Tag Archives: ad

Book Review The Ultimate Guide to Google AdWords by Perry Marshall

Book Review The Ultimate Guide to Google AdWords by Perry Marshall

The Ultimate Guide to Google AdWords: How to Access 100 Million People in 10
Minutes” by Perry Marshall is a phenomenal book. The book is well written,
well organized and easy to follow. The information is action packed and leads
you step-by-step in creating your own profitable Google AdWords account.

In his book, Mr. Marshall provides great tips and insights. Some of the key
things you will learn include:

1. How to Build Your Very Own Google Campaign from Scratch – the Right Way. You
will learn how to tell if a market is for you. You will see how to set up your
campaign and tweak it for maximum effectiveness.

2. How to Pay Less and Get More Clicks – See how to organize your campaign and
use split testing to determine which ads are producing the best results. Find
the best keywords and how to eliminate keywords that aren’t working.

3. How to Develop High Quality Keyword Lists and how to Craft Killer Headlines –
Perry will teach you how to “research” keywords and get rid of visitors who

waste your time. You will also discover how to write “killer” ad copy that
grabs your visitors attention and begs them to click your ad.

4. How to Develop Your Very Own “Unique Selling Proposition” (also known as USP)
– Discover how to create your very own USP. Perry will teach you how to create
a “catchy” one sentence USP that tells customers what separates you from the
competition and why they should do business with you.

5. How to Measure Performance – You will learn how you can track performance for
your ads. Find out which ads are making your cash register ring and which ones
are draining your bank account. Discover how much it costs to acquire a new
customer and what your “visitor value” is.

6. How to Beat Your Competition – Learn how you can stay one step ahead of your
competition, even in a tough competitive category. You will learn how you can
increase your campaign effectiveness by marketing offline, creating an email
campaign and building a “back end” sales funnel.

7. And so much more!

I can truly say that this 306 page masterpiece is one of the top 3 business
books I have ever read. If you are trying to establish or improve your online
presence, you need to pick-up a copy of this book. You will get back your
$24.95 investment (retail price) in no time.

To learn more about how to utilize Google AdWords to promote your small business Click Here Charles Holmes is a successful author, entrepreneur and marketing guru.

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Ad Inventory Management

Ad Inventory Management

As with any publisher, your goal is to maximize ad revenue stemming from all of your ad spaces on your website. To get there, you need to optimize your ad inventory. It is hence essential to sell your ads for the best price possible and utilize all available ad impressions. This article will provide a basic understanding of ad inventory and techniques to determine and manage it more effectively. There are three possible inventory levels:

1. Filled, or 100% fill rate
2. Undersold, or underselling
3. Oversold, or overbooking

Filled
The ideal condition is “Filled”, or 100% fill rate. This condition is met when you are not undersold and you are not oversold. The boundary between these levels is very close to each other. So, to achieve this level, it is often easier to avoid the other two unwanted conditions rather than trying to find a magic formula for 100% fill rate. Also, it is not easy to continuously maintain a perfect level because of all the changing variables such as: traffic, audience, advertisers, and ad networks. Depending on the complexity of your ad placements, you can use a 2-zone or 3-zone chaining setup. A 3-zone chaining setup has 3 levels: “Premium/Exclusive > Regular > Remnant”. 2-zone chaining has 2 levels: “Regular > Remnant”. The total available inventory is the total impressions of all the zones in the chain.

Undersold
Undersold, or underselling, means you have extra impressions that can be sold for more revenue or higher revenue instead of leaving them to non-paying house ads or low-paying ad networks. It is easy to detect if you are in this situation. If there are many impressions served in the Remnant zone, it means there is unsold inventory in the Premium and/or Regular zone. If this is the case, you should try to sell more ads in the Premium/Regular zone to increase your total ad revenue.

Oversold
Oversold, or overbooking, means you have booked and sold more ads than what is available for the zone. Any individual ad can be booked with multiple restrictions such as specific start/end date, geo-targeting, frequency capping, browser, device, daily/monthly/hourly quota, even distribution, etc. These restrictions break up the total available inventory into many smaller overlapping segments. It can be difficult to determine the exact number of impressions in each of these segments. For example: consider an ad placement that has one million total impressions for April. 50% of that is US visitors. 70% of those US visitors use Windows. One of the ads is booked into that placement from March 15 to April 20 targeting US and Canada visitors with a total limit of 50,000 impressions and an even distribution. Another ad from April 10 to April 20 targeting visitors within 50 miles of Chicago and a total limit of 100,000 impressions.

However, there is a way to determine if a specific ad is overbooked by looking at its weight/priority setting and its delivery progress. If an ad has Auto Priority at the maximum value for an extended period of time and its delivery progress is behind schedule then it is likely overbooked. Check with your tool on how to find this.

Another simple way to avoid overselling is allowing a small amount of inventory to be undersold. This means you initially allow some impressions in the Remnant zone, which contains in-house ads and/or low-paying ad networks. As you monitor the number of impressions number in the Remnant zone, you know how many extra impressions you can sell in the Premium/Regular zone. The goal is to monitor and reduce these extra impressions to a level with very little extra impressions left. This is a safe and simple way to avoid overselling.

As a final note, your ad inventory changes every day so it is a good habit to monitor the ad inventory reports and make any necessary changes promptly.

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Knowing all about the Mobile Marketing Guidelines

Knowing all about the Mobile Marketing Guidelines

SMS service is a communication medium that enables 2 mobile subscribers to send short text messages between their mobile devices. The messages are of 160 characters and it is also known as “text messaging” or “texting.” All mobile operator networks support SMS messages. The mass usage of SMS has created a market for SMS being used for marketing and advertising campaigns. Marketers need to be aware that there are 2 different forms of mobile marketing that is recommended by the MMA (Mobile Marketing Association). These are Initial SMS Ad and Complete SMS Ad. The Initial ad is a short message of 20-60 characters that is appended to a non advertisement SMS message. It is plugged to the free space available at the end of the non-advertisement content. A Complete SMS Ad is a 160 character
SMS text which carries only the marketing message.

Marketers have to follow the watershed hour’s requirements of the local market while delivering a SMS marketing text. They should be ready with additional information about a product if it is requested by a subscriber. According to the Guidelines, additional information should be given to the subscriber within 12 hours of the request. The responses have to be given by an alternate short code but the subscriber should be easily able to identify the message. The aim of these guidelines is to give users information in a way which does not disturb them and intrude their personal time. Marketers, if they are providing any telephone numbers should ensure that the numbers are working during the campaign. If the call rates for users are higher than normal charges, it should be clearly mentioned in the advertisement.

The content of Complete SMS Ad has to be well structured with the advertiser clearly identifiable. A URL, if it has to be embedded in the message, should ideally be in a shortened form to reduce the character count. The webpage that it links to must be up and running at the time of campaign launch. The guidelines of SMS Ad marketing are updated from time to time. Marketers need to be aware of these guidelines. Guidelines are also in place for Mobile Web, MMS marketing, Mobile Video and TV and Mobile Applications.

Marketers have a well defined Mobile Marketing Framework based on which they run a marketing campaign. Most of the guidelines are incorporated within this framework. The broad framework categorizes mobile marketing into Advertising, Promotions, Direct Marketing and CRM. A customer’s willingness, perceptions and reactions are also captured in the framework. There is little doubt that Mobile marketing along with Social Media with drive the next wave of marketing and advertisement for companies of all sizes. Marketers only

need to work within the guidelines of Mobile Marketing and see the ‘moolah’ fill
up their coffers.

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