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Archive for December, 2008

Online Marketing Consulting at the Search Clinic

December 28, 2008 By: Dr Search Principal Consultant at the Search Clinic Category: Uncategorized

Online Marketing Consulting at the Search Clinic– if you want a glimpse of the future of advertising, you can hire a consultant— or you can travel to Britain. Online marketing consulting

British marketers are embracing new techniques for the Internet. For example, Hewlett-Packard used an e-mail campaign in Britain, to try to attract potential customers to a web site promoting its products.

Digital advertising is racing ahead in Britain, growing at a roughly 40 percent annual rate, and is expected to account for as much as 14 percent of overall ad spending this year, according to media buying agencies. That is the highest level in the world, and more than double the percentage in the United States.

There are big differences between the advertising markets in Britain and the Unites States. In Britain, much of the advertising is national, while there are strong local and regional ad markets in America. Still, some believe that digital advertising in Britain provides somewhat of a roadmap for where digital ads in the United States and elsewhere may be heading. “The U.S. is so behind,” said Terry S. Semel, the chief executive of Yahoo, in a recent speech in London. “It’s certainly lagging the U.K. by at least a year or two.”

More than their American counterparts, British marketers seem to have bought into the oft-touted benefits of Internet advertising: that it is easy to track, enormously effective and a relative bargain. In Britain, as Internet ad spending surges, the overall advertising pie is not growing much at all, and traditional media are the ones losing out.

However, British media are nearly all aimed nationwide in contrast to the United States newspaper and television markets, where local and regional markets are big players. These local markets in the United States have, so far, been slow to move ad money digitally.

As recently as 2002, many British advertisers were reluctant to go digital too. That year, British advertising was 1.4 percent compared with 2.5 percent in the United States, according to the Internet Advertising Bureau in Britain and the Interactive Advertising Bureau in the United States. Each bureau tracks digital ad spending in their respective countries.

In the following year, Britain overtook the United States, and it has not looked back. In 2005, nearly 8 percent of British ad dollars went digital, compared with 4.6 percent in the United States. And in 2008, the two bureaus say, the Internet will account for 10.5 percent of British ad spending compared with 5.6 percent in the United States.

Media buying agencies like Group M, the media-buying division of WPP Group, estimate that digital ad spending in Britain will be even higher — close to 14 percent of the total this year.

Similarly, broadband access in Britain at first lagged access in the United States, but has since surged. In 2002, 15.7 percent of American households had broadband compared with only 5.1 percent of British homes, according to eMarketer. This year, Britain is ahead, with 47.4 percent of homes having broadband, which is more than the 43.9 percent in the United States.

Some analysts say British advertisers may simply be quicker to embrace new marketing ideas than American companies. “I’d like to think there’s a cultural factor in the U.K., where we’ve been a bit more experimental on some of these things,” said Rob Noss, European chief executive of MindShare Interaction, a new media division of Group M’s MindShare unit.

In the United States, major advertisers are more dependent on traditional media, particularly television. The top 50 advertisers in the United States spent just 3.8 percent of their budgets in the first half of this year on digital ads, excluding search-related advertising like that sold by Google, according to data from TNS Media Intelligence.

“Partly driven by scale but also by legacy, there are a lot of traditional budgets that are already laid down,” said Antony M. Young, president of the American division of Optimedia, a media-buying unit of Publicis Groupe.

Ad buyers at the major American brand companies may be reluctant to commit larger sums to the Internet because they believe they do not have control over where their ads appear, analysts say. Many Internet advertisements in the United States are still sold through networks that place ads on member sites. In Britain, more advertisers work directly with Web publishers, giving them greater say in where and when ads appear.

In contrast, large advertisers in Britain appear to be leading the push onto the Internet. British financial-services companies have been particularly aggressive digital spenders, in some cases allocating 30 percent or 40 percent of their advertising budgets to the Internet, Mr. Noss said.

Big British advertisers have also been quick to jump at the opportunities provided by paid search advertising, like that sold by Google and other search engines. Search accounts for 56 percent of Internet ad spending in Britain, compared with 42.5 percent in the United States, according to the Internet Advertising Bureau. “We’re all searchaholics,” said Guy Phillipson, chief executive of the bureau’s branch in Britain.

For more information on online marketing, please contact us NOW!

Search Clinic- cures your online marketing ailments

December 24, 2008 By: Dr Search Principal Consultant at the Search Clinic Category: Uncategorized

The Search Clinic can help you. The Search Clinic logo

We’re a group of online marketing experts looking to help people like yourself who provides support and counselling through regular contact designed to help you cope with your problems.

Digital marketing is growing at an incredible rate- overtaking the UK radio market two years ago and the national press advertising market last year. It is predicted by the Advertising Association that the total value of online marketing will exceed the share of television advertising in the UK in 2009.

It takes a lot of time to keep up with new opportunities and changes in the digital marketing age. So if you and your business is struggling to earn profitable Return On Investments from your digital marketing budgets our experts can help you.

Nearly a century ago Lord Leverhulme in 1910 the founder of Unilever plc said “Half of my advertising budget is wasted and if I could discover which half, I would save it.”

Lord Leverhulme had it easy.

We have helped a client cut his Google AdWords pay per click by 93% and still maintain his website traffic targets.

We have three main services.

BRONZE SERVICE
We will investigate the latest traffic reports for your high value keywords. This will enable us to confirm what your potential customers want.

Once we have worked out where we need to go, we will analyse your website and make recommendations for it’s development. If we can effect the changes directly onto your web server, that would be your quickest and most cost effective method.

In most cases we can work with your existing website’s design- though if your website has an inflexible content management system or is written in Frames or with excessive Flash, then we will advice you of possible options.

The Bronze service depends on your current situation but fees start from £400.

SILVER SERVICE
In many cases clients find themselves in a competitive marketplace where merely improving the optimisation of a website is not enough to bring in traffic and sales.

In many cases we create specialist additional keyword websites to attract the traffic- which draws potential customers into your main website.

We host and set up a dozen page seo website focused on your high traffic keywords which will be based on your existing website for content but which will incorporate the latest in Web 2.0 technology that will achieve high rankings and lead hot prospects through to your main website.

Once approved by you we will add links to your website on various websites and submit the
site to the leading engines and directories. Total fees for this one off service will be £1475. Should you wish to run several seo satellite websites discounts will apply.

As you may be needing fast sales growth methods for your business we also recommend
incorporating a daily news blog. We can set this up for you. Total cost to your company for this one off service will be £470 plus onsite training on your pc so that you/ your staff can make your own postings. Fees depend on travelling distance.

In terms of Return On Investment, our clients are achieving high numbers of keyword leads
from their seo websites and are generating increasingly positive returns. If you follow this
approach and couple it with the monthly digital marketing process outlined below it will also
compare very cost effectively with pay per click returns.

GOLD SERVICE
Ongoing monthly digital marketing. Unlike a printed brochure your website is never finished. Although our SEO services will make a big difference to your potential free results ranking, you may not achieve your website’s potential unless you constantly update your digital reputation- or Quality Score in Googlespeak.

Monthly, we will make minor changes to your website which may include creating extra pages
and resubmit these changes to leading websites, which also look at how many third party websites link to the target website. We will add links to you on over 2,000 exclusive ranked websites- which are not link farms.

Total Cost to your company for this monthly service will be £150. Our clients find this service
particularly valuable to their businesses.

PAY PER CLICK SERVICES (PPC)
We investigate not only your potential traffic but also which ppc platforms will be the most cost effective for you. In many cases businesses start off with Google- but there are many other ppc websites which will bring in to you cheaper hot sales leads with better conversion rates.

Fees depend on the number of services and products which you offer and as well as the level of online competition. We suggest an initial budget of £500 to £1000 to set up and run a test
campaign.

This should ONLY be done after you have a SE friendly website to maximise your return on investment, but this element may generate the most number of cost effective applications for you.

Please contact us NOW!