Praveen: Analytics SEO SEM Online Marketing

Recently spotted was an Text Ad on sponsoed listings of Google Search results. The Ad was from Futurebazar.com, with not a single character in english or any other language. All characters in title, description line 1 & 2 were in small box.

FutureBazar Ad on Google.com

The Google Search for the exact characters would give me the results :

I really wonder how Google approved these Text Ads on their network.

The same Ads are found in Sify.com as well.

Another interesting thing is Google is able to index and spider content on Sponsored listings displayed through Adsense. This means that Google can read Javascript which is otherwise understood to be totally unreadable by Google’s robots..

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Yahoo Search Marketing is very new in India after it parted ways with MSN in sometime June 2006

Yahoo launched its Ad program In India with new Interface for Advertisers to manage their campaigns and track/monitor results performance.

The Main features of YSM are:

1) Users add mainly Ads in YSM not keywords. This means that campaign is sorted by Text Ads

2) There is Advance Match (similar to broad/exact/phrase match in Adwords) & Content Match for every Text Ad.

3) Set Maximum position 1 for all Ads, this would automatically increase your CPC to give your Ad #1 on search results

4) Gives our your competitor bids and Top 3 bidders for your keyword

5) Generate daily, monthly, weekly reports on keyword performance.

6) Campaign Settings, Activate/Deactivate Campaign, Url, Category of Campaign.

7) Billing Report on predefined this month & last month stats.

The above are the main features on the YSM system. For more latest info you could visit the YSM blog

My personal opinion is that a company that is looking to compete with Google has to come with a system that is comparable by benefits & features vis-a-vis competitors.

As an Google Adwords user the main things that are visibly lacking in the system which catches your attention are:

1) No Conversion Tracking. How does yahoo justify users expenditure on their network without being able to track campaign effectiveness. This shows Yahoo is concerned about earning their revenue more than caring about users money.

2) No Advance Keyword/Ad Text editing. You cannot track down poor performing keywords & remove them. Similarly Text Ads.

3) No place for Image Ads. With content targeting options, having a Image targeting is a necessary feature.

4) No way to generate customized reporting tool. There is only a standard reports that can be generated.

5) If there are more than 1 campaign then there is no provision to find cumulative costs, clicks, bills etc..

6) There is a need to create an Ad every time your add a new keyword. This increases the time of the advertiser.

These are main features that are clearly visible in the account and definitely not helping the advertisers.

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Google now is providing the quality score information to their advertisers which were not revealed to advertisers before.

This new feature of displaying quality score for each keyword in search campaigns helps advertisers tweak their combination of keywords, Ad texts in their ad groups for improve quality and reduce their minimum bid thereby reducing their overall costs.

The feature shows Great, OK, Poor against each of the keywords listed in the search campaigns.

The various ways to optimize the campaigns for better performance are:

1) Remove all Poor keywords in an ad group and place them in new Ad group.

2) Create Dynamic Ad texts for these Poor keywords or use these keywords/synonyms in the Ad text.

3) Change the communication of these Text Ads. For Example from Buy the Product to View the Product or Get Benefits by using the Product.

4) Search for these Poor Keywords on Google.com and see the Ads that are running. The Ads displayed in Top position can be assumed to have good communication.

5) Similarly OK keywords of the same theme can be grouped together. The Ad text can be modified by including the keywords and comparing Top Ads in the search results.

6) Landing page can be changed to have similar communication as the Ads themselves.

7) Keep trying new combinations of Text Ads at regular intervals to get maximum results.

Perform SEO for landing pages with Title, Meta, Alt Tags with Keywords present in the Ad Group which are landing on this web page. For more detailed discussion please visit Webmasterworld. Keep different landing pages for different AD groups.

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There are lot of companies such as Pinstorm, Group M & other agencies managing Search Engine Marketing Campaigns on Google AdWords, Overture, MSN Ad center & other smaller PPC Engines.

The Key to effective management is strong reporting and use of analytical methods to mine history data and generate reports that can effectively help in better improving campaigns.

Analysis using excel is good enough for most campaigns by using built in excel features such as Pivot Table, V-look up etc.

The main benefits of analysis can be very interesting such as getting an insight into the user behaviour and their nature. For instance suppose your analysis shows that your brand term generates most clicks then your offline marketing is helping to generate more online visitors.

Also it can show that some set of keywords on your AdWords Accounts have more conversions or clicks from your content target ted campaigns. Then you could approach websites that have similar theme to these keywords for online display advertising, since you are confident of receiving quality traffic.

Similarly by digging into the keywords in your accounts & campaigns and analyzing your inferences can benefit other forms of advertising/marketing.

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