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AdWords Mobile Strategies

May 14, 2013

Every year in recent memory has been deemed “The Year of Mobile”, but with the launch of Google’s Enhanced campaigns and the proliferation of mobile devices, mobile search is finally becoming a necessity. In case you’re still questioning the need for a mobile search strategy, here are some recent statistics:

  • Mobile Devices will outnumber desktops by the end of 2013
  • Advertisers are reporting that 20% – 30% search queries are coming from mobile
  • Google reports 30 million click-to calls/month
  • Mobile Ads see a 6% – 8% CTR lift with Click-to-Call
  • 28% of mobile searches result in a conversion (store visit, call, purchase)

There are many ways to begin Read more »

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How Thank You Pages Can Boost Conversions

May 6, 2013

As an online retailer and marketer, it is important to leverage thank-you pages because it is an opportunity to build relationships with your customers and to help reinforce your brand. You want your customers to continue exploring your content, so having a place for people to subscribe to a mailing list allows the users to receive emails about new products special offers, which could potentially lead to a purchase.

A thank-you message appears once a person has converted into purchasing an item from that specific company, but the user then has no navigation back to the original website, other products, or the company’s social media. This naturally draws the lead away from the website and does not engage the lead, which eliminates the chance of secondary conversion.

A thank-you page is the complete Read more »

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SMX West 2013 Overview

March 20, 2013

Several members of the e-storm International Search team recently attended Search Marketing Expo (SMX) West. The conference featured compelling sessions on search engine optimization (SEO), paid search advertising (PPC), social media, mobile search, landing page optimization, and more. The team came back with  plenty of inspiring techniques, so e-storm held a Lunch & Learn on the major topics discussed at the conference. We thought we’d share the Power Point presentation with you.

Here is a brief outline of the topics covered in the presentation. We hope you enjoy!

Link Juice (SEO)
• Link Building
• Image Links
• Harvesting Keywords

Mobile Track
• Conversion Framework
• Mobile Site Recommendations

Enterprise Track
• The Role of Communication
• Maximizing Enterprise PPC

SEO + PPC
• Holistic Search Strategies
• Applying PPC Principles to SEO

Big Data and Search Marketing
• Benefits of Big Data
• User Intent

Optimized Blogging
• Sourcing Topics
• Finding Opportunities

Content
• Benefits of Social Media
• Re-purposing Content

View the SMX West Overview presentation here:

SMX West took place on March 11-13 at the McEnry Convention Center in San Jose, California.  The presentation above was compiled by three members of the e-storm Search Marketing team: Mel Kreitz, Summer Romasco, and Mori Yagi.

Are you still wondering why should you care about Search Engine Marketing?

74% of internet users perform searches to help locate a product or service. It is the most popular medium for locating information about a product or service and the most cost effective to reach a target market. It can help grow a small business into a booming medium sized business, grow a medium sized business into a large business or increase profits for a large business. As the presentation indicates, the world of Search is always changing, and e-storm International is happy to help your company stay ahead of these ever-changing trends.


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Crash Course in Online Display Advertising: Trends, Definitions for Web, Mobile, Local

February 28, 2013

 

We often host lunch and learns to ensure that experts in SEO share their expertise with our display, paid search or social teams. Or it could be analytics sharing the latest trends and implications of a release by SiteCatatyst on Display advertising.

This presentation was given by Mike Dolan, our media supervisor in the San Francisco Office to the San Francisco, Paris and Kuala Lumpur teams to provide an overview of the display advertising industry. We hope you like it!

What about display advertising?

It has been around for more than 18 years and is constantly growing each year. Display advertising can be more complicated than other forms of online advertising, more risky (since we are talking about upper funnel activities), but it is an effective way to get a brand out to your target audiences. As you know if a product isn’t known yet, search isn’t going to be a solution for you to generate that demand. Display advertising and social media will.

Here is a quick outline of this presentation; dig in!

A Brief History of Display

  • Started October 27, 1994 by HotWired
  • Publishers bought directly from Agencies
  • There were millions of unsold impressions by Publishers before Ad Networks took over
  • Display started to decline in 2005, while Paid Search became popular
  • Little control over ad placement and target audience

Today’s Display Landscape

  • Internet usage continues to explode; lots of inventory
  • Multiple Ad Exchange Platforms to facilitate buying and selling
  • More control over target audience, inventory, and placement of ads
  • DSPs, RTBs, SSPs – get to know them!
  • Many forms of online advertising: Behavioral Targeting, Re-Targeting, Contextual, Look-Alike

Mobile Trends

  • 93% of Smartphone users access content/information
  • 29% of U.S. adults own Tablets
  • Mobile traffic is booming
  • Television no longer commands people’s full attention
  • Many platforms for Mobile Display Advertising
Dig in (below)!!!!

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One Worldwide Agency or Multiple Agencies Worldwide?

December 19, 2012

Many of you have already started thinking about your global marketing plans, staffing needs and potential agency partners for next year.  During this process, our clients often ask, “Should we rely on one agency for global strategy, implementation and reporting, or hire separate agencies for each region?”

When we asked ourselves this question, the answer was a lot more complex then we expected.

Pros of Relying on One Agency Worldwide:

Worldwide Agency

Photo credit: RLM Group

  • Strategy and creative is consistent across all regions.
  • Worldwide agency executives, account services, creative, media and analytics teams are set up internally to collaborate and work with each other.
  • Key Performance Indicators and reporting will be consistent.
  • Your internal marketing teams can share learnings from one region to another because they will know that the same worldwide “framework” (with localization of course) was applied.

    • Read more »

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e-storm International Internship Program Goes Racing

December 18, 2012

This week we bid au revoir to our most recent digital marketing intern, Clément, by heading down to K1 Speed to celebrate with some competitive Go Kart racing.

K1 Speed Track

Having recently completed an intensive 6-month marketing internship at e-storm international, and discovered a natural talent for SEO, Clément has a few words of wisdom for future applicants:

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13 Tricks & Tips for Outstanding PPC Ad Copy

September 13, 2012

Some search engine marketers view copywriting as an opportunity to be creative. However, in reality, ad copy performance is dependent on a Google AdWords algorithm and a few behavioral patterns of the searchers. Viewed in this light, ad copy becomes much less creative than one might think, and with the implementation of a few best practices and some common sense, you don’t need to be particularly creative nor an English major to write copy that will generate relevance and clicks.

1.)    Keep it Concise & Relevant.

People are more likely to absorb short choppy sentences. The less they have to scan their eyes back and forth, the better. Google also favors ads composed of 3 short sentences. Do not waste space explaining your brand or your product. Search’s value is in its ability to capture people who are already looking for something. They need to be made to believe that clicking you’re ad will lead to the solution.

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  • 13 years veterans in interactive marketing strategy & implementation
  • We focus on customer acquisition
  • For every $1 spent - we deliver $5 to $50
  • Worldwide with local interactive marketing & culture expertise
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