What is Conversion Optimization?
What’s A Conversion? A conversion is a desired action or series of actions that a prospective consumer can make, indicating a progression through the buying cycle. The most obvious type of conversion is the actual exchange of money for goods & services. When a consumer enters a store and buys something, the store has ‘converted’ …
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What is PPC (Pay-per-click) Advertising?
PPC Advertising vs. ‘Organic’ SEO PPC, or Pay-Per-Click (also CPC, Cost-Per-Click), in comparison to SEO represents paid listings in the SERPs (Search Engine Results Pages). These listing usually show up looking like this: Usually distinguishable from ‘organic’ listings by shaded box and an “Ads” disclaimer, these listing are bid on by advertisers. The rank order …
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Direct Coupons
Part I – Coupon Books Zones One advantage to coupon books, I’ll admit from the start, is more control over volume. Unlike other media outlets like network TV ad or newspaper which cover both a vast geographical region and, subsequently, cover a larger volume of prospective customers, coupon books (& other direct mail options) offer …
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Radio Advertising
Radio, another wide-reach medium of advertising, tends to be most similar to network television in regards to cost per impression, expansiveness, and focus on prospective clientele. Although the often ‘knee-jerk’ reaction to radio is pitting an ad’s lack of visual context against that of TV (or even print media), people tend to forget that cost …
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Newspaper Advertising
With newspaper ads, like with TV media campaigns, an advertiser casts an awfully wide net with hopes of scooping up a few fish. Understandably, hitting one half million consumers Friday morning–before buyers are planning their weekend errands–can cost quite a bit of money. Purchasing [tooltip text=”Larger dimensions, color, main section, etc.”]the right ad space[/tooltip], from …
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Billboard Advertising
As unlikely as it may seem, I’m actually a fairly big supporter of billboard advertising. Not because the cost per impression is necessarily much better than say, traditional media outlets (like TV & radio), but partially because billboards capture an audience that is: Already out driving, and (When used correctly,) already near the business The …
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‘Daily Deal’ Websites
The Deal Most people with an internet connection and an email address are familiar with daily deal websites like Groupon or Living Social. These websites, with their extensive voluntarily-submitted email databases, send out daily digital coupons featuring one [tooltip text=”Or at least ‘heavily marked up to be heavily marked down’. The proverbial X% off MSRP …
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TV Advertising – Part II
Part II – Cable Advertising Alright, we can keep this short and sweet since it’s only a part deux. We already know that with a strong advertising campaign on network TV, we can easily hover somewhere around that $.02/impression range (ie. $20 CPM). By comparison, a similar cable campaign will most certainly run you an …
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TV Advertising – Part I
Part I – Network Advertising This is what I like to call “fishing net” or “wide-reach” advertising. It’s a vast ocean out there, and while many are casting lines with bait, network TV advertising casts a comparably larger, but disproportionately expensive, net. Here are the numbers: With network TV advertising (if you spend the time …
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SEO 101 (The Basics of Search Engine Optimization)
Within Search Engine Margeting (SEM), Organic SEOSearch Engine Optimization – Specifically referring to website listings within the organic (non-paid) segment of a search engine results page can be broken down into two words: ‘relevancy’ & ‘authority’. Large search engines, like Google, Yahoo!, & Bing, compete largely to provide web surfers quality results for search queries. …
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