Apr 02 2013

8 Ways To Mobile Click-to-Call Leads

Category: mobile marketingTom Shivers

The folks over at ifbyphone provided a great whitepaper on mobile marketing strategies and lead tracking. I’m going to break down the high points for you in this post from just one section of the whitepaper so you can get right to the good stuff.

Here’s what’s driving leads from smartphone users today…

Mobile PPC ads with mobile click-to-call

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Jun 29 2011

Get a Decision or Get Out of Marketing

Category: organic seoTom Shivers

$$$ = [Desire Based Tension] + (Decision)

“If you are not relevant enough in the mind of your [prospects and] customers to get them to make a decision, then they will never ever buy.”

“Your job as a marketer… is to be relevant enough to get people to make a decision about you… one way or another. The purpose of good marketing is to get people to make a decision about you… to be a fork in the road.”

These are quotes from Clay Collins which are spot on, watch the short video below to get the full force of these statements.

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Oct 15 2008

The Failures of Direct Mail: How to Burn Through a Chunk of your Marketing Budget

Category: pay-per-click advertisingJon Davis

As a marketer I am constantly evaluating how companies are attempting to market their products and services as I go throughout my day.  Sometimes I am impressed, more often I am amazed at how basic common sense and simple marketing logic is disregarded by companies.  In these times of increased economic concerns I just don’t understand how these companies don’t see that they could use their marketing budget more effectively.

So-Called “Value” Packs
Let’s look at one example that I recently came across.  The other day in the mail I received one of those Valpaks, which is basically an envelope packed with various coupons for local businesses and restaurants.  While sifting through the coupons I noticed a lot of the coupons are for things like handyman services, house painting, air-duct cleaning services, etc.  I found this strange because I live in a rented property and I have a handyman provided by my landlord that does all these things free of charge.  Then, I thought back to when I was living in a large apartment complex and received the same flyers along with the other hundreds of people who lived in the complex and had free maintenance services provided to them.  It hit me that these companies offering their home maintenance services were paying to be included in these mailings and their coupons were probably being sent to thousands of people who under no circumstance would ever use their services because they already get them for free.  As an internet marketer, naturally, I began to compare the direct mail campaigns to online paid search campaigns.

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Jun 19 2008

Not so Dynamic Insertion

Category: general,pay-per-click advertisingJon Davis

The dynamic keyword insertion tool for adwords is a great tool for managing large amounts of diverse keywords within an adgroup. For those of you who are not familiar the keyword insertion tool allows you to place a code combined with a generic keyword into your ads. This combination results in the actual keyword the searcher was searching for appearing in the ad. This has been proven to help with click-through-rates because searchers respond more to seeing the exact phrase or word that they typed in.

So, say you sell sporting goods and have targeted the keywords “soccer balls”, “footballs” and “golf balls”. An example of the way you would write your ad using dynamic insertion would be:
Title: {Keyword:Sport}
Description line #1: {Keyword:Sport} for Sale
Description line #2: Name Brands at Great Prices

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Apr 21 2008

The Tipping Point: When Organic Traffic Surpasses Paid Search Traffic

Category: generalTom Shivers

So you have a new business and, to keep expenses down and ROI up, you use the Internet to find new customers or clients. Search engine optimization (SEO) is the best investment, but it normally takes 3 to 6 months to see top rankings. Since you must have customers to stay afloat, you want immediate and qualified prospects to come to your site. So what you need right now is paid search (pay-per-click advertising). And implementing both SEO and paid search simultaneously can give your business an irresistible one-two advantage.

When paid search is the main source of new customers, you have to maximize the ROI from your immediate – yet pricey – web visitors. How? By clearly communicating with the most desired prospect whose problem you can solve, and who is willing, able and ready to engage now.

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