How Do You Connect To Social Networks(Mobile vs. PC)

We contacted or survey How Do You Connect To Social Networks(Mobile vs. PC). We received over
802 responses. Here are some the figures we received.

Morgan Stanley predicting that within the next five years “more users will connect to the Internet over
mobile devices than desktop PCs.”

%54 of people connect to social networks through a mobile device compared to %46 through a
desktop.

%35 connect through both a Pc and Mobile.

We asked users which they use more.

A recent study from Ruder Finn revealed that Americans are spending nearly three hours per day on
their mobile phones

According to Meeker, adoption of the Apple devices is taking place more than 11 times faster that of
AOL, and several times as fast as that of Netscape. This driving the growth of the mobile user.

91% of mobile phone users go online to socialize compared to only 79% of traditional desktop users.

It appears the mobile platform is better to socialize then the PC.

It is our believe small bussinesses need to start building their sites that are mobile friendly.Small
business needs to start taking advantage of these numbers and begin to come up with a Mobile
Marketing Strategy. The key is to engage the mobile user with content that is easy to access and use.

Mobile advertising presents a unique opportunity to take advantage of high engagement levels and less
clutter on the pages.

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5 Basic Optimization Tips to help you survive the Bing/Yahoo Migration

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5 Basic Optimization Tips to help you survive the Bing/Yahoo Migration

As of October 8th 2010, the Bing/Yahoo search engine migration as begun. Yahoo has stated in a recent email to their advertisers they expect to be 30-40% complete by October 18 and fully complete by the end of the month. To help you survive the migration, and alleviate any concerns on how to optimize the combined traffic I have provided 5 basic tactics that will enable you to keep the wheels moving without sacrificing results.

 

1. Benchmark and set expectations

The best way to get through this transition and keep your sanity is to wipe the slate clean and treat the Bing/Yahoo migration like a brand new search engine. Therefore the first thing you need to do is benchmark, monitor, and set expectations. That way you know what kind of effect your optimizations are having on your campaigns.

Below is a list of metrics to get your started

-Traffic volume (clicks)

-CPCs

-CTR

– Spend Levels

– Impression volume

-Impression share

-Avg Position

-CPA

-Conversion Rate

When benchmarking I recommend just picking a few metrics that align with your campaign goals and objectives. It’s good to be mindful of the performance of all the above metrics; but if you try to closely monitor all of them you will spend too much time reporting, and not enough time doing.

As far as execution you will need to record initial performance post implementation, and then record again once you start to see consistent performance to get a baseline. Once you have a baseline then you can set goals, and start optimizing to hit those goals.

 

2. Place exact match versions of your core & high performing keywords in separate campaigns.

The new BingHoo landscape will present new performance scenarios; so by placing exact match versions of your core and high performing terms in their own campaigns gives you greater control over budget allocation, and bid adjustments to ensure that your high performers get the best visibility. In addition this will also give you the ability to easily monitor traffic volume to see how this new landscape is affecting your core terms.

Reminder: If you have phrase or broad match versions of these keywords in other campaigns you will also need to add them as “exact negative” in these other campaigns to ensure that the broad or phrase match version doesn’t get served.

 

3. Adjust campaign settings to block traffic from syndicated search partners.
The AdCenter UI gives you the ability to choose whether to have your ads display on the Bing/Yahoo core search network, Bing/Yahoo syndicated partners, or all of the above. Traffic from syndicated partners has been known to have higher CPCs, and lower performance. I would recommend starting with just the core search traffic at first so you can establish a baseline and understand the new landscape. Once you have a handle of how your campaigns perform in this new environment then gradually open it up to the syndicated partners.

If you need assistance on adjusting your targeting settings the PPC Blog has a good tutorial onhow to target core Bing and Yahoo core search networks.

 

4. Utilize your web analytics to measure performance by search engine.
One of the disadvantages of the Bing/Yahoo migration is that you are unable to monitor the performance of users on Bing and Yahoo independently from one another. We all know that users behave differently on each search engine, and it is important to review performance and the site level. Despite having this setback your web analytics tool will be your best resource to understand how traffic from each search engine is performing. The best way to get this information is to review performance by referrer domain. This will allow you to analyze how the traffic from each search engine is performing once they get to the site. Also depending on how your analytics is configured you may be able to view the queries broken down by search engine.

 

5. Closely monitor cpc’s and position, and adjust as needed to optimize performance.
Once the migration is complete I predict that there will be rises in CPCs for generic terms as advertisers are concerned about loss of traffic and are cranking up bids to capture top position. To ensure you are not stuck in the middle of a bidding war I recommend that you pay close attention to your CPCs, especially for generic terms. If you see dramatic fluctuations in CPCs that are resulting in higher CPAs consider lowering your position by decreasing bids. You may find that by dropping a position you end up receiving traffic volume because of the lower CPCs

 

Bonus Tip: Create duplicate campaigns and with different targeting settings

When you are ready to expand your campaigns to include the syndicated partners I would recommend creating a duplicate campaign with campaign settings that include only syndicated partners. I know it’s double the work, but it will give you greater flexibility to fine tune your bid and budget settings to ensure that you are receiving the most optimal performance.

 

If you consider the Bing/Yahoo migration as new media source and apply some basic SEM best practices you will be able to easily ride the BingHoo wave and stay ahead of you competitors. Finally remember that not all campaigns are created equal so if you are feeling concerns about performance test it out on a few campaigns before rolling it out globally. I’m interested in seeing how the migrations affects everyone, so please leave any observations that you experience and/or any tips in the comments below.

 

Gary Ware, Director Media Operations, Covario

As the Director of Media Operations for Covario, Gary is responsible for overseeing the Media Operations team in the development of SEM strategy and paid media execution to meet their client’s marketing objectives.

Ware combines industry best practices, in-depth market research, and highly detailed web analytics to optimize user engagement and increase online conversions. Ware’s talents as an online marketer have won him numerous awards, including the Platinum 2007 Spotlight Award from The League of American Communications Professionals, as well as three W3 Silver Awards. Ware is a graduate of the Art Institute of Los Angeles, where he received a Bachelors of Science in Interactive Media Design.

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Using Video SEO To Boost Your Search Engine Rankings (Part I)

video-seoToday, Video has become an essential component to effective Search Engine Ranking and ensuring a strong result for your company. Video is a proven path to achieving strong results with Search Engines strong result for your company. Clearly, Google has begun to emphasize video and favors site that have it in their search results.

This change presents a wonderful opportunity for companies who utilize Video, as there are few people
really capitalizing on this newly emerging market. There are very few firms that know how to execute
video correctly, which lessens the competition and can give your business a sharp edge.

This has enabled sites that might not rank well to rank well if Video is used properly. We are going to
focus on three areas(Today we are going to discuss Part I):

Video SEO Improves Search Results.
1.)Video On Your Site
2.)Creating and Submitting Videos to drive backlinks to your site
3.)Product Video SEO Drives E-Commerce Success

Forrester Research reported videos were 50 times more likely than traditional text web pages to receive
an organic first-page ranking. Knowing this information,it is now time to develop a Video SEO
Strategy. It is more evident then ever that you need to include Video as a part of your overall SEO
Strategy or risk your competitors doing it first.

We do need to note that if you are running a e-commerce website the importance of video commerce
platforms to drive revenue. This is a discussion we will cover in future Blog Posts.

Video SEO is a process, a set of techniques designed to make sure Google finds your Video
content,and indexes the pages the content is on,and display the video content with very specific
keywords.

Creating Video that your target market seeks and can utilize. We suggest”Staying away from Video
that comes across as trying to hard to Sell!!” Focus on creating Video that end user will comment
on,share,and interact with. We have had great success on Video that teaches,informs or educates. Ex.
We did a series of short videos for a Dry Cleaners. Each short video discussed tips on how to remove
stubborn stains. Try to think outside of the box here, and hire Professionals if you need to. Nothing is
worse then Videos that appear to amateurish or not professional. For our clients we work with a
Professional Video Team to shoot the videos. To keep costs down we shoot 3 to 4 videos per session.

It is vital to create a Video Site Map,similar to a XML sitemap. The Video Site Map is specifically
created for Video and contains vital information about the video content. To learn more about Google
Video Site maps go to http://www.google.com/webmasters/videositemaps/

Google can crawl the following video file
types: .mpg, .mpg, .mp4, .mob, .wmv, .asf, .avi, .ra, .ram, .rm, .flv. All files must be accessible via
HTTP.

Just as in traditional SEO, you will see better results with Video SEO if you target more specific, or
longer tail, search terms/keywords.
The advantage small business owners have by utilizing Video is Google does not look at age of
site,backlinks,how many pages,or any of the other traditional factors of SEO that come into play under
text-normal search. This gives a new site owner or small business owner the opportunity to compete
with bigger or more traditional websites.

It is vital to insert keywords into the file names of the videos on your site, and or use more advanced
tactics like writing keyword-rich captions and annotations, or creating online video libraries.
Optimize your videos by writing keywords into your videos’ titles, descriptions, and tags.

Embed videos into relevant text pages on your site. Use the text/content to support the Videos. The
content on these pages(Which should be optimized) helps the search engines index what your videos
are about.

Also create a video library on your site, so Google knows where to find your video content. Video
Sitemaps will help Google index your videos. Write keyword-rich annotations for each video in the
library. Create a separate HTML web page for every available video file. Create a link to the video and
files and Streaming Media Player.

Each URL entry must contain the following information:

Title
Description
Play page URL
Thumbnail URL
Raw video file location and/or the player URL (SWF)

To learn more about all the variables and options that go into a Video Sitemap go here:
http://www.google.com/support/webmasters/bin/topic.py?topic=10079

Make sure that your robots.txt file isn’t blocking any of the video items (including the play page URL,
the video URL, and the thumbnail URL) included in each Sitemap

Here is free tool to generate Video Sitemaps:
http://www.video-sitemap.org/

For more information about MB Consulting a Digital Media Agency, visit their web site at http://
www.mbconsultingnj.co
 In addition to providing professional SEO services, they also help you
produce low-cost, high quality web videos and optimize them for the search engines.
Brian Braker – Director Of Social Media/Sales attended Michgan State university studying
Marketing.Having been involved with cutting edge technology for almost fifteen years, Brian has
a strong background in Technology, Web Development, and Internet Marketing. Brian brings his
strength in vetting out newly emerging technology concepts to the MB Consulting team

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