Search Marketing – What’s New?

December 28, 2011 Filed under: Internet Marketing,Local Search,SEO — Tags: , ,

Much has been happening in the world of Internet Marketing lately, so here is a brief synopsis of what’s new, and what it means for small businesses looking to market themselves on the web.

Growth of online advertising.  Internet advertising will be 2nd only to TV advertising in revenues by 2014 and will surpass newspaper ad revenues by 2013.  While representing 14.4% of all advertising today, Internet advertising is projected to grow to 21% of all ad revenues by 2014, growing by roughly $10B a year for the next 3 years.  Read more.

Google ads everywhereGoogle puts online ads everywhere.    Online real estate is limited and growing more scarce.  So, Google is trying to squeeze ad real estate out of every corner they can.  Here are 6 new paid search products that Google has introduced to offer still more opportunities to advertise online.  Read more.

Google deals.    It appears that Google is planning to roll out a ‘check-in’ feature for its Google Place Pages so that companies can offer coupons & deals like they do with Groupon, Living Social and other deal competitors that are growing in popularity.  Can Google really compete in this space, even after earlier failed attempts?  Will sharing offers on Google+ make the difference for them?  Read more.

Onsite Review Stations…go for it!  We’ve advised many clients with walk-in businesses to put a computer in their lobby to encourage customers to post reviews, since it helps improve their local search ranking.  Some industry pundits have written that Google would frown on this and find a way to penalize such behavior, but Mike Blumenthal reports that Google is now publicly encouraging the practice.  If you’re not doing this already, why wait?  Read more.

Negative reviews – keep your cool.   While we’re talking about reviews, I always like to pass on good advice about how best to handle any negative online reviews posted about your business.  It’s always a delicate situation, and one to be handled carefully.  Here’s some good advice from industry veteran Andrew Shotland.  Read more.

Location targeting for mobile is hot.  Mobile internet use is exploding with the growth in smart phones, and Google last May announced that 40 percent of mobile searches are for local businesses.  Advertisers are jumping on this trend by targeting their ads by location.  BIA Kelsey blog estimates that 29 percent of mobile campaigns today are targeted locally, and that it’ll grow to 69 percent of mobile ad spending by 2015. Time for you to jump on the bandwagon?  Read more.

PPC ads drive offline sales, big-time.  New research shows that PPC ads drive 6 times more business in in-store sales than in ecommerce sales, with an average PPC click worth $15 in in-store sales.  Unfortunately, this good news is often difficult to track, so it goes unnoticed and unreported.  But retail marketing firm RevTrack has developed some clever methods for tracking and measuring offline results.  Read more.

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