Category Archives: Web Marketing

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

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.

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

Many of you readers may have experience with Google Adwords. You may have endeavored to even start an Adwords campaign on your own which is very alluring. Since with just a little keyword adding, ad pasting, and a Google login, you will have yourself a fully functioning Adwords Campaign. There it is, your ad is appearing to hundreds maybe thousands of visitors a day. You get started and are excited. You check it every day. You update some options. You even find out from a neighborhood kid how to explore keyword matching options. You are doing pretty well, but for some reason it never turns into business. Your attention starts to be come less then enthusiastic. Your inattentiveness morphs into neglect. More often than not, these campaigns fail. It is a story we hear frequently. There are a lot of different reasons why these campaigns fail.

My recollection of flash, it was one of the first wonder tools of the internet. As a developer in the late nineties the internet in general struggled to be as dynamic as desktop software or other traditional mediums. So when flash showed up, it all changed. Interface could be created to improve usability. Games could be great. Ads could be attention getting, dynamic, and fun. Artist like Odd Todd created art based exclusively on this format. This was all new.

Our review of the top ten results of the most competitive keywords has given us a lot of meaningful insight into how to build a web page properly and what not to worry about. But there are a lot of factors a lot to digest. Most people are curious. What did all the highly competitive websites have in common.

It came as no surprised to us, that the most common and unique things about this highly ranked pages with these very competitive keywords were inbound links. This factor was very prominent. On a typical page we work on we see maybe a hundred inbound links if a site is very active and has been promoted well for years. That would be at the top range of our typical clients. The more likely number is less then twenty. Now compare this to the highly competitive pages we researched. Ninety one percent had over 1,000 links. The sites that rank well below that threshold were very specialized. The average number of links was in the 100 million range. Most sites, 89%, had over 100,000 links.