Publicidad en Google: recomendaciones para una página de comercio online.

27 things I need to see on an e-commerce homepage Posted 10 January 2011 13:05pm by Graham Charlton   A retailer's homepage needs to convey what the site is about and provide all the elements that customers are looking for, and that will entice them to explore the rest of the site.    I've listed 27 elements that are commonly seen on retailer's homepages, many essential, others desirable. If I've missed any, please leave a comment below...  Essentials Search box Vital for helping customers to find what they want quickly, though as our Site Search Report found, retailers need to work on the quality of the results returned.  Logo Tagline Not something all retailers use, but it can help to quickly define your brand for visitors. Here are 17 tips for creating a website tagline.  Store finder Many retailers (M&S, Comet, John Lewis etc)  are now placing this at the top of the page, which makes sense if customers have come to your website just to find their nearest shop.  Telephone number A prominent telephone number on a homepage is a great way to reassure customers, as well as a useful shortcut.  Contact details  Customers should be able to easily find contact details on the homepage. There should at least be a link in the footer, but above the fold is preferable.  Address Providing the company's registered address at the foot of the page is a good way to reassure new visitors.  My account / sign in For returning customers, or for those that need to check or track an order.  Top navigation bar Obvious, but this is something customers will be used to seeing.  Shopping basket / checkout link Most customers will expect to see this on the top right of the page, so it makes sense to place it there. A basket or bag symbol can help to make it more visible.  Latest offers If you have some offers on, or are running a sale, it makes sense to promote it on the homepage. For some reason, Gap didn't link to its post Christmas sale from its homepage, making it much harder to find.   Promotional area  There are several ways of doing this, which I'll look into in a future post, but it makes sense to promote your products and give customers some ideas.  Images Images not only make a site more visually appealing, but also help to convey what they site does to the new visitor.  Email sign up Email marketing works for retailers, so give customers the option of signing up. Delivery information This could be another footer link, or more prominent if you have a delivery offer to promote. Either way, customers should be able to find it from your homepage.  About us One for the footer, but useful for customers and journalists.  Link to press office / corporate site Makes it easy for journalists to find out more about the company or financial reports. Terms and conditions  May not be read by many, but needs to be there for those that need it.  Sitemap  Another one for the footer.  Status updates Various events may affect prices or delivery, such as VAT rises, Royal Mail strikes, Christmas, or bad weather, so adding a message to the homepage is a good way to reassure customers.  Desirables Delivery offers If you offer free delivery, or have some delivery offer, showing this prominently on the homepage, as Webtogs does here, can be very persuasive.  Personalised recommendations Showing products based on previous purchase and browsing history is an excellent way to make promoted products relevant to returning customers.  Social media links As with email sign up, it makes sense to provide ways for customers to follow you on Twitter or Facebook. M&S does this quite prominently on its homepage.  Accepted payment methods While most sites will accept popular credit and debit cards, customers may be looking to find out if they can pay by PayPal or some alternative method. Play.com conveys this information well with the symbols at the bottom of its homepage.  Link to blog or community section If you have a community section, then it makes sense to provide a clear link from the homepage, as ASOS does.  Maybe... Trustmarks  This is debatable, as trust is better conveyed by a professional looking website that is easy to use and error free. However, trustmarks may be more valuable for smaller retailers and less well-known brands  Change language / country  Websites should detect a user's location and serve the relevant version of the website, but some may need to provide the option to change this, in case users arrive at the wrong site.    Graham Charlton is UK Editor at Econsultancy. Follow him on Twitter or connect via Linkedin.  Jose María Corbí jmc@130caracteres.com www.130caracteres.com   Oficina:    902 021 130 Móvil:       669 896 673 Skype:     josemariacorbi Blog:        http://130caracteres.blogspot.com ¡Gratis! Club de links // Publicidad en Google: ¡ofertas! 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!

Publicidad en Google: Más publicidad móvil, más publicidad local, no lo olvides!

Publicidad en Google /// Salir en Google /// Anuncios en Google /// Anunciarse en Google   The Keyword Tool helps you go mobile Tuesday, January 11, 2011 | 12:09 PM Labels: advertisers This post has been cross posted from the Inside AdWords Blog: When you're out and about, is your phone your go-to computer? If you find yourself doing mobile searches for information, directions, or even real-time price comparisons, you're not alone--mobile search is growing fast. Over the past two years, Google's mobile searches have grown by more than five times. Furthermore, in the third quarter of 2010, Google mobile searches jumped 130% year over year. Given the growth of mobile search, it's no surprise that more and more of you are looking to capitalize on the mobile advertising opportunity. If you're already a mobile advertiser or if you're looking to make your jump onto the small screen, your job has just gotten easier. Mobile Statistics in the Keyword Tool The Keyword Tool now helps you build a better keyword list to target mobile users. Under "Advanced options," you can now search for keywords for devices with mobile WAP browsers, mobile devices with full Internet browsers (think iPhone and Android phones), or all mobile devices (sum of devices with WAP browsers and devices with Internet browsers). When you do a keyword search, the statistics you see for Competition, Global and Local Monthly Searches, and Local Search Trends are all specific to the device or devices that you've selected. click to enlarge image Let us know what you think of this new feature by clicking the "Send Feedback" link in the Keyword Tool or by going directly to our feedback form. Posted by Lisa Shieh, Inside AdWords crew. AdMob Network hits 2 Billion Requests a Day Thursday, January 6, 2011 | 8:47 AM Mobile usage continues to explode, and we continue to see rapid growth throughout the AdMob network of mobile sites and applications. What does this mean for mobile advertising? Today we receive more ad requests in a single day than AdMob received for the entire month of December 2007. That's a magnitude of 30 times in just over three years. Here are a few quick stats on what's happening in our network: * The AdMob network now receives more than 2 billion ad requests per day, more than quadrupling over the last twelve months. * More than 100 million unique Android and iOS devices requested an ad each month, nearly doubling over the last six months. * Rapid growth is global. Nine countries in the AdMob network generated more than a billion monthly ad requests in December 2010, up from just one country a year ago. * The strongest regional growth in monthly ad requests over the past year has come from Asia (564%), Western Europe (471%) and Oceania (363%). As we kick off 2011, we continue to be excited about the rapid growth of the mobile industry and of mobile advertising. It's clear that the growth trajectory of the entire mobile industry is just going to continue to get steeper this year, creating big opportunities. Are you ready for mobile in 2011? Harsh Shah Google Mobile Ads Marketing Team Jose María Corbí jmc@130caracteres.com www.130caracteres.com   Oficina:    902 021 130 Móvil:       669 896 673 Skype:     josemariacorbi Blog:        http://130caracteres.blogspot.com ¡Gratis! Club de links // Publicidad en Google: ¡ofertas! 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!

Publicidad en Google: Las mejores prácticas para sus campañas móviles.

 

 

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

Este mes de enero, lanzamos una llamada a la funcionalidad Haga clic en los anuncios para móviles que permite a los anunciantes se conecten directamente con los clientes potenciales a través del teléfono. En menos de un año, Click-to-call (CTC), los anuncios han recorrido un largo camino y cientos de miles de anunciantes está utilizando el formato de anuncio de hoy. De hecho, en los últimos tres meses hemos visto el número de anunciantes de Google con las extensiones de teléfono en el móvil crece un 28% mes a mes, a nivel mundial. Es más, haga clic para llamar anuncios en ambos Búsqueda en Google y las redes de pantalla están generando millones de llamadas cada mes en el móvil.

Estamos muy contentos de ver esta respuesta a los anuncios de clic para llamar y sólo estamos empezando! Desde el lanzamiento inicial, hemos seguido innovando en la plataforma de CTC mediante el desarrollo de una variedad de nuevos formatos de anuncio para ayudar a los anunciantes llegar a sus objetivos de marketing. En estudios recientes se encontró que en comparación con los anuncios sin números de teléfono, los anuncios de clic para llamar a conducir un aumento de 8.6% promedio en las tasas de click-through. Para ayudar a maximizar el poder de Click-to-call, hemos preparado las siguientes mejores prácticas para nuestros recientes mejoras de CTC, para que puede elegir el formato de anuncios que mejor se adapte a su objetivo de la campaña. Tenga en cuenta que si bien estos formatos son elegibles para mostrar en la red de Google mostrar, estos consejos son específicos de las campañas que se dirigen a Google.com y se optó-en para mostrar en dispositivos de gama alta con navegadores de Internet completos.


Unidad de llamadas a un número centralizado con extensiones de teléfono

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Si usted es anunciante nacional con un centro de llamadas o simplemente quieren manejar las llamadas a un número de teléfono específico, las extensiones de formato de anuncio de teléfono puede ser una herramienta útil. Extensiones de teléfono le permite incluir un número telefónico en su anuncio para móviles que seguirá siendo el mismo, independientemente del lugar donde el anuncio se muestra. Por ejemplo, si usted tiene un número 1-800 nacional, agregando a su teléfono de extensión se traducirá en el anuncio que muestra que el número exacto de usuarios que se encuentran en California y para los usuarios ubicados en Nueva York. Dando a los clientes la opción de hacer de inmediato en contacto con usted es una gran manera de conducir calificados que se quedan, así como la escala de su negocio. Para obtener más información acerca de este formato de anuncio, por favor, lea las extensiones de teléfono anuncio .


Centrarse en las llamadas telefónicas con llamadas de sólo Creative

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Muchas empresas llamadas telefónicas valor y visitas al sitio web diferente. Si usted desea específicamente para conectarse con sus clientes por teléfono, ahora se puede utilizar la convocatoria de sólo creativas para crear campañas de conducción centrado exclusivamente en las llamadas a su negocio. Una mejora que trabaja con extensiones de teléfono, la idea de llamadas de sólo asegura que su número de teléfono es el hacer clic sólo una parte de su anuncio para móviles. Desde una llamada cuesta lo mismo que un clic a su anuncio, usted puede concentrarse completamente en el fomento de las interacciones de teléfono con la audiencia deseada a través de sus campañas móviles. Para obtener más información acerca de este formato de anuncio, por favor lea la idea de sólo llamadas anuncio .

Medir el desempeño con Call Métrica para las extensiones de teléfono y sólo llamadas de Creative

Para obtener más detalles sobre el rendimiento de tus extensiones de teléfono y Creative anuncios sólo-Call, habilite la función de llamada de AdWords de las dimensiones. Uso de una dirección asignada número de Google Voice, Métricas de llamadas estadísticas indican el nivel a la campaña sobre el número de teléfono de clientes potenciales generados por sus anuncios de AdWords incluyendo duración de la llamada y el código de área de llamadas. En la actualidad, llamada Métrica solo está disponible para un número limitado de anunciantes de EE.UU., pero tenemos la intención de llevar esta función a más anunciantes en los próximos meses. Para obtener más información acerca de llamadas dimensiones, por favor, visite por favor visite Google Innovaciones de anuncios .


Ayude a los clientes recordar su número de teléfono con la vanidad de números de teléfono

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¿La mayoría de sus transacciones comerciales tienen lugar a través del teléfono? Si es así, incluyendo un número de teléfono vanidad en sus anuncios pueden ayudar a los clientes a recordar cómo en contacto con usted cuando necesitan sus productos o servicios. Una mejora de las extensiones de teléfono, números de teléfono vanidad le permiten mostrar un número de teléfono alfanuméricos en su anuncio para móviles. Como se ve en la imagen de arriba, en lugar de utilizar 1-800-836-3464 en su anuncio para móviles, 1-800-VENDING pueden utilizar su razón social actual. Para obtener más información acerca de este formato de anuncio, por favor lea la vanidad de números de teléfono anuncio .


Llegar a clientes locales con las Extensiones de Ubicación

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Intentando conectar con la de la marcha y listos para comprar de los consumidores locales?Adición de una ubicación específica el número de teléfono de negocio para sus anuncios puede ayudarle efectivamente con este público. Digamos que usted es dueño de una cadena de restaurantes de pizza y quiere asegurarse de que los clientes puedan llegar a la pizzería más cercana a ellos. Dado que las extensiones de ubicación los anuncios se publican sobre la base de usuarios una ubicación, los usuarios harán clic hambre y llame al restaurante más cercano en lugar del lado de la ciudad. Como beneficio adicional, este formato de anuncio muestra su dirección y ubicación de la empresa en un mapa ampliable y puede ayudar a navegar los clientes a su tienda. Para obtener más información acerca de este formato de anuncio, por favor lea la ubicación de las extensiones de anuncio .

Esperamos que usted encontrará estos consejos útiles y esperamos con interés el desarrollo de más de clic para llamar a funciones para que en el futuro.

Publicado por Surojit Chatterjee, Gerente de Productos Móviles de Google Ads

B2B Search Engine Marketing: Goals for 2011 - Search Engine Watch (SEW)

B2B Search Engine Marketing: Goals for 2011 - Search Engine Watch (SEW)

Publicidad en Google: el consumidor listo

Salir en Google // Publicidad en Google // Anuncios en Google // Anunciarse en Google The Smart Shopper 12/17/2010 01:40:00 PM Labels: Holidays, Mobile, online impact on offline Do you know "The Smart Shopper"? The Smart Shopper is constantly connected and always mobile. The Smart Shopper values on-line information, researches on-line then shops in-store, and uses a smartphone while shopping. You can see the smart shopper in action by watching the first two videos in our Smart Shopper series. The Smart Shopper: Constantly Connected An exclusive look into consumers' research and purchase process. The Smart Shopper: Always Mobile A clear snapshot of how smartphones are changing the way consumers research and shop. Use these Smart Shopper insights to help formulate your 2011 marketing plan. Engage the smart shopper by creating compelling video and display ads, developing a cohesive mobile strategy, and using an integrated multi-channel marketing campaign. Posted by Heidi Spector, Google Retail Team Jose María Corbí jmc@130caracteres.com www.130caracteres.com Oficina:    902 021 130 Móvil:       669 896 673 Skype:     josemariacorbi Blog:        http://130caracteres.blogspot.com ¡Gratis! Club de links // Publicidad en Google: ¡ofertas! 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!

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

Salir en Google // Publicidad en Google // Anuncios en Google // Anunciarse en Google   A lot of people in online marketing spend much of their time trying to figure out how to drive traffic through organic search and pay-per-click advertising, but too little time evaluating what site visitors do once they actually get to the landing page. Marketers should be trying to get Web site visitors to act in some way—like clicking through to another page, or downloading a white paper, for example—but most landing pages fail to accomplish this adequately. Fixing your landing page can ensure that you are getting the most out of your website traffic. It's the single most effective way to maximize the effectiveness of your online efforts and skyrocket profitability. Think your landing page is great? Think again. If you really want to decrease your cost per lead and increase your conversion rate, you've got to start with a best practices scrub of your landing page. Ruthlessly evaluate your landing page as if you were viewing it for the first time. Does it have a lot of visual clutter, such as unnecessary, gratuitous graphics that distract people from looking at your call to action? Is your call to action clear? Is your copywriting bogged down with marketing fluff? Also take look at upstream disconnects. This is where you promise one thing in your pay-per-click ad, but don't mention it on the landing page, thus losing the information scent trail. Or maybe you do mention it, but it's buried among too many choices. If you list 20 product features, do you really expect the visitor to read down to the 17th item that he's interested in?Make sure your landing page has an obvious connection to your pay-per-click ad or email so that users who click through can easily find what you offered them. Finally, don't ask for too much information, and consider not asking for any at all. A site that offers a free download without requesting information from the user can have a conversion rate that's 50 times greater than a site that requires users to fill out a form. Consider whether you could ask for user information later in the process, after you've already given them something. You might be surprised at how willingly visitors will share their information once you've given them something for nothing. With these basic considerations in mind, you've likely already concluded that your landing page is far from perfect. So where should you go from here? Chances are, you've got several sources of readily available information that can help you uncover information about site problems and prioritize where you have the greatest opportunity to make improvements. Web Analytics Web analytics related to the content of your website can provide many important clues to uncover and prioritize potential problems: • Most visited content The popularity of a Web page helps you to understand whether it is getting the proper exposure. If a key page is not getting enough traffic, it may be necessary to move it to a more prominent location on your website, or to create more links to it from other popular pages. • Path analysis Path analysis allows you to see the sequences of pages that visitors use to traverse your site. They show you the most common flows of traffic. It may be possible to change the position of key conversion pages or links within the site to benefit from such "drive-by" visibility. • Top entry pages A list of the top entry pages shows you the point of first contact with your site. Generally, the more traffic that is hitting a landing page, the more attention that page deserves in terms of conversion tuning. Traffic levels can help you to prioritize which landing pages that need to be fixed first. • Top exit pages Exit pages are the places where visitors leave your site. Each exit page can be viewed as a leaky bucket. If visitors exit your site, they probably did not find what they were looking for. In some cases, there is nothing that you can do about this. But for many of the visitors who left, you could have probably improved the page to provide more relevant information or better navigation. The total number of exits and the exit percentage of a page can be used to prioritize among problem pages. The worst-case scenario is a popular entry page that is also a frequent exit page. The bounce rate is the percentage of entry page visitors who leave immediately without visiting any other site content. High bounce rates on high-traffic pages are a red fl ag indicating that those pages need attention. • Funnel analysis Regardless of your visitors' initial wandering path on your website, they must often pass through a well-defi ned series of pages in order to convert. It is possible to see the efficiency of each step in this linear process. The funnel narrows as people drop off during each step. High drop-off percentages may signal that a particular step is especially problematic. If problems are uncovered, they may suggest breaking the process up into smaller and more manageable steps, or simplifying it. • Conversion goals Web analytics software allows you to track conversion rates (CRs) for all of the important goals on your site. By comparing your CRs with analyst research for your industry, you can get a rough idea of whether your site effi ciency is competitive or substandard. Some Web analytics tools offer the ability to view reverse goal paths. These are the most common sequences of pages that visitors traversed on their way to completing a conversion goal. Unlike forward-looking funnel analysis, reverse goal paths look backward at the most popular points of origin for a conversion. Onsite Search Onsite search can be a great source of information about what is not working. Many searches produce no matching results, indicating a mismatch between visitors' desires and expectations and the ability of a site to provide relevant content. By taking a careful look at such empty search results, you can identify the type of information that is not effectively being found on your site. If a search is very common it may be a candidate for inclusion in the site's permanent navigation. In other words, you may want to enshrine the search result with permanent visibility to help even more people find it (since a small minorityof them will bother to use the search function). Usability Testing Usability testing can often be done inexpensively and rather informally. After running as few as three test subjects through your mission-critical conversion task, you can often uncover significant issues with your current landing page. All you need for this kind of informal approach is a quiet room, a mock-up of your proposed design (possibly just hand-drawn on paper), and a clear task statement (of what you want your subjects to accomplish). You then simply ask the person to talk out loud about their thought process as they work through the task. Usability Reviews You don't always have to conduct full-scale usability testing. Hiring usability experts for a high-level review of your landing pages is often a terrific investment. Usability experts have seen dozens or even hundreds of poor designs, and have learned to extract subtle commonalities. They can quickly focus on potential problems without even conducting a usability test. Besides their testing expertise, usability experts also bring an outside perspective and a mandate to uncover problems. Focus Groups Focus groups, like usability tests, draw on people from the target audience. Via a moderated group discussion, insights can be gleaned about user needs, expectations, and attitudes. These findings can be compared to the proposed solution to determine if key elements are missing or are incorrect. Of course, focus groups can be easily biased by their more outgoing and assertive participants, and the moderator's influence is important. Eye-Tracking Studies Eye-tracking is particularly useful in detecting problems in the earlier stages of the visitor's decision process (awareness and interest). If most test subjects do not look at the desired part of the page, they are not even aware that the conversion action is possible. In effect, for these visitors to your site the conversion action does not exist. Such studies can be costly, but are an excellent source of problems regarding page layout, visual presentation of information and images, and emphasis. Recently, low-cost alternatives to eye-tracking studies have emerged on the market (see figure 1). Customer Service Reps Customer service representatives deal with your website visitors' problems all day long. Customer service representatives' interactions can lead to valuable information about how to actually fix the underlying problems. Feedback can be collected in two ways: direct interviews or surveys of your reps, or a review of actual visitor interactions. Chat and phone call logs can be used to classify problems into categories. The prevalence of particular types of problems can be used as an indication of its severity. Surveys A number of easy Web-based and telephone surveying methods and companies are available. Surveys among your target population can be a useful source for discovering additional problems with your site. People who have already completed your conversion action already would seem to be the best group to sample. However, you should generally avoid surveys and interviews of existing users. They are already biased because they have already made the decision to act on your offer. It is better to sample randomly among a pool of people from your intended target audience. Forums and Blogs Many industries have specifi c communities of interest and popular discussion forums. Even if your company is not a market leader that is mentioned directly in forum posts, you can still gain valuable insight into the concerns and problems of your target audience. Such venues allow you to gauge the loyalty or frustration of people, their immediate needs, and attitudes toward your industry, company, or product. If you follow even a couple of these problem-finding ideas, you should be able to quickly identify many potential conversion issues with your site. Now you can come up with improved alternatives for each issue and use these as the basis for your landing page test. Focus on the negative and you are well on your way to higher profits! TIM ASH   Jose María Corbí jmc@130caracteres.com www.130caracteres.com   Oficina:    902 021 130 Móvil:       669 896 673 Skype:     josemariacorbi Blog:        http://130caracteres.blogspot.com ¡Gratis! Club de links // Publicidad en Google: ¡ofertas! 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!

Publicidad en Google: Centrándose en obtener interacciones telefónicas.

Focus on phone calls with Call-only Creative Thursday, December 9, 2010 | 9:27 AM Labels: ad formats, advertisers Many businesses value phone calls and website visits differently. For example, a pizza restaurant may prefer to connect with customers over the phone because calls are more likely to result in phone orders.  In fact, advertisers frequently ask us for an easy way to just focus on phone calls with their mobile campaigns. So today we are excited to announce the Call-only Creative, an enhancement to the Click-to-Call Phone Extensions, which gives advertisers the flexibility to create campaigns with the sole purpose of driving calls to their business. As shown in this sample ad for Lou's Italian Pizza, Call-only Creative prominently features a clickable phone number while suppressing the user's ability to click anywhere else in the ad. As a result, Lou's can completely focus on fostering phone interactions with its customers via its mobile ads. click to enlarge image Call-only Creative ads show on Google.com on high-end devices with full Internet browsers. To take advantage of this feature, advertisers must enable Phone Extensions and check the 'Call-only format' box on the Phone Extensions tab in their mobile campaign. Call-only Creative ads may get clicks from devices like iPads or iPod Touches, which cannot make phone calls. Clicks on ads from these devices will send users to the advertiser's landing page. As with all Click-to-Call ad formats, advertisers are charged when a user clicks on the phone number in the ad.  For instructions on enabling Phone Extensions for your mobile campaign, please click here. Posted by Anna Khesed, Google Mobile Ads Marketing Team Jose María Corbí jmc@130caracteres.com www.130caracteres.com   Oficina:    902 021 130 Móvil:       669 896 673 Skype:     josemariacorbi Blog:        http://130caracteres.blogspot.com ¡Gratis! Club de links // Publicidad en Google: ¡ofertas! 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!

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

Publicidad en Google // Salir en Google // Anuncios en Google // Anunciarse en Google Roy's Restaurants achieves 800% ROI with mobile only campaigns and hyperlocal advertising Wednesday, December 8, 2010 | 8:07 AM Labels: advertisers, case study Roy's Restaurants has landed on a recipe for success with Google Mobile Ads. By using hyperlocal advertising and creating mobile-only AdWords campaigns, Roy's was able to drive 40% more calls and ultimately more customers to their stores. Read more to learn how Roy's and its agency, G&M Plumbing, have implemented mobile best practices to achieve an 800% ROI. In 1988, James Beard Award-winner Roy Yamaguchi opened the first Roy's in Honolulu, Hawaii. Multi-ingredient fusion dishes, a spacious dining room, an expansive lounge, and a signature exhibition kitchen in full view defined the experience.  Today's Roy's 31 restaurants cater to diners celebrating a special occasion as well as business travelers looking to wind down. Getting started with click-to-call mobile ads Based on substantial success with Google AdWords, G&M and Roy's began looking for new ways to increase marketing returns and create meaningful connections with customers. Together, they determined that customers who call the restaurant will frequently make multiple reservations and that a growing number of people prefer to use their phones to secure a dining spot. With a goal of increasing phone reservations, Roy's extended their desktop click-to-call location extensions campaign to the mobile platform. As a result,  call volumes grew and the company became curious about what they could do to further maximize calls and returns. Creating mobile-only campaigns and implementing mobile best practices Roy's and G&M subsequent steps are a great example of how to maximize returns by advertising on mobile devices with Google. First, the duo created a national, mobile-only campaign that enabled them to budget, bid, target, and track their mobile performance separately from their desktop AdWords campaigns. Next they employed aggressive bids to increase the chances of their ads appearing in the top positions – an important consideration for advertising on mobile because of the phone's smaller screen size. click to enlarge image Harnessing the power of hyperlocal advertising In addition to mobile-specific campaigns, Roy's also took advantage of Google Mobile Ads' new hyperlocal advertising feature which serves locally relevant ads and displays distance information to help users understand how close they are to a business. The hyperlocal functionality of the ad format immediately enabled the company to better target on-the-go customers searching for the closest Roy's Restaurant location. Reflecting on the experience with hyperlocal ads, Jason Maloney, Vice President of Marketing for Roy's said, "With Google's hyperlocal mobile advertising, we were able to target our potential guests at their point of need. Mobile searchers looking for dining options could effortlessly see how close they were to a nearby Roy's Restaurant and the click to call function allowed for instant reservations. Our hyperlocal mobile-only campaign drove a 40% increase in calls with a CPC 67% less than desktop ads.  The numbers are impossible to ignore. We have to invest in hyperlocal mobile advertising as part of our long-term growth strategy." Reaping exponential returns Roy's was able to achieve click-through rates 539% higher on mobile than on desktop by investing in mobile-specific campaigns and hyperlocal advertising. And Scott Dunagan, Director of Digital Marketing at G&M Plumbing believes this is only the beginning of the mobile advertising returns for Roy's, "With Google Mobile Ads we saw an 800% return on investment on our mobile-only campaigns, roughly doubling our ROI from when we had blended mobile/desktop campaigns. Google Mobile Ads have allowed us to reach our target consumers and enable them to transact with us in much more effective ways than any other medium. It's all about giving the end user all the information they need within the ad. With Google mobile-only campaigns we are seeing tremendous results." Posted by Dai Pham, Google Mobile Ads Product Marketing Jose María Corbí jmc@130caracteres.com www.130caracteres.com   Oficina:    902 021 130 Móvil:       669 896 673 Skype:     josemariacorbi Blog:        http://130caracteres.blogspot.com ¡Gratis! Club de links // Publicidad en Google: ¡ofertas! 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!