I am going to speak about SEM at WordCamp!
What is WordCamp? It is a weekend (June 8-9) of presentations and workshops put on by WordPress users for anyone interested in or currently leveraging WordPress. Presentations will cover topics such as web development and web design but also business development and of course… Search Engine Marketing.
I am planning on giving attendees an overview of what search marketing is and how they can leverage different SEO and PPC tactics to work to increase the visibility of their website. I’ll also touch on using analytics to measure and understand the type of traffic your website is getting.
Whether you actively use WordPress or have only considered it at some point, I recommend you checkout WordCamp and of course come see my presentation!
Learn more and register* here: http://2013.milwaukee.wordcamp.org/
*DISCOUNT CODE: use my last name, “Kelly” and receive $5 off your registration!
It’s a good time to be a B2B business (or is that 2 B a B2B?) – or a partner company that delivers solutions for them.
Conservative estimates from analysts at Forrester Research project B2B e-commerce transactions to reach $560 billion dollars in 2013. Great news, but it also means that B2B firms are under ever more pressure to deliver online shopping experiences that match those of their B2C counterparts. After all, the people making business purchases online are the very same folks that shopped online this past holiday season, in record numbers. Whether for work or personal shopping, their expectations are high.
An insightful article from E-Commerce Times does a nice job of describing the challenges facing businesses that sell both direct and through distribution channels, one of which is creating consumer-like purchase experiences on B2B sites. The author stresses the importance of user experience in developing a successful direct online sales program.
“Focus on user experience — create an engaging, interactive experience that spells out business benefits, offers reviews and provides an easy, intuitive purchase process.”
I decided to put one of our own client sites to the test. Because we’re about to buy new branded promotional items for Zeon, I went to Crestline.com. Crestline.com serves as a direct channel for a large manufacturing parent company that sells through traditional distribution.
Simple. Smooth. Solved. That’s what the Crestline tag line states on the site and that’s the experience I had. I had a couple of promo items already in mind but the clear and simple navigation on the site exposed me to some others I might not have considered otherwise. At just the right time – early in my shopping experience, but not immediately — I was invited to live chat with a customer service assistant. I declined because I really wanted to navigate the site on my own as part of the test. We have a cool twist on a tried-and-true promo item we’re thinking of this year (you’ll have to stop by our booth for a sample) and I was able to find that it was available. I got production, price and timing information, all in a matter of minutes, along with a good sense of what next steps I needed to take. I left the site confident that I could return and quickly place an order.
We’ve worked with Crestline for more than two years and the configuration workflow we developed for their customized products provides an intuitive and easy user experience.
Looking for good ideas for your own B2B multi-channel model? Get in touch!
When managing PPC campaigns, it’s easy to get caught up in optimizing things like keywords, bids, and ad copy while altogether forgetting about the multitude of easy targeting options we have to take advantage of. Obviously, these recommendations must be made with the client’s goals and objectives in mind, but something I’ve noticed in my years managing PPC accounts and auditing campaigns developed by others, is that more often than not, there are still some low-hanging fruits to exploit.
Whew, time flies when you’re having fun training the new SEM Coordinators here at Zeon Solutions! Three bright and talented future grads, Codie, Erin, and Matt are taking part in our first ever internship program. Over the course of the program, they’re scheduled to get trained on every aspect of search engine marketing, both organic and paid, from the best and brightest search marketers in Milwaukee.
Aside from learning how to do things like keyword research, SEO audits, web analytics, and structuring AdWords campaigns, they are getting their hands dirty and pitching in to help out the rest of team crank out quality deliverables that we can stand by. Heck, they’re even taking part in client meetings as well! Continue reading
The Zeon Search Marketing team is excited to welcome three new interns to our growing team! Today will be Erin, Codie and Matt’s first day as Search Marketing Interns.
Codie Thompson is a senior at UW-Oshkosh looking to graduate in May, 2013 with a degree in Marketing. Codie has had several internship experiences allowing her to begin working with search marketing through managing social media marketing for organizations such as MKELive, UW-Oshkosh Career Services and Sales Progress.
Matt Bird is a senior at UW-Milwaukee looking to graduate in May, 2013 with a degree in Advertising & PR. Matt has been gaining advertising and marketing experience through working as a Marketing Coordinator with UPAF Ride for the Arts since July, 2011.
Erin Heffernan is a senior at UW-Milwaukee looking to graduate in August, 2013 with a double major in Finance and Marketing. Erin has been able to get her feet wet in online marketing upon creating, implementing and managing social media marketing initiatives for Krave Salon in Hoffman Estates, IL.
A warm welcome to our new “Honeybadgers!”
I was recently asked to solve an AdWords situation where a business has multiple internal stakeholders who own separate budgets and although each stakeholder owns their own account, some of them share the same relevant keywords. There were multiple instances of stakeholders competing against one another in the search engine results pages (SERPs) for visibility and driving up their own click bids.
This got me thinking of how I would target these keywords effectively by preventing the business from competing against itself and maintaining a bidding strategy where they weren’t driving up their own click costs.
THE SOLUTION? GOOGLE ADWORDS LABELS!
Google AdWords launched the use of labels in April, 2012, messaging the main use of these labels as another form of organization within advertiser’s accounts and can be applied to the campaign, ad group, keyword and ad levels. I’ll admit my first thoughts were not mainly around organization. I mean, isn’t that what ad groups are for? I thought labels would be ideal to use for testing purposes, insightful comments, easily keeping an eye on particular areas of the account, etc. While those remain to be darn good uses for labels, this particular situation proved to me and my client labels really can be powerful tools in organization to solve a long-standing roadblock of theirs.
MOUNTAINS TO MOLEHILLS
Since the shared keyword list was 500+, all these keywords would be removed from each stakeholder’s AdWords account and placed within one separate account of their own. Following the organization of the account into campaigns and ad groups, multiple keyword-level labels were appended with the stakeholder’s name. This simple organization of the keywords using Google AdWords labels provided both my client and I the following benefits:
- Pulling quick and accurate keyword-level performance reports for each stakeholder
- Search results exposure for all stakeholders involved tied to all-encompassing ads and landing pages
- Competitive click bidding against actual competitors
- Lower cost-per-click bidding, maximizing visits and budgets for everyone
- Even and fair monthly cost breakdowns for each stakeholder division
The second point mentioning ads and landing pages is an area the client and I work on to ensure searchers are taken to a landing pages containing the products, services and information they searched. From there, they have their options listed out nicely on the page for easy navigation to the product or service that best fits their needs. Each stakeholder within the business is now guaranteed exposure on the SERPs and be in front of their target audience(s) without anyone feeling they have to compromise their own exposure for someone else’s.
When facing challenges such as this, a search advertiser’s responsibility should entail ensuring the quality and integrity of the AdWords programs on behalf of your client(s), account for each participating member’s objectives and targets and most importantly, ensuring searchers are receiving informative ads most relevant to their search queries that qualify their interests to your client’s product and service offerings.
Paul Plakut is our new .Net Senior Software Engineer. He started his career at GE Healthcare and has been programming professionally since the age of 17.
In his free time, Paul enjoys playing soccer, playing piano, writing code and enjoying the company of good people. He also once ate 23 tacos in one sitting.
Emil Stewart is our PHP Intern. He is a junior at MSOE graduating in 2014 with a degree in Software Engineering. In his free time, Emil enjoys spending time with friends and family, going to country music concerts, playing acoustic guitar, completing wood working and home improvement projects, being outdoors, developing video games for the Android platform and he’s a HUGE Packers fan. (He better be, we’re headquartered in Wisconsin)
Ryan VanderHeiden joined us as a .Net Intern. He is a senior at MSOE and will be graduating in May 2013 with a degree in MIS.
Most of his free time involves working with SCOE robotics at MSOE. He’s developed multiple robotics platforms for competitions around the state and also helped other organizations with their robotics endeavors. He mentors several FIRST Robotics Challenge teams at local high schools, works with Boy Scouts of America and 4H on their robotics programs and helps Our Next Generation develop and run robotics after-school program for inner city children.
I’d like to welcome you all to Zeon Solutions!
Clients and development partners both fear it – the dreaded trio of Scope Creep, Change Requests and Project Delays. The goal of every project is to be on time and within budget – yet we hear from so many prospective clients that previous experience with developers has left them with little trust in a positive outcome.
Image Credit: Dilbert.com
This October, the Direct Marketing Association (DMA) held its annual conference and exhibition in Las Vegas. Each year, the wide variety of session topics, as well as, the array of products and services presented on the exhibit hall floor never ceases to amaze me. From printing companies, data analytics firms, language translation services, right down to the United States Postal Service, the DMA is the place to learn about the most effective, efficient and innovative methods to reach prospective customers and donors.
For Zeon Solutions, the DMA attendees are the perfect audience to consider the following question: if direct marketing delivers the prospective customer to the door of your store, who ensures that they walk through it? Direct marketers continuously evolve and enhance effective methods to reach the right audience, with the right message, at the right time and to encourage conversion with enticing offers. Our job at Zeon Solutions is to ensure that this audience is able to find your online store (by ranking you at the top of online search results), walk through your door onto an attractive e-commerce website or mobile app, quickly and effectively find what they are looking for (with effective site organization, intuitive product search tools and useful recommendations) and convert into a sale through a positive experience and an efficient checkout process.
Earlier this month, I had the opportunity to present at SMX East 2012 in New York. SMX East is one of the largest search engine marketing conferences in the country, and attracts upwards of 1,500 online marketers across all specialties.
Zeon also sent two fellow Honey Badgers to the conference for support, and in the end there were 150 audience members in the crowd. It was a great opportunity for the Zeon Search team as a whole, and we ended up learning a lot about the new tactics and strategies in search for 2013.
The presentation can be downloaded on Slideshare or viewed below. We’ve also transcribed the notes to go along with the slides. Were you in the audience at SMX East? If so, let us know what you thought!