Favorite Posts/YouTube of the Week – YouTube Analytics, Paper Shredders, and why Facebook is not LinkedIn

March 28, 2008

Minnesota-based again, with the first favorite being somewhat based from Minnesota.

One of the YouTube founders is from St. Paul, and they are now offering up analytics. I don’t know how detailed they get, but it can possibly be a remarkable tool to measure and market your YouTube videos to your targeted audiences. Jennifer Laycock from Search Engine Guide provides a very good write-up on it.

I’m biased on this, but one of the Jeremy’s at Rochester-based BuyOnlineNow.com has a cool yet informational YouTube video on one of Fellowes new Intellishred jam proof shredders sold at the niche OrderPaperShredders.com site. The 70’s “adult” music theme adds to the touch.

You want this shredder. You need this shredder. You don’t want to be without one, do you?

Aside from bad hypnosis in the previous sentences, I’ll probably buy this one. My current shredder truly sucks.

Finally, Holly from the New Brighton-based Risdall Marketing Pie blog writes on how Facebook is not LinkedIn. I especially like point number four stating that LinkedIn is getting really good at what they do. It works there. Does it really need to work on Facebook? I’ve benefited and gained clients from LinkedIn and use it as a professional networking tool, yet my current Facebook profile picture is this:

Peter from The Family Guy

This will probably change at some point as I do “loosely” use Facebook as a business tool, but right now I guess it’s “what it is”.

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Big Google AdWords Change

March 26, 2008

It looks like your AdWords destination URLs must match your display URLs sometime in April (image is barely readible do to resizing, but it makes the point). The key words in the image are “without exception”.

AdWords Display URL Must Match Destination URL

Some may see this as a proactive opportunity and some might think this:

You are screwed

AdWords professionals and advertisers will definitely be busy starting… now, including myself. I’m guessing there is a grandfather clause in this.

I can see large e-commerce advertisers scrambling at this as well as larger corporations with set processes. At the same time, I can see consultants viewing this as more reasons to recommend unique landing pages and not just pointing ads to whichever page on the site seems most relevant.

I kind of like it, but definitely empathize with those who will be in living hell the next few weeks.

Any thoughts or input?

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Presenting Search Marketing Results for Large Clients

March 20, 2008

A long time ago search marketing was mainly a vehicle for small businesses to compete with the big boys. For the many Fortune 500 companies that now outsource at least some sort of search marketing, presenting results whether it’s through analytics, lead generation, or sales can be tricky yet still highly effective.

When working with smaller clients, often the company’s one or two contacts are also the decision makers. You can build a relationship with them, recommendations made are often implemented quicker, and you can present results directly to them.

For Fortune companies, it can be a different story. They have more processes, contacts are often marketing directors or managers and they need to prove results to their respective bosses who ultimately approve the budgets. It’s important to show value to both.

One thing in common these groups have is they are smart and know how to delegate niches such as search marketing. Sometimes the difference is the amount of info they need.

Presenting or showing results in Excel is pretty common and a good example. They’re both easily imported from different analytics and pay-per-click campaigns.

Excel is obviously powerful, but the complexities can be overwhelming for anyone looking at a specialized report for the first time. The nice part is the ability to take a complex spreadsheet and create very easy-to-read charts with trend lines from them. Including charts like these within a Word document can provide the trusted information that large company decision-makers seek.

Again, these large company decision-makers are smart. They don’t always want the details as they have other things on their plate. They want to see results and delegate as needed.

This isn’t to discount the complex spreadsheets. They can (and should) be presented as well and can serve as incredible tools for marketing managers and directors who want to dig into them and ask questions, and they do. They deserve that opportunity.

Communication is very important as well. Having the ability to physically present documents and results is preferable, although not always possible.

In whichever format, providing both easy-to-read and complex reporting results can only be beneficial. It provides clients the information they need plus the ability to definitively measure success.

The post is also up at Search Engine Guide, their new design is pretty sweet!

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Social Networking in the Presidential Debate

March 9, 2008

About an hour ago, I was flicking through channels and caught an interesting CNN segment regarding social networking in the 2008 presidential debate. It featured the new Rolling Stone magazine cover story that helps explain Senator Obama’s popular Internet campaign that has surpassed any other by far.

They’ve married the incredibly powerful online community they built with real on-the-ground field operations. We’ve never seen anything like this before in American political history.

The whole article is five pages. I’ve read it twice, but plan to read it more.

Note – the following Facebook links require a Facebook account before viewing.

A main premise of the article points to Obama’s own social networking site, plus how he’s using similar opportunities such as his Facebook page.

Senator Obama isn’t the first politician to use social networking. In fact, both Senators McCain and Clinton have their own Facebook pages.

The same goes with “Yahoo Answers”. All three remaining candidates have official profiles, although none of them have utilized it very much. The first I saw it was over a year ago while viewing an inquiry from Senator Clinton regarding health care.

Another note – This is from a social networking point of view and not an elephant/donkey/indie point of view.

One thing I really like is how the Obama team has integrated social networking with their ground campaigns. This hasn’t been done before and I can see the push vs. pull marketing aspect.

We all see the TV ads where politicians of all parties try to push their opinions on us. These social networking pull campaigns allow us to view and be solicited from whom we choose.

The above example could also be useful for marketers whether they are focused on traditional or online search efforts. It’s one thing for consumers to see you, but it’s another for consumers to react.

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Client Communications and Why Google AdWords Landing Pages are Important

March 5, 2008

The source for this is from a bunch of places, so I’ll point to the Search Engine Land post that links to many of them.

The points describe that Google AdWords landing pages that load slower can have a negative impact in your positioning. It does make sense that this would be included in Google’s Quality Score.

There are other reasons to create unique landing pages, but this could be a great client-communication opportunity for search marketers to suggest targeted, yet fast-loading landing pages.

It’s no secret that clients would just rather you point the ads to the most relevant pages on their site. It makes it easier on them. It’s also no secret that many of these pages may take longer to load.

If the client or business is smaller, it might be an easier sell. The communication lines are smaller and it won’t take as many hours for them to create these landing pages.

If the client is larger and your contact is a marketing director or something similar, it can be more difficult. They love your idea, but they also have their own processes. Their lines of communications are larger, and the number of hours it will take for them to develop these landing pages can be enormous.

This isn’t a good or bad thing. It’s just “what it is” and should be understood within communication.

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