Internet Marketing Podcast, Web Usability Blog – Intuitive Websites

What’s New with Google AdWords

Google is constantly updating AdWords and it is important to keep up.  Google now has account reps and have implemented an outreach program to help their customers keep up. We have been assigned an account rep at Google and here are a few things we have learned.

Negative Keywords

Google has improved the ability to remove negative keywords from your account.  This feature allows you to tell Google what words you do NOT want to bring paid traffic to your site.   In the new Google interface you can see what terms people are using to find your site (See Search Terms).  You can disassociate certain words from your account and pay for the traffic you want.

Wonder Wheel

You don't need an AdWords account to see this feature.  Do a Google search and just below the Google search you will see a link to more options.  This shows you the most common searches related to the term you selected.   Essentially this is a keyword research tool without having to set up an AdWords account. 

Search Based Key Word Tool

This function works best if you already have an AdWords account.  Compares you Google AdWords keywords and scans your Website for what keywords it thinks you should be targeting.  Basically, the opposite of the Negative Keywords tool.   Finds critical missing key words based on your site content. A great Web marketing tool.

Use of the Content Network for Branding

Ability to put your Website ad on a variety of other Websites (like NY Times etc.)  Google is modifying the way this tool works to focus on branding and improve results.  You must have a strategy to make this work successfully.   If you don't know your demographics or market segments, then you can spend a lot of money on the wrong traffic. 

Historical data on search terms and related terms

Insights for Google search results have been updated and improved.  This can show you where the keywords are being used.  In lower right corner you can find the "rising trends" area, that identifies new, related keywords getting more traffic. These are called break out terms.  Historical trends also are available.

Improve Google Ads with Call To Action!

Have unique titles and clear call to actions on your ads and a clear reason to visit the Website.  Make an offer or other incentive to click onthe ad. 

Action Item Plan

• Learn about Google AdWords and how it can help you determine market segments.
• Set-up strategic campaigns based on your marketing segmentation.
• Use the keyword tools (wordtracker.com is another good source).
• Run a simple test program at minimum cost.  Look for coupons from Google too!

For more information, visit IntuitiveWebsites.com.

 

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1 comment June 20th, 2009

Marketing Segmentation on the Web

What is marketing segmentation?

It is the process of determining the various characteristics of your marketplace and preparing a Website that meets those needs.  Identify the customer and what they perceive as benefits and overall value.  In other words, it is the science of understanding your market place and dividing it into segments.  Segments might include demographics, pricing, quality, and service expectations.   Understand the ranges of expectations and what your target market perceives as "value".

Successful marketing segmentation allows you to better meet the needs of your customer, and do it better than your competitors that may not have that focus.

Two Great Books

1. Blue Ocean Strategy (Kim and Mauborgne)
2. The Discipline of Market Leaders (Treacy and Wiersema)
   There are three market focus disciplines: Operational, Product  and Customer.
   Some rules to consider a) Strive to excel in a specific dimension of value, b) Maintain threshold standards on the other dimensions of value, c) Dominate your market by improving value year after year, and d) Build a well-tuned operating model dedicated to delivering unmatched value

Marketing Segmentation and Web Marketing

Focus your homepage content and navigation to speak directly to the market segment you are targeting.  The content throughout your site should also support your marketing strategy.  Close attention to detail and finding a unique market place are key.  

Use Web based segmentation strategies to drive traffic. Focus on bringing less traffic but focus on the quality of the traffic. Search engine research is a form of market segmentation. Email, content distribution, and strategies on social networking should be addressed to the niche market segment you have identified. 

Action item plan

• Become a strategic Web marketing expert-do your homework.
• Utilize Google Analytics
• Deliver message and a Website that connects with your target market

For more information visit IntuitiveWebsites.com.

 

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1 comment June 20th, 2009