Marketing on the Web

Click To Call may open more call centers in India

Some thoughts about Click To Call.

What about fraudulent calls? The Ingenio which offer similar service on AOL networks, asserts there is no call fraud at all. They have precaution measurements which blocks the autodialer. Means fraud minds need to hire some one to dial manually. Google may do the same.

Is consumers are ready to type the number?

Ingenio Vs Click to Call link discuss how ingenio failed to convince the users to type their number so advertisers call give them the call. Later ingenio changed revenue model from Click-to-Call to Pay Per call. Could be because Ingenio Operating on AOL network. (As per my experience I never respected AOL nor their service. Guessing AOL customers may feel the same way which might have stopped them giving the number to Ingenio)

See how to setup the google Click to call campaign

Click to call is expensive
What about medium and small business? Google charges somewhere between $27 -$30 each call. Please read the funny post about by Click To Call experience.

Google Click-to-Call is very bad news for the medium and small companies as they do not have enough resources to have a proper call-center to deal with all the calls. By introducing this tool Google is giving Big Companies a competitive advantage over the smalls one

To fill the GAP, SEOs and online Advertisment companies may collaborate with call center firms at India to handle the Click-to-Call leads. Please read the interesting post from Seth’s blog about measuring call centers.

For Indian marketers, Click To Call may not be the best choice. Because the VOIP is under scrutinize by BSNL and big mobile players such as reliance and TaTa. The Net2Phone, SkyPe may demise from india because they are using unauthorized bandwidth.

Note:

Yahoo may soon buy or work with Ingenio

Tags: Click To call, Click to Call india, Ingenio vs Adwords, Phone and Internet marketing

Posted in Adsense, Google Adwords | No Comments »

Conversion of Google Referrals Products!!

When I logged in google adsense account there is a congratulation message claiming that my account has been upgraded to display the google referral products.

Thought i can display few such products on my site ( “Maharishi university”, “Don’t go to dentist”) but no conversion at all.

I can see people anxiously click on those ads but not buying anything from the target site.

Sooner or later i will not be surprised to see the hyped emails from google saying ” Read the success story of internet marketer who become millionaire in overnight by selling google referral products” Like  “Joel comm” and “Patric chan” internet marketing emails 
Same thing goes to amazon product too. I am using amazon XML webservice to display the relevant books and DVDs.  From my tracker i could see that more than 300 clicks/ has been made on Amazon referral products with zero sales.

Is those products landing page is not convincing or am i presenting to pleasure browsers? need to find out.

Better change to something else i guess?

Posted in Google Adwords, Internet Marketing | 1 Comment »

Is google Adsense video ads are effective?

Although it is too late to blog about google new video ad, I think it is still worth to mention few points about it.

Now Google publisher can see the video ads being displayed in their content site 728X90 Leaderboard, 12X600 skyscraper, and the 160X600 wide skyscraper adsense format to effectively reach the internet market.

The adsense server will serve the video ad only when google_ad_type is set to either “text_image” or “image” value in their ad script.

But when to display the video and image ad still controls by Google, publisher don’t have much choice in it apart from stuffing the video related keywords in their content.

By 2005 Mathew Maier from Business 2.0 magazine, forecasted $657 million of spending on video ads. But emarketer researcher estimate around $3Billion of spending on online video ads alone by the end of 2010. Using video ads advertiser can combine the pull of TV with the data-tracking capabilities of the Net, also can gather unprecedented information about who’s seeing their ads. Unlike animated Banner, video ads will be served on Demand by intrigued visitor. David Hallerman from eMarketer noted, that video ad generates more revenue than do the video ad place on the page?????!!!! Because they are hard to ignore.

Google AdSense Video Link

Adsense Video ads FAQ

More stories

Google’s AdSense Tests In-Stream Video Ads

Posted in Google Adwords, Internet Marketing, Internet advertisement Strategy | No Comments »

Brand and Banners on Internet marketing

I was reading an internet marketing article titled Advertising on the Web published on Admap magazine written by Rex Briggs from World Advertising Research center.

Rex was explaining the conceptual mistake in measuring “clickthrough” (CTR) ratios as Brand enhancement. Although everyone agree that Banner ads increases the Brand awareness and Brand value, so far there is no credible factor can be used to track the performance of Banner ads.

The article categorically rejects following assumptions

• Brand enhancement can happen only on the web site
• Brands have more to say than can be conveyed in a banner.
• “Clickthrough” should be sought by all advertisers
• The level of “clickthrough” determines brand enhancement

Rex argues that Banners doesn’t require any click or interaction from consumers if they are intended for Brand enhancement. His analysis indicates that consumer click on banners because the ad is relevant to the content and inducing for engagement. Also the consumer perceives an immediate need that can only be fulfilled by click through to a website where the ‘promise’ made in the banner is delivered.

Unfortunately there is no credible reason why consumer need to click on Banner ad, which require no immediate action from consumer. If that is the case, all the TV ads should have generated tremendous sales by the next day of advertisement?

So ads seeking to increase Brand enhancement or Brand value doesn’t need to be clicked. They must be simply seen by customer in right place and right time. Because 96 percent of the boost in ad awareness was caused by the banner exposure alone. The remaining four per cent was caused by click through. Rex asserts that this patter is consistent across various brand enhancement measure we measured.

Posted in Consumer Search Behavior, Google Adwords, Internet Marketing, Online Consumer Behavior, Search Engine Advertisement | No Comments »

Landing page and Adwords

I know a university which spends $5 a click on google adwords clicks for Meditation keyword. Unfortunately the landing page ( The first page of targeted website which will be displayed as soon as consumer click on google adwords) doesn’t seems convincing also shouted me not to visit again.

Wondering how hard it would be if a visitor drove by internet advertising leaves a website without buying or not subscribing to the newsletter?

Directing the traffic alone will not increase the conversion rate. The targeted website as well as the landing page should influence visitor’s feelings of satisfaction and fuel his / her purchase/repurchase intention through the sense of loyalty.

Like well trained sales man, the landing page should call for permanent relationship and sense of positive perceptions on visitor. The Landing page as well as entire website structure should promise the superiority in customer service and higher quality of the products to generate positive reaction on the user.

The web pages offering free information and tools normally influences the visitors to stay longer on any website and prevent them clicking the back button to visit other websites.

Mr. Young in his web design concept theory call them positive switching barrier.
For example, providing free web site analytical tools, free email and webmaster tools Google has increased switching cost for its consumers and ultimately convinced the free bees to advertise on Adwords as well as publishing the Adsense in their websites. Such free tools and information has increased customer (internet marketers and web masters ) loyalty and bind them with google forever.

Johnsons (1982) in his marketing secret article, call such stickiness as structural commitment. But stickiness may not sustain longer if consumer found
• New alternative which has more comforting zones. (for example: Yahoos site explorer which is far better than Googles inbound and outbound links record),
• Customer investment on such relationships
• And customer’s switching cost.

In simple words, following will increase the consumer web site stickiness.

-Search cost,
-Transaction cost
-Learning Cost
-Loyal customer discount
-Customer habit
-Emotional cost
-Efforts on thinking process

Posted in Google Adwords, Internet Marketing, Web site design | No Comments »

Emotional and Rational Search engine ads

In my last posting I was discussing the basic features of an adwords ad
1. value proposition
2. Third party endorsement
3. calling to action
4. Special wording that might relate to consumer perceived thinking.

But missed out the important characterstic of search engine ad that is “Appealing”.
As we know appealing is a fundamental concept of any advertisement. Appealing techniques that apply to
traditional advertising mediums (call them legacy ) like TV, newspaper and radio
will go good with Search Engine advertisement too.
Appealing comes with two choices, either it can be Emotional or Rational.
But that choice is depended on the product type, that advertiser is intending to sell.

Rational Ads

Writing Rational ads that sells cognitive related products in other words products related to thinking , analyzing and
Calculation will give higher click through ratio (CTR) and better conversion rate.
Product which requires higher involvement of customer time, efforts can be sold easily by rational adwords ads.
For example, selling book about Internet marketing Secret or ads for outsourcing or fixed wing aircraft part retail store.

Emotional Ads

Adwords ads, that sells / promoting emotional products (example Jeans, Valentines Gift, Music or selling Britney Spears’s hair )
should have the blend of both emotional and entertaining appeal.

Please aware, entertaining ads might attract visitors who has no intention of buying by expense of google adwords click.
It is very hard to sell visitors who is
• Seeking fun or curious
• Some kind of social interaction like pen pal, online dating
• Looking to pass time like chatting, forum posting, reading news
• Escaping from boring work or job, Information overload
Such users are good for implanting the Brand name but can not be counted for direct response.

As per Hoffman’s Network Navigational theory of internet Advertisement!

Extrinsic Searchers, who has motive behind the search ( looking to buy a product, researching a online service or product)
traverse (browser) more than one organic search result page before clicking on any search engine adwords ads.

Intrinsic Searchers (who is looking for entertainment or lost in world wide web), doesn’t care about adwords ads or organic search results.
They simply click on any hyperlink whichever attracts their attention first.

Posted in Google Adwords, Internet Marketing, Online Consumer Behavior | No Comments »

Writing better Ads for Google Adwords

Why Click is so important to Google advertiser?

If you are advertising through Google Adwords or Yahoo sponsored Search, you know how hard to generate the click from searcher. Writing high appeal ad not only increases web site traffic, it also reduces the search engine advertisement cost. Google elevates the best clicking ads to top  position among other low clicking ads. This will generate more money to Google and more clicks to advertiser. Marketers will not be charged for this top positioning even though they are bidding less than the competitor.

Also, Google will disable the bad performing ads, which generate less than 2% CTR. The Click through Ratio (CTR) is calculated based on how many times your ad has been displayed (called impression) and number of times it received click from customer.

For example, your ad has been displayed for 2000 (impression) and received 2 click.
The CTR is 1% ([2/2000] * 100). Even though the conversion ratio of your ad might be promising but if it doesn’t meet minimum 2% of CTR then Google will simply disable without any warning. Yahoo also does the same on its Sponsored search listing.

So it is very important to keep an eye on your higher conversion ads to prevent being victimized by lower CTR.

Writing better ad that generate more clicks!

Unlike other advertisement formats such as Banner, Email marketing, pop-up ads, you can not use any graphics, colors, font styles or nudging flashy movies. The only medium to impress the searcher is Text. Indeed, that’s what the searchers are looking for. Writing text only ads might be restricting but in reality it saves lot of time for the advertisers. The advertiser doesn’t need to worry about impressive color combinations, choosing correct images or audios etc. That way! Search engine’s text only ads help advertisers to focus on core value of advertisement, customer appeal.

Personalized ads have more appealing power and conversion rate. Such ads will give impression to the searchers (customer), that specific ad has been published only for him. By visiting the recommended page or site through click, he can resolve his problem or can fulfill his seeking.

So the search engine placement (Adwords) ad should a have words or phrase that will imply all of those qualities above. It must be very simple and not technical.
Should standout from others ads as well as the organic search results recommended by Search Engines.

For example,

Typing the broad keyword “search Engine advertisement” on Google
(Feb 17 2007), brought me following paid listings

Which one is the best ad?

The most appealing Ad
Start from searcher motivation. What is the motivation behind of my search “Search Engine Advertisement”?

I want to know more about it?
Or looking for a best way to do it?
Or wanting to know who can do it?
Or want to know who is doing it?
Or looking where to do it?
Or seeking the best one to do it?

From the above paid listing, I preferred to click the ad “Yahoo! Search Marketing”.

1. Because it associates with well known brand name “Yahoo” so I can trust and expect the better quality.
2. Ad is connecting with my perceived knowledge about “Search engine advertisement”
keyword through “cost-per-click“. So it is informative.
3. It induces me an offer worth of $50 credit.
4. Calling me to give a try means I can walkaway if I don’t like it.
5. It has the convincing appeal, that site is dedicated to only for search marketing by displaying “searchmarketing.yahoo.com”

So this Yahoo search marketing ad has more appealing qualities.
• Endorsement by known brand Yahoo.
• Free Credit of $50 value proposition
• Calling for my action with trial with no string attachment.
• Also promising it will be more informative and fulfilling for my knowledge seeking.
• Also has special wording “cost-per-click” which increase my perceived knowledge about internet advertisement.
The keyword “Search Engine Advertisement” not very specific about buying anything rather it is more cognitive oriented looking for information. The ad3 and ad2 are very generic, looking for a buyer and are not interested in educating or informative. Not asking the searcher to interact with them either. Ad3 has unverified claim as “Industry leader” also asking visitor to spend $29.9

Posted in Google Adwords, Internet Marketing, Search Engine Advertisement | No Comments »

Consumer Trust and Google Adwords

Consumer Behavior on Google Adwords

I am bit surprised to see Microsoft adCenter advertisement appearing on Google Adsense site.

Recent study Search Marketing Shows Strength in 2006 by searchenginewatch.com quotes that Microsoft Adcenter revenue has jumped to 68 percent, compare to 29 percent of last year 2005. But Google! still rule the search engine advertisement market accounts 96 percent, followed by yahoo 82%. Advertiser who uses Google Adwords also advertises in Yahoo. But marketers bet more money on Adwords than Overture.

Is there any reason why Google is on Top?

Google traffic provide more CTR (click through ratio) and higher conversion rate because,

Google audience are more target oriented, looking for a way to accomplish their task. (such as seeking some information, looking to download something and etc.)
Google visitor have positive attitude towards Google listings.

Buy from First Ad

Nico Brooks’s How Search Engine Rank Impact Conversions (Published in American Marketing Association, 2005) article highlights few interesting points.

The conversion potential between position one and position two ad varies significantly among Google and Yahoo listings.

In Google Adwords listings, advertisement placed at top most position (#1) has 100% conversion potential. Where position two ads attract only 54.5%

In yahoo listing, conversion difference between position one and two ad is 27% (100% and 73%)

This Buy from first ad attitude might have been adopted from consumers perceived thinking about Google Search result. 92% – 96% of the consumer think that Google Result is more accurate and relevant compare to other search engine. Which eventually influence them to click and buy from the first ad listed by Adwords.

It is worth to bid more for top most position in Google Adwords. There is an Search Marketing Tool , which can help you managing the Ad position. That tool may not work with Google adwords.

Posted in Consumer Search Behavior, Google Adwords, Search Engine Advertisement | 1 Comment »