Agencia de Publicidad en Google y Facebook.

Teléfonos: 960118929; 911298795; 902021130

Correo-e: jmc@130Caracteres.com

Skype: josemariacorbi

(click for full-size image)

Facebook Page: http://www.facebook.com/130Caracteres ¡nuevo! haciendo clic en "me gusta" nos ayudas a llegar a muchas más personas y empresas. ¡Muchas gracias!

ATENCIÓN: El contenido de este correo electrónico puede ser confidencial o privilegiado. Si ha recibido este mensaje por error, por favor, no lo reenvíe a nadie. Le rogamos que borre todas las copias y mensajes adjuntos y por favor comuníquenos que lo ha recibido la persona equivocada. Muchas gracias

¡Calidad y Eficiencia Para Su Publicidad En Internet!

Gran actualización de Google Adwords Editor

2011-05-06T06:56:00.001+01:00

Today we released AdWords Editor Version 9.0 with a number of new features designed to help you make changes across accounts more efficiently, as well as to manage new ad features, such as Ad Sitelinks and high-end mobile targeting, at scale. We've highlighted key changes below. More details are available in the AdWords Editor Version 9.0 release notes.

AdWords Editor Version 9.0 highlights:
Scalably manage Ad Sitelinks - Version 9.0 provides full support for Ad Sitelinks, including downloading and uploading to your account, making edits, checking changes, and importing and exporting Sitelinks.
Improved Add/Update Multiple and Import CSV tools - When entering new data using the Add/Update Multiple tool, you can now enter your data with the columns in any order, assign the appropriate headers to each column, select the option to remember the order of your columns for your next import, and approve or cancel the changes in the account in one click. In addition, Import CSV now includes the option to Paste Text as well as to import From File.
Set high-end mobile targeting options - AdWords Editor now supports the ability to set campaigns to target high-end mobile devices, (including Android, iPhone, iPad and Palm) and carriers in Campaign Settings.
Better manage multiple accounts and MCCs - To help you better manage multiple accounts, AdWords Editor now offers sort and search for accounts, select and remove multiple accounts, and a new dropdown menu above the Account tree in AdWords Editor that displays recently accessed accounts, so that you can quickly switch to any one of them.

In addition, when adding an MCC account to in the Add New AdWords Account dialog, you can search within the list of available child accounts, display extra columns, and move up to a different level in the MCC account hierarchy.
More easily find and make bulk changes to negative keywords, placements, or audiences - To more easily locate and manage negative keywords, placements, or audiences in your account, we've changed the way we display Negatives in AdWords Editor. The Negatives tab has been removed, and you can instead toggle between displaying negative or positive keywords, placements, or audiences by clicking the Positives or Negatives switch on each item's respective tab.

The Select Duplicates button is now available for negative keywords when in the Duplicate keywords view mode.
The next time you log into your AdWords Editor account, you will be prompted to upgrade. You may also download Version 9.0 from the AdWords Editor website. After you install the new version of AdWords Editor, your accounts will need to be downloaded again. To preserve your comments and unposted changes, select the Backup then Upgrade option in the automatic upgrade prompt and save the backup file to your computer. Then, re-download your account and import the backup file to AdWords Editor.

For more information, check out the release notes and visit the AdWords Editor Help Center.

Google Adwords: Más y Mejor control para la orientación geográfica de las campañas.

2011-03-31T19:50:00.000+01:00

salir en google /// publicidad en google /// anuncios en google /// publicidad en Facebook

Tuesday, March 22, 2011 | 10:09 AM

Many of you use location targeting to show your ads in specific geographic locations such as countries, regions, and cities to more precisely reach your potential customers.

We've heard your requests to have more choice over how to reach your potential customers. Beginning today, you can choose to target or exclude your ads based on the user's physical location or the location of interest (for example, the location-specific terms in their search queries). By physical location, we mean the place where the user is actually located, such as "New York City," instead of the location that's included in the search query, such as "restaurants in New York". In addition, we've modified the default setting for locations that you don't want to reach and made it more in line with your requests.

Because the use of advanced location options will limit your ad exposure, we recommend that you use these location targeting settings only when your advertising goals specifically call for more granular controls.

Here are a couple scenarios to illustrate the new targeting and exclusion methods:

Targeting method: Target using physical location
Let's say you run a furniture store in Chicago and you want to advertise only to people located near your store. With the existing location targeting in AdWords, you can only specify the location you wish to target, Chicago. However, your ad might be shown not only to people in Chicago, but also to people elsewhere in the US whose searches include one of your keywords along with the word "Chicago".

With the new settings, you can now target Chicago "using physical location" only. As a result, the ad will only be shown to users based in Chicago who search for keywords that are part of the campaign. Someone in, say, Milwaukee who searches for "chicago furniture stores" will not see your ad. Similarly, someone who's in Chicago whose search indicated they're interested in a different region will not see your ad. For example, a Chicago-based user searching for "pennsylvania amish furniture" will not see your ad. This is the case even if your campaign includes that exact keyword.

Exclusion method: Exclude by physical location and search intent
This time, let's assume that you run a vacation rental company and are advertising properties in California, and you don't want to advertise to people who are based in Florida or interested in Florida properties. You can opt for a more restrictive exclusion method by choosing "exclude by physical location and search intent," as shown below. As a result, your ads won't be shown to people based in Florida or to those who include a Florida location in their search queries.

(click for full-size image)

And, here's how the new default behavior of excluded locations will work:

If you happen to own a restaurant in New York City, you may want to advertise special deals only to people planning a visit to the city but not to those who live there. Previously, if you excluded New York City from location targeting in AdWords, your ads wouldn't be shown to people in the city nor to those searching for places in New York. With the new default settings, your ads won't be shown to people who are in the city, but people outside the city can see these ads if they specify "New York City" in their search queries.

(click for full-size image)

With these changes, we're excited to provide you with more control over how you reach your potential customers. If you'd like to learn more about the new location targeting features, please visit the Help Center.

Jose María Corbí

Director

Teléfonos: 960118929; 911298795; 902021130

Correo-e: jmc@130Caracteres.com

Skype: josemariacorbi

Facebook Page: http://www.facebook.com/130Caracteres ¡nuevo! haciendo clic en "me gusta" nos ayudas a llegar a muchas más personas y empresas. ¡Muchas gracias!

¡Calidad y Eficiencia Para Su Publicidad En Internet!

GWOM: Google Word of Mouth...

2011-03-30T19:58:00.001+01:00

publicidad en google /// salir en google /// anuncios en google /// publicidad en facebook

... o tratando de sacar partido al "mapa social online" de cada uno...

Como podéis ver a continuación Google introduce la vertiente social en sus anuncios. ¿Buena idea? ¡Estupenda! Sin duda es la forma de ejecutar el "boca a oreja" en el planeta Google. ¿Tendrá éxito? Lo vemos difícil pues así como el "mapa de search" de Google es único, no lo es tanto su "social reach", por lo que, a menos que éste aumente, en una economía de redes como en la que estamos, no tendrá un gran éxito, sin significar que esto no sea una excelente idea... algo que, por otra parte, y en forma parecida, ya viene haciendo Facebook hace tiempo, aunque con un "social reach" muchísimo mayor que Google, pero claro con "mapa de search" mucho menor. Lo ideal sería combinar todo el poder social de Facebook con todo el poder de search de Google, ahí sí que estaríamos en presencia de "algo realmente grande"...

Os dejo con la noticia tal y como la postean en el Blog de Google:

Word of mouth is powerful. When you have a choice to make, it's common to turn to the people you trust. But what about word of click? How can getting a suggestion from a friend or co-worker when you need it be as simple as having a hallway conversation -- or even simpler?

We want to make it easy for Google users to get recommendations from the people they trust right when they're searching. That's why we're introducing the +1 button. With a single click, the +1 button lets signed-in Google users recommend the content they like on the web to their friends and contacts right when it's most useful -- on Google search.

+1 is a simple idea. Let's use a hypothetical Brian as an example. When Brian signs into his Google account and sees one of your ads or organic search results on Google, he can +1 it and recommend your page to the world.

The next time Brian's friend Mary is signed in and searching on Google and your page appears, she might see a personalized annotation letting her know that Brian +1'd it. So Brian's +1 helps Mary decide that your site is worth checking out.
We expect that personalized annotations will help users know when your ads and organic search results are relevant to them, increasing the chances that they'll end up on your site. You don't have to make adjustments to your advertising strategy based on +1 buttons, and the way we calculate Quality Score isn't changing (though +1s will be one of many signals we use to calculate organic search ranking). Think of +1 buttons as an enhancement that can help already successful search campaigns perform even better.

At first the +1 button will appear for English searches only on Google.com, but we're working to add more languages in the future. You don't have to make any changes to your campaigns for +1s to help you -- over the coming weeks, we'll add +1 buttons to ads and search results on Google.com.

But the +1 button isn't just for search pages. We're working on a +1 button that you can put on your pages too, making it easy for people to recommend your content on Google search without leaving your site. If you want to be notified when the +1 button is available for your website, you can sign up for email updates at our +1 webmaster site.

The +1 button is the next step in our effort to find relevance through relationships on the web. We're excited about using +1s to make search, and your search campaigns, more personal, relevant and compelling. And we hope you're excited too!

To learn more about the +1 button and how it affects your search ads, visit the AdWords Help Center.

Cross-Posted by Dan Friedman, Inside AdWords Blog

Jose María Corbí

Director

Teléfonos: 960118929; 911298795; 902021130

Correo-e: jmc@130Caracteres.com

Skype: josemariacorbi

Facebook Page: http://www.facebook.com/130Caracteres ¡nuevo! haciendo clic en "me gusta" nos ayudas a llegar a muchas más personas y empresas. ¡Muchas gracias!

¡Calidad y Eficiencia Para Su Publicidad En Internet!

10 innovaciones de Adwords para relanzar tus campañas

2011-03-29T17:45:00.001+01:00

publicidad en google /// salir en google /// anunciarse en google /// anuncios en google /// publicidad en facebook

10 of our favorite AdWords innovations from 2010

Tuesday, December 21, 2010 | 11:51 AM

As 2010 comes to a close, we've been reflecting on the ways that AdWords and online advertising as a whole have evolved over the past year. From the launch of new search ad formats on Google.com to Search Funnel reports that illustrate search behavior leading up to a sale, 2010 saw a number of new developments that we hope have made AdWords an even more powerful and effective way to reach your customers.

Here are 10 of our favorite new ad innovations from 2010:

1. AdWords Campaign Experiments: Experiment with bid, keyword, ad group and placement changes, then measure how they impact your campaign performance.

2. Search Funnels: Understand the Google.com search ad click and impression behavior leading up to a conversion.

3. Product Ads: Highlight your most relevant products with pictures and prices directly on the search results page withProduct Listing Ads and Product Extensions.

Product Listing Ads

Product Extensions

4. AdWords Call Metrics: Include a Google Voice phone number in ads that appear on Google.com, and measure the number of phone calls generated by your AdWords campaigns.

Call Metrics

5. Click-to-call Phone Extensions: Make it easier for potential customers to reach you by including a clickable phone number in ads that appear on mobile phones with full Internet browsers.

Click-to-call phone extensions

6. Display Campaign Optimizer: Save time and increase conversions on the Google Display Network with this new automatic bidding and targeting tool.

7. Enhanced CPC: A bidding option that automatically adjusts the Max CPC bids that you've set based on the likelihood that your ad will convert, leading to more conversions and higher profit.

8. Broad Match Modifier: A keyword match type giving you more potential traffic than phrase match with comparable ROI.

9. AdWords Automated Rules: Save time by scheduling automatic changes to your AdWords account based on criteria that you specify.

10. Remarketing: Show your ads to users who've previously visited your website as they browse sites across the Google Display Network.

You'll always find the latest features at Google Ad Innovations, a place to explore new Google advertising technologies, watch short video demos, and try out select new tools. We have even more in store for 2011 and look forward to sharing these innovations with you soon!

Jose María Corbí

Director

Teléfonos: 960118929; 911298795; 902021130

Correo-e: jmc@130Caracteres.com

Skype: josemariacorbi

Facebook Page: http://www.facebook.com/130Caracteres ¡nuevo! haciendo clic en "me gusta" nos ayudas a llegar a muchas más personas y empresas. ¡Muchas gracias!

¡Calidad y Eficiencia Para Su Publicidad En Internet!

Cuando el valor de tus activos se mide por el valor de tus relaciones (con clientes).

2011-03-28T22:27:00.001+01:00

Relationship capital is what's generated when you put down your jargon filled customer service manual and talk to your customers like they are people. You talk the talk and walk the walk.

Companies are valued based on profit, assets and liabilities with some goodwill consideration given to other factors, like none contracted and informal business relationships. But in the newly social online world are these criteria still enough? I'm not so sure.

What is relationship capital?

The growth of social media has given customers real power, and a voice. Poor customer service can lead to a negative Tweet or Facebook post that can snowball to cause long lasting damage to a company's reputation.

For businesses who don't truly value customers this development will come as bad news, but for others this digital rebirthing of the customer came as a glowing opportunity and has, in my view, ushered in a new criteria into the valuation process, something I term 'relationship capital'.

For example, Mr Smith buys a tent from Loving Outdoors. Rather than go through the transaction in a purely matter-of-fact way, we spend a bit of time getting to know Mr Smith (without being invasive).

We might ask him what drew him to the tent he has purchased and where he is likely to use it; he has taken the time to look us up so it follows that we should show a similar interest in him.

We might even keep in touch with Mr Smith to see how he is getting on with things. Mr Smith likes this: he likes that we talk to him using real words about real subjects rather than in regurgitated salesman jargon, he likes that we're interested and he likes that we are human beings capable of understanding his own personal needs.

So why should we care how Mr Smith feels after dealing with us? We've got his money and as a business that's all we're interested in, right? Well, no, money on its own is useless - it sounds like a glib point to make but it's something often forgotten in business.

What really improves our lives is not fast cars and huge houses with en-suite bathrooms and luxurious shag-pile carpets, but our ongoing relationships with people.

Businesses thrive on good relationships

It's on this philosophy that the idea of 'relationship capital' is predicated. Businesses, like people, thrive on good relationships and, like people, don't appreciate being treated as a money generating mule-horse expected to carry on regardless of conditions.

Just as man cannot live on bread alone, nor can businesses, you can't just pump it full of money like some kind of awful capitalist Foie gras, you must nurture your business with the thing it loves best, namely, relationships.

Relationship capital in action

So, where does Mr Smith fit in all of this? Well, after speaking to us he decided to take the dog for a walk in the park where he meets Mrs Jones, a woman he knows from church (i.e. a woman he has a relationship with) whereupon Mrs Jones asks Mr Smith what he's been doing.

"Oh not much, but I'm planning to go away this weekend" he answers. "Sounds lovely. Anywhere nice?" asks Mrs Jones. "The Lakes - I've just bought a tent" Mr Smith replies. "Brilliant! Where did you get it from?" asks the inquisitive Mrs Jones. "From a company called Loving Outdoors, they were ever so nice". "Oh I'll have to look them up". And then they go their respective ways.

What might at first appear to be innocuous chit-chat is in fact relationship capital in action. Although the company balance sheet will show little immediate sign for this exchange having taken place, the relationship gained in Mrs Jones makes the world incrementally more Loving Outdoors friendly and thus, a more nurturing environment for us to exist in.

As Mrs Jones mentions us to her friends and family this nurturing effect is multiplied exponentially. As word of Loving Outdoors passes from mouth-to-mouth the extra nourishment starts to work its way through the metabolism of our business helping it grow and slowly, ever so slowly, positive effects start to show, all because we were friendly to Mr Smith.

Isn't this just good customer service and word of mouth?

Yes, but it is customer service delivered with emotion and integrity; something that cannot be learnt in a training room.

Service delivered on an emotional level, a relationship capital level, comes naturally when you are doing what you love. It's comes from an insatiable desire to make a difference even if you are not making money.

But let me assure you that we make money here, but that is not our primary focus and never has, it is more a by-product resulting from our ongoing friendship with Mr Smith and now Mrs Jones.

So, remember the online world is characterised as a place of open community and sharing, an online transaction becomes an experience to be shared.

In this dawning e-social age, the future lies with companies who can be a friendly face in the crowded and anonymous online market place. Putting a face to a name is the essence of relationship capital.

Jose María Corbí

Director

Teléfonos: 960118929; 911298795; 902021130

Correo-e: jmc@130Caracteres.com

Skype: josemariacorbi

Facebook Page: http://www.facebook.com/130Caracteres ¡nuevo! haciendo clic en "me gusta" nos ayudas a llegar a muchas más personas y empresas. ¡Muchas gracias!

¡Calidad y Eficiencia Para Su Publicidad En Internet!

Comercio Electrónico Móvil. Claves.

2011-03-28T22:25:00.000+01:00

salir en google // publicidad en google // anunciarse en google // anuncios en facebook

Mobile commerce is continuing to grow, and there are now plenty of compelling reasons why retailers should sell via mobile.

There are more barriers than in traditional e-commerce, such as smaller screens, variable connections speeds, so if retailers are going to make mobile commerce work, then user experience is all important.

With this in mind I've compiled 25 tips to help maximise conversions from mobile commerce...

Start with a mobile site

There are some great mobile commerce apps around, but a mobile site offers more advantages to retailers.

A mobile site can appeal to customers across a variety of phones, it can attract the mobile searcher rather than relying on customers seeking out and downloading an app.

Having a mobile site allows you to benefit from links, and makes it easier for people to share URLs of product pages. There are other reasons too: the growth of Android, the increased sophistication of mobile sites and more...

If you do opt for an app, provide the wow factor

Plenty of major retailers opted for an app over the last couple of years, and this was often based on stats showing a high percentage of mobile visits from iPhones.

It can be the case that apps are intended for increasing engagement with existing customers, while a mobile site is there to appeal to new and old.

If retailers opt for an app, providing that wow factor can really help your app to stand out, by allowing customers to do things that aren't so easy via the mobile web.

For example, the Debenhams app contains a barcode scanner, which makes for a great price comparison tool, but also allows for the use of QR codes.

Redirect mobile searchers to the mobile version of your site

Unless they already have your mobile site's URL bookmarked, mobile users will come to your site through via search. Redirecting users to the mobile optimised version make it much easier for them.

Provide a prominent search box

The site search box offers a useful shortcut for mobile users. If they know what they want, then a clear search box allows them to go straight there.

Site search can be more significant on mobile sites and apps, where browsing can be time consuming.

Add autosuggest

Entering search terms via mobile can be a fiddly business, and users will make mistakes. Any tools that can help them correct these mistakes easily will reduce potential frustration for customers.

Providing suggestions as users type. or suggesting alternatives on search results pages can solve the problem.

Provide the same range of stock as the main site

Users expect to be able to access the same range of products from their mobiles as they would from their laptops and PCs.

Don't make registration compulsory

Barriers to purchase should be avoided in mobile commerce, as every extra step means more time and more hassle for users.

Making users register before checkout means that they have at least three or four more fields to fill in, when much of the information will be asked during the payment process anyway.

Make it nice and easy for existing users to make a purchase

This is a big part of the reason why both Amazon and eBay have such impressive mobile sales figures.

One you have a login, then actually making a purchase just takes a couple of clicks. In the case of Amazon, it already has my payment details, while for eBay I just have to enter my PayPal username and password.

There is no need to enter address and credit card details, just to confirm the information already stored via your account.

While not every e-commerce site saves customer payment details, those that do are better placed to attract repeat business from mobile users.

Offer alternative payment methods

Following on from the previous point, the addition of PayPal and alternative payment methods such as Google Checkout can help in two ways.

These payment options can help to reassure customers that are concerned about entering their card details via mobile.
Since PayPal stores customers' address as well as payment details, the payment process is reduced to entering the username and password.

Good product filters are a must

If users expect to see the same range of products on mobile sites and apps as are available on their desktop counterparts, then they need to be able to filter and sort effectively so that browsing is made easier.

Lack of effective filtering options can make for a very poor user experience on mobile, making more work for the user.

For example, while the HMV iPhone app is otherwise well designed, the lack of filters is a letdown. For example, in the music section, there are thousands of CDs on offer, but no way at all of narrowing that search:

What HMV should have done is to provide multiple filters, such as music genre, customer review rating, date of release etc so that shoppers could reduce the number of items to look through to a more manageable number.

Photos need to be used effectively

Just because users are working with a smaller screen, it doesn't mean the basic stock photos will do.

People still need to make an informed decision about a purchase, and photos are an effective method of answering customer queries about a product.

In the example from Schuh shown below, users can see the trainers from various angles to get a great idea of what they look like.

Show delivery details on product pages

People want to know how much delivery costs, yet many of the mobile sites and apps I have reviewed neglect to add this information.

This means that users have to start the checkout process to find out this information.

Keep page loads to a minimum

Mobile devices and websites are getting better, but retailers developing mobile commerce sites still need to account for the fact that users may have variable connection speeds.

With a slow connection, every extra page load or refresh means more time spent waiting, and more frustration.

There is a balance to be struck here: while users want a mobile experience that is close to the main website, they also want a simple site that works quickly (they want it both ways).

Keeping the number of steps involved in selecting and paying for products to a minimum is important, as well as keeping page sizes down.

Don't send users to non-mobile pages

Some otherwise decent mobile apps and sites have spoiled the user experience by sending shoppers to pages which haven't been optimised for mobiles.

If you are going to design a mobile site or app, make sure that at all of the pages provide the same user experience.

For example, while users can find their local store, browse the product range and add items to their basket on the Next iPhone app, users are sent to a checkout that hasn't been optimised for mobiles.

If a user has shown an intent to purchase by entering the checkout process, it is foolish to risk that sale with a non-mobile checkout.

Offer phone contact alternatives

However well designed a mobile commerce site may be, there will often be some customers who want to seek reassurance about a purchase, or who may prefer to complete the transaction by phone.

Since they are on the phone anyway, providing a clear contact number means customers may get in touch rather than abandon the purchase.

Get listed on mobile comparison services

Even if you don't have a mobile site, you can at least attract some sales from mobile users via mobile comparison services such as Sccope.

However, if you are serious about converting traffic from comparison sites, then a mobile optimised site is essential.

Provide store locators

Stats on mobile commerce usage suggest that store locator tools are amongst the most popular pages on sites and apps for users.

They are a great way to get customers into the store and provide information about stores and directions. Even better if used alongside a reserve and collect option, as with the Argos app.

Provide alternatives to mobile checkout

Some customers may still have security concerns about making purchases on mobile, or perhaps they prefer not to go through a fiddly checkout process.

Whatever the reason, providing alternatives means potential sales do not have to be lost.

Alternatives could include:

Reserve and collect in store.
A phone contact option.
Cash on delivery - useful for takeaways.
Saving items to a wishlist.

Keep design simple, but not too simple

This is a bit of a paradox, but there is a balance to be struck between making the site simple to use and quick to load, while still retaining as much functionality as possible.

Kiddicare's mobile site and iPhone app are great examples of this. Users can browse the entire product range, yet navigation is still simple.

Also, Kiddicare provides features such as reviews and videos to provide a richer experience for mobile shoppers:

Make price comparison easy

Another common use for mobile commerce sites is to allow offline shoppers to compare prices.

There are already dedicated apps for this, such as Sccope, but if retailers can get users doing this within their own apps and sites, then they can benefit from this.

Making it easy to search for items within the app, and using time-saving tools like barcode scanners are one way to make this easier for customers.

Give local information where possible

Retailers should make as much use of location-based tools as they can to appeal to users who are shopping locally and looking for particular products and services.

This includes providing store locators, using mobile AdWords, and offering customers information on stock levels in their nearest shop, as Argos does:

Look at your mobile search strategy

Mobile search is growing fast, and retailers with mobile sites are best placed to take advantage of this traffic.

Retailers can include search terms related to location in their keyword research and target local searchers with mobile AdWords.

Nice big calls to action

Make your calls to action stand out on the smaller mobile screen by using size and colour effectively. Make it obvious.

Provide shortcuts during checkout

Little things like using the billing address as the delivery address will make the checkout process more palatable for mobile users, and using a postcode lookup tool will save users time spent entering their full address.

Provide collect in store options

Reserve and collect works, and retailers like Halfords and Argos have managed to boost multichannel sales by offering this service.

If this can be incorporated into mobile sites, it is an excellent method of attracting extra sales from offline shoppers, though the time between reservation and collection needs to be kept to a minimum.

Jose María Corbí

Director

Teléfonos: 960118929; 911298795; 902021130

Correo-e: jmc@130Caracteres.com

Skype: josemariacorbi

Facebook Page: http://www.facebook.com/130Caracteres ¡nuevo! haciendo clic en "me gusta" nos ayudas a llegar a muchas más personas y empresas. ¡Muchas gracias!

¡Calidad y Eficiencia Para Su Publicidad En Internet!

Pasión, 130Caracteres y vídeos de YouTube!!

2011-03-21T23:44:00.001+01:00

Podrían parecer elementos irreconciliables, pero no lo son. Cuando uno ve el vídeo que acompañamos se da cuenta de que todas las personas que colaboran en su creación se encuentran tan metidas en el proyecto que trabajan con tal pasión que consiguen unos resultados extraordinarios, y además se lo pasan pipa.

Es lo mismo que nos pasa a los integrantes de 130caracteres. Sentimos pasión por el marketing de buscadores, una fascinación especial por los buscadores, y por esta herramienta tan absolutamente maravillosa en un mundo de excesos en todos los ordenes, pero, sin duda, un mundo de exceso en el orden de la información.

Todos los integrantes de 130caracteres hemos trabajado en distintas industrias y empresas, y en distintas áreas, pero todos, sin excepción, hemos encontrado nuestra vocación profesional, nuestra pasión profesional, podríamos decir, en el marketing y la publicidad en los buscadores en sentido amplio, tanto pago por clic como optimización de las páginas web.

Bueno, cuando he visto este vídeo me ha venido a la cabeza este comentario, y rápidamente lo he añadido al Blog, a pesar de que voy de cabeza con demasiado trabajo.

Espero que lo disfrutéis, es muy interesante, entretenido y se ve lo involucrados que están todos los que colaboran en su ejecución. Feliz lunes, o mejor dicho ya casi feliz martes!

Jose María Corbí

Director

Teléfonos: 960118929; 911298795; 902021130

Correo-e: jmc@130Caracteres.com

Skype: josemariacorbi

Facebook Page: http://www.facebook.com/130Caracteres ¡nuevo! haciendo clic en "me gusta" nos ayudas a llegar a muchas más personas y empresas. ¡Muchas gracias!

¡Calidad y Eficiencia Para Su Publicidad En Internet!

Publicidad en Linkedin: Nuevo panel de Grupos más social e interactivo

2011-03-16T19:36:00.001+01:00

publicidad en google // publicidad en facebook // publicidad en linkedin // salir en google // anuncios en google

Como podéis ver el nuevo panel de Grupos de Linkedin ha mejorado en interactividad y también componentes sociales.

Mayor interactividad: muestra las solicitudes de acceso a grupos pendientes (el círculo verde, naturalmente esto sólo le aparece a los que gestionan el Grupo, a los managers), el número de discusiones activas, el número de ofertas de trabajo disponibles (la maletita), etc...

Más componentes sociales: sobre todo las fotos de los últimos contactos del grupo que han hecho comentarios.

¿Está mucho mejor, verdad? Sin duda Linkedin trata de ser cada día más "amigable" más sociable.

Otra cosa nueva que han implementado pero no consigo que me funcione es la capacidad de introducir rss de ofertas de trabajo en la pestaña "Jobs" de los grupos. Es una gran idea, pero lo he intentado varias veces, y no funciona.

¿Qué opinas tu? ¿Qué mejoras te parece que podría hacer Linkedin?

Aquí lo tenéis:

Jose María Corbí

Director

Teléfonos: 960118929; 911298795; 902021130

Correo-e: jmc@130Caracteres.com

Skype: josemariacorbi

Facebook Page: http://www.facebook.com/130Caracteres ¡nuevo! haciendo clic en "me gusta" nos ayudas a llegar a muchas más personas y empresas. ¡Muchas gracias!

¡Calidad y Eficiencia Para Su Publicidad En Internet!

Las Mejores Marcas En Marketing De Redes Sociales

2011-03-10T23:03:00.000+01:00

Steve Richards nos trae este estupendo artículo sobre las redes sociales.

The top 50 brands in social media

We've been charting the performance of the top 50 brands on social media (and looks at why some brands have done better than others), and there are some interesting results.

So, the votes are in, the results have been verified, and we can now reveal that, according to our Social Media Reputation Index, the most social brand in the world is.... eBay.

That's right: not Apple, or Google (though they are, predictably perhaps, numbers two and three on the list), but the brand that changed the way we shopped online, and paved the way for all things social. In social media terms, eBay punches above its brand weight (it ranks at 43 on the Interbrand index of top brands).

Blackberry comes in at number four on the list (it's at a relatively low 54 on the Interbrand index), which goes to show how far the brand has moved away from its 'Blackberry Dad' image.

Amazon is at number five, reflecting the value of the way Amazon has built word of mouth and social tools into its core service.

When we put the Index together, we calculated the social media reputation of the top 100 brands in the world by measuring the social media 'noise' (ie how many people are talking about it) with its popularity (whether what those people are saying is positive or negative).

We then added a 'recency' score, which provides a topical adjustment, so a brand that is being talked about now has a higher recency score than one talked about last six months ago.

The most important thing was the human analysis of the brand scores, to make sure we took into account sentiment such as sarcasm or slang, and the relative influence of different channels. We then gave each brand an overall cocial media reputation (SMR) score out of 100.

There were some real surprises. The brands that people are talking about online are not always the top value brands.

Harley-Davidson, for example, has some of the most loyal fans online, ranking it at number 30 in the top 50 social brands. On the other hand, there are some brands that you might expect to be doing better. Smirnoff does some fantastic social media work but it is really inconsistent, which means it ranks lower than it could in the top 50 list.

And then there's Apple. It comes in at number two on the social brand list, does absolutely no official social media work, and yet has the highest satisfaction score of any brand on the top 50 list. Which just goes to show that the first rule of social media is to have a great product.

Jose María Corbí

Director

Teléfonos: 960118929; 911298795; 902021130

Correo-e: jmc@130Caracteres.com

Skype: josemariacorbi

Facebook Page: http://www.facebook.com/130Caracteres ¡Ayúdanos a llegar a más personas y empresas haciendo clic en "me gusta" en nuestra página de Facebook! Muchas gracias.

¡Calidad y Eficiencia Para Su Publicidad En Internet!

Más novedades Adwords: ahora se puede mostrar en los anuncios de Adwords en tiempo real si el negocio está abierto o no.

2011-02-27T22:21:00.001+01:00

publicidad en google /// salir en google /// anuncios en google /// anunciarse en google

Estupendo artículo de Matt McGee en Search Engine Land

Google's Mobile Search Adds "Open Now" Filter

When you're on the move, there's often no sense finding local businesses that are closed. That's the impetus behind a new feature that Google has added to the iPhone and Android-powered devices: a tool to filter results that are open now.

After doing a search, the new "Show only businesses open now" filter shows up above the search results. After clicking to use the filter, the corresponding search results also include the hours that each business is open. (They also include a disclaimer warning searchers that the information might not be accurate.)

It's a useful tool, but somewhat limited by Google's ability to get exact hours of local businesses — which means businesses that have taken the time to claim their Google Places listing and include what times they're open get a little benefit over those that haven't.

Jose María Corbí

Director

Teléfonos: 960118929; 911298795; 902021130

Correo-e: jmc@130Caracteres.com

Skype: josemariacorbi

Facebook Page: http://www.facebook.com/130Caracteres ¡haga clic en "me gusta"!

¡Calidad y Eficiencia Para Su Publicidad En Internet!

Novedad en Adwords: el anuncio que más convierte el que mas se mostrará!

2011-02-27T22:17:00.000+01:00

anuncios en google /// salir en google /// anunciarse en google /// publicidad en google

Adwords Finalmente agrega la opción "Optimizar para las conversiones"

Desde los albores de AdWords , los anunciantes han tenido la opción de ejecutar más de una variación de anuncio en cada grupo de anuncios. Esta es una de las características que hacen tan atractivo Adwords - la posibilidad de probar diferentes copia del anuncio y las páginas de destino con un conjunto de palabras clave y aprender lo que funciona mejor.

Hasta esta semana, sin embargo, siempre hubo un problema con la definición de "rendimiento" por parte de Google, y por un puñado de anunciantes, "rendimiento" se define como "tasa de clicks" - el anuncio que genera más tráfico. Pero para la mayoría de los anunciantes, "rendimiento" se define como "tasa de conversión" - el anuncio que genera las acciones más deseado, comúnmente conocido como conversiones.

Hasta esta semana, AdWords ofrecía dos opciones para mostrar varios anuncios: Optimizar o Rotar. Rotar es fácil de definir: sus anuncios rotan de manera uniforme entre las impresiones, con la finalidad de que cada variación pueda conseguir aproximadamente el mismo número de impresiones. Así si tienes dos anuncios, cada uno se mostrará 500 de cada 1.000 impresiones. Optimizar, significaba que, desde el principio, el anuncio que conseguía mejores indicadores de relevancia, era el que más mostraba Google de manera automática. Aunque esto suena bien, muchas veces no es la mejor opción, y no es raro que el anuncio que mejor optimiza sea el que menos conversiones produce, por lo que esta opción hay que pensarla bien antes de definirla. Tampoco es buena idea utilizar "optimización" cuando las campañas son nuevas, o cuando queremos probar varios anuncios desde una misma fecha.

La novedad es que Google ha lanzado, por fin, una tercera opción: "Optimización para conversiones" de tal forma que ahora se puede elegir mostrar con más frecuencia los anuncios que más conversiones producen. ¡¡Una maravilla!!

Aunque por supuesto, también tendrá que ser analizado, es una práctica totalmente recomendable para todos aquellos que utilizar el seguimiento de conversiones.

Jose María Corbí

Director

Teléfonos: 960118929; 911298795; 902021130

Correo-e: jmc@130Caracteres.com

Skype: josemariacorbi

Facebook Page: http://www.facebook.com/130Caracteres ¡haga clic en "me gusta"!

¡Calidad y Eficiencia Para Su Publicidad En Internet!

Porsche: además de ser bonitos, lo hacen estupendamente en las Redes Sociales

2011-02-24T20:45:00.001+01:00

publicidad en google /// salir en google /// anuncios en google /// anunciarse en google

Gran artículo de Chris Lake. No os lo perdáis!

Posted 17 February 2011 15:01pm by Chris Lake

The automotive industry knows more than most about the power of advertising, and it also spends more than most on media to influence consumers.
As such it's probably no surprise that the industry is ahead of the curve when it comes to making the most of earned media through social channels.
I was intending to compile a post full of relevant examples from various car manufacturers, but Porsche deserves a dedicated post, as - despite not allowing employees to use social media platforms in the workplace – it is doing some tremendous things in this space.

Porsche says 'Thank You' to 1m Facebook fans

It could have posted a simple status update, but instead Porsche decided to add the names of 1m of its Facebook fans onto a brand new 911 GT3 R Hybrid, it's finest car, which will be displayed in the Porsche Museum.
If you're a fan you can search for your name via a dedicated microsite. This is a fine example of 'giving a bit back' to fans, and has a definite feelgood factor. Amazing.

Porsche ColorStyler

We featured Porsche's ColorStyler in our recent best practice guide on Facebook, and it's a great example of a custom Facebook app that people love to play with.
The ColorStyler app lives on its Facebook page and is part of the reason why it has amassed more than 1.3m fans. Both interactive and simple, it allows you to select your favourite model of Porsche, choose a colour preference for the body and wheels, and then display a picture of your dream car onto your homepage.
Being a master of understatement and blending into the background, I'd rather like one of these...

Porsche Family Tree

This is another Facebook app that invites Porsche owners to share their own stories and pictures of their cars, both old and new. Almost 4,000 people have contributed to the Family Tree. UGC FTW.

Porsche Spotting Game on Foursquare

This game popped up on Foursquare earlier this month to coincide with a Steelers vs Packers event.
Porsche "turned the state of Dallas into a playing field" and invited Foursquare users to create a real-time online photo gallery, by taking snapshots of Porsches and mapping them to a location. Images will be added to the company's Facebook photos.
A neat example of location-based marketing.

Making the most of YouTube

Porsche has added almost 300 videos to its YouTube channel since creating an official channel in late-2008. It is closing in on 10m video views, has 22,000 subscribers, and more than 932,000 people have viewed its YouTube channel page.

Using the Facebook Wall to share exclusive content

Porsche's Facebook Wall has become its main consumer communications channel, and a very effective one at that.
Yesterday it uploaded a 'World Premiere' video of the new Panamera to YouTube and shared it with fans, resulting in more than 27,000 video views, around 5,200 'likes' and 335 comments.

Twitter competitions and cross-promotion

Of all the major social media channels that Porsche uses, Twitter appears to be the least developed, with the @porsche account springing into (official) life last summer.
Nevertheless, it appears to post multiple status updates every day and does a good line in cross-promoting its USA shop, which has a dedicated account that is in the habit of running competitions and giveaways.
Expect its 8,500 followers to grow substantially in the months and years to come.

Jose María Corbí

Director

Teléfonos: 960118929; 911298795; 902021130

Correo-e: jmc@130Caracteres.com

Skype: josemariacorbi

Facebook Page: http://www.facebook.com/130Caracteres ¡nuevo! ¡ayúdanos a darnos a conocer haciendo clic en "me gusta"!

¡Calidad y Eficiencia Para Su Publicidad En Internet!

Ejemplos brillantes de uso de publicidad interactiva offline

2011-02-23T20:29:00.001+01:00

anuncios en google /// publicidad en google /// anunciarse en Google /// salir en google

brilliant examples of brands using interactive offline advertising

Posted 18 February 2011 11:12am by Jake Hird

Digital marketing, communications and advertising isn't now just restricted to the internet, especially as online channels continue to develop and merge into offline ones.
For example, we're seeing traditional advertising space, such as television and outdoor display evolving into digitally-driven platforms, like connected TV and electric billboards.
Here are 14 truly great examples of where technology acts as the glue between digital and traditional advertising space...

Adobe

Adobe makes a great effort to use an interactive billboard to reflect the possibilities of its CS3 product.

Barclays

Building an interactive, 34-metre long walkway in an airport is no mean feat, but Barclays managed to pull it off effortlessly.

Chanel

Even luxury brands are getting in on the action, with Chanel opting for an interactive window in one of its storefronts.

Coca-Cola

FMCGs are heavy brand advertisers and by creating an interactive kiosk, Coke is entering exciting new territory.

Diesel

Mixing digital and physical in their shopfront, Diesel has managed to create an entirely new concept of engagment.

Footlocker/Nike

Again, another interactive storefront to showcase products in an engaging way.

LG
LG opts for smaller, more hands-on interaction, by infusing kiosk technology with a standard outdoor poster placement.

Nestlé

Nestlé's Nesquik promotion dominates an entire window. It's a compelling piece of creative.

Nike

Opting for a digital book, Nike is able to showcase a large variety of products outside its store.

Orange

The mobile phone operator has chosen an interactive window outside the store, in an effort to attract potential customers.

Scion (Toyota)

Here we see several interactive walls from the car manufacturer.

Siemens

Here, Siemens has developed a Minority Report-esque interactive wall.

Sony

A great use of interative windows from Sony.

Verizon

A great mashup from Verizon: augmented reality, interactive display and store-front advertising.

Jose María Corbí

Director

Teléfonos: 960118929; 911298795; 902021130

Correo-e: jmc@130Caracteres.com

Skype: josemariacorbi

Facebook Page: http://www.facebook.com/130Caracteres ¡haga clic en "me gusta"!

¡Calidad y Eficiencia Para Su Publicidad En Internet!

Publicidad en Facebook: Un "Compartir" en Facebook es tres veces más valioso que un Tweet para el Comercio Electrónico.

2011-02-21T16:30:00.000+01:00

Estupendo artículo de Leena Rao en TechCrunch.

White label daily deals platform and TC Disrupt finalist ChompOn is releasing someinteresting data today comparing the value of shares, Tweets, likes and follows in the context of e-commerce. Using data from the sites that it powers daily deals for, ChompOn examined the conversion rate and action for deals shared on Facebook and Twitter.

According to the startup, the value of a Facebook share is $14 and the value of a Tweet is $5. For shares and tweets, ChompOn was able to directly attribute sales to the original action and took the total revenue attributed to each action and divided it by the total number of shares/Tweets. ChompOn is working with 50 partners including Blackbook Magazine, JDeal and the wine vertical of flash sales site Beyondtherack, to power Groupon-like crowdsourced coupons.

By comparison, ChompOn says the value of a Facebook like is $8 and the value of a Twitter Follow is $2. For likes and follows, ChompOn estimated attribution by looking at traffic references and subtracting out purchases made through shares/Tweets as well as purchases made through direct traffic. Of course this data is a bit tenuous and anecdotal. And it's important to note that this analysis does not capture the long-term value of customers over time.

We've seen other data that shows the higher value of a Facebook share over a Tweet. Eventbrite recently reported that a share with Facebook friends results in $2.52 worth of ticket sales whereas a Twitter share is only worth $0.43.

As we wrote back then, Facebook and email most closely match your real friends. In the context of events, this produces better conversions. But it's interesting to see that in terms of commerce, Facebook again provides a higher value than Twitter in terms of conversions.

Jose María Corbí

Director

Teléfonos: 960118929; 911298795; 902021130

Correo-e: jmc@130Caracteres.com

Skype: josemariacorbi

Facebook Page: http://www.facebook.com/130Caracteres

¡Calidad y Eficiencia Para Su Publicidad En Internet!

Publicidad en Google: 5 aplicaciones que te ayudan a encontrar aplicaciones.

2011-02-21T09:30:00.000+01:00

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

Estupendo artículo de Rene Ritchie en su blog.

Cuales son tus aplicaciones para iPad?

Top 5 apps that help you find more and better apps

Have an iPhone, iPod touch, or iPad, looking for more and better apps but need help sorting through the hundreds of thousands piled up in the app store? Want to find more apps like your favorite or get alerted when apps and games go on sale? No worries, we've got you covered. Read on for TiPb's top 5 apps — and web sites! — that help you find more and better apps!

Genius for apps

Genius for apps is Apple's own recommendation engine built right into the App Store app on iPhone, iPod touch, and iPad under the Featured Tab. Since you bought your apps from the App Store, they know what you have and try to find and show you more apps you like. If you share your device and iTunes library with another person, for example your young children, you'll probably see a lot of recommendations that interest them and not you but you can always swipe an item to remove and help "train" the Genius system. It's not the most robust or feature packed app discovery system but again, it's already there. Both iPhone and iPad. [Free - Built in]

AppStart for iPad

By the fine folks at AppAdvice.com, AppStart for iPad's goal is as simple as it is welcome — to help new iPad owners with a specific focus find the apps they need to do what they want. Sorting the massive App Store and trying to curate it based on task or user type is no small feat so if you know what you want but don't know how to get started, AppStart is there to do some of the heavy lifting for you. [$0.99 - iTunes link]

Also check out:

AppAdvice: Their titular app and available as a universal app for both iPhone and iPad. [$1.99 - iTunes link]

AppShopper

From AppShopper.com, the app brings all the great website services — new and updated apps, price drops and sales, wish lists and popularity trackers — and puts it right on your iPhone and iPad. It'll even sync to your AppShopper web account. Universal app – download once, use on iPhone, iPod touch, and iPad. [Free - iTunes link]

148apps.com

Named after the original iOS 2 limit of 148 apps for device, the site has grown almost as fast as iOS 4's 11 screen, 12-apps per folder-stuffing potential. They track new apps as well as price drops to help you stay updated and on budget. [Free - Web link]

apps.tipb.com

apps.tipb.com is powered by App Tap and brings their social app recommendation engine right into TiPb.com so you can search for apps from our sidebar (look to your right!), see how other users and sites have rated them, and pretty much figure out what's what — and what's not — across a fair slice of the web. [Free - Web link]

Your top apps?

So there you have them, our top 5 apps that help you find more and better apps. Be sure to check out our Picks of the Week and iPad App and Games Forum for more recommendations, and if we missed any of your favorites leave them in the comments below!

Jose María Corbí

Director

Teléfonos: 960118929; 911298795; 902021130

Correo-e: jmc@130Caracteres.com

Skype: josemariacorbi

Facebook Page: http://www.facebook.com/130Caracteres

¡Calidad y Eficiencia Para Su Publicidad En Internet!

Publicidad en Google: Nueva barra de navegación de Google.

2011-02-20T19:44:00.000+01:00

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

Estupendo artículo de Barry Schwartz en Search Engine Land.

Official: More Are Seeing Google's New Navigation Bar

Feb 17, 2011 at 8:01am ET by Barry Schwartz

A week ago, we reported on a new top navigation bar Google began testing. Now it's official. Google tells Search Engine Land that the new navigation bar is being rolled out to everyone.Google told us:

Last week we tested a new top navigation bar, which increases consistency across most of Google's properties and is a visual update over the previous top navigation bar. We are now rolling this new bar out widely.

Google's New Nav Look

The new navigation bar allows the Google page and search results move up slightly, since the bar is slightly shorter than the previous bar. It also adds a bit of a more colorful and graphical interface. The top bar has a light dark and light blue bar across the top. Plus, there is a little gear like icon at the far right that gives you additional options for your account and preferences.

Here are some pictures:

Here is a closer look at the options on the right side, when signed in:

Jose María Corbí

Director

Teléfonos: 960118929; 911298795; 902021130

Correo-e: jmc@130Caracteres.com

Skype: josemariacorbi

Facebook Page: http://www.facebook.com/130Caracteres

¡Calidad y Eficiencia Para Su Publicidad En Internet!

Edison, y dos cosas fundamentales para ser feliz: la confianza y el apoyo de las personas que te quieren, y la lectura.

2011-02-11T10:52:00.000+01:00

Hoy, de momento, no posteamos nada de publicidad en Google, sino algo que nos ha inspirado mucho de la vida de un genio: su génesis. No os perdáís este pequeño extracto de su biografía que se produjo muy al inicio de su existencia. ¿Qué hubiera pasado si su madre no le hubiera apoyado, confiado en él, y lo más importante, que él no se hubiera enterado de dicho apoyo? ¿Habría resuelto ser digno de tal apoyo? ¿Qué hubiera pasado si no hubiera sido un tremendo lector? Yo saco para mí propia cosecha, que no basta con apoyar a los hijos y confiar en ellos, además ellos lo tienen que notar, lo tienen que percibir.

En 1855 a los ocho años y medio Edison entra a la escuela. Después de tres meses de estar asistiendo, regresó a su casa llorando, informando que el maestro lo había calificado de alumno "estéril e improductivo". Es imposible establecer si Nancy Edison tomó muy en serio la opinión del maestro o si pensó que ella era mejor que el profesor de su hijo. El caso es que Edison recordó durante el resto de su vida el resultado del dichoso incidente:

"Descubrí que una madre suele ser algo maravilloso, ya que mamá me cogió de la mano y me llevó de regreso a la escuela. Hecha una furia, le dijo al profesor que no sabía lo que estaba diciendo. Mamá fue la defensora más entusiasta que hubiera podido tener cualquier niño, y fue exactamente en ese instante cuando tomé la decisión de que sería digno de ella y le demostraría que no estaba equivocada."

Edison

A la edad de nueve años, ya había leído la "Filosofía Natural y Experimental" de Richard Green Parker, y a los trece descubrió en el librero de su padre las obras de Thomas Paine. También leyó el Principia, de Newton.

Edison como vendedor de periódicos a los 14 años.

En 1859 empezó a vender diarios en el tren matutino que iba de Port Huron a Detroit, así como verduras, mantequilla y moras. En Detroit el tren hacia una parada de seis horas, las cuales aprovechaba pasándola en el salón de lectura de la Asociación de Jóvenes (después Biblioteca Gratuita de Detroit). Ahí, comenzaba por leer el primer libro que se encontraba en el anaquel inferior y seguía por orden con los demás hasta terminar con toda la hilera.

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: Interesante artículo sobre la influencia SEO en SEM.

2011-02-10T19:46:00.001+01:00

anunciarse en google /// anuncios en google /// salir en google /// publicidad en google

Interesante artículo de Joy Barberio de RKG.

A More 'Organic' Experience

Joy Barberio
February 8, 2011
2 comments
ShareThis

Google is pretty clever! The sponsored ads are looking more and more like organic listings recently. The two spaces are blending together. The new features, listed below, are both taking up more real estate on the page and feeling a lot like natural results.

I think an interesting exercise is to compare a search engine results page screen shot from a few years ago to a recent SERP.

Here is a screen shot from a search for 'rack door' in October 2007: vs. February 2011 search results for 'rack door':

So, what has changed since 2007? In this post, I will outline 10 features that we think are blending the paid and natural search arenas, and making the PPC ads a bit more enticing to click on.

1. Label Change from 'Sponsored Links' to 'Ads'. Notice the label on the top right of the page has changed from 'Sponsored Links' in the 2007 screen shot above to 'Ads' in the last few months. This 'Ads' header seems to whisper that these are advertisements.

2. Background Color. The screen shot from 2007 shows a yellow background color for ad(s) above the organic listings, vs. the pale purple background in the 2011 results page. And, more recently, we are seeing a peach color background for some of the search results. Some monitor contrast settings show these background colors as practically invisible, making these PPC ads look like top organic listings. Pretty tricky, Google.

Feb. 2011 SERP showing peachy color:

3. Lower-case Display URLs. The recent change to lower case display URLs, shown in the 2011 screen shot above, makes the ads look more like the natural listings below.

4. Sitelinks. The Sitelinks mirror the links in the organic listings. The neat thing about Sitelinks in search is not only do Sitelinks allow for more ad space on the page, but the advertiser also has control over what link text and landing pages are used to draw users into the site. See 'Gymboree' screen shot below:

5. Headline Merged with line 1. Starting this month, Google is showing a longer look to the headline for those ads that appear in top spots, above the natural listings. More specifically, ads are showing with 'headline – line 1', in cases where line 1 ends in proper punctuation. This makes for longer hyperlinks, like the natural links below these PPC ads. (See 2^nd and 3^rd ad in 'rack door' 2011 screen shot above to see this in action.)

6. Seller Ratings make the PPC ads more attractive. These are nice because they give users a sense of confidence in the site, to encourage a click event. Also, they allow advertisers to take up one more row of space on the SERP. Notice the same 'ratings' look in both the PPC and organic listings below.

7. Product Listing Ads. These image ads are taken from the Google Base feed and resemble the 'Shopping Results' images shown in the natural listings landscape. PLAs allow advertisers to take up more space on the page, and can be coupled with the same advertiser's traditional PPC text ads. (See image in top right corner, in Feb. 2011 'rack door' screen shot above.)

8. Product Extensions. Notice the product extension plus box for the 'Target' ad in the 2011 search engine results above. In addition, PEs are sometimes displayed with the items listed out, as in the example below. The new 'look' with the plus box already extended looks especially 'organic' in nature as it mirrors the 'Shopping Results' below the paid landscape. So, like PLAs, Product Extensions, essentially monetize the free Google Shopping product. An added benefit of PEs is that they take up more real estate on the page.

9. Comparison Ads. Search for 'mortgage rates' to see this in action. Theseinteractive ads look a lot like organic listings!

10. Location Extensions. These 'extended' location paid ads look similar to the natural places listings, with detailed address and phone number displays. Also, the map on the right rail shows PPC ads more prominently by marking the location with a blue pin, rather than the traditional red colored pins.

So far, our analysis has shown a lift in CTR for many of these new features. Time will tell if the latest features ('headline – line 1' coupling, and lower case display URLs, for example), will also bump up the CTR. We'd imagine that these will lift the click through rate, as users click on these ads, thinking they are organic listings. Great. But, what we'll really need to watch is a change in closing ratio, as these potential added clicks may not convert. Of course, if the closing ratios look good, it is good news for advertisers, retailers, and Google!

We are curious, what are you seeing?

Thank you to Matthew Mierzejewski and Mark Ballard for collaboration on this post.

Jose María Corbí

Director

Teléfonos: 960118929; 911298795; 902021130

Correo-e: jmc@130Caracteres.com

Skype: josemariacorbi

(click for full size image)

¡Calidad y Eficiencia Para Su Publicidad En Internet!

Publicidad en Google: mejoras en los anuncios en adwords enriquecidos con mapas

2011-02-03T15:01:00.000+01:00

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

Location extensions: putting your business on the map

Wednesday, February 02, 2011 | 4:34 PM

Labels: New features

When location extensions launched in AdWords in 2009, they allowed you to dynamically attach relevant business addresses to your ads. We've since experimented with different ways to integrate this information with a map.

Today, we're introducing a way for your location extension-enabled ads to show directly on the map. We'll be integrating information from ads with location extensions into the Place Search map on Google.com. On the map, your location will be marked with a distinctive blue pin.

With the new format, we expect potential customers to be able to find local businesses more easily. Rather than seeing multiple addresses and maps on the page, your customers can see all relevant, nearby locations in one place with quick links to get directions on Google Maps.

Your promoted business will appear in this new integrated format whenever we infer that a potential customer is looking for local information and your ad qualifies to appear above the search results.

For more information about location extensions, please visit the AdWords Help Center.

Posted by Dan Friedman, Inside AdWords crew

Jose María Corbí

Director

Teléfonos: 960118929; 911298795; 902021130

Correo-e: jmc@130Caracteres.com

Skype: josemariacorbi

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Publicidad en Google: La interfaz de Adwords gana en modularidad y customización.

2011-01-30T17:48:00.000+01:00

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Artículo de Pamela Parker aparecido en Search Engine Land.

AdWords Homepage Gets More Modular, Customizable

Jan 28, 2011 at 4:42pm ET by Pamela Parker

Google has redesigned the homepage for its AdWords advertiser interface in an effort to bring more relevant, customized information up front for marketers.

The main change for the "home" tab is that advertisers can create their own modules based on saved filters created on the campaign interface. Filters let advertisers identify problems with their campaigns, including low-performing keywords, keywords that don't appear on the homepage, ads that aren't showing, or keywords that are high-cost but low-performing. Modules displaying the result of the saved filters can be placed on the homepage — Google has placed a few examples by default.

The modules created on the Web will also carry over to the mobile AdWords interface.

"While the Account Snapshot provided helpful functionality to advertisers looking to get a quick overview of account performance, we heard feedback that it was not customizable or actionable enough," says an AdWords FAQ on the homepage change. "For example, many advertisers requested links from the Account Snapshot statistics into the relevant pages on the Campaigns tab. Others wanted to see more detailed snippets of information in available modules."

Jose María Corbí

Director

Teléfonos: 960118929; 911298795; 902021130

Correo-e: jmc@130Caracteres.com

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

2011-01-27T17:50:00.001+01:00

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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?

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

2011-01-25T23:58:00.000+01:00

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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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¡Calidad y Eficiencia Para Su Publicidad En Internet!

Anunciarse en Google: Nueva herramienta de orientación contextual.

2011-01-25T12:10:00.001+01:00

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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

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¡Calidad y Eficiencia Para Su Publicidad En Internet!

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

2011-01-19T23:31:00.001+01:00

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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.

Gran artículo que me ha parecido interesante añadir al Blog.

Jose María Corbí

Director

Teléfonos: 960118929; 911298795; 902021130

Correo-e: jmc@130Caracteres.com

Skype: josemariacorbi