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Posts Tagged ‘display advertising’
Client Profile – Nox Edge: New Initiatives In Google’s Display Network Show Conversion Increase
Jeff Collins | April 14th, 2011
Situation: Nox Edge, a manufacturer of workout supplements, came to Wpromote looking to increase their paid search traffic and ultimately their sales volume. Nox Edge had an existing PPC campaign running at a profitable CPA, but was having trouble expanding their campaign without increasing their CPA. They needed the help of an agency to find new areas and techniques available to grow their campaign and sales volume without changing their acquisition cost. Challenges: In order to increase Nox Edge’s sales without increasing their CPA, strategic campaign adjustments, budget allocations and new initiatives would need to be implemented. Keeping the campaign’s CPA balanced while testing out these new initiatives would be challenging, and would involve calculated campaign maneuvering. Their existing campaigns would need to be optimized to lower their CPA so that new initiatives could be opened up in the account and still keep their CPA at their desired level. Strategy: To begin we performed an extensive campaign audit to unearth areas for potential expansion. The audit showed that Nox Edge was mostly focusing their PPC advertising on brand terms. An extensive campaign build out that included not only additional variations for their brand terms, but also generic supplement terms, competitor terms, and celebrity endorsement terms would prove to be beneficial. In addition to the campaign development, special offers and promotions would be implemented into the campaign to improve conversion rates. We would work together closely with the client to create ads containing special offers that would coordinate with new landing Continue reading…
Tues News: 1/5 (Good News Edition)
Michael Block | January 5th, 2010
Happy New Year! Sure, 2009 was kind of a downer but 2010 is the start (sort of) of a new decade so things are bound to pick up, right? Right! It’s the Year of the Tiger (in about five weeks) so it’s time to start thinking like a Tiger: 2010… it’s gonna be gr-r-r-reat! Okay, that just broke my New Year’s Resolution on not making any more terrible jokes. Well, without further ado, let’s take a look at some of the good news on the horizon for 2010! Let’s get going: Are you part of a start up? Wpromote probably can’t be considered a start up any longer, however, we certainly started as one! I guess most businesses did, right? Maybe that’s why we were so happy to hear that Q4 was a great one for start ups. Due, in part, to Amazon’s acquisition of Zappos, M&A in Q4 for 2009 was up by a factor of seven from the previous year. That’s some serious merging and acquiring! [ReadWriteWeb] Remember when eCommerce was something that people used to say? That was back when it was “eThis” and “eThat” all over the ePlace. Nowadays, it feels like commerce is just commerce, however, one report specifically noted that eCommerce was up about 12% in Q4 of 2009 compared to 2008. So, if you want to help the eConomy, head over to the nearest eTailer and spend some eDollars to keep this train eRollin’! [AdAge] So, it sounds like we had a pretty Continue reading…
Tags: business news, display advertising, eCommerce, Google, google phone, Internet News, nexus one, search marketing
Posted in Tues News | 4 Comments
Boosting the Effectiveness of Display Ads with Paid Search
Amanda Moshier | November 18th, 2009
Troubled with an inability to track the effectiveness of his advertising dollars, John Wanamaker, the father of modern marketing, famously quipped: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” The lack of hard metrics available to measure the success of traditional advertising has since been dubbed the Wanamaker problem, and has eluded marketers for years. While it was understood then as it is understood now that advertising is a compulsory part of doing business, the value of a print ad, radio spot, or TV commercial is inherently difficult to determine. Beyond calculating reach, there is little marketers can do to measure the effect an advertisement has on their bottom line. Luckily, the shift to Internet advertising and specifically, search engine marketing, has presented marketers with new opportunities to deliver more transparent and fiscally-responsible ad campaigns. Pay-per-click advertising revolutionized the industry allowing marketers to cut eliminated advertising spend by targeting people actively seeking their products and services, performance marketing let brands expand their reach while assuming none of the financial risk and paying only for results, and search engine optimization gave brands visible proof of their investment in the form of top placement in the search engines. However, despite the considerable advances in tracking that have come with the advent of online marketing, elements of the Wanamaker problem still exist, especially when it comes to display. The Facts About Display Advertising Measuring the effectiveness of display is difficult, but Google Campaign insights Continue reading…
