Thursday, June 14, 2007

Canada, Search Marketing and Gord Hotchkiss.

Gord is magnificent. He lives in the middle of the forested province of British Columbia and leaves it regularly to speak about search. And wow is he speaking today!

Check this out about Search Marketing in Canada. Canada, It's Time to Clue Into Search!

Harsh Words but oh so true.......Here is my comment:

Gord - well said. I have always been astounded by two things:

1 - Search Agencies in Canada don’t think Canadian companies have money to spend on Search marketing like American companies do (it is the old insecurity thing)

2 - Canadian companies who sell in the US don’t know how to play the search marketing game.

In Vancouver, UBC has a degree in Internet marketing that has courses in search marketing. But, as far as I can tell from speaking for 5 years at the IIMA seminar series,brand managers are not educating themselves. I also spoke at the first SES Toronto and found the audience way behind the curve. I am so disappointed to hear that hasn’t changed.

Shouldn't Roots, Teleus, the banks (Scotiabank, etc), the stock exchange, the insurance companies want to be visible in search results and be willing to spend a portion of their very, very large advertising budgets on search?

Here is a get piece from an article in October 2005: (and still valid today)

Canada’s population is roughly 10 per cent that of the U.S. but in the recent Deloitte Technology Fast 500 list 53 of the fastest growing technology companies in North America are Canadian. That’s 11 per cent of the total.

So, Canadians, come out and play like the big boys/girls in the US, eh.

Disclaimer #1: I know that their are exceptions and apologize to those who spend a fair share of their time trying to convince Canadian companies to play.
Disclaimer #2: I am a Canadian who moved to California.

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posted by Barbara 'webmama' Coll @ 5:08 PM     Permanent Link

Monday, June 11, 2007

Google Quality Score Post by Amy Konefal (a Team Member)

Google Quality Score: What’s the True Measure of "Quality" Anyway?

In this blog Amy talks about the return of the click-through rate being an important (man it hurts to say that) measure in order to stay at a reasonable price and good position in Google Adwords. A few words from Amy's Google Blogoscoped posting:

"However, those keywords that are getting lower click-through rates due to the use of strategic, pre-qualifying ad descriptions that are written for conversion, could end up being deemed ‘poor quality’ by Google. The result often is that the advertiser is forced to pay much more per click to compete in the listings (I’ve seen minimum bid requirements up to $20 per click!). Even when that very same set of keywords combined with the pre-qualifying ad description happens to be the winning combination that produces the most conversions and highest ROI for your company!"


But what I’d suggest to Google and Yahoo is that they look at this from a longer-term perspective. Who is going to bring you more money over time? The advertiser who is successful because they’ve adjusted their campaign to maximize conversions... therefore seen that PPC can be one of their top ROI-producing marketing channels... therefore moved more of their dollars from traditional marketing to PPC ... and are sustaining and increasing this budget more and more over time? Or the marketer who may very well be producing a large volume of clicks, impressions and a high click-through rate for their company... but quite possibly may not be impacting their company’s bottom line?"

Thank you Amy for your perspective.

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posted by Barbara 'webmama' Coll @ 11:34 AM     Permanent Link

Sunday, June 10, 2007

Target Latinos through Search Engine Marketing - Or Let the Competition Do It First.

Attend SES Latino and find out how. See press release about my thoughts on the matter

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posted by Barbara 'webmama' Coll @ 4:11 PM     Permanent Link