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eBay and AOL benefited the most from an uptick in Americans’ internet habits during March 2010, according to data from The Nielsen Company.

Americans Engage More Online
With growth that may be partially explained by March 2010 having three more days than February 2010, Americans conducted an average of 57 internet sessions during the month, 7.6% more than 53 the previous month. The average number of domains visited per person grew 7.2%, from 83 to 89, and the average number of web pages visited per person increased 4.1%, from 2,543 to 2,646.

In addition, the average PC time person increased 5.9%, from 57 hours, two minutes and 38 seconds to 60 hours, 25 minutes and seven seconds. The amount of time users spent viewing the average web page grew 1.2%, from 55 to 56 seconds. The total number of active internet users rose 3.3%, from 191.4 million to 197.7 million.

eBay, AOL Biggest Gainers among Top Parent Companies
As opposed to February 2010, when six of the top 10 parent companies lost audience share and all lost average time spent in their sites, in March 2010 nine of the top 10 parent companies gained in both categories.

Online auction retailer eBay led in both unique audience (5.8%) and time spent (12%) growth, percentagewise. eBay had a unique audience of 66.3 million users who spent an average of one hour, 26 minutes and eight seconds, and was ranked eighth in terms of audience size. Number five AOL LLC followed with 5.1% audience growth and 8.1 time spent growth, ending the month with an audience of 85.1 million users who spent an average of two hours, 14 minutes and 38 seconds.

Google had the largest monthly audience with 157.7 million users (up 2.8%) spending an average of one hour, 56 minutes and 14 seconds (up 1.5%). Microsoft followed with an audience of 136.7 million (up 1.7%) and average time spent of one hour, 59 minutes and 59 seconds (up 2.8%). Yahoo came in third with 133 million unique visitors (up 3.7%) and average time spent of two hours, 34 minutes and 56 seconds (up 6.1%). Facebook continued its trend of featuring a much longer time spent average (six hours, 59 minutes and 15 seconds, up 1.8%) than any other top 10 parent company.

Although News Corp. Online came in sixth with a unique audience of 74.9 million, it was the only top 10 parent company to report a decline in either audience (down 0.5%) or average time spent (down 9.5%).

All Top Web Brands Grow Audience
Unlike the top 10 parent company results, all top 10 web brands reported audience growth during March 2010. However, number five web brand YouTube (down 1.7%) number nine web brand Apple (down 0.7%), and number 10 web brand Ask Search Network (down 2.8%) saw decreases in average time spent on their sites.

AOL Media Network, the number seven web brand with a unique audience of 85.1 million, led percentagewise in both unique audience growth (5.5%) and average time spent growth (two hours, 14 minutes and 38 seconds, up 8.1%). Google had the largest monthly unique audience (149.1 million, up 3.5%), and its average time spent of one hour, eighteen minutes and 58 seconds rose 3.2%.

Yahoo came in second with a unique audience of 131.4 million (up 4%) and average time spent of two hours, 35 minutes and six seconds (up 5.4%). Facebook had the third-largest audience of 117.1 million (up 4.7%) and held as commanding a lead in average time spent among web brands as it did among parent companies (six hours, 59 minutes and 15 seconds, up 1.8%).

Americans Do Less with Web in Feb.
Americans quite simply did less with the internet last month than they did in January 2010, according to previous Nielsen data. The average sessions/visits per person declined 7.3%, from 55 to 51. Domains visited per person dropped 2.2%, from 90 to 88. Web pages per person declined 7.9%, from 2,621 to 2,415. PC time per person decreased 7.8%, from 58 hours, 52 minutes and five seconds to 54 hours, 16 minutes and 37 seconds. The average duration of a web page viewed shrank 0.4%, from 56 seconds to 55 seconds. And the total number of active internet users fell 0.9%, from about 203.1 million to about 201.2 million.

PPC engines have many features that let you have control over ad display, however, if you just use these features to serve ads—then you’re not taking advantage of the opportunities available. You should move past just serving ads to putting forth comprehensive strategies that will grow your business.

Just to clarify, advertising is the paid promotion of goods and services. Advertising is an outlet for your creative message. Advertising is about reaching consumers. While reaching consumers is important, the message that’s delivered to those consumers is what makes them wish to do business with you instead of your competition.

Advertising is reaching consumers. Marketing is communicating with consumers. We shouldn’t be having conversations about just how to reach searchers and serve ads to them. Instead, we should be having conversations about how to connect with searchers once they have seen the advertisements.

The various PPC engines each have various features which let give us control of ad serving. However, with a little bit of effort, we can take those advertising methods and turn them into effective marketing messages.

Reaching Consumers by Time of Day

Both Microsoft adCenter and Google AdWords support the concept of ‘day parting’. Day parting (Google calls it ad scheduling) is serving your ads at certain times of the day or days of the week.

If you know that consumers are more likely to buy from your website between noon and 5pm, you can serve ads only during that time. This will help conversion rates, ROI, and reaching consumers when they are most likely to buy from you. However, this can be taken a step further and turned into a marketing message.

Consider a searcher seeing these ads while shopping around at 3pm on a Friday afternoon:

“$350 Cancun Specials, call a Travel agent today!”

“Receive a 15% discount between noon and 5pm on Fridays”.

“Friday afternoon special: Spend the weekend in Cancun for $350″

The generic ad that isn’t changing its message based upon the day is not nearly as compelling as those touching a consumer in the moment. Now, instead of just running ads at times where conversions are more likely, you can connect with searchers by time of day, or day of the week. The closer you can identify with characteristics of a search, the more likely the searcher will connect with your marketing message.

Demographic communication

Demographic targeting is most commonly done by age and gender. However, it can be quite granular and take into factors such as ethnicity, income, marital status, children status and industry into consideration. Targeting by demographic characteristics isn’t new. This is the basis for many TV and radio campaigns. Banner ads have been targeting by demographics for years. However, are you taking advantage of demographic targeting on Google’s Site Targeting or with Microsoft adCenter?

Do you know the demographics of your customers? Do you have an ideal consumer profile defined? Going through the exercise of profiling your ideal customer can be very useful as it will give your meaningful data about who you should be targeting.

Consider these ads for wrinkle reducer cream where the target audience is a female over 40. Which one seems more appealing to that audience?

“New wrinkle reducer cream. Revolutionary anti-aging cream to fight the aging process.”

“New wrinkle reducer cream. Designed for women over 40 to recapture that twenties allure.”

“Our wrinkle reducer cream is specially designed for the skin of women over 40.”

While a more creative marketing message can be written that takes into account adjectives and conversational language of that demographic, I’m using a more straightforward ad to illustrate my point.

Don’t just write generic ads that talk about your product. First define your ideal customer. Next, determine how to use demographic targeting to advertise to that audience. And finally, craft a message that transforms your advertising efforts into a successful marketing campaign.

Identifying with consumers geographically

With the release of Panama, all three major PPC engines support geographic targeting. This is the ability to serve ads to searchers within a specific geographic area.

Geographic targeting is one of the most powerful forms of PPC targeting. It allows local businesses to bid on non-geographic based keywords. As most searchers are still not using geo-qualifiers in their searches, geographic targeting is an effective way to send your advertising message to local searchers.

However, most geographic ads are still very straightforward. Do a search for “Columbus Plumber” and almost every headline is “Columbus Plumber.” One of the key aspects of marketing is identification. The closer a user can identify with you, the higher the chance of interaction. People are proud of their locations, and often wish to do business locally. How do the locals describe the geography?

Consider these ad copies (”the loop” is what locals call the downtown Chicago area):

Chicago Sushi Restaurant
Dine-in, delivery, or pick-up services.
Open 11am-10pm M-F.

Chicago Loop Sushi
Guaranteed delivery in under 25 minutes
Our Friday special is chef’s choice sashimi.

Loop Sushi Delivery
Guaranteed delivery in under 25 minutes
Chicago’s freshest sushi restaurant.

Ok, I cheated and added both a geographic and a time of day message in the middle ad copy. However, there’s no rule saying you can’t combine these marketing messages to reach consumers on multiple levels at once. The goal of marketing is to encourage those who see your marketing message to do business with you.

Don’t just advertise to consumers, market to them

While undoubtedly, some marketing guru will pick apart my definitions and interpretations of advertising and marketing. Advertising is reach. Marketing is message. However, it’s about the message being communicated, not the definitions. This goes to both my usage of the words, and the message itself.

It’s not enough to just serve ads based upon a keyword search. It’s not enough to just change bids by conversion rate. It’s not enough to find your ideal time to advertise and take advantage of whatever controls are at your disposal. If you aren’t connecting with consumers, bid or keyword changes aren’t going to matter.

Learn about your customers. What are their ages, demographics, locations, and surfing habits? Understand the PPC engine ad serving controls. There are a lot of them. You can target by more options than I have listed above.

Once you understand your ad serving options, then you can determine how you can identify with the consumer. The crafting of an effective marketing campaign takes both creative and analytical skills.

PPC engines can deliver the advertisements. However, you must first create the message that compels a searcher to take action before you can be a successful advertiser.

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According to the firm, companies that carry out SEO campaigns incorrectly, or those which optimize their websites in a non-standard manner could end up being blocked from search engine results pages.

Google claimed that badly designed websites can be mistaken for ‘phishing’ operations and could be wrongly identified as carrying out illegal or malicious activities by crawlers.

The warning highlights the importance of turning to a professional search engine optimization (SEO) firm when attempting to improve search engine rankings for specific keywords and key phrases.

Secondary domain names that are improperly linked to a firm’s main website are also a major source of problems for online businesses, the search giant states.

Google notes that these additional websites can often have very little to do with a firm’s core content and as a result can be flagged up as unrelated or illegitimate.

The search engine firm also noted that companies should be cautious when using third-party logos on their landing pages, as branding that belongs to another company can lead to confusion, particularly if logos are placed next to login fields or on online forms.

According to Google, crawlers can mistake the combination of data gathering text boxes and unrelated company logos with phishing scams – especially since there has been a dramatic increase in the number of fake landing pages being used by cyber criminals to steal people’s passwords and bank details.

With this in mind, Google urged firms to refrain from asking for passwords to other sites as this will instantly earmark a website as fake.

This common-sense approach to website design as a means of boosting a firm’s search engine ranking was recently highlighted by industry expert Howard Rybko.

Mr Rybko told Media Update that fancy website design should be secondary to a clear and functional approach that leaves visitors unfazed and unconfused.

Much like a successful search engine optimization campaign, Mr Rybko claimed that good website design involves the strategic application of resources and careful planning.

http://www.bignews.biz/?id=863264&keys=marketing-optimisation-seo-promotion

What causes this dissatisfaction, especially for B2B marketers? There are five factors at work:

* Most agencies specialize in consumer search marketing and their services are inappropriate for your unique needs as a B2B company.
* The agency business model skews in favor of the largest spenders and under-serves the majority of B2B advertisers.
* Agencies will never understand your customers and your business as well as you, especially B2B firms that sell more complicated products and services.
* The need to coordinate with outsiders implies latency and information loss, meaning you lose the flexibility and agility to react quickly.
* Outsourcing means losing control over a critical portion of your demand generation strategy to outsiders who may have different incentives than you.

The main value provided by agencies is expertise with SEM, and as I’ll explain, you can bring much of that expertise in-house by using the right kind of pay per click management software. A technology solution can create the best of both worlds: the control and business knowledge of doing it yourself, combined with the SEM best practices and techniques of an expert.

Before diving into this “inconvenient truth”, it helps to understand the common arguments used by agencies to convince B2B marketers to outsource their PPC campaigns.

Why Companies Outsource PPC Campaigns

The first argument falls into the broad category of FUD (fear, uncertainty, and doubt). It takes on various forms, but comes down to this basic point:

“Search is really, really hard – you should leave it to the experts.”

Tactics like this are meant to instill fear that if you don’t outsource, you will fail miserably with search. The head of one agency likes to say that “There are only two kinds of marketers at the top of the auction based search results: Brilliant Marketers and Total Lunatics.” Since most people don’t think of themselves as brilliant search experts, the implication is that if you don’t hire his services then you must be a total lunatic.

A more subtle form of this argument says that the world of PPC is changing so fast that you could never keep up yourself. No matter what form it takes, this argument is self-serving to the agencies. Although it might have been true a few years ago, today the in-house B2B search marketer has access to easy-to-use PPC management software. These tools help to level the playing field by automating the techniques and best practices used by the agencies.

While the first reason B2B companies outsource their PPC marketing has to do with knowledge and expertise, the second reason has to do with time. The core of this argument is:

“I’m too busy to manage search. It’s easier to pay an agency to take care of it for me.”

I have no doubt that most B2B marketers feel beleaguered for time, and that dealing with PPC can feel like yet another burden. The allure of being able to pay an agency to have one less thing your plate is appealing. This can be a valid reason to hire an agency, although the appeal fades once you realize you should be highly involved on an ongoing basis to get the best results from an agency. The agency doesn’t understand your business like you do, so they can’t react to competitive changes or deal with new business initiatives as well as you can. The only things they can do without you are tweak bids, use tools to suggest new keywords, and generate reports – all tasks that automated software can do better and cheaper than a consultant can.

Why Companies Shouldn’t Outsource PPC Campaigns

1. Most agencies don’t specialize in B2B search marketing. B2B search is different from B2C search, meaning it requires different techniques and optimization methods. B2B keywords tend to be lower-volume than B2C keywords, but the value of a B2B lead is much higher. Also, B2B transactions have a more complex sales cycle, involving multiple decision makers – each using search in different ways, with different motivations, and at different times during the sales cycle. An agency that works mostly with consumer companies may not have the proper expertise to deal with the specialized needs of B2B.

2. Agency business models are focused on the largest spenders. Agencies are, by their nature, service businesses that are only profitable if companies spend $10,000 per month or more on search. (These minimums keep going up every year.) That leaves the majority of B2B companies out in the cold. Be wary of agencies that promise to provide reasonable service at levels below $10,000, since at those levels an agency can profitably give you only a few hours a month. It is much more profitable to focus on the largest accounts, leaving the smaller accounts to run mostly as-is. (Of course they still earn their fees every month, regardless of how much time they spend on your campaigns.)

3. You know your business better than the agency. One of the most important skills for PPC success is picking the right keywords that your prospects actually use when they search – something you know best. Also, when determining rankings, Google and now Yahoo! care as much about the relevance of your content as they do about your bid (aka “what you say is as important as what you pay“). This means a good understanding of your business and your industry is at least as important as being a search “expert”. Over time, the balance of power between business knowledge and SEM knowledge will shift even further towards business as Google continues to find ways to reward relevant content and discount search agency tricks.

4. In-house improves flexibility and the agility to react quickly. I recently met with one B2B marketer who was paying his agency a whopping 40% of his overall PPC budget, yet they were still bidding on words that were not converting to leads. All the back-and-forth emails and phone calls required to coordinate changes created latency and information loss. This meant it took weeks to get a new campaign launched. In contrast, his competitor who kept search in-house could launch new campaigns in under one day. It’s no wonder the competitor had better PPC results.

5. Agency incentives are not aligned with your goals. When you outsource PPC, you give up control over how your money gets spent. Whatever your agency promises, their first incentive is to grow their own business – meaning they will usually tell you that search is performing great. This is the fox guarding the henhouse! It is up to you to put their information in the context of your overall demand generation strategy and to make the critical decisions about whether your marginal dollar is best spent on search or another demand generation activity.

When to Bring Search In-House With Technology

There are a few basic skills required to succeed with SEM: pick the right keywords, optimize bids to achieve desired business outcomes, create great landing pages that drive conversions, and use testing and measurement to continuously improve your process. Each of these requires business expertise and SEM expertise. Only you can provide the business expertise. SEM expertise can be found in an agency, and for some companies that will always be the right choice. For example, I have no problem with outsourcing your SEO campaign. Also, if you don’t use search today and outsourcing gets you started, or if don’t have enough time to spend on search, then using an agency is certainly better than doing nothing. (This is especially true if your agency takes advantage of technology to automate the tasks that software does best!)

However, I believe that your best results will come from having your PPC campaigns managed by the true experts – you. The same techniques and best practices used by agencies can and should be automated with technology. Choosing B2B search marketing software allows you to optimize your PPC campaigns like an expert, without the loss of control, latency, and overhead associated with an outside agency. And that’s an inconvenient truth for the agencies.

Pay per click marketing enables your business to reach