The first impression customers get of your website and your business is geared by the impression made by your website homepage. It has a major effect on its success or failure.
Your website homepage can be the determining factor in the reader’s choice to delve further into your site or bounce off after a cursory glance, to go back to the search engine and look for something more relevant.
Despite this, many websites miss this great opportunity to lure in its readers, simply by having poorly targeted or poorly displayed homepage content that does not immediately inform them what the site is about.
You have just 4 brief seconds to convey to a potential customer what your site has to offer. Each moment wasted where visitors try to decipher your website, is a moment lost to create the right impression.
To create effective, compelling homepage content, here are some easy to follow guidelines:
1. Your homepage serves as the introduction to your company. You should be seeing to welcome your visitors – throwing out the red carpet for them.
On entering your site, the reader should be able to know immediately what you and your website offers, without having to click around or scroll. In your introduction, or your website header area, do not assume that the reader has previous knowledge or understanding of your site’s products or services.
It’s a good idea to add a breakdown of how it works if you’re offering something innovative, and new to the market to help customers understand your online offering. If you want to, it’s a good idea to add in a link or two about your company. (But be careful not to make your homepage all about your business! Customers find that really dull!).
2. Your homepage should contain contemporary content. Fresh homepage content, if suitable, appeals to the reader as it shows that your sit e is current and up to date.
Change the content as needed by displaying popular or hot features that are relevant while keeping the design consistent. Doing this will attract more readers but does not alienate your regular audience. If your homepage looks dated, customers will question the validity and credibility of that information – worse still, if it looks really old they might think you’ve gone out of business!
3. Your homepage should have a set of unique selling points (USPs).
Your USPs must explain the benefits of your site to prospective clients or customers and should be in a prominent position on your homepage. They also tell your reader why your site is better than others similar to it and what you can offer them that others can’t.
Summary
Remember, you only have a few seconds to encourage your website visitors to find out more about you. The customers whole browsing session at your site is determined by how they rate the experience of visiting your homepage and learning more about your business (or not!).
Before you invest in any offline or online advertising campaigns, like pay-per-click (PPC), make sure your prospects are going to understand, and value, the place you’re directing them to – otherwise you’ll be wasting money.
For more advice on having a clear, effective website homepage, contact the friendly team at Scream Media today on 021 559 0800.Customer-friendly website have been proven to make more money online for their owners
Showing posts with label pay per click. Show all posts
Showing posts with label pay per click. Show all posts
26 August 2010
25 May 2010
Want more visitors to your website?
Many visitors to your website will arrive via a search engine. Making your website more visible on search engines will hook potential customers, so follow our simple steps to improve your ranking.
Things to do today…
• Make a list of keywords and phrases that best describe your products and services. Run keywords through a keyword tool to identify any additional possibilities and find out how frequently they are searched for
• Go online and find appropriate businesses that might be able to provide reciprocal links to your website
Short term actions
Use search engine optimisation There are certain things you can do to improve your website’s search engine ranking.
• Make your site accessible. Well- written, easy to navigate pages will attract repeat visitors and may
help push your website up the search engine rankings (see chapter one).
• Use keywords and phrases.
Decide which keywords and phrases are unique to your industry products and services. Be fairly specific, eg ‘organic local apples’ will generate more qualified search engine leads than ‘apples’. Run these through a keyword tool to identify additional possibilities. Target these key phrases in web content, page titles, headings, sub-headings and any metadata included in the page code.
• Include an HTML link to a basic site map on every page of your website. Search engines will then be able to index pages of your site, increasing the chance of your site appearing in searches.
• Include reciprocal links. Use search engines to find websites that have high rankings for appropriate key terms and phrases. Contact them and ask if they will include a link to your website in return for a reciprocal link.
• Make sure your website is useful. This will encourage others to link to your site of their own accord. These one way links are often more effective than reciprocal links.
Top tip
• Don’t compromise the quality of your web copy in an effort to fill it with keywords. Search engines could penalise you for this and your rating will drop.
Start a pay per click campaign
A pay per click (PPC) campaign will further improve your web presence.
A PPC campaign involves posting sponsored links or adverts on search engine websites. When users search for keywords related to your business,
2. Search engine marketing
your sponsored link appears in a column often to the right or above the natural or organic search results.
A PPC campaign is cost-effective as you only pay for click-through to your site. The results can be easily tracked allowing you to optimise your campaigns. Set a daily budget and your advert will be switched off once your allowance is spent.
Plan your pay per click campaign Careful planning will help you maximise the success of your
PPC campaign.
Consider the following:
• Which visitors you want to attract.
• Whether you want to target local or regional customers, a particular age-group or
particular-interest customers.
• How many unique adverts you want to create for each advert group. These will need to be tested against each other to find the most effective.
• When you want adverts to be activated and for how long.
• Which keyword searches will generate your sponsored link.
A broad match will trigger your advert more frequently than an exact match and could mean your advert is shown inappropriately.
• How much you are willing to bid initially for each click.
For more information about running a successful online advertising campaign contact Scream Media today for a FREE no obligation quote.
Things to do today…
• Make a list of keywords and phrases that best describe your products and services. Run keywords through a keyword tool to identify any additional possibilities and find out how frequently they are searched for
• Go online and find appropriate businesses that might be able to provide reciprocal links to your website
Short term actions
Use search engine optimisation There are certain things you can do to improve your website’s search engine ranking.
• Make your site accessible. Well- written, easy to navigate pages will attract repeat visitors and may
help push your website up the search engine rankings (see chapter one).
• Use keywords and phrases.
Decide which keywords and phrases are unique to your industry products and services. Be fairly specific, eg ‘organic local apples’ will generate more qualified search engine leads than ‘apples’. Run these through a keyword tool to identify additional possibilities. Target these key phrases in web content, page titles, headings, sub-headings and any metadata included in the page code.
• Include an HTML link to a basic site map on every page of your website. Search engines will then be able to index pages of your site, increasing the chance of your site appearing in searches.
• Include reciprocal links. Use search engines to find websites that have high rankings for appropriate key terms and phrases. Contact them and ask if they will include a link to your website in return for a reciprocal link.
• Make sure your website is useful. This will encourage others to link to your site of their own accord. These one way links are often more effective than reciprocal links.
Top tip
• Don’t compromise the quality of your web copy in an effort to fill it with keywords. Search engines could penalise you for this and your rating will drop.
Start a pay per click campaign
A pay per click (PPC) campaign will further improve your web presence.
A PPC campaign involves posting sponsored links or adverts on search engine websites. When users search for keywords related to your business,
2. Search engine marketing
your sponsored link appears in a column often to the right or above the natural or organic search results.
A PPC campaign is cost-effective as you only pay for click-through to your site. The results can be easily tracked allowing you to optimise your campaigns. Set a daily budget and your advert will be switched off once your allowance is spent.
Plan your pay per click campaign Careful planning will help you maximise the success of your
PPC campaign.
Consider the following:
• Which visitors you want to attract.
• Whether you want to target local or regional customers, a particular age-group or
particular-interest customers.
• How many unique adverts you want to create for each advert group. These will need to be tested against each other to find the most effective.
• When you want adverts to be activated and for how long.
• Which keyword searches will generate your sponsored link.
A broad match will trigger your advert more frequently than an exact match and could mean your advert is shown inappropriately.
• How much you are willing to bid initially for each click.
For more information about running a successful online advertising campaign contact Scream Media today for a FREE no obligation quote.
19 January 2010
Does Your Business Stand Out Online?
Lacking any information to the contrary, many businesses still think that all they need to do to get new clients is to put their name and face in the Yellow Pages or online social directories, get some professional looking business cards, a website and Voila! It's the old adage "build it and they will come".
Trouble is, that's what their competitors are doing also and in this day and age, it's just not enough.
Does Your Business Stand Out Online?
Most advertising on the Web follows a time-honored format, although some might call it a time-worn format as it does little to differentiate itself. You can bet that a high percentage of this advertising will be ignored and the money spent on it will be wasted.
Trouble is, that's what their competitors are doing also and in this day and age, it's just not enough.
Does Your Business Stand Out Online?
Most advertising on the Web follows a time-honored format, although some might call it a time-worn format as it does little to differentiate itself. You can bet that a high percentage of this advertising will be ignored and the money spent on it will be wasted.
So how does a company stand out from the crowd online?
Thanks to an oversupply of similar text, claims, and presentation - coupled with a short 21st century attention span - your website has less than ten seconds to move a visitor to action. If it doesn't, that visitor will click away to another site, and then another. Therefore, it's critical that you find a way to break through the noise your competitors are making. But even that's not enough.
Statistics show that even the best-looking websites generate conversion rates of under one percent, so for every 100 visitors you do manage to get, less than one will call or email you. Sound bleak? Thinking of redirecting more of your advertising budget back to the Yellow Pages? Don't. You're on the right track - you just haven't leveraged all the power available to you online.
One-to-Many Communication. On-on-One Feel.
Most websites are little more than electronic versions of Yellow Page advertising. For the most part, they don't encourage interaction beyond the obligatory "Contact me for more information" plea. These sites don't encourage trust any more than their print counterparts. They don't give visitors the warm-and-fuzzy feeling that a face-to-face meeting would. But they can.
Searching for a local service provider online can be a daunting prospect, but even more daunting than the search is deciding which provider to use once you get to the page, especially since most websites promise the standard good service, competitive pricing and high quality.
So how does a business differentiate itself from the sea of competition? Web video makes this possible on a grand scale. Thanks to rapidly improving technology, it's easier than ever to add that warm-and-fuzzy, face-to-face element to your site, replicate an in-person interview, and provide your visitors a chance to check you out before picking up the phone. With Web video, you can present an interview that addresses all the questions and concerns of potential clients. You can keep them on your site longer and give them insight into the "business behind the business." In a way that wasn't possible even a few years ago, business owners can now speak directly to their audiences and showcase their personalities and areas of expertise. This is especially helpful if you are a professional service provider.
Thanks to an oversupply of similar text, claims, and presentation - coupled with a short 21st century attention span - your website has less than ten seconds to move a visitor to action. If it doesn't, that visitor will click away to another site, and then another. Therefore, it's critical that you find a way to break through the noise your competitors are making. But even that's not enough.
Statistics show that even the best-looking websites generate conversion rates of under one percent, so for every 100 visitors you do manage to get, less than one will call or email you. Sound bleak? Thinking of redirecting more of your advertising budget back to the Yellow Pages? Don't. You're on the right track - you just haven't leveraged all the power available to you online.
One-to-Many Communication. On-on-One Feel.
Most websites are little more than electronic versions of Yellow Page advertising. For the most part, they don't encourage interaction beyond the obligatory "Contact me for more information" plea. These sites don't encourage trust any more than their print counterparts. They don't give visitors the warm-and-fuzzy feeling that a face-to-face meeting would. But they can.
Searching for a local service provider online can be a daunting prospect, but even more daunting than the search is deciding which provider to use once you get to the page, especially since most websites promise the standard good service, competitive pricing and high quality.
So how does a business differentiate itself from the sea of competition? Web video makes this possible on a grand scale. Thanks to rapidly improving technology, it's easier than ever to add that warm-and-fuzzy, face-to-face element to your site, replicate an in-person interview, and provide your visitors a chance to check you out before picking up the phone. With Web video, you can present an interview that addresses all the questions and concerns of potential clients. You can keep them on your site longer and give them insight into the "business behind the business." In a way that wasn't possible even a few years ago, business owners can now speak directly to their audiences and showcase their personalities and areas of expertise. This is especially helpful if you are a professional service provider.
Any business that relies on conveying trust-ability will benefit from this type of web marketing. Really, it's one-to-many communication with a one-on-one feel. It's the perfect ice breaker and an efficient means of generating the interest and trust needed to compel potential clients to make an appointment and do business.
A high-quality Web interview placed strategically on your site is a huge timesaver for you and prospective clients because you reach a wide audience in minimal time. Potential clients get the information they need to pre-qualify - and pre-sell - themselves before they call.
Online video delivers some of the best ROI of any advertising medium today and if set up properly, actually ranks higher than text now by the major search engines like Google. Short of spending valuable face time with a potential client (often times a poorly qualified potential client) there is simply no better way to forge a personal connection with them. With that in mind, here are 10 tips to help you get the most of your online video marketing efforts.
A high-quality Web interview placed strategically on your site is a huge timesaver for you and prospective clients because you reach a wide audience in minimal time. Potential clients get the information they need to pre-qualify - and pre-sell - themselves before they call.
Online video delivers some of the best ROI of any advertising medium today and if set up properly, actually ranks higher than text now by the major search engines like Google. Short of spending valuable face time with a potential client (often times a poorly qualified potential client) there is simply no better way to forge a personal connection with them. With that in mind, here are 10 tips to help you get the most of your online video marketing efforts.
10 Tips for Making the Most of Online Video
1. Make Sure Your Video is Professionally Done.
This is an absolute must. The whole point here is to establish credibility and trust, but you'll do the opposite with a poorly executed and produced video. Yes, many of the videos you find on sharing sites are mediocre at best, but that is changing rapidly as companies begin to see the value of promoting themselves in this manner. In fact, a recent Permission TV survey found that 67% of 400 hundred top executives intended to focus their online marketing efforts on video in 2009. The rush is coming - find a personable, engaging interviewer and a top notch production crew to really stand out.
2. Submit Your Video to as Many Outlets as Possible.This is an absolute must. The whole point here is to establish credibility and trust, but you'll do the opposite with a poorly executed and produced video. Yes, many of the videos you find on sharing sites are mediocre at best, but that is changing rapidly as companies begin to see the value of promoting themselves in this manner. In fact, a recent Permission TV survey found that 67% of 400 hundred top executives intended to focus their online marketing efforts on video in 2009. The rush is coming - find a personable, engaging interviewer and a top notch production crew to really stand out.
While YouTube is the clear leader here, there are many other video sharing sites worthy of consideration. Here are some others you won't want to pass up:
• Google Video • Yahoo! Video • Daily Motion • MySpaceTV
• MetaCafe • Revver • Veoh • Blinkx • Break
3. Embed Your Video on the Front Page of Your Site.
Don't hide what's going to become one of your most effective selling tools on a dusty inside page. Get it out front. Customers and search engines will love you for it.
4. Find Out What Search Terms Your Potential Clients are Using and Put Them in Your Video's Title.
If you don't know what words clients in need of your services are typing into Google and other search engines, get professional help or use some of the resources featured on this page. Once you've identified these terms, use the most popular in your video's title.
5. Make Your Tags and Descriptions SEO-friendly, too.
Most video sharing sites let you tag videos with keywords and post a short description, so get the most out of these by sprinkling in the search terms you've identified.
6. Don't Forget Your Thumbnail.
A thumbnail is a still shot from your video that appears along with search results. Don't waste this chance to present yourself in the best light possible - choose a key moment from your video, preferably one where you're smiling as you speak with your interviewer.
7. Link Back to Your Site.
Put your URL near the top of your video's description. You'll get a higher search ranking and potential clients will quickly learn where to go for more information.
8. Interact With Your Viewers.
Most video sharing sites allow viewer comments. Use this option to answer questions, respond to comments, and further promote your business.
9. Consider a Pay-Per-Click Campaign.
Natural search engine optimization, while effective, takes time to bear fruit. In the meantime, you might want to jump start the process with a pay-per-click campaign that gives you a sponsored search listing. You can learn more about PPC advertising at:
• www.google.com/intl/en/ads
• sem.smallbusiness.yahoo.com/searchenginemarketing
• advertising.microsoft.com/search-advertising
10. Add New Content Often.
Search engines look for it and so do potential clients. Keep your content fresh and up-to-date and keep visitors coming back for more.
With an ever-increasing stream of competition, it's more important than ever to stand out from the crowd. These days standing out means maximizing your online presence and leveraging the technology to present the unique advantages of you and your firm. There's no better way for a growth-oriented business to build a solid and secure future than by using effective and affordable online video.
Contact the H2L team today for a quote on a professional video for your site, its cheaper then you think!
20 December 2009
Search Engine Optimisation OR Pay per Click, whats right for you?
Recently, we looked at a debate over what is better between search engine optimization and pay-per-click. Of course both should be used typically. The general consensus seems to be that you should use both when possible, but that SEO is better for the long term, and PPC is better for quick results.
On the SEO front Google is making changes that could have some effect on the success of organic rankings. One of these changes is the introduction of personalized search to all Gooogle users. You no longer have to be signed in for Google to personalize your results, and that means it is much more important to get that first click from a user.
On the other hand, the usefulness of PPC to people who are just establishing themselves on the web. The reality is that SEO takes time, and while it is of great importance and provides long-term benefits, it is very hard to be competitive right out of the box.
When you have a brand new domain name, a new site, and no links, you're probably going to have a hard time jumping up in the rankings for any competitive keywords. PPC lets you do it and start getting your ROI quickly.
SEO is an absolute must when dealing with new web sites. None of the search engines are going to rank you very high in the organic searches if you are not meeting their criteria. And...the Organic search results are 24 hours per day ads. Not so with PPC, unless you are dealing with an unlimited budget.
PPC should be used after SEO to target special sales, or services. It is a great way to help searchers locate your products when they are on sale, or your services when a special price can be obtained.
On the SEO front Google is making changes that could have some effect on the success of organic rankings. One of these changes is the introduction of personalized search to all Gooogle users. You no longer have to be signed in for Google to personalize your results, and that means it is much more important to get that first click from a user.
On the other hand, the usefulness of PPC to people who are just establishing themselves on the web. The reality is that SEO takes time, and while it is of great importance and provides long-term benefits, it is very hard to be competitive right out of the box.
When you have a brand new domain name, a new site, and no links, you're probably going to have a hard time jumping up in the rankings for any competitive keywords. PPC lets you do it and start getting your ROI quickly.
SEO is an absolute must when dealing with new web sites. None of the search engines are going to rank you very high in the organic searches if you are not meeting their criteria. And...the Organic search results are 24 hours per day ads. Not so with PPC, unless you are dealing with an unlimited budget.
PPC should be used after SEO to target special sales, or services. It is a great way to help searchers locate your products when they are on sale, or your services when a special price can be obtained.
11 November 2009
What is Pay per Click?
Pay-Per-Click marketing has become an online phenomenon, with marketers only paying for traffic they receive. As Internet marketing has evolved, pay-per-click is seen by many as the middle ground between paying per impression and paying per sale. Advertisers only pay when they receive traffic that may or may not be targeted.
The pay-per-click advertisements are usually displayed with the advertisement from the highest paying bidder in the top position.Navigating the complex web of Internet marketing, publishers and marketers are often confronted with terms that seem foreign. This simple guide will assist you in understanding the Pay-Per-Click marketing model.
An easy way to explain this is to remember that the top results (skyline) of Google and the sponsored results on Google and Yahoo are all paid listings.
Facebook PPC
Recently the social network giant Facebook has started offering a pay per click advertising model. What is exciting about this is that one can not only target keywords and regions as in the Google model, but also prospective clients by their interests, age, marital status etc. The model is not as advanced as Google yet in its tracking, however it is generally cheaper and can with the right product give far better conversion rates.
Pay Per Click Definitions
Bid - The amount that an advertiser is willing to pay for a click on a specific keyword.
Budget - The amount of money that an advertiser sets aside for an advertising campaign. Different publishers allow for advertisers to set daily, weekly or monthly budgets.
Clickthrough Rate (CTR) - The percentage of clicks on a link. This is usually a percentage based on the total number of clicks divided by the number of impressions that an advertisement has received.
Conversion Rate - The relationship between visitors to a web site and actions considered to be a "conversion", such as a sale or request to receive more information: the percentage of people whose clicks have resulted in a sale or desired action in relation to the total number of clicks on an advertisement.
Cost Per Click (CPC) - The cost or cost-equivalent paid per click-through to an advertiser's website.
Cost Per Thousand (CPM) - The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer's subsequent actions.
Delisting - The removal of a listing as a result of inaction or poor performance.
GeoTargetting - An advertisement targeted at a specific geographical region, area or location.
Impressions - The number of times an advertisement is viewed by web surfers.
Keywords - Search terms or phrases that are related to an advertisement or ad copy.
Landing Page - The specific web page that a visitor ultimately reaches after clicking an advertisement. Often, this page is optimized for a specific keyword term or phrase.
Linking Text - The text that is contained within a link.
Pay Per Click (PPC) - Advertising model in which advertisers pay for click-throughs to their website. Ads are served based on keywords or themes.
Rank - How well a particular web page or web site is listed in a search engine or advertising results.
Return On Investment (ROI) - The percentage of profit that results in a marketing or advertising campaign. Naturally, advertisers want the amount of money made to exceed the money spent.
23 October 2009
Who's on top in the online ads game?
Google tops or just better at monetising...
Using this reasoning, I want to predict that Google will also win the battle to build the biggest, strongest ad exchange-- because it will be better at monetising display ad inventory. This is not simply a reckless prediction; it is based on the underlying economics of ad exchanges and the careful choices Google is making in building out its exchange business. Some background
Ad exchanges have been around for a number of years now, with Yahoo's RightMedia being the largest and most successful exchange to date. DoubleClick launched its ad exchange shortly before being acquired by Google, but since the acquisition have not promoted it heavily, and put it on idle while rethinking and rebuilding the tool..
At a recent roundtable event, Google outlined their next generation ad exchange to be launched in the autumn of this year. The way they've tweaked the model is simple, yet fundamental. Here are the most significant changes and how it will impact publishers and advertisers alike:
1. Adwords becomes the buying platform
One of the biggest barriers to purchasing from ad exchanges is that they are separate platforms with their own workflow, billing and legal requirements. In short, it is hard for buyers to start trading with them.But from autumn, all agencies and advertisers will be able to buy ad exchange ad inventory through the AdWords UI.This means that all of Google's existing paid search advertisers will have instant access to all ad exchange inventory, producing a massive increase in liquidity, better workflow and fewer barriers to trade. For AdWords customers that are already buying 'content' as part of their paid search buys, the change will be almost unnoticeable.
It also makes the ad exchange that much more appealing to publishers looking to increase their yield and sell-through rates. The more advertisers, the greater the chances of getting a good price for hard-to-sell blocks of inventory (like long-tail international inventory) or of getting a match for user list targeted impressions in a remarketing campaign. A classic positive network effect.
2. Guaranteed publishers payments on 30 days
Yes, this is not a typo! No sequential liability, no waiting for payment. Google is guaranteeing 100 per cent of revenues for publishers on 30 days, regardless of whether they have been paid by the advertiser. Of course, everyone pays Google on time, so this is probably not a major risk for them, but for most publishers (even large enterprise publishers) invoicing correctly and getting paid on time is a major headache and a major inefficiency in their businesses. A sales channel that guarantees payment on 30 days therefore becomes incredibly appealing.
3.Dynamic allocation for all
Dynamic allocation refers to the ability of an ad server to automatically select the highest yielding ad for a particular publisher impression, without the publisher having to make a hard allocation of that impression for a particular campaign or sales channel. The concept is fundamental to publishers that want to maximise yield across multiple sales channels (direct, sales houses, multiple ad networks etc). In the first version of DoubleClick's ad exchange, dynamic allocation was only possible if you ran DoubleClick's DART for Publishers as your ad serving tool. The new Google ad exchange will make dynamic allocation available to all publishers via an open API. This means that any publisher -- regardless of what ad serving platform they use -- will be able to include the Google ad exchange in their sales channel mix. This will massively increase the available set of publishers who can sell inventory through the exchange.
The bottom line
The above issues might seem slightly obscure or theoretical to some of you, and their impact will probably not be visible in the marketplace until well into next year, but the result is inevitable. Google will win the ad exchange battle. Integration with AdWords, guaranteed payment and the opportunity for more publishers to get involved, all equates to a stronger network and better potential to monetise.
As a publisher, you should seriously consider integrating Google's ad exchange as part of your sales channel mix..We at H2L are Google pro account holders, and will ensure that you maximise your full earning potential, or if its advertising on Google you're after, we will ensure you have the highest possible click-through and lowest cost per click.
Using this reasoning, I want to predict that Google will also win the battle to build the biggest, strongest ad exchange-- because it will be better at monetising display ad inventory. This is not simply a reckless prediction; it is based on the underlying economics of ad exchanges and the careful choices Google is making in building out its exchange business. Some background
Ad exchanges have been around for a number of years now, with Yahoo's RightMedia being the largest and most successful exchange to date. DoubleClick launched its ad exchange shortly before being acquired by Google, but since the acquisition have not promoted it heavily, and put it on idle while rethinking and rebuilding the tool..
At a recent roundtable event, Google outlined their next generation ad exchange to be launched in the autumn of this year. The way they've tweaked the model is simple, yet fundamental. Here are the most significant changes and how it will impact publishers and advertisers alike:
1. Adwords becomes the buying platform
One of the biggest barriers to purchasing from ad exchanges is that they are separate platforms with their own workflow, billing and legal requirements. In short, it is hard for buyers to start trading with them.But from autumn, all agencies and advertisers will be able to buy ad exchange ad inventory through the AdWords UI.This means that all of Google's existing paid search advertisers will have instant access to all ad exchange inventory, producing a massive increase in liquidity, better workflow and fewer barriers to trade. For AdWords customers that are already buying 'content' as part of their paid search buys, the change will be almost unnoticeable.
It also makes the ad exchange that much more appealing to publishers looking to increase their yield and sell-through rates. The more advertisers, the greater the chances of getting a good price for hard-to-sell blocks of inventory (like long-tail international inventory) or of getting a match for user list targeted impressions in a remarketing campaign. A classic positive network effect.
2. Guaranteed publishers payments on 30 days
Yes, this is not a typo! No sequential liability, no waiting for payment. Google is guaranteeing 100 per cent of revenues for publishers on 30 days, regardless of whether they have been paid by the advertiser. Of course, everyone pays Google on time, so this is probably not a major risk for them, but for most publishers (even large enterprise publishers) invoicing correctly and getting paid on time is a major headache and a major inefficiency in their businesses. A sales channel that guarantees payment on 30 days therefore becomes incredibly appealing.
3.Dynamic allocation for all
Dynamic allocation refers to the ability of an ad server to automatically select the highest yielding ad for a particular publisher impression, without the publisher having to make a hard allocation of that impression for a particular campaign or sales channel. The concept is fundamental to publishers that want to maximise yield across multiple sales channels (direct, sales houses, multiple ad networks etc). In the first version of DoubleClick's ad exchange, dynamic allocation was only possible if you ran DoubleClick's DART for Publishers as your ad serving tool. The new Google ad exchange will make dynamic allocation available to all publishers via an open API. This means that any publisher -- regardless of what ad serving platform they use -- will be able to include the Google ad exchange in their sales channel mix. This will massively increase the available set of publishers who can sell inventory through the exchange.
The bottom line
The above issues might seem slightly obscure or theoretical to some of you, and their impact will probably not be visible in the marketplace until well into next year, but the result is inevitable. Google will win the ad exchange battle. Integration with AdWords, guaranteed payment and the opportunity for more publishers to get involved, all equates to a stronger network and better potential to monetise.
As a publisher, you should seriously consider integrating Google's ad exchange as part of your sales channel mix..We at H2L are Google pro account holders, and will ensure that you maximise your full earning potential, or if its advertising on Google you're after, we will ensure you have the highest possible click-through and lowest cost per click.
Subscribe to:
Posts (Atom)