Oct
22
2008
Christmas is a boom time for retailers and not even the dim economic outlook will be able to hold back the hoards of shoppers as the Christmas deadline approaches. So you may ask, where does the internet fit into a retailers marketing strategy?
As we know, people use the internet to research goods before finally buying online or in many cases offline. So when is the best time to start and ramp up your online marketing activities?
As we can see from Google Search Insights the serious demand starts to pick up in October and accelerates right up until two weeks before Christmas where it levels off before coming to an abrupt stop as you would expect. This means that November often has the highest overall traffic volume for Christmas gifts.
So, if you do not already have your Christmas online marketing ready to kick off this week you’d better pick up the phone and call your favourite online marketing agency who specialises in rapid direct response marketing campaigns! Yep, First Rate on 09 920 1740.
Search for “Christmas Gifts”
Australian data used for this keyword report due to a low NZ data sample in Google Keyword tool (but that’s another post!)
Looks like I’m not the only person to who has no idea what to buy people. So if you are an online retailer make sure you help people find that perfect gift. A good example of this is Getprice’s Christmas Gift Shopping Guide. http://www.getprice.com.au/christmas-gift-shopping-guide.htm
And this approach does not need to be limited to consumer gifts, just checkout Skycity’s Christmas party ideas page. http://www.skycityauckland.co.nz/skycity/auckland/conventions/christmas-functions/christmas-functions_home.cfm
As we can see search is used to support a whole range of festive cheer from Christmas trees to Christmas carols and games. Although Christmas lights are not as popular in countries like the US and UK, maybe we are just more ‘green’ and are conserving energy 
Feb
27
2008
“Do you know which of your products or services are most popular online or how people buy them?”Access the search data of millions of searchers and understand what products and services are in high demand, which popular search phrases and topics have low levels of competition and how people use the Internet as part of their buying process.
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Feb
07
2008
When we see an advertisement on TV that strikes our fancy, it’s often the next step is to look up the product online. The easiest way to find out more online is of course, with search.
70%* of this year’s Super Bowl advertisers purchased paid search keywords for their brand names which will help the advertiser’s site be found by someone searching for more information.
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Nov
27
2007
Australia has recently elected a new Government and with it a new Prime Minister. Russell Brown from Public Address raises the impact online advertising had on Australian election campaigns in a recent post:
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Nov
10
2007
The latest round of page rank scoring by Google has hit many good web sites very hard, in that the bigger list of A level blogs, and big blog companies like Weblogs.inc have seen a sharp decrease in their page ranks. This is leading to speculation that some of these sites will soon be joining the Web 2.0 dead pool, or have to reduce staff via layoffs.
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Jul
13
2007
Yahoo! Search Marketing is rolling out a new feature that we think will help enhance the quality, potentially reduce the cost and increase the value of traffic to you, our advertisers. It’s called quality-based pricing, and it measures the quality of traffic coming from our distribution partners—that is, the web publishers large and small that display your ads.
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Mar
25
2007
Presentation: Website Marketing & Sales
This presentation is filled with essential statistics, charts and advice about marketing websites online.
Find out about:
- Search Engine Marketing
- Conversion
- Reporting
- DIY Resources
Find out more by downloading the presentation:
Download this & other presentations
Mar
21
2007
Search Engine Advertising is the placement of small text advertisements on search engines. Google Adwords and Overture Pay-for-Performance Search are the two most well known players. On Google the text ads appear at the top of the results and on the right hand side under the heading ‘Sponsored Links’. Overture syndicates its ads to other search engines like Yahoo where they appear at the top of the page and are under the heading ‘Sponsor Results’.
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Mar
20
2007
Contextual advertising places in real time an ad on a page based on the specific content of that individual page. For example a publisher may have a sports channel and has traditionally sold this placement option with the same ad displayed on all pages in the sports channel. With contextual advertising an ad for tennis shoes would appear on pages about tennis events while an ad for golf clubs would appear on a page about golf events. With a news site this becomes even more powerful due the wide range of ever changing stories and topics covered by each page of the site.
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Feb
18
2007
CPM - Cost Per Thousand view. Even if banners are booked by the week you will need to understand the total number of impressions that are likely and the distribution of these impressions over the days of the week and over the hours of the day. Without this it is difficult to accurately predict the effectiveness of the campaign in real time.
CTR - Click Through Rate. What % of people actually clicks on an ad. This is used to access the popularity of a particular creative or placement.
CPC - Cost Per Click. How much each click cost you.
CR - Conversion Rate. What percentage of clicks/visitors took the desired action of the campaign (business outcome)
CPA - Cost Per Action. How much did each action (business outcome cost)
CPO - Cost Per Order. In e-commerce situations the cost per order is a vial measurement.
ROI - Return on Investment. For every dollar you spent how much profit you made. Often this is less than 1 in the case of new customer acquisition.
LTV - Life Time Value. For every dollar spent on customer acquisition and servicing how much profit did you make each period (week/month/year). At the break even point this is equal to 1 and should increase above this as repeat business is generated.
