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Publicidad en Google: optimismo e incertidumbre en los medios: la alta dirección mira al futuro.

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Otro artículo que merece la pena agregar a nuestro Blog. En esta ocasión viene de Stefan Tornquist. Como puedes ver si tienes talento, no parece que vayas a tener problemas. Es lo que más frena a las grandes empresas para seguir creciendo. No les falta razón. Pero quizás la culpa sea de ellos, ya que no dejan que el talento prospere en sus organizaciones.

Optimism and uncertainty in media: the C-suite looks to the future

Posted 27 January 2011 14:35pm by Stefan Tornquist

A new study by E-consultancy explores the opportunities and challenges in media and publishing using feedback from nearly 500 media company CEOs and senior executives.

The Media Growth Trends report was produced in association with The Jordan, Edmiston Group Inc., the leading media and information investment bank. This partnership provided access to an extraordinarily senior audience that participated in a survey fielded in late 2010.

Broadly speaking, media organizations are optimistic about the near term as the North American economy continues to improve. Regardless of company size or sector, they predict organic growth to be the primary growth driver in the next 12-24 months. Looking further out, however, they see the need to expand though new products, new markets and for many, acquisitions.

As you look at the [near and mid-term future], what are the likely growth drivers for your organization?

Chart - near and mid-term growth drivers

The dichotomy between near and longer-term views is sharpest at large organizations. 85% of companies with revenue over $250 million cite "organic growth" as their primary driver in the next one to two years, but that percentage drops to 63% in the three to five year range.

These companies appear to be taking a more balanced approach to the future growth of their companies than their smaller rivals, with increases expected to come from entering new verticals and new geographies, as well as launching new products and services.

When it comes to your organization's growth, which of the following external issues are specific concerns?

To achieve growth, organizations of all sizes have to overcome internal and external obstacles. The chart below provides a clear picture of how companies of various sizes view their competitive landscape.

The general digital shift that is the engine for many smaller organizations presents the largest challenge to the largest organizations, typically those with long-standing offline revenue streams. The concern for smaller organizations, not surprisingly, is that these well-funded traditional competitors will use their advantage in brand and resources to offer down-market products.

The chart below explores the internal obstacles to growth. Smaller companies suffer from being small; they can lack the capital or credit to achieve their growth plans. However, they're less likely to encounter the other key obstacles cited by larger competitors, most notably a lack of talent in emerging areas.

Companies at the high end of the revenue scale have their own size issues. Their executives note the difficulty presented by conflicting agendas and corporate structure itself. While these are enduring issues, they are most acute during times of change.

When it comes to your organization's growth, which of the following internal issues are specific concerns?

Jose María Corbí

Director

Teléfonos: 960118929; 911298795; 902021130

Correo-e: jmc@130Caracteres.com

Skype: josemariacorbi

¡Calidad y Eficiencia Para Su Publicidad En Internet!

Publicidad en Google: Rumores de cambios en los anuncios de las primeras posiciones de Adwords

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Incorporado desde el blog seerinteractive.com y realizado por Francis Shovlin.

Here at SEER, we've already discussed the importance Google has been placing on its top ad positions with their recent updates. Now, Google will soon announce that it will change the display of its ads for these positions. These are the ads served above the search results. From now on, description line 1 will be displayed in the headline. Two criteria must be met for this to occur:

You must be in Google's top positions.
Description Line 1 must end in punctuation.

The new look:

The old look:

You do not need to edit your ads, as long as they meet the above mentioned criteria. As of now, you cannot opt out. But this brings on plenty of questions and ideas. Here are two that stick out in my opinion:

How will this affect the competiveness of top ad positions?
How will this affect ad copy strategies?

How will Google's new headlines affect the competiveness of the top ad positions?

We already know that many advertisers covet the top positions. Now with these new changes, how aggressive will they be to obtain these spots? Will this lead to more ad testing in attempt to increase Quality Score? Increased bids? Higher CPCs? Only time will tell, but I expect some interesting results.

How will Google's new headlines affect ad copy strategies?

As we previously mentioned, Google announced it will be changing the look of its ads in the top positions. Will this change the way people think about ad copy? I will definitely be open to testing some "long headlines". For instance, will I be more inclined to include a keyword into description line 1 in hopes that it will be displayed in the headline? Now all I have to do is to get myself in those top positions… which brings me right back to question one.

Read: Google Changes Display of Top Position Ads | Seer Interactive SEO Blog

Jose María Corbí

Director

Teléfonos: 960118929; 911298795; 902021130

Correo-e: jmc@130Caracteres.com

Skype: josemariacorbi

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Anunciarse en Google: Nueva herramienta de orientación contextual.

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¿Qué es la Herramienta de orientación contextual?

Con la Herramienta de orientación contextual, puede crear listas de palabras clave centradas exclusivamente en un tema para las campañas que se publican en la Red de Display de Google. Al ingresar palabras o frases en la herramienta, esta le sugiere un grupo de palabras clave relacionadas con sus términos y luego reúne estas palabras en grupos de anuncios centrados en temas.

Las listas de palabras clave centradas exclusivamente en un tema son la base de la orientación contextual eficaz. En la Red de Display, la orientación se lleva a cabo en el nivel del grupo de anuncios, es decir, AdWords analiza todas las palabras clave de un grupo de anuncios para identificar un tema. Luego, este tema se hace coincidir con páginas web relacionadas.

Por ejemplo, si vende equipos para yoga, comúnmente demoraría un tiempo en crear grupos de anuncios separados para cada línea de productos, como las alfombras para yoga, la ropa para yoga, los equipos para yoga, etc.

Con la Herramienta de orientación contextual, cuando escribe cada categoría de productos, la herramienta genera listas de palabras clave todavía más centradas en un tema. Por ejemplo, al ingresar "alfombras para yoga" en la herramienta, se generan grupos de anuncios más específicos, como alfombras para yoga de diseñadores, alfombras delgadas para yoga, alfombras para yoga con diseños, etc. Estos son grupos de anuncios separados que lo pueden ayudar a generar más tráfico y ventas, pero que no se le ocurriría necesariamente definir si creara manualmente sus campañas.

Contextual targeting just got easier for your display campaigns

Tuesday, January 18, 2011 | 12:00 PM

Labels: Google Display Network, Optimization, Tools

Last week, we launched the Contextual Targeting Tool to help your clients more easily reach customers as they spend time on millions of sites in the Google Display Network.

As you already know, with contextual targeting you can reach potential customers as they read web pages related to your clients' products or services. Now, with this tool, you can create contextually-targeted campaigns more easily and quickly, while generating more clicks and conversions for your clients' campaigns.

What does the Contextual Targeting Tool do?
This tool automatically builds keyword lists that can be used to show your clients' ads on relevant web pages in the Google Display Network. Tightly-themed keyword lists are the basis of effective contextual targeting, and with the Contextual Targeting Tool, you no longer have to build them manually. In minutes, you can build dozens, even hundreds, of keyword lists, scaling client's campaign performance while ensuring accurate targeting for their ads. This means they can get more clicks and conversions for campaigns and you can create these campaigns more quickly. Many of you have previously been using the Wonder Wheel tool to do this. The Contextual Targeting Tool now automates this process, and it does it right within clients' AdWords accounts.

How do I use it?
Let's say your client sells soccer equipment and gear. Normally, you'd have to manually build out separate ad groups for each of your product lines, like soccer gear, soccer balls, soccer cleats, etc. With the Contextual Targeting Tool, simply type each product category into the search box, and the tool will automatically generate tightly-themed keyword lists for you. For example, when you enter soccer gear into the tool, you get more specific ad groups, such as youth soccer gear, discount soccer gear, soccer uniforms, soccer bags, etc.

Along with the new ad groups, the tool provides suggested bids and predicted placements to give you an idea of the types of sites in the Display Network where the ads can appear.

The Contextual Targeting Tool has been available to agencies and advertisers using AdWords Editor. This week, you will be also able to access it from the Opportunities tab in AdWords accounts, although for now you'll still need AdWords Editor to implement the ad groups in clients' accounts (download AdWords Editor). However, this requirement will be lifted and you'll be able to implement new ad groups directly from AdWords accounts in the coming months.

You can learn more about using the Contextual Targeting Tool by watching this video. We hope this tool will help you more easily and efficiently reach your clients' goals with their Display Network campaigns.

Posted by Emel Mutlu, Marketing Manager, Google Display Network

Jose María Corbí

Director

Teléfonos: 960118929; 911298795; 902021130

Correo-e: jmc@130Caracteres.com

Skype: josemariacorbi

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Publicidad en Google: 5 tipos de cliente a evitar cual plaga de las peores...

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The five clients you should avoid like the plague

Posted 19 January 2011 11:47am by Patricio Robles with 9 comments

Becoming a freelance consultant or service provider is easy, but turning a profit can be difficult.

One of the lessons learned through experience: profitability often has a lot more to do with avoiding the wrong clients than it does finding a never-ending stream of new clients.

Fortunately, the wrong clients typically come in several well-defined and easily identifiable shapes and sizes.

Here are the top five clients you should consider avoiding like the plague if you hope to be profitable.

The Fisherman

If you're a web designer or developer, chances are you've met The Fisherman. He often appears to be a serious client, and he may very well be one, but early on in your initial dialog it becomes clear: he's going to want a lot out of you before he's ready to officially move forward with paying work.

For instance, if you're a web developer, The Fisherman may come to you without a project spec, and without a clear idea of the technologies he should use. So he'll ask you to help him figure out what he needs, gratis, of course, so that he can do you the favor of moving ahead with the project after you've given him a four-course meal of your expertise.

Why You Should Avoid The Fisherman: Unless you can get him to pay for your expertise up front, you'll provide far more value to The Fisherman than you will likely be compensated for -- if he actually hires you to implement, which is always a big if.

The Mime Artist

Communication is a crucial part of any client relationship, and it's a two-way street. Clients should expect that their service providers are capable communicators, but clients should also understand that their ability to communicate is a prerequisite for project success too.

With The Mime Artist, communication is so difficult that you feel like you're trying to figure out what's going on sans the spoken or written word. As a result, you're unable to get a clear understanding of what the client needs and wants.

Why You Should Avoid The Mime Artist: Trying to communicate with a client that is unable to communicate effectively is one of the best ways to damage your head without banging it into a wall repeatedly. It's also a great way to spend time on a project that is likely to leave everyone disappointed in the end.

The Deluded

Many freelance web developers have seen The Deluded. He's the client who wants you to build a site that will combine the features of Facebook, YouTube, Flickr, Digg, Napster and every other popular site ever built since 1998, to create a website design in exchange for equity because he's going to revolutionize an industry and sell his site for a lot of money within a year, etc.

In other words, The Deluded is usually completely out of touch with reality and wants you to become a part of his impossibility.

Why You Should Avoid The Deluded: Simply put, you can never deliver for The Deluded. Fortunately, this client is easy to spot and most experienced service providers do manage to avoid him.

The Spouse

Clients deserve a certain level of respect and attention, particularly when they're paying good money. But some -- The Spouses -- expect a little bit too much. You probably have some experience with these clients: they send emails for the sake of sending emails, like to phone you a few times a day just to see how things are going, and want you to meet frequently on-site because they 'like' interaction.

In some cases, you may even half expect to see them when you arrive at home because they find a way to make themselves a fixture in your life. Hence the name, The Spouse.

Why You Should Avoid The Spouse: There's a fine line between a client who needs a little bit of hand-holding and a client who isn't hugged enough. When you encounter the latter, it usually means that you'll spend an inordinate amount of time not getting work done, which can eventually harm your other client relationships.

The Cheapskate

Everybody loves bargains, and if you're a service provider, chances are clients and prospective clients will frequently ask you to provide them in some form or another. The Cheapskate takes bargain-hunting to another level, however, as he seeks to maximize how much he gets and minimize how much he pays you.

In many cases, The Cheapskate will try to change the terms of your engagement afterthey've been agreed upon. Particularly dangerous is The Cheapskate who has mastered the subtle art of scope creep, and who can sometimes make you feel guilty about not doing extra work for free when he requests it.

Why You Should Avoid The Cheapskate: Working with clients who want a 'great' price rather than a solid value is rarely a profitable exercise.

Photo credits:

Pink Sherbet Photography via Flickr.
radcarper via Flickr.
Ctd 2005 via Flickr.
CarlosMendozaPhoto via Flickr.
Bill Ward's Brickpile via Flickr.
greggoconnell via Flickr.

Patricio Robles is a tech reporter at Econsultancy. Follow him on Twitter.

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Jose María Corbí

Director

Teléfonos: 960118929; 911298795; 902021130

Correo-e: jmc@130Caracteres.com

Skype: josemariacorbi