April 2008
Join Oneupweb’s CEO at Live Audio Conference.
Lisa Wehr, Oneupweb founder and CEO, will be a featured speaker at the May 15, 2008, live audio conference entitled: Search Engine Strategies to Drive Key Audiences to Your Healthcare Web Site. Join her from 1:30pm-3:00pm Eastern to learn how to begin or expand a Paid Search marketing program, and listen to real case studies from Kaiser Permanente and Cancer Treatment Centers of America. Find out more and register for the conference today.
Join the Oneupweb Team.
We have experienced remarkable growth over the past year, and as a result, have created new positions we are looking to fill with talented, creative people. Open positions include: SEO Project Manager; PPC Project Manager; Software Developer; Web Developer; and Web Designer. Please check them out and share with your friends.
Blog-of-the-Month Announced for March.
The unique visitors have been counted, all of the votes are in and a new winner has emerged for March. It’s Keirsun, with his interesting blog post on YouTube Balances Higher Quality Videos with Usability. Read this and other entertaining posts about online marketing at StraightUpSearch.com.
In the Industry
Some notable things have been happening in the online marketing industry, including the recent announcement by Google that Performics is for sale. Performics is the search engine marketing company that Google acquired during its purchase of digital marketing company DoubleClick. Also interesting to note, SEMPO has released their Annual State of Search Survey 2007. Among the findings is that search marketing spending is increasing as companies are shifting more of their marketing budget away from traditional outlets.
April LowDown.
Legal issues are becoming a bigger concern for Online Marketers. Which of the following online legal issues has been a concern for you or your business in the past year? (Please, mark all that apply)
Check out The LowDown, below, for results from last month's poll question.
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Oneupweb Launches New Eye Tracking Division.
With Eye Tracking from Oneupweb, you can literally look at your marketing materials through the eyes of your preferred audience. We use cutting-edge technology to observe the physiological movements of the human eye. Then, we analyze the psychological implications of those movements, facilitating adjustments to websites, ads and emails…leading to greater conversions and sales. Find out more by visiting our new Eye Tracking Division. Through video narration, a detailed FAQ section and more, the new site highlights what you need to know about Eye Tracking to become a more effective marketer.
Usability Survival Guide Added to Oneupweb’s Growing Library.
| A usability study can help you develop a strategy that will correct your online communications’ costly shortcomings, and Oneupweb’s new Online Usability Survival Guide is the perfect place to start. Learn the basics and terminology to get usability on your side—and that of your customers. Download the Online Usability Survival Guide, and check out our other informative survival guides on Eye Tracking, Paid Search, Blogging, Social Media Marketing and Search Engine Optimization. |  |
Social Suicide, the Latest in Oneupweb’s One for The Money Podcast Drama Series, Is Ready for Downloading.
| Oneupweb’s amateur acting company portrays the story of a new VP of Sales and Marketing who finds himself reluctantly drawn into the social media marketing sphere by the company's long-time PR firm. When questionable photography and self-serving, phony posts starts turning up on the company website, the new VP goes on the defensive. Learn what to do, and more importantly—what not to do—to make social media marketing work for you. Download Social Suicide today. |  |
Save $100 on Registration for the Internet Retailer Conference & Exhibition.
Oneupweb is pleased to provide you with an exclusive $100 discount off the current registration fee for the Internet Retailer 2008 Conference & Exhibition, held at Chicago's McCormick Place West convention center on June 9-12.
Click here to access the special online Exhibitor Client Discount Registration Form and enter where requested our unique Exhibitor Client code: EC8303. Complete and submit the online registration form and your registration confirmation at the discounted price will be emailed to you immediately. Plus, if you take advantage of this discount offer and stop by our booth, 912, at Internet Retailer 2008, we’ll give you a $25 MasterCard Gift Card on the spot as a special bonus. Find out more by visiting IRCE.com.
Bloggers Get Passionate in New StraightUpSearch Podcasts.
| Google SEO services, video publishers and YouTube viewers—things are getting exciting on Oneupweb’s StraightUpSearch podcast series. Listen to the latest episodes and tell us what you think. |  |
Oneupweb Makes Headlines in March.
It’s been an exciting month! Oneupweb’s recent paper, Paid Search: Follow the Money, has been featured in Media Post’s Marketing Daily and Search Engine Watch. Plus, CEO Lisa Wehr has published byline articles in a variety of media outlets. Topics include: The Search is On, 10 Good Reasons to Conduct an Eye Tracking Study, Integrated Paid Search Makes Dollars and Sense and more. Check out these and other Oneupweb articles today.
LowDown Poll Results.
Here are the results to March’s LowDown poll question:
OneUp Stats.
Marketers see the value of behaviorally targeted online advertising. Taking advantage of this growth and maximizing your return from behaviorally targeted advertising means having a clearly stated policy on data collection and a simple way for consumers to opt out of this type of advertising.
In a Pinch, Turn Up Your Paid Search
It’s no accident that Paid Search saw its greatest growth during the last recession. According to AdAge, in 2001 online paid advertising increased more than 175 percent and another 210 percent the following year. Paid Search has continued to grow. According to Nielsen Company, in 2007 overall ad spending grew just .6 percent, while online spending increased nearly 19 percent over the previous year. There’s a good reason. Paid Search offers some very important advantages when budgets are tight, including:
- Greater Accountability
Unlike traditional media, Paid Search marketing is easily tracked. A click on a Paid Search ad is a digital event that can be recorded, analyzed and compared to benchmarks and goals. Good conversion analytic tools provide up-to-minute data that can be compared to marketing goals. Advertisers can see at a glance what works and where, while looking at trends and the competitive landscape. - Leveling the Playing Field
As our recent Paid Search white paper points out, marketers can literally buy their way onto the first search engine results pages (SERPs) for selected keywords. This is particularly effective where competitors occupy better natural search positions. Research among some Oneupweb clients found a likely increase in site traffic per keyword of more than 500 percent after two months of a paid campaign, and an increased conversion rate of more than 190 percent. - More Creative Options
Since Google introduced Universal Search in 2007 and other major search engines made similar changes, search engine results pages have had a very different look. Today’s SERPs might include images, videos, press stories and maps. To help advertisers be seen in this new search environment, Google and others now accept a new generation of PPC ads incorporating a variety of media, including static images and video. - Better Targeted Audiences
Through improvements such as geo-targeting and contextual advertising, marketers can now deliver their message to a more tightly defined audience. A Midwest ski resort advertising on SERPs can geo-target their PPC ads to Midwest winter travel sites, for example. There’s little waste. The same can be said of contextual ads placed on sites of known interest to a target market. - Effective, Behavior-Based Advertising
The latest generation of online ads can match placement and content to an individual’s online search behavior. People who regularly search mid-week for a weekend dining destination might find restaurant coupon promotions that run Wednesday and Thursday for Friday and Saturday dinner specials. A person with a history of searching for tennis racquets followed by a search for travel bargains could be offered a free tennis travel case as an incentive in an ad for a tennis resort. - New Market Opportunities
One way to combat reduced customer spending during an economic downturn is to find new markets for existing products or services. Marketers can cost effectively expand their reach by advertising online in outlets that reach new vertical or geographic markets. For example, using this online strategy, some domestic companies are opening international markets with minimal investment. - Quick Turnaround Realizes Faster Results
Paid Search can turn on a dime. Good analytics will identify what’s working and what isn’t soon after a campaign is launched. Revised promotions can be tested and installed in days rather than months. And in very short order, the most effective version of an ad can be generating tangible results. This is impossible with most traditional media, where once a campaign is launched, feedback is generally slow and options to make changes are severely limited.
For more information about Paid Search and how it can impact your marketing plans during trying economic times, download Oneupweb’s new Paid Search Survival Guide and our recently completed paper, Paid Search: Follow the Money. Give us a call toll free at 877.568.7477, or email us at info@oneupweb.com if you want to talk about your Paid Search strategies.
As an internationally recognized thought leader in integrated online marketing, Oneupweb authors and maintains an extensive library of original white papers, articles and research. You can access these and previous issues of OneUp Low-Down
at OneUpWeb.com. For questions about our services or other resources available at Oneupweb, call us toll free at 877.568.7477 or email info@oneupweb.com. We look forward to hearing from you.
