Five Online Marketing Tips

Much has been made about online marketing. We have seen some online clients implemented amazing marketing. And since digital marketing is projected to get to the 80 billion dollars a year before the end of the decade, it is not going away anytime soon. So why not set up your own online marketing? A full scale online campaign can be daunting and expensive. But it does not have to be. These tips are meant to be a start.

  1. The first and most important tip we give clients is to know your Goals. Obviously everybody says generate more leads/sales/visitors. Specific goals tend to go further. What fits your business better, 1,000 leads/month or 25 leads/month.

  2. Update your website, analytics, marketing, blog, facebook, google account, etc to help measure these goals. Non measurable goals are no better than day dreams. Set up the system, drive the experts, and get this right.

  3. Promote the winners, discard the losers. If a new blog post gets you 100 visits and a new facebook post gets you 1,000 visits and 20 sales. Know that all things being equal a facebook post is more important.

  4. Don't be afraid to experiment. Marketing rarely stands still. You have to find ways to try new campaign variations or types. Be aware of the set it and forget it mentality. You should always be working for improvement.

  5. Lastly, reset your goals. Frequently you exceed your original goals or you find different avenues for success. Sometimes the success online surprises even experienced professionals like us. So don't be afraid to revise and revisit.

Note: This assumes you already have a website that is aligned with your needs and is up-to-date. If you should want some help doing amazing marketing don't hesitate to contact us at 800-985-1006 or sales@einsteinseyes.com

Posted in Marketing, Web Marketing | Tagged Google, SEO

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Quality Score Deserves a Look

At Einstein's Eyes, we spend an inordinate amount of time concentrating on making online marketing campaigns succeed. We all want campaigns that drive countless visitors who convert into prospects and customers. Because of our relationship with Google we often interact with their Account Strategist. The other day, I heard an interesting quote from one of them:

“The most important metric is Quality Score.”

Quality Score is the metric Google uses to diagnose keyword performance on the search page. Quality score is a number 1-10. The score is derived from these factors:

  1. Landing Page Quality
  2. Ad Text – Relevance and Enhancement
  3. Expected Click Through Rate

 

How to influence those factors is a bit too technical to cover in this article, but it is something our staff works to improve everyday. Back to why it is so important. Let's look at a specific example in the Google Advertising world. When you bid in the online world your success dictates where you rank on the page. This process is highly dependent on Quality Score. Simply:

This is not necessarily obvious upfront.  Even seasoned marketers miss this. Every opportunity, every bid is effected by quality score. Let me illustrate with a real life example. After some work on the campaign of 'Client Zeta', we realized that a key word phrase 'super key word phrase' had a Quality Score of 3. That Quality Score was detrimental to the effectiveness of the campaign. After some simple modification, the Quality Score was raised to 5. Not a great score but usable. This improved the account tremendously. The best way to see the results is the cost per click.

Initial Cost
Per Click
Updated Cost
Per Click

$38.00

$18.00

Each click was now $20 less in the exact same position. The same amount of traffic. Just that change alone will save potentially thousands of dollars per quarter. And that frees up budget for the client.

To sum up, Quality Score can ensure success for an ongoing campaign. There is a small caveat. Sometimes we see clients obsessed with Quality Score. A great score does not mean that a keyword is a great fit for your campaign. Occasionally, for some reason that only Google knows, a keyword ranks wonderfully, but does not have any value for your campaign goals. So whether you are going alone or have somebody managing a campaign for you, Quality Score deserves a look.

If you need additional help or support with your online marketing, don't hesitate to reach out to us at 972-997-8200 or sales@einsteinseyes.com

Posted in Did You Know, Web Marketing | Tagged Google, Google, Marketing, PPC

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The World Wide Web Turns 21

On March 13, 1989, the internet was born. A physicist named Tim Berners-Lee proposed to his boss at CERN (the world's largest particle physics laboratory) a concept of using hypertext—those still-familiar underlined links, which, when clicked, take you to another page of content related to that link, to facilitate sharing information among researchers. By Christmas of the following year the world wide web was up and running on two computers. Eventually CERN put the web in the public domain, ensuring the world would have a single system for accessing the internet. Today it is hard to imagine a world without websites, Google searches, video streaming or music downloads. Happy 21st Birthday World Wide Web!

Here are some interesting facts about the World Wide Web:

Posted in Did You Know | Tagged Alexa.com, Clinton/Gore, Google, Robert Cailliau, Samba, Steve Jobs, Tim Berners-Lee

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