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Advertising

SEO vs. PPC Marketing: Pros and Cons

August 8, 2016 by · Leave a Comment 

If you have been thinking about hiring a California internet marketing company to help you promote your site online, you might be debating between putting your focus on search engine optimization (SEO) or pay-per-click (PPC) marketing. Both can be great options, but knowing the difference and the pros and cons of each can help you make the right decision.

seo-or-ppc-the-pros-and-cons-of-seo-and-paid-adverts

Search Engine Optimization
With SEO, a company that specializes in California internet marketing will work to boost your search engine rankings. Basically, the goal is for your website to pop up when someone searches for keywords that are similar to your business.

There are a lot of advantages to this; it’s a great way to reach a well-targeted market, and the results can last for a long time, especially once your SEO campaign is fully developed. Plus, even though the costs can be high in the beginning, SEO can be much more affordable over time.
Pay-Per-Click Marketing
PPC marketing involves purchasing paid advertisements on Google or other popular sites. A company that specializes in PPC and search engine marketing in California can help you set up a campaign that will allow you to get as much exposure as possible. Then, you will pay each time that your ads are clicked on.

PPC advertising can be superior to SEO marketing in the beginning because you can see results much more quickly. Even though an SEO campaign can be highly effective, it can take some time to be successful. With PPC marketing, however, you can begin seeing more traffic the same day. In the long run, however, PPC marketing can be more expensive.

Overall, both options can be excellent if you are looking to promote your site online. In fact, you may even choose to start both campaigns at the same time. Then, you can enjoy traffic from your PPC ads while you are waiting for your SEO campaign to take off, and you can slowly reduce the number of ads that you purchase or discontinue the PPC advertising altogether once your site starts doing better on the search engine rankings.
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Sticky Web Media is a California Internet Marketing company that has been recognized as one of Inc. Magazine’s 500 Fastest Growing businesses.

How to Build Your Company Through Email Marketing

February 22, 2016 by · Leave a Comment 

How to Build Your Company Through Email MarketingIf you want to build your company through email marketing, there are a variety of strategies that you can implement within your emails that are wildly successful. Here are some of the best strategies from some of the brightest internet marketing minds.

Be Respectful

Your company needs a foundation to build on. Start it off on the right foot. While networking to other businesses or prospects, it’s recommended that you are genuine and polite. Acting like a big shot will only hurt your brand and end up with you being labeled as “the top company to ignore”.

Personalize Your Content

People will want to share you content when it has a personalized feel to it. If your email addresses the masses, it takes away from the whole experience. A generic greeting won’t get you very far in today’s marketing times. Instead, try addressing the email to the person by name. You can also include relevant information to their geographic area or even suggest items based on their previous purchases. This can be easily done and doesn’t require a professional to do either.

Impact Their Lives

An email’s content can only go so far. But, by creating a powerful message, you’ll not only increase your sales, but you’re also building a dedicated subscriber base at the same time. Becoming consistent with your email lists will open up new doors and expose your brand to more people through word of mouth. It’s worked for thousands of brands looking to make a name for yourself and it’ll work for you.

Bio: eTargetMedia has been helping clients deliver the best email and postal marketing campaigns for 20 years. Their services include list rentals along with a wide range of creative services. For more information, visit eTargetMedia online today.

A Checklist for a Quality Direct Mailing Campaign

August 26, 2015 by · Leave a Comment 

Written by eTargetMedia.A Checklist for a Quality Direct Mailing Campaign

The success of a direct mailing campaign is often determined by the attention paid to small details. Executing a direct mailing campaign is complex and has many moving parts, so it’s important that you have a game plan ahead of time before you move forward. Here is a brief checklist of some of the most important elements you need to have in place before you send out your direct mailings:

A high quality mailing list. Sending a great mailer to the wrong people is a sure way to see disappointed ROI results. Make sure that you are doing a targeted mailing that will reach the right people. You can assure yourself of this by using a list from eTargetMedia, which presents clients with innumerable ways to segment their lists.

A plan to integrate your direct mailing into your larger marketing efforts. A direct mailing campaign isn’t the final step in your marketing to new customers – it should just be the beginning. Consider how you can integrate social media, emails or special events into your mailings to give you ways to follow up with potential clients.

A schedule for when to send out your mailings. Sending out too many direct mail items can hamper their effectiveness. If customers feel like they are being bombarded with pieces from your company in their mailbox, they will start to consider you to be junk mail and your pieces will go straight into the trash. Consider when the most important times are for you to reach new customers and plan your direct mailing campaigns around these events.

eTargetMedia provides the highest quality postal and email lists to clients ranging from small businesses to Fortune 500 companies. Their lists are frequently updated and segmented for easy targeting of potential customers.

 

New Changes Coming to Location Targeting

May 12, 2015 by · Leave a Comment 

Geo-location is a technique ad companies use to parse traffic by location. Marketers can specify a region, a town or even a neighborhood in some cases. This was most useful for deals that had higher payouts in different parts of the country, or deals that were location dependent. It didn’t allow for a lot of specificity. You had to bid on a region and hope for the best, which might not work out so well in an area that is heavily populated.

That’s changing with more precise forms of geo-location and geo-targeting.

Hyper Local Means “Hyper Local”

The term “hyper local” used to mean that a marketer could hone in on a very specific region or territory. Maybe a smaller section of a larger city. Certainly not a city block or location. That’s changed with the inclusion of lat/long targeting. Choosing coordinates on the map now lets marketers target individuals that are near that area within a specific time frame.

This has huge implications for real-time targeting. On a day like Black Friday, for instance, retail stores could compete amongst themselves with localized coupons for specific deals.

Hyper local also means that less wasted spend goes towards users disinterested in your product. Normally, location targeting in addition to demographic targeting (for instance) would shrink your audience dramatically. However, location targeting offers immediacy. It might not deter a die-hard fan from buying his favorite products, but it might persuade that fan’s friend or neighbor. This new geo-targeting offers a greater form of precision, turning location-specific ads into less guesswork.

Bio: Ted Dhanik is a passionate professional dedicated to digital advertising. Ted Dhanik guest blogs frequently, offering tips on lead generation and thoughts on the technology that drives advertising. Ted Dhanik is the CEO of engage:BDR, Los Angeles based digital advertising company.

Does Your Custom Installation Business ‘Have a Purpose’?

November 17, 2014 by · Leave a Comment 

Famed advertising executive Roy Spence tells CE Pro Summit attendees that having a defined purpose for their custom installation business will elevate them above competitive forces.

Read the original here:
Does Your Custom Installation Business ‘Have a Purpose’?

When Retargeting Fails

October 17, 2014 by · Leave a Comment 

Have you ever noticed that Web pages seem to follow you these days? If you haven’t, certainly millennials have. They have overwhelmingly responded that retargeting can border on intrusive. The practice has shown a lot of promise since it was first embraced by marketers, and it’s fueled by simple ideologies. So why are some companies able to pull it off while others are looked at as a nuisance? The answer may have a lot to do with frequency and engagement.

How Retargeting Works

Retargeting is aimed specifically at people who have already seen your banner advertising or landing page. It records their visit by tracking cookie, and shows additional ads to those visitors only. It helps to build brand awareness, which would be effective when you want to make a special offer for a product you sell. Say, for example, that you offer free shipping on your products. Re-targeted banners would help customers associate your brand with free shipping, which may have significant effects for you in the long term.

The Myth of Retargeting as Effective Messaging

Many newbies come into retargeting with the belief that it is just another layer for effective display advertising. This kind of thinking is toxic to your campaigns. It leads you to overlook frequency, which designates how often a user will see your ads. Ignorance of ad frequency turns your campaign into an annoyance very quickly.

There is no magic number, but you generally don’t want to be the only thing your audience sees throughout the day. Perhaps you might test your retargeting efforts set at a lower frequency, then open new ad groups to test higher or lower frequencies.

The Reality of Retargeting as an Annoyance

The user experience is crucial, and often overlooked. Retargeting sounds really great, but anyone who has seen it firsthand has seen where it will go wrong. It can be very invasive, and may end up looking like a recorded session of the user’s browser history.

Conclusions

Retargeting isn’t going away, and it’s actually quite beneficial for those who understand how to utilize it. Part of that realization is paying attention to the user experience. Once you’re conscious of what users actually see, you’re more likely to make changes that make for more effective branding. Retargeting saves a lot of money on your banner advertising efforts, but it can be a frustration too. When retargeting fails, it doesn’t just lose sales. It turns customers off to your marketing efforts and makes them want to block your messaging attempts. Done properly, retargeting allows you to reach new audience members through cost-effective displays.

Bio: Ted Dhanik is the co-founder of engage:BDR, where he is responsible for helping businesses generate leads through engaging display advertising. Ted Dhanik began his marketing career engaging with users of MySpace, eventually beginning his own firm. Find out how to grow your business on mobile or desktop with tips from Ted Dhanik.

The Fastest Growing Channels for Lead Generation

September 17, 2014 by · Leave a Comment 

Lead generation is all about quality. A lead is no good if it doesn’t lead to a sale. While there is a certain element of chance involved in the equation, lead generation also has a science to it. Part of that science is knowing how to produce leads. Display advertising is one of the more popular methods, but it’s not the only channel. You can also use advertising as your starting point, then use other means to upsell users from there. Here are examples of the fastest growing channels, and how to use them.

Banner Advertising

Using banners to advertise your deals on websites has been a practice since the dawn of Web portals like Yahoo and MSN. These ads are synonymous with blogs and news websites, and they provide an important source of revenue for those publishers. These blogs sell their space on a targeted basis, meaning you can send traffic to a specific demographic or income level. A buy-side platform lets you choose what to bid on in a self-serve fashion, so you set your own targeting and record your own results. It’s overwhelming for newbies, but those in-the-know will find the options refreshing.

Retargeting

Along with basic advertising comes a form of marketing that finds users who have already seen your ads. Dubbed “retargeting,” this technique records some user behavior and shows ads based on what users do. For instance, you may retarget people who see your home page or your banner. This keeps advertising costs low within your target set, and it lets you get a second chance at reaching potential customers. Though retargeting has seen increased use since its inception, it’s still not a main stream trend and many advertisers are taking advantage of that fact.

Email

Email marketing isn’t necessarily something you pay for, nor is it something you can do immediately. Typically, you use display or text ads to bring in new leads, then you use email to sell to them again. Email is very cost-effective and that frees you up to run multiple campaigns. It can be one of the most valuable tools you have as you scale your business, but it’s crucial that you continue to generate new leads through other means.

Final Thoughts

Paid advertising is one of your greatest allies, especially as you get off the ground. It’s worth exploring opportunities in content marketing, but it’s crucial that you continue driving traffic to your website through multiple sources.

Bio: Ted Dhanik is the CEO and co-founder of the buy-side platform engage:BDR. Ted Dhanik began his career with Web properties like MySpace.com and LowerMyBills.com. Ted Dhanik gives free advice on digital marketing through multiple blogs and content channels.

Top Reasons to Use Display Ads

June 11, 2014 by · Leave a Comment 

This article was written by Ted Dhanik

Display ads have many strengths that keep them useful to marketers. If you know how to buy display traffic, there is a lot of money to be made branding your business and selling products through banner advertisements. Though it does take careful analysis, and thorough work, several prominent brands utilize banners effectively.

Branding

Display ads employ images, which reinforce brand awareness effectively. Today, new techniques like retargeting allow brands to “follow” their audience around the web and offer them useful deals. These banners also amplify reach significantly, often reaching thousands of people daily through targeted channels.

Banner advertising has the potential to alter a user’s perception of your brand, regardless of whether he clicked on the banner or not. One effective method is to make one of your benefits a part of your slogan or logo, like free shipping. People will learn to associate you with free shipping as time goes on, helping to increase your sales downstream.

Traffic

Display advertising has the potential to increase traffic significantly. Marketers have learned to use demand side platforms for delivery of banner advertisements to an ever widening audience across the Internet. Buying from different networks also has the potential to lower your costs, but marketers study their demographic carefully to find proper ways to reach them. Bidding on keywords and targeting delivers the type of audience you want for your website.

Sales

Any kind of advertising has the potential to increase sales, but display ads encourage sales and recognition at the same time. Users may need to see ads multiple times before they react, and banner advertisements can be striking in their design. Recognizable brands are also more effective at selling products than an established player. Building that recognition through aggressive advertisement ensures that even if the user has never purchased a product, your brand can still carry some weight to it. There is also the numbers game, and banner ads beat other forms of advertising in spades.

Ads can be seen thousands of times per day, often costing marketers pennies on the dollar to show. With the potential ad revenue generated, the costs can easily pay for themselves.

Final Thoughts

Banner ads are still one of the most effective tools for branding businesses on the web. Ads feature prominently on websites, and utilize striking imagery to draw the user’s attention.

Bio: Ted Dhanik is the co-founder of engage:BDR. Ted Dhanik is a marketing professional with fifteen years of experience helping brands to expand online. Find out more about banner advertising when you visit Ted Dhanik online.

How to Estimate Banner Ad Costs

May 23, 2014 by · Leave a Comment 

This article was written by Ted Dhanik

The cost to advertise depends on many different factors, like targeting or placement. In general, the more you target the more you can expect to pay a premium, mostly because you’re shrinking the potential inventory you have to choose from and being highly selective. Targeting saves you money and could potentially increase the conversion rate of your display advertising, but you need to be able to properly estimate the costs associated with it before you begin a campaign.

Calculate Costs

CPM measures the cost of one thousand impressions of an ad. CPM is a metric that is frequently used in banner advertising to charge advertisers for space on a website. The goal of the advertiser is to increase the rate of conversion, which lowers the cost per sale/lead. In order to estimate the true cost of your campaign, and your potential return, you need to first determine how many page views you expect to receive. This is done using estimations from the network you are bidding on. Set your total bid and look at the estimated number of impressions you expect to receive, then divide that number by 1000. Take that number and multiply it by the expected CPM to get the true cost. If the CPM is $5, and you expect to earn 100,000 impressions, your true cost would be $500.

Cost=CPM x (number of impressions/1000)$5 x (100,000/1000)=$500

Cost per click is calculated based on the amount of clicks you intend on receiving, so it uses slightly different metrics to calculate value. You need to know the value of the click, then divide that by the potential clicks your campaign is likely to receive. Most banner advertising networks have some kind of gauge that gives you a rough idea of how much traffic you could potentially receive. Estimate that number on the high side and you will always have enough in your budget for the coming month.

Costs=CPC x Number of Clicks

Conversion Rate

The conversion rate is not a set mathematical formula, rather an educated guess based on the data you have before you. You should know your CPC or CPM by now, which does help calculate the rate you can expect on your investment. Still, your campaign may receive more or less clicks than what your model shows. Once you have data rolling in, you can measure the number of people who took action against the amount of clicks the ad received. Then multiply that number by 100 to get your conversion rate as a percentage.

Final Thoughts

A certain amount of math is essential for reading and understanding your campaigns. A spreadsheet that is programmed with these formulas will help you get the job done much faster, and give you historical data you can refer to when you want to know what works best.

Bio: Ted Dhanik is the co-founder of engage:BDR. As a direct marketing professional, Ted Dhanik has over fifteen years of experience in the field of business development. Find out how to improve your campaign’s conversions by visiting Ted Dhanik online.

Free Advertising Tips for Big Conversions

April 11, 2014 by · Leave a Comment 

This article was written by Ted Dhanik

Display advertising is only as effective as the conversions that it delivers to your campaign, and you can spend a lot of money testing new ideas looking for a conversion. It’s easy to convince yourself that you just need to make the right tweak and conversions will flow. The reality is that there are several places you should start by looking into, then make improvements based on what you think needs to be changed. It’s also important that you engage in some competitive research. You never want to build an ad from scratch, but these tips will help your existing ads net more conversions.

Above the Fold

The term “above the fold” refers to an imaginary divide that occurs on a website, as though the site was a piece of paper and you folded it. This divide splits the page into two portions, with the top portion (the above the fold portion) showing on the screen without scrolling down. The first thing a user sees is whatever is above the fold, so it’s important that you put your most important content there. Purchasing ad space above the fold usually requires a higher investment in your keywords and placements, but it can be worth it for highly trafficked Web pages.

Optimize the Button

A lot of emphasis is placed on a call to action in banner advertising. This call doesn’t have to be a literal “Act Now” statement in your copy, it can be the button the customer clicks to visit the Web page. The entire banner will be clickable, but including an ovular button with “Buy Now” will help highlight that call. Try to be as specific as possible with the ad, too. If you’re offering information on insurance quotes, use something like “Get Quotes” or “Compare Rates.” You should also keep the messaging in your call succinct. You don’t want “Get Ten Free Quotes in Your Inbox.” That’s more suited for the title of an ad, or a line of copy. Instead, just use “Get Quotes,” or “Get Free Quotes.”

Headlines

The headline of a text ad is the most important part, because it’s usually the first thing a customer sees before he clicks your link. On a banner ad, the headline must take the design of the banner into consideration. Like your call to action, use an effective burst of copy that motivates the user to purchase something. Questions are very effective, especially when the user can connect with them. Someone selling a weight loss supplement might ask something like “Tired of Love Handles?” Ideally, your headline should have the user nodding in agreement. Make your statement more effective and tap into what motivates that user.

Bio: Ted Dhanik is the co-founder of engage:BDR. Ted Dhanik has over fifteen years of experience in both sales and direct marketing. To learn more about designing banner advertising, search for Ted Dhanik.

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