest.
The medium gives the user total flexibility. The user decides what he does and when he does what he does and where he does when he does what he does. The Internet is a very interactive medium compared to something like television which is very passive.
Over the next few days I would write a lot more in detail about the conference, speakers, discussions, etc but will list down some of the points that came up over and over across many discussions and many speakers or were very common amongst them.
Firstly I am not surprised but a little upset that the discussion usually ends up around the Internet only. Sure most of the marketing carried out in India today in the Digital space is mostly on the Internet but it would have been interesting to hear at least a little more on Mobile Marketing, seeing how we keep talking about how big the mobile phone user base is.
Secondly all marketers are totally gung ho about measureability the medium offers. You know how much you pay, and you know how much you earn, therefore you know your ROI. Marketers now are also starting to look at traditional medium to try and figure out what kind of ROI they receive but it's obviously going to be very difficult.
Advertising on the internet seems to be a lot cheaper than traditional advertising according to all the advertisers there. The surprising thing though is that this medium still gets very little advertising spends as compared to traditional mediums. One reason seems to be the lack of education about the digital medium.
A lot of the speakers talked about User Generated Content and how it plays such and important role on the internet. YouTube seemed to be the most talked about website. Sunsilk Gang Of Girls also generated a lot of interest.
The medium gives the user total flexibility. The user decides what he does and when he does what he does and where he does when he does what he does. The Internet is a very interactive medium compared to something like television which is very passive.
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