The Digital Marketing Blog

Since the birth of Internet, pornography has been one of the most profitable on-line business and with a higher growth. I want to share a very good video made by  good magazine (USA), that shows in a very creative way and we accurate data this saying. Enjoy!

On Monday June 18 I was at SES Latino 2007, at Intercontinental Hotel in Miami Florida. The event was very well organized: the booth coordination, breakfast, lunch and the excellent buffer that was offered after the end of the first day of the event, time that we took advantage for networking
There were more than 400 people at the opening talk that offered Gonzalo Alonso, General Manger of Google for Latin America
There was a mixed audience, companies from USA and Latin America focused on the Latin America market living in USA and in Latin America. There were also representative of  micro startups and small and medium companies, mainly Latin. A very repeated comment was that this year there are more latin speakers from big companies, what affected positively the conference assistance, because the audience could feel what the speakers were explaining about their successful cases, what could be reflected or used in their own companies. 
In reference to the presentations, panel format was used composed by several speakers and a coordinator. With this system we could enjoy the different point of views that were offered by the experts on different topics. Another thing to highlight was the content arrangement, the talks were divided in two rooms, one for SEM beginners and the second for people advanced in the subject.
I was present at two talks: the first oriented on how to develop a site with the accurate architecture to be visible to the eyes of search engines, where Francis Petty (former deremate.com and currently an on-line Marketing Manager at La Nacion) revealed some of his secrets when Optimizing a site.

-Francis Petty, Online Marketing Manager, LaNacion S.A.
-Barbara C. Coll, CEO, WebMama.com Inc.
And the second were they talked about Project management  where they focused that SEM is not only making a sponsor link campaign. It was emphasized that the success of a search engine campaign is the combination of buying sponsors, having an optimized site and mainly having a multidisciplinary team that focus on each stage of the campaign, developing, optimizing and deeply analyzing what happens after the click.

Speakers
-Frank Watson, Head Search Marketing, FXCM
-Alexi Huntley, Anthropologist/Marketing Director, Naturegate
-Paul D. Saffery, Managing Director, SilverDisc Chile
-Martín Gallone, Marketing Manager for Argentina, MercadoLibre (a success)

 

Mas Fotos

 

Last April 26th I went to the Telecom Building to represent inZearch* at the elections of IAB authorities. After breakfast the meeting started and it was divided into two parts:

 First there was:

 1) a summary of the activities done in 2006 2)Report of the results of the auditing done over the balance sheets 3) Details of the economic results of the year, which were positive  as a consequence of the addition of new members and the numerous training workshops that took place.  

Investment in search engines has been the Internet advertising tool of industrywith the highest growth in the last three years. It is enough to say that in some countries it represents 58% of the Internet advertising income or that more than 11.2 million of users in Argentina use search engines as the main source when looking for information about services and products. This shows that this is the ideal media to generate brand awareness, purchase intention and final purchase, it means that it covers all marketing stages.

¿What is it?
Search Engine Marketing (SEM) is a group of digital marketing solutions focused on increasing the visibility and exposure of a site over the Internet. The main objective is to increase the qualified traffic to that particular site and increase its sales.To reach this objective two different tools are used:The way it works is very simple: The user types the keyword in the search engine (the product or service that they need). Once the search is done, your text ad will appear at the top or to the right of the organic search results. This allows advertised companies to reach the user at the right time when he is looking for your products or services. And the most important thing: you pay per click.
Visits generated through SEM are the most qualified because it is about hunt mode users, when the user itself looks for information related to those products and services.This pay per results scheme makes it the only one who allows to measure  the ROI letting optimize new clients acquisition costs. Search Engine Optimization (SEO):

SEO service consist in a deep analysis of your web page and suggesting the changes needed to obtain a better position at search results on the main search engines such as Google, Yahoo and MSN.

This way we can make your site search engine “friendly” and visible, what generates big benefits for your business. A good successful SEM strategy  is made by a mix that includes Sponsor Results Campaign and SEO, so your company can position at the top places on search results until SEO results star to show. Once it is positioned at the natural results plus a sponsor results campaign you can reach your target audience through two ways and balance the bad positioning of your site related to certain keywords.
  

Search Engine Marketing campaigns can be implemented with several objectives. At the first developing stage of SEM search results (generating Leads, sells, downloads, etc) were the key objective expected from the usage of this tool, after some advertisers, agencies and media growth (contextual network development such as Adsense) the goals to reach broadened to branding and traffic generating at very low cost.

In this post we break down how SUBI TU FOTO increased its sales using SEM as part of their media mix.Subitufoto.com  is the leader site on services, tools and contents related to photography in Argentina. Currently, is the main service and digital pictures developing, offering the user a variety of alternatives of delivery spots and payment methods.

The Challenge
The main objective given by Subitufoto.com to inZearch was generating Leads in their site and increasing on-line sales at the possible lowest acquisition cost.
The strategy developed by inZearch* consisted in increasing the qualified traffic to the site of Subitufoto.com through Sponsor results in Google Search Engine and by doing this guarantee that everybody interested in developing their pictures online would reach the site.

Tactics 

• Analyzing y developing keywords highly related to the site services of “photographs developing” and different text ads
  
• Creating numerous and different text ads
  
• Constant Optimization and reformulating of keywords and ads
  
• Analyzing CTR and ads conversion/positioning

Results

 After a long trial of keywords, ads and optimization from the development team at InZearch we could meet the goal set out by Subitufoto.com

Achieved goals:

• Generating more that 50,000 qualified contacts (potential clients)
  
• Increasing the number of online transactions month to month
  
• • • Subscription percentage 3%
      
    • Sales percentage 5%
      
    • Purchase per client: 1,5
      

Reducing the cost per contact and acquisition 60% since the beginning of the campaign

“inZearch* allowed us to be at the moment when potential clients were looking for our services” states Sebastián Tamaña, Chief of Retail Services. 

In following editions we’ll discover how other companies use SEM for different organizational and commercial objectives.
 
BYE
 

Casa Bloody Mary increases on-line booking with Sponsored links

www.casabloodymary.com and old Tudor style building recycled into a small hotel for national and foreign tourists and business people, which has 5 bedrooms, personal customer service and tourist information. It is located in Las Cañitas neighbourhood (Buenos Aires) and La Imprenta neighbourhood.

Room cost is between USD $ 35 y USD $ 80.The Challenge The objective of the campaign was to ensure that anybody who was interested in coming to Buenos Aires would know the hotel services and would have access to making consultation and booking through the site casabloodymary.com

The Strategy a)Increasing qualified traffic to the site casabloodymary.com through a Sponsored Link campaign in search engines like Google and Yahoo!
Coverage: five countries: Argentina, England, Australia, Spain and USA; languages: Spanish/English

b) Developing keywords, ads and constant optimization of the campaign to obtain the best contact quality at the lowest cost (Cost-benefit), for which we use two conversion codes: one for contacts (Potential clients code) and another one for users that were booking through the site (Purchase/Sale code).

Results

More than 650 transactions were made (consulting forms + online booking) in a three-month period with a client conversion rate of 8.50% and with excellent conversion costs.

Fernando Pisano, Bloody Mary directors stated “Due to the big flow of contacts generated through the Search Engine marketing campaign, we could complete all the vacancies we had for several months. inZearch* allowed us to be at the right place where potential clients were looking for our service.” One of the great advantages of advertising in search engines is that they were working under a cost per click model; I mean we only paid when a search user that was looking for Hotels in Buenos Aires clicked in our ad.Demo http://www.inzearch.com/resultados/demo.shtml

Is your website still not appearing in search results? There are several reasons why search engines could ignore your website.
1- Is the content of your website visible to the eyes of search engines?
Search engines use complex programs to read web pages. A webpage that is visually attractive for a user may not be for a robot. It could even be the complete opposite… invisible.

If your website is visually attractive but insignificant for search engines it won’t be possible to rank higher in search engine results, regardless of how interesting or reliable the content of the website could be.
In general search engines robots can not see the content inside the images (GIF, PNG, JPG, etc.), Flash objects, JavaScript and multimedia formats.
 
2- Verify if search engines can find your page
If your browser is based in JavaScript, there are no chances that the robots could find the internal pages of your website. Most of the search engines don’t read links that are made in JavaScript and many others don’t read links in the images.
3- Verify that your server doesn’t cause problems
It is very important to choose a hosting that can offer the necessary service according to the website needs. If the server fails when the robots are trying to enter the site, it won’t be able to index the pages.
Some Hosting companies change their clients’ web pages when it is a robot who tries to enter them. In this way they can insert links for their own benefit in the client webpage. Other companies simply show an error page (404) when a robot tries to enter. By doing this they save an important amount of bandwidth and the processing capacity of the servers.
4- Verify that the content of your webpage is relevant to search engines
When creating the content of your webpage it is important to do it “search engine ready”, what I mean is that it has to be friendly and relevant to search engines, without neglecting the users.
It is not only important that the content is found but that the robots can understand about the subject that the page refers to.
If you use the number and quality of keywords in the title, in the metatags and in the body of the page, the page won’t be so important.
Pages that are very important can only rank high in the search results.
 5- Verify if your website has the correct in-bound links
Some webmasters still believe that search engines are going to show their websites in the search results, by just filling out the form submit your site in the search engines. It is not like this.
Links are like votes. The more links you have in external sites pointing at your page the more votes you get, therefore your site is more important.
Something to consider: the number is not only important but the quality too
6- Verify that your site doesn’t use SPAM techniques
Just a simple SPAM technique can ruin all the SEO work. If you hide table cells stuffed with keywords or use other SPAM techniques (known as Black Hat), search engines will probably eliminate you from their index and you will never appear in a search engines result, regardless of the content quality.
Using a white text over a white background or other type of techniques is interpreted as SPAM and should be immediately eliminated.
Completing a search engine submit form is not enough to obtain a high rank in them.
Göldy