Help me, help you

Category: Netelixir Updates
Source: www.changeitmarketing.com

A few weeks ago, I had a problem with my computer.  I called the customer service number, innocently thinking that I would receive just that…service.  After a heated one way conversation with the computerized voice, I finally gained clearance to speak with a real person.  Two hours later, I was no closer to fixing the issue.  Seemingly, I was being passed from person to person on an unending cycle of “hold on, I’ll connect you to the correct department.”  This frustration just aggravated me and I eventually hung up.

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NetElixir’s Ada Wong caught up with Rohit Bhargava, SVP at Ogilvy and keynote speaker at the Social Media Plus Summit event.  Rohit is a founding member of the 360 Digital Influence Group at Ogilvy, author of the best selling book Personality Not Included, teaches marketing at Georgetown University (where Ada went to college).  Rohit spoke about the importance of building brand personality in social media advertisers.

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Ada Wong, NetElixir’s Client Relationship Manager, had the chance to catch up with a few social media practitioners and leaders at the SocialMediaPlus Web 2.0 Business Summit earlier this week in Philadelphia.

Courtney Suthoff, Managing Supervisor at Fleishman Hillard, Inc., supports General Motors and specifically Mary Henige, GM’s Director of Social Media, Broadcast and Communications Technology, at her presentation at the Summit.  Ada caught up with Courtney after the session to discuss trends in social media from a public relations perspective.

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The Times They Are A Changin’

Category: Netelixir Updates

Among the current hot topics in the world of social media are the recent changes made to Facebook’s privacy policies.  Many, myself included, are not too comfortable with the way Facebook has shared user information.  They call it “instant personalization”.  I call it extremely sneaky…I had to find a tutorial on how to opt out of everything!  (You can find it here if you’re interested: http://tiny.cc/bwrsc).  The policy overhaul could blindside Facebook’s more casual users, which is why staying current on social media is so important.  Keeping up with the ever changing world of social media can help you to successfully engage your customers and create an open dialogue.  Here are some “best practices” for successfully running a social media campaign.

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Fresh Idea Tip #9: Make Transactional Landing Pages Relevant

Category: Netelixir Updates
When advertising online, companies should always be looking for ways to increase conversions. A couple of the many ways etailers can do this is by building trust, demonstrating consistency of message, and guiding visitors along a logical conversion path. In order to execute all of these methods, a relevant landing page must be built.   Searchers will be more likely to click on ads they feel meet all of their criteria, but the click is even more likely to evolve into a conversion if their experience on your site is easy and reliable. There are five incredibly important things to keep in mind when building transactional landing pages:   1. Maintain consistency of message and deliver what you promise. If you follow through with your ideas and commitments, the visitors to your site are more likely to follow through with their actions and purchase your products. 2. Segment visitors and guide them along the appropriate conversion paths. By understanding why visitors are at your site, you can direct them to pages that will be most relevant. 3. Keep the page simple- visitors should easily know what to do next. Online shoppers like simple, linear conversion paths. No one wants to spend minutes to find what they are looking for when it could take seconds. If visitors get lost on the site, they could get frustrated and just leave. 4. Establish landing page specific KPI’s that link to overall campaign KPI’s.

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Fresh Idea Tip #8: Use Twitter to Create Immediate Campaigns

Category: Netelixir Updates
Social networking websites, especially Twitter, have been the new buzz everyone is talking about in multiple business sectors. In search engine marketing, you can actually use the tool to extract keywords from tweets and integrate them into campaigns. By doing this, you will be able to generate keywords you may have not necessarily considered, and your campaigns will be more immediate and relevant. Tapping into real-time conversations like this is something that has never been done before and has the potential to make your short term campaigns stand out from the crowd and deliver extraordinary results.   The first step of the process is the actual extractment of tweets that are relevant to your business. NetElixir’s Twitter Buzz Analytics Tools assists online retailers in doing this. It can search Twitter and pull out words from tweets that appear to coincide with keywords that you currently use. The next step in creating the campaign is to sort through the new keywords and identify potential ones on which you can advertise. Because it is a software that does the extracting, there is a chance there will be keywords that appear often in Tweets about your brand or product, but have no relevance to words to actually want to pay for. Next, you can build a dedicated campaign around the keywords you chose and then measure the performance contribution. As with generating any keyword list, it is incredibly important that you remember to test, test, test and then replace ads and keywords that do not perform well. The final step is to remember to pause your campaign at the appropriate time if it is limited to a specific time period (e.g. Black Friday). If simply being able to easily create immediate, specialized campaigns isn’t enough to convince you that using Twitter in SEM campaigns is a great thing, here are 5 more benefits: 1. Great monetization potential of recent conversations 2. Edge over competitors 3. Higher relevancy to customers 4. Significantly lower cost per click 5. Brand reputation enhancement   For more information about how to integrate Twitter into your SEM campaigns, check out NetElixir’s ebook at http://netelixir.com/semfreshideas.html or visit the website if you’re interested in hearing more about the technology we use at http://www.netelixir.com

With millions of people searching online everyday, advertisers need to find unique ways to stand out from their competitors. At the same time, consistency, honesty, and giving searcher what they expect can all help contribute to increasing conversions. By combining these two thoughts, online advertisers can create targeted ad copy to differentiate themselves, pre-qualify visitors, and build brand credibility.

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Fresh Idea Tip #6: Creating your Targeted Holiday Keyword List

Category: Netelixir Updates
Although creating a targeted keyword list is important all times of the year, it is even more important during the holiday shopping season in November and December. By making this list, retailers will be able to extend their audience reach and gain high conversion probability. It may seem complicated or overwhelming to take on a task like this, so we developed the Five Stage Optimal Keyword List Building Process:   1. Research. Don’t just brainstorm to generate keywords you could employ; use multiple mediums to find out which keywords are relevant to your campaign. Listening platforms like Twitter are valuable real-time keyword sources. 2. Select and Group. Not all keywords from your initial list from research may be appropriate for your campaign. Each keyword you select must contribute to specific objectives. 3. Test. This step is very important. You should allocate 3-5% of your SEM budget to testing keywords for 60-90 days. 4. Analyze. Using the data from the testing stage, asses how well a keyword fits in an ad group. 5. Refine. Once you know which keywords perform well and which ones don’t, you should classify them. Four performance groups that we have found to be useful are “stars,” “aspirants,” “laggards,” and “question marks.” This way you will be able to visualize which keywords or ad groups need attention and which ones are the most profitable.   The 5 Stage Optimal Keyword List Building Process can be best visualized if you think of it as a continuous cycle. It ensure you are always changing your keyword list based on what performs well and what doesn’t.   Good luck!

Fresh Tip #5: 5 KPI’s Every Search Advertiser Needs

Category: Netelixir Updates
As we mentioned in our first fresh idea tip, the phrase “what you can’t measure, you can’t control” is very important to remember when creating an SEM campaign during the holidays. SEM driven customer acquisition performance can be measured in multiple ways, but in order to do so in a holisitc manner, retailers need a portfolio of key performance indicators, or KPI’s. KPI’s can be financial or nonfinancial and they will help you determine how successful certain campaigns are and can also help you reach long-term company goals. One question you may ask, however, is “how do I determine what my KPI’s will be?” The following checklist of sample KPI’s are ones we think are important to measure, but note that it is not an exhaustive list:
  • Profit per click
  • Revenue per new customer (through SEM)/ Revenue per customer (overall)
  • Average order value per new customer
  • Cost per conversion (search)/ cost per conversion (all channels)
  • Percentage of (converting keywords/all keywords) 

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