Agencia de Publicidad en Google y Facebook.: diciembre 2010

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¡Calidad y Eficiencia Para Su Publicidad En Internet!

Publicidad en Google: cosas que te pueden ayudar a mejorar.

Salir en Google // Publicidad en Google // Anuncios en Google // Anunciarse en Google

A lot of people in online marketing spend much of their time trying to figure out how to drive traffic through organic search and pay-per-click advertising, but too little time evaluating what site visitors do once they actually get to the landing page. Marketers should be trying to get Web site visitors to act in some way—like clicking through to another page, or downloading a white paper, for example—but most landing pages fail to accomplish this adequately. Fixing your landing page can ensure that you are getting the most out of your website traffic. It's the single most effective way to maximize the effectiveness of your online efforts and skyrocket profitability.

Think your landing page is great? Think again.

If you really want to decrease your cost per lead and increase your conversion rate, you've got to start with a best practices scrub of your landing page. Ruthlessly evaluate your landing page as if you were viewing it for the first time. Does it have a lot of visual clutter, such as unnecessary, gratuitous graphics that distract people from looking at your call to action? Is your call to action clear? Is your copywriting bogged down with marketing fluff?

Also take look at upstream disconnects. This is where you promise one thing in your pay-per-click ad, but don't mention it on the landing page, thus losing the information scent trail. Or maybe you do mention it, but it's buried among too many choices. If you list 20 product features, do you really expect the visitor to read down to the 17th item that he's interested in?Make sure your landing page has an obvious connection to your pay-per-click ad or email so that users who click through can easily find what you offered them.

Finally, don't ask for too much information, and consider not asking for any at all. A site that offers a free download without requesting information from the user can have a conversion rate that's 50 times greater than a site that requires users to fill out a form. Consider whether you could ask for user information later in the process, after you've already given them something. You might be surprised at how willingly visitors will share their information once you've given them something for nothing.

With these basic considerations in mind, you've likely already concluded that your landing page is far from perfect. So where should you go from here? Chances are, you've got several sources of readily available information that can help you uncover information about site problems and prioritize where you have the greatest opportunity to make improvements.

Web Analytics

Web analytics related to the content of your website can provide many important clues to uncover and prioritize potential problems:

• Most visited content The popularity of a Web page helps you to understand whether it is getting the proper exposure. If a key page is not getting enough traffic, it may be necessary to move it to a more prominent location on your website, or to create more links to it from other popular pages.

• Path analysis Path analysis allows you to see the sequences of pages that visitors use to traverse your site. They show you the most common flows of traffic. It may be possible to change the position of key conversion pages or links within the site to benefit from such "drive-by" visibility.

• Top entry pages A list of the top entry pages shows you the point of first contact with your site. Generally, the more traffic that is hitting a landing page, the more attention that page deserves in terms of conversion tuning. Traffic levels can help you to prioritize which landing pages that need to be fixed first.

• Top exit pages Exit pages are the places where visitors leave your site. Each exit page can be viewed as a leaky bucket. If visitors exit your site, they probably did not find what they were looking for. In some cases, there is nothing that you can do about this. But for many of the visitors who left, you could have probably improved the page to provide more relevant information or better navigation. The total number of exits and the exit percentage of a page can be used to prioritize among problem pages. The worst-case scenario is a popular entry page that is also a frequent exit page. The bounce rate is the percentage of entry page visitors who leave immediately without visiting any other site content. High bounce rates on high-traffic pages are a red fl ag indicating that those pages need attention.

• Funnel analysis Regardless of your visitors' initial wandering path on your website, they must often pass through a well-defi ned series of pages in order to convert. It is possible to see the efficiency of each step in this linear process. The funnel narrows as people drop off during each step. High drop-off percentages may signal that a particular step is especially problematic. If problems are uncovered, they may suggest breaking the process up into smaller and more manageable steps, or simplifying it.

• Conversion goals Web analytics software allows you to track conversion rates (CRs) for all of the important goals on your site. By comparing your CRs with analyst research for your industry, you can get a rough idea of whether your site effi ciency is competitive or substandard. Some Web analytics tools offer the ability to view reverse goal paths. These are the most common sequences of pages that visitors traversed on their way to completing a conversion goal. Unlike forward-looking funnel analysis, reverse goal paths look backward at the most popular points of origin for a conversion.

Onsite Search

Onsite search can be a great source of information about what is not working. Many searches produce no matching results, indicating a mismatch between visitors' desires and expectations and the ability of a site to provide relevant content. By taking a careful look at such empty search results, you can identify the type of information that is not effectively being found on your site. If a search is very common it may be a candidate for inclusion in the site's permanent navigation. In other words, you may want to enshrine the search result with permanent visibility to help even more people find it (since a small minorityof them will bother to use the search function).

Usability Testing

Usability testing can often be done inexpensively and rather informally. After running as few as three test subjects through your mission-critical conversion task, you can often uncover significant issues with your current landing page. All you need for this kind of informal approach is a quiet room, a mock-up of your proposed design (possibly just hand-drawn on paper), and a clear task statement (of what you want your subjects to accomplish). You then simply ask the person to talk out loud about their thought process as they work through the task.

Usability Reviews

You don't always have to conduct full-scale usability testing. Hiring usability experts for a high-level review of your landing pages is often a terrific investment. Usability experts have seen dozens or even hundreds of poor designs, and have learned to extract subtle commonalities. They can quickly focus on potential problems without even conducting a usability test. Besides their testing expertise, usability experts also bring an outside perspective and a mandate to uncover problems.

Focus Groups

Focus groups, like usability tests, draw on people from the target audience. Via a moderated group discussion, insights can be gleaned about user needs, expectations, and attitudes. These findings can be compared to the proposed solution to determine if key elements are missing or are incorrect. Of course, focus groups can be easily biased by their more outgoing and assertive participants, and the moderator's influence is important.

Eye-Tracking Studies

Eye-tracking is particularly useful in detecting problems in the earlier stages of the visitor's decision process (awareness and interest). If most test subjects do not look at the desired part of the page, they are not even aware that the conversion action is possible. In effect, for these visitors to your site the conversion action does not exist. Such studies can be costly, but are an excellent source of problems regarding page layout, visual presentation of information and images, and emphasis. Recently, low-cost alternatives to eye-tracking studies have emerged on the market (see figure 1).

Customer Service Reps

Customer service representatives deal with your website visitors' problems all day long. Customer service representatives' interactions can lead to valuable information about how to actually fix the underlying problems. Feedback can be collected in two ways: direct interviews or surveys of your reps, or a review of actual visitor interactions. Chat and phone call logs can be used to classify problems into categories. The prevalence of particular types of problems can be used as an indication of its severity.

Surveys

A number of easy Web-based and telephone surveying methods and companies are available. Surveys among your target population can be a useful source for discovering additional problems with your site. People who have already completed your conversion action already would seem to be the best group to sample. However, you should generally avoid surveys and interviews of existing users. They are already biased because they have already made the decision to act on your offer. It is better to sample randomly among a pool of people from your intended target audience.

Forums and Blogs

Many industries have specifi c communities of interest and popular discussion forums. Even if your company is not a market leader that is mentioned directly in forum posts, you can still gain valuable insight into the concerns and problems of your target audience. Such venues allow you to gauge the loyalty or frustration of people, their immediate needs, and attitudes toward your industry, company, or product.

If you follow even a couple of these problem-finding ideas, you should be able to quickly identify many potential conversion issues with your site. Now you can come up with improved alternatives for each issue and use these as the basis for your landing page test. Focus on the negative and you are well on your way to higher profits!

TIM ASH

Jose María Corbí

Oficina: 902 021 130

Móvil: 669 896 673

Skype: josemariacorbi

¡Gratis! Club de links // Publicidad en Google: ¡ofertas!

¡Calidad y Eficiencia Para Su Publicidad En Internet!

Publicidad en Google: Centrándose en obtener interacciones telefónicas.

Focus on phone calls with Call-only Creative

Thursday, December 9, 2010 | 9:27 AM

Labels: ad formats, advertisers

Many
businesses value phone calls and website visits differently. For
example, a pizza restaurant may prefer to connect with customers over
the phone because calls are more likely to result in phone orders. In
fact, advertisers frequently ask us for an easy way to just focus on
phone calls with their mobile campaigns. So today we are excited to
announce the Call-only Creative, an enhancement to the Click-to-Call Phone Extensions, which gives advertisers the flexibility to create campaigns with the sole purpose of driving calls to their business.

As
shown in this sample ad for Lou's Italian Pizza, Call-only Creative
prominently features a clickable phone number while suppressing the
user's ability to click anywhere else in the ad. As a result, Lou's can
completely focus on fostering phone interactions with its customers via
its mobile ads.

click to enlarge image

Call-only
Creative ads show on Google.com on high-end devices with full Internet
browsers. To take advantage of this feature, advertisers must enable
Phone Extensions and check the 'Call-only format' box on the Phone
Extensions tab in their mobile campaign. Call-only Creative ads may get
clicks from devices like iPads or iPod Touches, which cannot make phone
calls. Clicks on ads from these devices will send users to the
advertiser's landing page. As with all Click-to-Call ad formats,
advertisers are charged when a user clicks on the phone number in the
ad. For instructions on enabling Phone Extensions for your mobile
campaign, please click here.

Posted by Anna Khesed, Google Mobile Ads Marketing Team

Jose María Corbí

Oficina: 902 021 130

Móvil: 669 896 673

Skype: josemariacorbi

¡Gratis! Club de links // Publicidad en Google: ¡ofertas!

¡Calidad y Eficiencia Para Su Publicidad En Internet!

Publicidad en Google: Un ejemplo de cómo usar Google Adwords para Restaurantes.

Publicidad en Google // Salir en Google // Anuncios en Google // Anunciarse en Google

Roy's Restaurants achieves 800% ROI with mobile only campaigns and hyperlocal advertising

Wednesday, December 8, 2010 | 8:07 AM

Labels: advertisers, case study

Roy's
Restaurants has landed on a recipe for success with Google Mobile Ads.
By using hyperlocal advertising and creating mobile-only AdWords
campaigns, Roy's was able to drive 40% more calls and ultimately more
customers to their stores. Read more to learn how Roy's and its agency,
G&M Plumbing, have implemented mobile best practices to achieve an
800% ROI.

In
1988, James Beard Award-winner Roy Yamaguchi opened the first Roy's in
Honolulu, Hawaii. Multi-ingredient fusion dishes, a spacious dining
room, an expansive lounge, and a signature exhibition kitchen in full
view defined the experience. Today's Roy's 31 restaurants cater to
diners celebrating a special occasion as well as business travelers
looking to wind down.

Getting started with click-to-call mobile ads
Based
on substantial success with Google AdWords, G&M and Roy's began
looking for new ways to increase marketing returns and create meaningful
connections with customers. Together, they determined that customers
who call the restaurant will frequently make multiple reservations and
that a growing number of people prefer to use their phones to secure a
dining spot. With a goal of increasing phone reservations, Roy's
extended their desktop click-to-call location extensions
campaign to the mobile platform. As a result, call volumes grew and
the company became curious about what they could do to further maximize
calls and returns.

Creating mobile-only campaigns and implementing mobile best practices
Roy's
and G&M subsequent steps are a great example of how to maximize
returns by advertising on mobile devices with Google. First, the duo
created a national, mobile-only campaign that enabled them to budget,
bid, target, and track their mobile performance separately from their
desktop AdWords campaigns. Next they employed aggressive bids to
increase the chances of their ads appearing in the top positions – an
important consideration for advertising on mobile because of the phone's
smaller screen size.

click to enlarge image

Harnessing the power of hyperlocal advertising
In addition to mobile-specific campaigns, Roy's also took advantage of Google Mobile Ads' new hyperlocal advertising feature
which serves locally relevant ads and displays distance information to
help users understand how close they are to a business. The hyperlocal
functionality of the ad format immediately enabled the company to better
target on-the-go customers searching for the closest Roy's Restaurant
location.

Reflecting
on the experience with hyperlocal ads, Jason Maloney, Vice President of
Marketing for Roy's said, "With Google's hyperlocal mobile advertising,
we were able to target our potential guests at their point of need.
Mobile searchers looking for dining options could effortlessly see how
close they were to a nearby Roy's Restaurant and the click to call
function allowed for instant reservations. Our hyperlocal mobile-only
campaign drove a 40% increase in calls with a CPC 67% less than desktop
ads. The numbers are impossible to ignore. We have to invest in
hyperlocal mobile advertising as part of our long-term growth strategy."

Reaping exponential returns
Roy's
was able to achieve click-through rates 539% higher on mobile than on
desktop by investing in mobile-specific campaigns and hyperlocal
advertising. And Scott Dunagan, Director of Digital Marketing at G&M
Plumbing believes this is only the beginning of the mobile advertising
returns for Roy's, "With Google Mobile Ads we saw an 800% return on
investment on our mobile-only campaigns, roughly doubling our ROI from
when we had blended mobile/desktop campaigns. Google Mobile Ads have
allowed us to reach our target consumers and enable them to transact
with us in much more effective ways than any other medium. It's all
about giving the end user all the information they need within the ad.
With Google mobile-only campaigns we are seeing tremendous results."

Posted by Dai Pham, Google Mobile Ads Product Marketing

Jose María Corbí

Oficina: 902 021 130

Móvil: 669 896 673

Skype: josemariacorbi

¡Gratis! Club de links // Publicidad en Google: ¡ofertas!

¡Calidad y Eficiencia Para Su Publicidad En Internet!

Publicidad en Google: Publicidad Automatizada. Más flexibilidad. Más valor. Más Google

Publicidad en Google // Salir en Google // Anuncios en Google // Anunciarse en Google

Do you stay awake at night wondering where your bids are? Do you plan your vacations around fluctuations in click volume? Have you taken AdWords for Mobile as your +1 to a family wedding?

Managing an AdWords account to its full potential takes time - time that you could spend managing other important parts of your business. That's why we've developed automated rules, a new feature available to US advertisers that lets you get the benefit of 24-hour account management while leaving you free to focus on other important things.

With automated rules, you're able to create rules to automate bid, budget, and status changes on a specific part of your account (selected keywords, ad groups, campaigns, and ads) that are triggered at a particular time. For example, automated rules could be created to perform the following tasks:

Enable ads promoting a special offer late on a Sunday night when the offer goes live
Automatically raise your bid to the first page CPC for all keywords in a campaign that contain the word 'sale'
Generate more traffic on your peak shopping days by automatically increasing your daily budget on Mondays and decreasing it on Wednesdays

Let's walk through an example of creating a rule within a campaign to increase keyword bids for all keywords with a position worse than 4 so far today. First, we'll navigate to the Keyword tab of the campaign, click the 'Automate' dropdown, and choose "Change Max. CPC bids when..."

click for full size image

In the window that appears, we'll create our rule to raise bids for all but deleted keywords in the campaign by 10%. We'll set specific parameters to make sure the rule is only applied when certain criteria are met. In this case, we'll add a requirement that the average position must be worse than 4 so far today for any bid changes to be made.

click for full size image

Then, we'll specify that the rule should be performed every day at 12pm using data from the same day. We'll name our rule and choose to keep track of changes by receiving an email each time the rule runs.

As an important last step, we'll click 'Preview results,' to see a list of changes that would be made if the rule were to run at that moment. When we're satisfied that everything is in order, we'll click 'Save.'

To manage the rules you've created and keep track of changes automatically made to the account each day, visit the 'Control panel and library' section of your account and click 'Rules.'

Automated rules will be gradually launched to US advertisers over the coming weeks. If you regularly perform manual tasks in your account, we encourage you to give automated rules a try. Once you've done so, we'd love to hear your feedback for how we can make automated rules even better. So let us know how it goes!

For more information on AdWords automated rules, visit Google Ad Innovations.

Posted by Lisa Coffey, Product Marketing Manager

--
Posted By AdWords Agency Blog to AdWords Agency Blog at 12/07/2010 10:30:00 AM

Jose María Corbí

Oficina: 902 021 130

Móvil: 669 896 673

Skype: josemariacorbi

¡Gratis! Club de links // Publicidad en Google: ¡ofertas!

¡Calidad y Eficiencia Para Su Publicidad En Internet!

Publicidad en Google: Más innovación, más imaginación, más pensar en todos los usuarios (anunciantes y consumidores)...más Google en definitiva.

Adidas boosts in-store sales with Mobile Offer Ads

Tuesday, December 7, 2010 | 8:00 AM

Labels: ad formats, advertisers, case study

Adidas,
a major sports apparel manufacturer and retailer, was looking for new
ways to drive customers to their stores. So when Google Mobile Ads
offered them the opportunity to be a part of a limited mobile Offer Ads
beta, they jumped at the chance. Mobile Offer Ads enable advertisers to
place coupon offers right into their sponsored search listings on
Google.com. Adidas was already testing mobile search ads to drive
traffic to their mobile site and the beta allowed them to experiment
with using mobile to drive foot traffic to their stores.

In
their ad, the company offered customers 15% off purchases made in an
Adidas store of $75 or more. Interested users could store the offer
either via email or SMS. In addition to the coupon, the ad also provided
a phone number and map of a local Adidas store, giving consumers all
they would need to go in-store, redeem the offer and make a purchase.
With a click-through rate 28% higher than their past mobile
advertising, the mobile Offers Ads campaign doubled in-store coupon
redemption and increased the average in-store order value.

click to enlarge image

Based on the success of Adidas and other advertisers with mobile Offer Ads, we are excited to continue our work with offers and have since extended the beta to desktop computers. While beta participation is currently limited, we hope to make it broadly available soon.

Posted by Dalia Mitra, Google Mobile Ads Marketing Team

Jose María Corbí

Oficina: 902 021 130

Móvil: 669 896 673

Skype: josemariacorbi

¡Gratis! Club de links // Publicidad en Google: ¡ofertas!

¡Calidad y Eficiencia Para Su Publicidad En Internet!

Publicidad en Google: Otra maravilla: True Video Ads

Publicidad en Google // Salir en Google // Anuncios en Google // Anunciarse en Google

Today we announce a new family of ad formats called TrueView Video Ads. TrueView Video Ads give viewers choice and control over which advertiser's message they want to see and when. And we charge advertisers only when a viewer has chosen to watch your ad, not when an impression is served.

Why are we offering cost-per-view video ads? We believe this model creates wins for everyone: consumers choose ads that are more relevant to them; advertisers more precisely find the audiences they want; and content creators continue to fund great content with an ad experience that is less intrusive.

In the end, it will also be the creativity of agencies and advertisers who will win. It's not about being funny or clever – it's about delivering the right message to the right person at the right time. And TrueView Video Ads can help get you and your client there, combining the brand engagement and reach of YouTube with the conversion tracking and optimization of online advertising.

Our first available cost-per-view format is TrueView Video Ads - InStream format. Viewers can choose to skip a video ad after 5 seconds or watch the ad. An advertiser only gets charged when the viewer has watched the full ad or 30 seconds, whichever is shorter.

If you're interested in trying out TrueView Video Ads, contact your account manager today. This ad format is available for customers in the US and Canada and in limited testing for advertisers in the UK. We are working to add availability in additional countries.

For the complete announcement, please visit the Inside AdWords Blog.

Posted by Phil Farhi, Senior Product Manager, The YouTube Team

Jose María Corbí

Oficina: 902 021 130

Móvil: 669 896 673

Skype: josemariacorbi