Tag Archives: campaign

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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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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Different options available for Mobile advertisers

Different options available for Mobile advertisers

Mobile messaging technology is primarily based on SMS and MMS services. The enormous reach and scale of these two forms of mobile technology have made these 2 mediums a favorite for marketers. There are different variations of mobile marketing that include mobile instant messaging and mobile email. The low rates of these variants are driving marketers to adopt them more quickly than SMS and MMS. The potential of mobile messaging is virtually unlimited. When media publishers distribute mobile content, advertisers use these messages as inventory to embed their advertisement content. Similarly when
a business is providing consumer services through mobile messaging,
advertisers are taking advantage of any excess inventory and embedding their advertising messages. It helps advertisers to quickly help their clients establish their brands and create a loyal band of followers at a much lesser cost than traditional advertisement.

There are 2 types of mobile advertising options that marketers can utilize. The first option is Application-to-Person or what is known as A2P. A2P mode is used for Push Content Services, CRM and Business Services, Interactive Services and Search. Among these Push Content Services and Business Services, inventory is most frequently used by mobile advertisers to push advertisement to subscribers. If a subscriber has subscribed to news updates from New York Times or Bloomberg, it becomes easy for an advertiser to append a 20-60 character message with the message. A subscriber will not mind reading the advertisement as long as he is happy with the actual news

content that is being provided by NYT. Same is the case with Business
Services. When a bank sends an alert to a customer for a withdrawal made from the account, advertisers can take advantage of the remaining space in the message and embed their advertisements. Contests, online voting for nominating a reality show winner and polls also act as advertisement medium for advertisers.

P2P messages are another form of sms marketing that is not commonly used today but advertisers are encouraging subscribers to allow ads in their personal texts for which subscribers will be paid. If advertisers are able to make this form of sms text marketing happen, it will create a great inventory and help companies in creating brands quickly. However there is still some time before this form of marketing takes off.

The success drivers of SMS and MMS marketing are growing numbers of
mobile subscribers, simplicity, engagement and propagation. The measurable results of SMS marketing campaigns help marketers to measure the ROI of the campaigns easily. So, if you have decided to go for a SMS marketing campaign, get in touch quickly with a marketer. They will help you with your campaign starting from buying inventory to campaign launch. You will see tangible benefits within a few weeks of your campaign launch.

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Know the language of SMS marketing

Know the language of SMS marketing

SMS marketing is catching up with marketers and small and medium business owners. But before you start on a campaign it is important to know the language of Mobile marketing. Let me start with something simple. ‘Single Opt-in’ is a term used mobile marketing parlance that refers to a mobile subscriber who has agreed to receive your marketing promotion sms. Marketers who adopt an opt-in program are more likely to see success than a random sms campaign. Very close to single opt-in is double opt-in where the marketer asks a subscriber to opt-in twice before starting any sms campaign. This is a sure-shot way to ensure that subscribers are not unhappy with your sms campaign and in fact they have shown their interest to receive information about your product. Confirmed Opt-in refers to a process of verifying a subscriber’s intention to subscribe to the sms campaign and give the marketer an explicit agreement from the subscriber.

You should also be aware of the ‘level of permission’ that a subscriber has given for receiving marketing content. A little more than what has been agreed might put-off the subscriber killing your marketing objective. A short code is the most important part of a campaign. It is a short 4 to 6 digit code used by marketers to receive responses from subscribers. You must have seen an sms message which says “send in your replies to 7755 and win great prizes”. This 7755 is the short code. A dedicated short code is a number that is running for a single service at a time. Say ‘7777’ is only used by a Reality show for getting viewer ‘votes’. The Response Capability of the subscriber refers to the user’s capability to respond to an sms message based on the functionality of the device.

Let us understand some more terminology which will make us more familiar with mobile marketing. Mobile content refers to news, sports information or entertainment content which is not hard marketing. It can be a prelude to your marketing efforts. Premium content on the other hand is fee a based service for which the subscriber has to pay a certain amount of money. It is a revenue generating source for marketers. Now, without loading you further with sms marketing jargons I will share few tips that you need to know before starting an sms marketing campaign.

Starting a mobile campaign requires approval. It is important to ensure that all services that you want to package in the campaign is in the approval document. It is ideal to cover as many services you can think of in the approval. Get the prospect data from your CRM system and ask your marketer to integrate it with the marketing interface. Last but not least have your customer support in place and launch the campaign with confidence.

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