Author Archives: Irene Westcott

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Why Thinking Mobile Means Thinking About “User Scenarios”

mobile-content

Editor’s Note: Today’s blog post  was written by Irene Westcott, Creative Director at Movéo. By now, you’ve heard all the impressive statistics –– like the fact that mobile searches have increased 400% since 20101, and that smartphones will be the Internet device of choice by 2013.2 But what you may not have heard is how to create impactful content for those millions of mobile devices. And while there are many factors that shape effective mobile content, it all begins with the…

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Top B-to-B Ad Impression Sites Reveals Social Mistakes

A lot of buzz has been flying around about Web 2.0 and Social Media. However, when it comes to where ads are shown statistics released by Nielsen Online AdRelevance for September 2008 reveal that many B to B marketers are not keeping a close eye on where their ads are being shown. Five of the Twenty sites in particular really jump off the list at me and make me wonder what people are thinking?   #2 MySpace 153.7 million impressions….

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Using Tag lines as AdWords Headlines

Traditional thinking of how to construct an AdWords typically falls into two schools of thought. The first school, championed by Perry Marshall and other Guru’s, is to use dynamic keyword insertion to ensure your headline matches the search query of the user. The second school, promoted by many experts such as David Bullock, is to instead to very finely group keywords so you can write a headline that will always be very specific to what the user searched for. I…

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AdWords Ad Rates Increased in Q2 of 2008

According to reports in Internet Retailer, October 2008 pay-per-click advertisers experienced an increase in ad rates by 14%. During this period Google accounted for 77% of search advertising budgets and accounted for about 62% of searches. At the heart of this growth for Google is the user experience. User’s surveyed saw Google scoring higher in consumer satisfaction, while Yahoo slipped, and Microsoft remained steady. For search marketing this means that as competition increases on Google AdWords advertisers must have the…

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How much Data is Best for Split-Testing Ad Copy

When trying to decide what ad copy is most effective in moving a viewer to a click, to a conversion each step of the equation offers it’s unique input into what drives a viewer of an ad to convert. Step 1: Impression to Click The almighty click through rate, CTR, has been regarded by pay per click marketers across the industry as the primary focus of PPC performance. Since this metric supposedly weighs heavy in the computation of the AdWords…

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Google Goes Political

From day one of the 2008 political primaries the use of the Internet has had a huge effect on the results and communication of the candidates message. With Barack Obama using leading the web in search, and John McCain leading in Paid Search it is no wonder that Google is using the political season as yet another way to test some new products in Google Labs. “In Quotes” compares the candidates views on issues side by side. The idea here…

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PC commercial made on Mac…

Something about hearing that just made me think about it, does it really matter?  I have to be honest, I would consider myself neither a PC guy or a Mac guy. I made the decision to just use both. When I first bought a computer I bought a PC, because I didn’t have the need in my eyes for what the Mac is really best at: being creative. Many times did I go to try to edit video on my…

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Semantic Judgments of Search Engine Marketing

Do a search on “learn Google AdWords” and the word “secret” is likely to appear in at least a few of the ads you see displayed. Then the advertiser will tell you how fast and easy their system is to teach you how to do it. If it looks too good to be true, it probably is. Sure, in two or three days you can learn how to navigate the interface and set up an account physically. But lets face…

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Dynamic Keyword Insertion is Lackluster

Whenever I hear someone who is new to writing AdWords ad copy they inevitably mention great “tricks” they learned from whatever “guru’s” course they took. The first one to always come up is dynamic keyword insertion. Here is what dynamic keyword insertion is physically: {keyword:alternate text} So you search for “local laundry service” And see the ad: Buy local laundry service Best deals on local laundry service Limited quantities. Buy Today. www.store.com/local_laundry_service I went little overboard, but it illustrates the…