Archive for the ‘Paid Marketing’ Category.

The Type of Marketing Unicorns You Want

by Paul Wilson

The Type of Marketing Unicorns You Want

Unicorn art by SilverGryphon8 (labeled for reuse and modifications in Google Image Search)

I am in the middle of building a marketing team for my company and it’s hard to not have the mindset to go after the mythical unicorn (the best of the best) to fill the different positions. I created this meme as a reminder of the type of unicorns I should be looking for.

 
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How to Measure a ROI on your Social Media Marketing

by Paul Wilson

How to Measure a ROI on your Social Media Marketing

Several years ago I worked for a large healthcare company managing their digital marketing needs. When I began the they had over a $1M+ set aside for paid search. However, this was the only internet marketing they were doing. For them doing Google Adwords and Bing Ads was an easy sell because paid search had baked into their systems an easy way to show a RIO.

During my time there I championed for the company to embrace SEO and social media marketing. By the time I left I had won the SEO battle, but social media was an entirely different story.

 
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How Does Google See Your Website?

by Paul Wilson

How Does Google See Your Website?

Recently, a friend shared their hypothesis on how Google Sets can be used to see what keywords Google thinks a site should rank on. Basically, he advised building a short list showing the keywords with the most density on your site and throw them into Sets. The final outcome would show the keywords Google feels you would best rank on.

I tried this out on MyMarketer, and a list of very broad keywords came about. Obviously, since I pulled the density from MyMarketer’s home page, which dynamically changes with the publishing of a new post, the accuracy of this method seems questionable.

Furthermore, there is a warning label on Google Sets stating that the service will expire September 5th of this year. So, even if my friend is correct about his assumption (which I am doubting) it wouldn’t matter much in exactly one week.

 
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Google’s Billions & Why SEO is so Important to your Marketing

by Paul Wilson

Google’s Billions & Why SEO is so Important to your Marketing

According to Google’s Annual Stock Holder Report, 99% of all its revenues come from their advertising programs (and not the 97% usually reported). For a company which almost did 35 billion dollars in revenue last year, that’s rather impressive.

As Google’s advertising flagship, Adwords is the bulk of that cash flow. The creative people at Wordstream did an infographic on the 20 most expensive keywords in Google AdWords. I was curious to see what it would cost if SEO was treated like Adwords. Meaning, what we would have to pay Google if they charged us per click for every #1 organic position we held in their search engine.

Doing this exercise puts in to perspective the importance of ranking organically over paid. There is no doubt that paid has a place in a search marketing strategy, but for many users the instant fix of paid search heavily over shadows the long run benefits of SEO.

 
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The Mormon Church Also Knows Social Media

by Paul Wilson

The Mormon Church Also Knows Social Media

Back in December, I wrote a post about how the Church of Jesus Christ of Latter-day Saints (a.k.a. the Mormon Church or LDS Church) knows SEO. At the time, many influential SEO bloggers were showcasing the strength of the Church’s SEO efforts.

Yesterday, the LDS Church did a press release on their social media efforts. It seems that the Mormon Church is also quite proficient in social media. According to their press release, “…six of the Church’s official Facebook pages are ranked among the top 100 in the “Church/Religious Organization” category — including two in the top 25.”

These pages, according to AllFacebook.com, are:

 
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Can Personalized Marketing Go Too Far? Teacher Sells Advertising on Test Pages

by Paul Wilson

Can Personalized Marketing Go Too Far? Teacher Sells Advertising on Test Pages

I know the economy is struggling, but I was a bit surprised when I stumbled across a NPR story of an Idaho high school selling advertising on their test sheets. It has been over a year since this was reported and I am curious to know how successful this experiment of extreme personalized marketing panned out. Did it help bring in significant amount of funds, and did the advertising businesses feel that they where able to receive an ROI on their advertisements?

This is a unique case study and it makes me wonder how ethical it is to penetrate the academic veil. I know we have advertisements in the schools, like vending machines and other healthy alternatives =), but I wonder what damage we do when we start prostituting the actual learning environment. To me, having interruption advertising on the test teaches the kids that nothing is above the principle of making money.

If you are going to have advertising on the test, you might as well put advertising on the school toilet paper! You definitely would get more views, though you would be competing against the creative artwork and slogans found on the walls of the stalls.

 
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How To Be Successful On eBay!

by Paul Wilson

How To Be Successful On eBay!

ebay-logo There seems to be a lot of top 10 lists popping up on the web these days. I think our attention span with the Internet is so low that anything longer than 10 bullets is seen on the same level as War and Peace.

The other day I came across a top 10 list which listed the best ways to make money off of the Internet. Number one on the list was eBay.

I honestly don’t believe that eBay holds the luster it once had. It seems that these days eBay is more like junk bay. Occasionally there are good deals; or once in a great while you can sell something and make an extra buck; but the amount of effort one puts into it doesn’t seem worth it.

 
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