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"10 Immutable Laws Of Successful Selling"
REPRINT GUIDELINES =-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-= You are free to publish the following article in it's entirety in your eZine or on your website. Our only condition is that you MUST keep the information about the...
NETWORKING WITH EZINES 2002
NETWORKING WITH EZINES 2002
More and more business professionals are deciding to offer an
ezine as a way of building online credibility. Those same people
have interesting networking opportunities with the subscribers
of their ezines ...
Online Networking for a Better Business
Networking is a very important part of building your business. When you partake in this form of marketing, you are establishing yourself and your reputation, which in turn can be a big boost to your business. You can also make some new friends,...
The True Value of Network Marketing
The true value of network marketing is not the product or the money. Yes, you read my statement correctly. The value of network marketing is in the education component. This article is not intended to endorse any specific network marketing...
You Have To Know When To Fold Them!
There are plenty of articles and reports online about the power of following up on your leads. But there's another side to the art of marketing and promotion that's just as important, maybe even more important. In the words of Kenny Rogers "You...
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Targeting Usage Demographics to Increase Paid Search Conversions
Article:
During conversations with web business professionals about
pay-per-click search engines, "traffic volume" is always a hot
topic. Over the last year or so, Google Adwords has emerged as
the pay-per-click (PPC) search engine most enamored for driving
"traffic volume".
Indeed, with Google Adwords providing paid listings for Google
Search, the #1 search engine in the world, as well as American
Online (e.g. AOL), Ask Jeeves and MySearch.com, the fourth,
fifth, and seventh spots, respectively, for the most popular
search engines per a 2004 study by Neilson/NetRatings, it
deserves strong recognition.
However, successful web marketers understand that "driving
traffic volume" is only a means to an end - the "end" being
website conversion.
Website conversion is when a visitor takes action (ideally your
most wanted action) on your website after clicking through your
ad. It is important because it leads to financial results for
your web business and generates a return on your advertising
spend (ROAS).
Every web business consists of unique characteristics created by
their market demographics, psychographics and product/service
benefits. A PPC search engine that generates visitors who
convert well for one web business may fail miserably for
another. Therefore, when developing your PPC strategy consider
the search engines' "usage demographics."
Usage demographics are the profiles of Internet users who prefer
one search engine over others based on their perceived
functionality, content, and search result placement and
relevance. By understanding usage demographics for the search
engines Google Adwords and Overture supply paid listings to, a
web marketer can develop a relevant message and target an ad
placement that most effectively connects and converts their most
qualified buyers.
Although Google Adwords and Overture's partner networks consist
of thousands of content and search-based websites, the highest
percentage of their traffic originates from the five most
popular search engines. Among these, Google Adwords supplies
paid listings (i.e. Sponsored Results or Listings) to Google
Search, Ask Jeeves and American Online (AOL) while Overture
supplies Yahoo! and MSN.
Below are the primary search engine usage demographics to
consider when developing your PPC strategy:
A. Gender: Male versus Female
A May 2004 study by Hitwise showed that "55% of women prefer MSN
Search while a majority of men favor Google Search". Yahoo!
Search was split even on gender with a greater focus on people
18-34 in age.
A 2004 MarketingSherpa study indicated that MSN's user profile
consisted of time-limited, married females who searched less
frequently yet performed greater e-commerce searches. While
Google Search was favored by professional males who performed
greater news, media, entertainment and education searches with a
lesser intent to purchase.
For AOL and Ask Jeeves, AOL is favored by women with less buying
intent than MSN Search while Ask Jeeves is preferred by
children. Furthermore, an April 2004 iProspect study
uncovered
that, "women found paid ads to be more relevant than men did
when searching across Google, Yahoo!, MSN and AOL."
These statistics are startling when considering their influence
on your PPC strategy since women represent roughly 75% of major
household purchases and as stated in a Women.com study, control
80% of all purchasing decisions.
B. Relevancy: Paid versus Organic Listings
Another usage demographic to consider for your PPC strategy is
"perceived relevancy" of paid versus organic listings. Ads
perceived as having greater relevancy lead to higher website
conversions.
The iProspect study referenced earlier also discovered that
"Internet users are more likely to click on an organic search
link on Google, and a paid search result on MSN." Organic
listings on Yahoo! were considered 61% more relevant than paid
listings while AOL was split 50/50.
C. Age: Young versus Adult versus Seniors
A third usage demographic to review is age. Preferences among
the top five search engines are fairly mixed among age groups;
Yahoo! is a strong favorite with 18-34 year olds; while MSN and
AOL have a stronger preference among the 35-55+ age group. As
stated earlier, AskJeeves is favored by teens and adolescents
which is growing in their buying power within American
households as stated in a recent BusinessWeek research study. So
what does this all mean for your PPC strategy?
First, it is highly recommended to run Google Adwords and
Overture campaigns concurrently using keyword-level tracking
systems to determine which PPC search engine generates the most
cost effective and best converting visitors. Usage data
generated from your website is the best market research.
Second, consider your writing style. By understanding the common
characteristics of your customers and writing PPC ads best
suited to the search engine's usage demographics, you will
increase your probability of connecting with your audience and
improving your website conversion. Also make special note that
women have a stronger propensity to buy AND a higher "perceived
relevance" for paid listings on MSN Search.
Third, although Google Adwords accesses a larger traffic pool,
Overture's partner network, mainly MSN Search, has the highest
perceived relevancy for paid listings and the highest propensity
for purchasing. Although counter-intuitive to current
conventional thinking, Overture may deliver better "converting
visitors" than Google Adwords.
In closing, a greater focus on the search engines' usage
demographics when writing your PPC ads, targeting PPC channels
and developing corresponding landing pages will enable your
marketing strategy to ultimately achieve stronger financial
results for your web business.
About the author:
Kevin Gold is CEO of Enhanced Concepts, specializing in turning
website visitors into leads or sales, co-editor of
WebSalesability.com and published writer. Get a free report, "12
Sure-fire Ways to Increase Your Website Sales" and an exclusive
5-day website conversion email course by visiting
www.enhancedconcepts.com.
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When You Know How | Network Marketing Works! |
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Marketing, business - Is Network Marketing Just a Scam? |
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Listing of Business Opportunities: MLM, Network Marketing, Mail Order, Kiosks and more. |
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Multi-level marketing (MLM) (also called network marketing or NM) is a business ... In a typical multi-level marketing or network marketing arrangement, ... |
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Jump to: navigation, search. This is a list of companies which utilize network marketing, also known as multi-level marketing. ... |
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Home based buisness ideas, MLM and Network Marketing Business ... |
Home based business ideas. Best home business and home based business ideas.Spiritual marketing your home based business ideas. Namaste. |
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Special Offer. >> Home. News / Events. 15.08.06: APPOINTMENT OF GREG GUTHRIE. © Copyright Network Marketing 2002, |, Terms of Use, |, Privacy Policy ... |
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One of the UK's leading marketing recruitment consultancies. Specialists in marketing and creative recruitment both for agencies and clients on a temporary ... |
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Network Marketing Success Now |
Tips and resources to help you build a successful network marketing business online... |
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MLM Network Marketing Resources by Online MLM .com |
Directory of network marketing and direct sales companies. |
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MLM Network Marketing training Randy Gage |
MLM Network Marketing training resources by Randy Gage and other leading MLM industry experts give business building secrets for success in your home ... |
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multi-level marketing |
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skepdic.com |
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Network Marketing |
Network Marketing as the basis of a home based business. |
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Network Marketing Support Services |
Offers resources for the MLM professional. |
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