How to make your own RSS feed

Ever wonder how to make your own RSS feed? Danny Sullivan of Search Engine Watch wrote a very easy to understand article on this topic. It can be found here Making an RSS Feed.

RSS "Chiclets"


RSS feeds are very, very simple ways to let your customers know about new products, interim software releases, sales, new content on the site, anything! Read a Wikipedia entry on RSS.

RSS feeds are great resources to use for a number of reasons:

1) Good supplemental way to notify customers of ANYTHING in almost real-time.

2) RSS feeds are fast. An RSS file is much faster to create, rather than putting together an email blast from scratch. Although RSS feeds should not eliminate email blasts.

3) RSS will show your customer you are being pro-active. Letting a customer know about a hot-fix for a software problem much quicker, than a content update on your web site, or even an email ever could.

4) RSS feeds drive customers to your site!

The Consumer Sales Cycle and Search Engine Marketing

I'm sure all of us are familiar with the consumer sales cycle, but how can we successfully use this knowledge when building web pages, splash pages, buying keywords, and performing SEO? Remembering the sales cycle, how can we use this information to reach people during it's different stages? Generating leads, receiving completed forms, and getting customers to make a purchase, are crucial factors in growing your business via the web. Keeping the consumer sales cycle in mind can greatly boost your online marketing results.


The Consumer Sales Cycle

When optimizing for search engine optimization there are a number of tactics you can use to up your business on the SERP pages:

1) Use general keywords when targeting those in the early stages of the buying cycle. For instance if you are selling digital cameras, it's a good idea to include more general and less descriptive terms and phrases throughout your various SEO efforts. At the first stage in the cycle, consumers merely are aware that 'something' is out there, although they are not exactly sure what. Regardless, they are aware that a product or service is available. In this stage, the term digital camera and digital cameras are useful words to pepper throughout your SEO efforts.

2) The second part of the cycle is interest. Using the keywords that speak to a particular feature of your digital camera like 12 megapixel camera or enhanced video digital camera, are good terms to use to reach potential customers in this stage.

3) The next step in this cycle is considering to buy the product. The consumer at this this point has done a little research, and is actually considering making a purchase. They now recognize the product marketplace, and are about to research more heavily in the next stage. At this stage it is a good idea to combine general and 'feature' terms in SEO efforts.

4) At the fourth stage, the consumer is heavily considering making a product or service purchase. Use very descriptive terms e.g., Kodak 12 megapixel digital camera, Digital SLR camera, FUJI Finepix S5200 digital camera. The consumer is in the fourth stage of the consumer buying cycle are relatively familiar with what is out there and is searching for very specific items. Brand names are searched for in this stage after a considerable amount of research has been done. These consumers are smart shoppers and are looking for the best deals. Your SEO efforts should keep that knowledge in mind.

5) With some luck, they make a purchase. Step five.

6) The next step is arguably the most crucial (not included in chart above). That is the consumer experience (post purchase). If a consumer is happy with the product or service, they of course will be more likely to buy next time. If not, they will still remember your name, and tell ten of their friends not to buy from you (or buy a particular product or service from your business). There is not much you can do at this stage in terms of SEO, but is a good idea to remember the cardinal rule of business. Regardless of how amazing or innovative your product is, CUSTOMER SERVICE should come first. If no one is there to answer the phone, or it takes a week to respond to a customer who purchases one of your products after they found it defective, all the SEO in the world will not help your business survive.

Google Content Network: How to generate qualified traffic to your site

Want to waste thousands of dollars on the Google Content Network with little or no effort whatsoever? (No.)

Simply activating the Google Content Network and trusting Google Content Network algorithms to match your keywords is a good bet right?

WRONG!

Google is a great company working with a lot of globally 'do-good' initiatives in mind, and they are in all sense of the phrase 'working toward perfection.' But, like any worldly entity, they are imperfect. Thus, Adwords is a product that requires constant attention to detail in order for it to deliver top results.

Yes, Google does a great job of matching your keywords to relevant keywords for the most part, but Google does not always have your target audience or even relevant content in mind when placing your ads on the Content Network.

Don't get me wrong, the Google Content Network is a great resource if used correctly, but used improperly, you can easily waste the majority of your budget.

Here are some tips to advertising successfully on the Google Content Network:

1) High impression levels, and very low clicks = low CTR%.

A very possible cause for this may be your well written ads aren't making their way to their intended target audience.

2) 3 words: Placement Performance Report

This very useful report will tell you a number of details about your ads running on the Content Network (as well as the usual kpi metrics). Most importantly, it will tell you what URL your ads are being shown on. Keep in mind that you will only be able to run this report after 24 hours running on the Content Network. You may want to start with a lower budget to start, then see where Google is placing your ads.

3) Watch out for Myspace.

Don't be surprised to find Myspace on the top of your click/impression columns on the PP Report. Watch out for this one, it can be a budget killer. Google algos love to place ads on Myspace. Why? Because virtually every keyword imaginable can be found on some Yahoos!(j/k) page, or some content area on the site. Google has no problem running ads on this site, although it may not be to your advantage.

4) Run banner ads

There's no additional cost to run banner ads (although there may be some development cost). Banner ads, especially larger size ad units, allows generate higher response rates. They are great reach mechanisms and drive engine searches. If you have some extra cash, I'd give a video ad a shot if it's right for your product/service.

5) Testing 1, 2, 3...

Always A/B and Multivariate test your advertising message. This simple process can have a dramatic impact on your ROI.

Google Analytics Help: Training Options for Google Analytics

For those of us who are familiar with Google Analytics, you may know there is not a lot available in terms of training options. I had a client ask today, "what exactly is available in terms of Google Analytics training?"

Below are some useful links in regard to Google Analytics resources and training options.

Probably the best resources for information on Google Analytics that I know can be found at these links:

1) http://www.google.com/support/analytics/?hl=en
It is basically the Google Analytics help center.

2) http://www.google.com/analytics/conversionuniversity.html
Conversion University - This link provides tips on optimizing analytics, written by industry experts.

3) http://analytics.blogspot.com/
Another excellent source for Analytics info is the Google Analytics blog.

Some other options…

There are a number of books that have been written on Google Analytics.

I have a copy of this book: http://www.amazon.com/Google-Analytics-Mary-E-Tyler/dp/0470053852/ref=pd_bbs_sr_8/105-3363642-8770865?ie=UTF8&s=books&qid=1186589956&sr=8-8
It’s a great resource to read and reference for beginners.

There is also a web-based training option available, that comes with a price via Google Partner provided support: http://www.google.com/analytics/support_partner_provided.html
The first company on that list, Actual Metrics, will provide has a 5-hour training course for $799.

Those are the options that come to mind. Basically, I think the best bet is to use the three links, and just spend time in Google Analytics. I would also recommend the book to someone that is fairly new to Google Analytics. I haven’t really come across a comprehensive, ‘priced-right’ training solution to date.

Also, the list of 'Partner support' consultants and agencies is limited. I’m also not familiar with the training that partner support provides, but I can only assume that is the same info provided in the help center, and any number of books in a new format.

What's more intelligent than rebranding a Google service and selling it with your own white label?

SMRT.

Microsoft AdCenter Labs: Research Tools

MSN is working on a few new research tools, which I checked out this weekend. I’m not sure anyone has looked into these yet, but some are pretty cool. Just thought I would share.

Try out the Search Funnel tool:
http://adlab.microsoft.com/SearchFunnel/

This tool essentially will give you the keywords that are searched on prior to, or after, a specific phrase or keyword is queried. It will show related phrases/keywords, that other searchers queried when looking for similar information. This tool would be valuable when creating and tweaking with MSN keyword lists (also Google and Yahoo).

This tool is kind of similar to the new report Google that rolled out recently. The Search Query Performance report: https://adwords.google.com/support/bin/answer.py?answer=68034

From Google: "This new report shows performance data for the search queries that triggered your ads that were clicked on to show. More importantly, this data can be used to gain a better understanding of how users are finding your ads and how they react to them."

Sounds great, eh? But, there are a few restrictions to bear in mind when generating this report:

From Google:

1.The report only includes queries for ads that were shown and clicked on
2. The report includes search network data only
3. Search query performance data is available from May 2, 2007 and onward
4. Search queries are different from keywords, so data from this report will most likely not match up to a Keyword Performance report or your Campaign Summary page

Enough about Google already...

There are a few other tools on the site but I think they need a lot more development before becoming useful.

The link to the main site is, try them out:
http://server.butlertillmedia.com/exchweb/bin/redir.asp?URL=http://adlab.microsoft.com/

Also…

The Video Hyperlink Ad:
http://server.butlertillmedia.com/exchweb/bin/redir.asp?URL=http://adlab.microsoft.com/VHL/
(Cool concept)

Maybe this concept will be a standard down the road? YouTube? Google Video? Are you watching?

Google AdWords Print Ads: A walkthrough

Once again, Google is expanding its advertising footprint into more traditional territory. Recently, Google announced that it would offer the ability to purchase print ads via the Google AdWords interface. Google Print Ads are challenging the way this form of traditional media is purchased. Google is even offering a $1,000 credit to advertisers who want to give this new feature a shot.

After completing a walkthrough of basically the entire process, with the exception of the review/submit stage, and I was 'slightly' impressed. I’ve never purchased print before (but have knowledge of the basics), and this interface was really simple to use. However, how hard would it be really to build an app of this nature? Its not the most complicated thing in the world to build, but I give credit to Google for making their Print Ads interface as intuitive as possible. Go User Interface researchers!

Here are the steps to making a Google Print Ads:

1.) Choose newspapers
2.) Choose ad sizes and offers
3.) Provide ad content
4.) Review and submit

Looks pretty simple right? For more information on Google Print Ads by the way, visit http://www.google.com/adwords/printads/

Step 1: THE LIST

Of course, this newspaper list is very limited still with around 200 newspapers on the list. http://www.google.com/adwords/printads/files/PrintAds_Partners.pdf

Once this bulks up, I think this would be a tool more traditional teams should at least look into as an alternative (as opposed to buying the way it's done traditionally). You also have the ability during this stage to select from pre-made packages by market. For instance, if I wanted to purchase a Philly market package, I could purchase the two top papers in the area at the same time (for what Google says a discounted package rate, If I win the bid of course).

Also during this stage, there are stats in regard to the specific papers including circulation numbers and rates. Not a lot of paper specific audience or geographic reach data, which is kind of disappointing. I know they might not have direct access to this info, but I think they could of at least linked to a section that refers to the data. Instead, the only link to a place that might house that info is the website link. Sometimes, that data is even hard to come by without picking up the phone on many of the smaller sites out there.

Step 2: BUY/BID

You choose the section/ad size, flight dates, etc and submit a bid (and set your budgets).

Step 3: Submit your Creative

The creatives need to be submitted in the .pdf format. There are a number of guidelines in regard to what is acceptable print creative (from a production standpoint) that will need to be taken into account before the ads are created.

You also have the ability to submit ads during the setup process, and Google will traffic the ad. Google highlights a disclaimer during this process that states, creative swaps may take up to 2 weeks before ads run. I thought 2 weeks may be a little long, not sure if this is unusual for print though.

Step 4: Submit

Google places your bid, and if the pub accepts, your ad is trafficked to the appropriate newspaper.

Again, I think this is something our traditional counterparts should consider for 2008, after the list bulks up a bit. If I had purchased print before, I might be able to give some greater insights, but I’m not even sure this tool would save time. Research as to what pub might be right for a campaign would still have to be done the way its traditionally done it for the most part. I would also be interested to see the difference in rates provided by the site, compared to what Google is offering.

Landing Page Tips for Google Adwords campaigns

You might have a great CTR on a keyword you basically own, but who cares if no one is converting! Albeit great that a visitor has found your Ad text intriguing enough to visit your page, and familiarize themselves with your product or service, but you need to turn a profit (e.g. generate sales, qualified leads, etc.), and really make your PPC campaigns generate conversions.

In this article, I will describe 6 tips on how to optimize your landing page for higher conversion rates.

1. Keyword/ Ad text Relevancy

Wait... what does keyword relevancy have to do with higher conversion rates? In most instances, everything! It may seem fairly intuitive that the keywords or phrases you are buying, should also be found on the landing page, but sometimes it's not. If the keyword
is not found on your landing page, you really need to ask yourself:

a) Why did I chose this keyword?
b) Does my Ad text make sense, in regard to the keyword I'm buying?

Getting a searcher to click on your ad means YOU PAY. Keywords and Ad text really need to be as focused as possible, and should have great synergy with the landing page ( generates higher conversion rates). To offset the cost of a click, you're goal really needs to be a conversion (and lots of them)!

2. Right info on landing page

Are you giving the searcher the information they were looking for, based on your Ad text? You better be. Otherwise, you have just possibly mislead them. Who knows, maybe they will never come back now. (Or worse, you could lose a sale to the competition! Gasp!) By clicking your ad, the searcher better EASILY find what they intend to based on your ad, or you will never experience higher conversion rates.

By the by, be very weary about making your landing page a 'get a quote' or form page. Unless your Ad text specifically speaks to either of these two things, it's probably a bad idea to do this. Customers want to be educated, not sold. The education IS the sell. If you try to force people to fill out a form right off the bat, they tend to reconsider why they are even on your page. Especially, if the form is asking for personal info.

You know that guy in the mall that comes up to you out of nowhere with a clipboard and with lots of questions? Don't be that guy. Let what you are selling speak for itself. Don't force a sale.

If you have a 'get a quote' or form page, kindly remind your visitor why they are there. Gently steer them to where you want them to go, instead of pushing them. This can be easily done with some intro copy, right above the top of the form.

3. The landing page - Usability

Ask yourself the following questions:

a) Is my landing page easy to navigate?
b) Am I making it easy for someone to convert?

Usually, the less steps the better. Save the complexities for a little later in the sale process. In all seriousness, if you leave a 'breadcrumb path' and can lead someone thru a process, you will see higher conversions, as opposed to just dropping them in the middle of no-wheresville.

4. The landing page is not always the homepage!

In fact, if you are promoting a specific product and that's apparent in your Ad text, why would you ever take someone to your homepage? Set your destination Url to a specific section or product page. Ideally, you are giving your customers what they asked for. Higher conversion rates will be seen in return.

5. Visualize your customer

This is a very, very important process when marketing or advertising anything. I picked this skill up from a great college professor, Hemant Sashital. You should visualize your customer in order to understand who they are, where they are coming from, what they want, and why possibly they are interested in what you have to offer. Relate to them on some level, and you will gain an understanding of how to better serve their needs and wants (and create demand).

Maybe you have an online computer store and someone is searching for a faster processor. They love to play computer video games, but they don't know what they need. Let your landing page meet them on a level they might understand, instead of talking to them like they've worked for IBM since 1982.

6. Test

Always test! Have multiple landing pages tied to different Ad texts. See which ones payoff, kill ones that don't. If you test these two elements and optimize based on your findings, I'm sure the result will be higher conversion rates!

Most Popular Ad Networks: How to reach your target with Ad Networks

Ad Networks are often times the solution to reaching those small little zips, demos, and interest groups, using dozens of different targeting capabilites. They are growing in popularity amongst advertisers and agencies exponentially for many reasons. The targeting capabilities, pricing models offered, and the sheer number of sites available in their networks, are making these online entities ever more popular.

Here is a listing of the 'Top Ten' Ad Networks according to monthly impressions served (in billions):

43 - Advertising.com
30 - Casale Media
28 - Value Click Media
20 - Tribal Fusion
18 - Ad Brite
17 - CPX Interactive
17 - 24/7 Real Media
14 - Adtegrity
13 - Realtechnetwork
11 - Vizimedia

Source: OMMA June 2007

The above 'Top Ten' is a little deceiving. It merely is a ranking, based purely on the number of impressions served, not any other factors like site lists, targeting capabilites, customer service, etc. Any one of those factors could determine whether you choose one network over another. Perhaps the most important factor in determining which network is right for you, is of course how they reach the niche.

Ad Networks offer a number of different targeting capabilities. Here is a short list: Behavorial, Branding, Connection speed, ISP, Content, Geotargeting, Region, Domain, Day part, Browser type, Bandwith, and many others.

Some of these may mean nothing to you. Others, the world.

If you are planning for '08, I encourage you to check out each one of the Ad Networks above, if you're currently not using these great resources. I would even go as far as saying, pick up the phone and call these networks! (You know, the thing that rings on your desk. The thing you used before email) Talking to these networks is the quickest way to understand how they work. Of course, some reps may be a little more pushy and 'salesy' then others but, you got to love the sales reps!

Ad Networks all have their strenghs and weaknesses, and it's your duty to investigate what will suit your business or client the best. Some Ad Network sites might offer a category of sites that would have great synergy with your campaign. Again, I encourage you to visit the site, and talk to a sales rep.

Don't forget! If the network does not have site lists available on their site, this is a 'must' request! You should really want to know specifically what sites you're advertising will appear on, in exchange for your advertising dollar. Some networks even let you pick and choose what sites you want to appear on.

Lastly, besides the different targeting capabilites available, Ad Networks offer the ability to optimize where your ads are shown (called placements), the sizes and creatives running, and offer third party ad serving to validate buys (HUGE BENEFIT).

Of course, networks can be a little more costly to buy. But, like anything, you get what you pay for!

Happy Planning!

Google AdWords: Dynamic Keyword Insertion (DKI) Help

A great way to save time putting together ad texts!

Using the dynamic keyword insertion tool will save you time entering different keywords you would like to appear in the ad text headline, while still utilizing the same description. The dynamic keyword insertion tool will also Bold that keyword searched on in the ad text, making it more visible to someone searching on the term (increased CTRs!).

DKI = {keyword: }

Inside the bracket where the word 'keyword' now appears, the search term from your ad group will appear in the ad text headline when searched.

For example, you own a car dealership and you have the same description for all of your ads, except for the headline, in which you want the name of a specific car make to appear.

Instead of setting up the ad text headline like:

Headline: Lexus Cars

You can use the {keyword: } tool to dynamically insert a keyword into your ad text headline.

If you setup your ad text headline like:
{KeyWord:}
Description Line 1
Description Line 2
URL

Your ad text will appear as follows, when some searches for : lexus cars

Lexus Cars
Description Line 1
Description Line 2
URL

This is an extremely useful tool when listing a long number of items with the same description.

It is important to note that when using the dynamic keyword insertion tool, that you place a keyword after the colon {keyword: insert keyword here}, just in case a keyword will not fit in that headline. This is the default headline that will appear in place of a keyword that will not fit.

One last thing... CAPITALIZATION IS IMPORTANT!

{keyword:} = will keep all words lowercase in headline
{KeyWord:} = capitalizes every word in headline
{KEYWORD:} = capitalizes every LETTER in headline

Please note, that the last capitalization is a violation of AdWords policy. If caught, your ad will be disapproved.

Good Luck!

Google AdWords: Expanded Broad Match Issues

As of this posting, Google AdWords expanded broad match may need some tweaking. There seems to be no rhyme or reason why broad match searched keyword's synonyms are displayed as bold in one place, and not bold in the same ad. In fact, the exact same synoym in bold, would later appear in a normal, non-bold font. What gives? This was not the case in the past. Why did Google tweak this?

I noticed this anomaly while working on a campaign for one of my clients, checking where my competition was appearing in the paid results. I begin to notice that while the expanded broad match keywords I had searched would appear bold in the results, synonyms could sometimes be found in bold, other times they would not.

Although I think it eases some of the pain of advertisers trying to fit in every possible synonym into their ad text to appear bold, I think it may draw some prominence away from what a search user was actually looking for.

For instance, let's say I wanted to shop around for a hockey stick. I bring up Google on my browser and enter the term 'hockey stick'. A list of paid results appears at top and to the right. While most of the ad texts display 'hockey stick' in bold in some variation (plural or not), in some ad texts I will see the word 'equipment' in bold. Not exactly what I was looking for. I specifically wanted a 'hockey stick' which means, I will probably be more likely to click an ad with the words 'hockey stick' in the ad text.

It's a slight variation, but could potentially result in reduced CTRs. Although broad match may drive more traffic to your site and can be more cost-effective, are those clicks less qualified? It's no secret that ad text specific to keywords entered in the search field, will result in higher CTRs.

After testing about a dozen keywords or so, I would still find that synoyms appear bold in many different ad texts, only to find in the same ad, that word would not.

What does this mean for your campaign? I'm not sure. It really depends on the way Google associates synonyms to your broad match keyword. Will having 'hockey equipment' instead of 'hockey stick' like the user searched for cost you? Who's to say. Maybe this is a place where a negative keyword might come in handy. But if you're using expanded broad match, what are the synonyms you want broad match to apply to 'hockey stick'?

Only time and effort will help you decide. Like so many of us in the industry say,'Constant testing makes perfection.'

Why Google Pay-per-click (PPC) advertising works

PPC advertising is a booming industry right now. Companies every year are increasing their paid search budgets, often times pulling money away from other marketing channels.

According to industry expert Mike Sachoff of WebProNews, 'Paid search is the main force behind U.S. online advertising, and spending on paid search in 2008 will surpass the $ 9.6 billion that was spent on all online advertising in 2004.' Obviously, paid search is working for a great number of companies, or at it's working for those that are currently using it!

For those of you who are not familiar with Pay-per click or 'PPC' advertising, here is the very, very short of it. Basically, it is exactly what is sounds like.

Whew, that was easy! All done! Not so much...

When someone performs a search on a search engine, e.g. Google, Yahoo, MSN, etc., a list of paid search results appears above and to the right of the organic (non-paid) search results. Paid search results translates to someone putting a 'price tag' on the word or phrase just entered in the query box. The highest bidder, relative to a number of other factors, determines what position the ad will appear in.

When a user reaches the search results page, they really have 3 options:

1. Click on an organic listing
2. Click on a paid listing
3. Start a new search

The first and last options will cost you absolutely nothing. (Bonus points for you if you knew #3 was not an answer!) You don't pay for paid listings or 'sponsored results' until someone clicks on your creatively phrased ad, delivering them to a destination of your choice. Even if you purchase a keyword and your ad is displayed, if no one clicks, you don't pay! Free advertising. On the other hand, if someone does click your ad, then you should expect a bill from Google.

PPC advertising on search engines is a great way for any size company (especially those who can't afford search engine optimization), to give the organic competition a real run for their money. Previously, companies who could not afford to have their sites SEO'd or who have no knowledge of SEO best practices, had a very poor chance of ever being discovered. PPC advertising level the playing field.

Let's say you're a new company that sells accounting services, in a market saturated by industry giants. Their sites are optimized for search and every time someone types in, 'accounting services', they are at the top of the natural search results list. Bummer. Your company however, is on page 47 of the Google search results pages. Knowing that most people don't even bother going past two search results pages, your company will never be found by any sane person.

However, for a cost you determine, you can at least let people know you are alive and kicking, and hopefully even drive some traffic to your web site (i.e. a conversion). You have the ability to set how much you want to pay for a visit to your site, and can even set a maximum daily budget.

What other advertising model is the flexible and robust? Answer? There isn't one.

Another great way to utilize PPC programs is if you are running a promotion. Regardless of whether you're the first listing on the first page of the natural results, or eight down on page 47, you can let your customers know that you have a better deal available than the other guys to the left in the natural search results.

Most times, its not evident that you may being running a special program this month, or you're offering discount pricing thru the end of the year with natural search results. A clearly worded PPC ad will easily accomplish this goal for you.

PPC advertising can't hurt if properly managed, and it's easy to track ROI.

With all that said, shouldn't you be a running a PPC program for your company? It's behavioral targeting in a very non-obtrusive form. Your ad will only show if someone is looking for the keyword you purchased! Imagine driving down the road and seeing only billboards of companies or products you are interested in. Wouldn't you pay more attention? Would you be more receptive and look for advertising more actively, and dispel it less quickly? I know I would.