Category SEM
eBrand Media Research Brief: paid search clicks down, digital radio usage up
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
In regards to SEM; according the research done by eBrand Media, Inc., paid search clicks are down considerably, while click-through rates, click to conversion rates, and CPC costs are higher. This probably means that search engine marketers are attempting to do what eBrand Media has done since 2005: expand keyword lists with low volume, low cost, but extremely targeted, and high-yield multi-word keyphrases while using “header” terms only to drive required volume, as part of a sustainable SEM eco-system.
The study followed online retailer clients in shoes, clothing, flowers and gifts, housewares, and a number of other industries, analyzing the performance of each category on a a daily, weekly, and monthly basis in Q1 2009. The data was then compared with the data with that for the same period last year.
On another front, the latest study by Arbitron and Edison Research shows continued growth in usage and ownership of various forms of digital audio platforms, including online radio, iPod/MP3 players, and podcasting. The weekly online radio audience increased significantly in the past year to 17% of the U.S. population age 12 and older; up from 13% in 2008. On a weekly basis, online radio reaches 20% of 25-to-54 year-olds; up from 15% in 2008.
Bill Rose, senior vice president of marketing, Arbitron Inc., says “The sharp growth in weekly usage of Online radio… provides compelling evidence that radio’s digital platforms may be reaching critical mass. We are… seeing encoded streams of AM/FM broadcasts with significant audience in local markets.”
Key findings from The Infinite Dial 2009: Radio’s Digital Platforms, include:
Posted by Tom Polanski in Advertising, SEM, Trend Tracker on April 27th, 2009
Aardvark personalizes searching
By Ryan Kim
Some searches, say for a good Valentine’s Day gift or a movie recommendation, are best handled with a human touch.
That’s the thinking of San Francisco startup Aardvark, which is taking the wraps off a new search service that leverages Internet communication tools and your expanded circle of friends to speed you answers to subjective queries, when opinion is more important than hard facts.
“We see ourselves at the intersection of communication, social networks and search,” said co-founder and CEO Max Ventilla, a former Google executive.
Starting today, Aardvark is expanding its private beta program, allowing users to invite dozens of friends into the service. Beta testers will now be able to invite friends through their social networks and status updates.
Posted by Tom Polanski in Marketing, SEM, Trend Tracker on March 13th, 2009
eBrand Interactive further optimizes its industry-leading suite of SEM services!
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
I’m pleased to announce that eBrand Interactive, a full service agency, along with its longtime SEM technology provider, have added new features to our exceptionally successful SEM suite. Already an industry-leader, the eBrand Interactive co-brand has rolled out improvements that have left our competitors grasping at our coattails.
The former SEM manager at Motorcycle Superstore, who has worked with, and for, many of the “celebrity” SEM companies, said to me after an in-depth review of our service, “your technologies, and the quality of your people, positions your SEM solution three to four years ahead of your competition.”
The eBrand Interactive SEM solution, which includes next generation technology guided by experts, will cut paid search costs and significantly increase revenue while enhancing the return on ad spend.
Typically, eBrand Interactive clients will see about a 35% lift in revenue and an enhanced ROAS, in the first 90 days, with significant incremental lifts and enhancements thereafter with the implementation of our SEM solution.
Although our SEM “secret sauce” includes the use of rules, proprietary technologies, tactics and strategies that can’t be duplicated or beaten; our accounts managers have their hands on the accounts of our client’s everyday. We’re not “black box” “set it and forget” company. However, we’ve discovered over the years that our technologies can scale paid search accounts in ways that humans can’t, so the use of artificial intelligence is an important part of our approach. But even though our system is rules based, it’s infinitely flexible; and is continually optimized to maintain the greatest economic values of our clients. Our account managers will modify or override paid search rules, whenever necessary. The client performance numbers we deliver are never skewed by anomalies. The team and the technologies work together harmoniously for the purpose of ensuring that we meet or beat mandated performance metrics.
We continually work to improve our system and the accounts of our clients with the teams at Google, MSN, Ask and Yahoo. In fact, we were the beta partner for MSN Search, MSN Shopping and Yahoo Panama.
Further on you’ll find a detailed overview of our co-branded SEM solution including the new services I mentioned. You’ll easily see why so many nationwide brands have moved management of their paid search and product data-feeds to us from in-house and from other companies:
Posted by Tom Polanski in Marketing, SEM, Trend Tracker, eBrand Interactive on December 30th, 2008