Search Engine Marketing Articles

Adwords and Adsense Google now also on the mobile phone

I just read that Google is testing AdSense for mobile applications, designed to be read from iPhones and from phones that use Android.

Until now, you could only hire Adwords searches on Google from mobile devices, but not Adsense (Google ads on web pages that belong to the Google content network). It seems that this will change.

In the video I show below these lines we can see one of the developers of software for advanced mobile phone, talking about how wonderful it will be able to insert ads into their applications.

The truth is that I feel a little divided about it. On the one hand, I am delighted that software developers and content for mobile phones will have a good way to monetize their applications, which hopefully result in offering free content to the user community. On the other hand, I feel bad that mobile browsing becomes an obstacle to try to move avoiding advertising ...

More information about how the service works, here: more info on Adwords Mobile

We talk to each other.

ACC10 published Aids for export via the Internet

ACC1Ó (Formerly COPCA and CIDEM) has just published subsidies and grants for 2009. The program that we are most interested at company level is the 2bDigital (Read "to be digital"), Which helps companies based in Catalunya to export more using digital and Internet tools.

This program is conducted in two phases:

  1. Support for the creation of an International Online Marketing Plan: Including competition analysis, analysis of the target market is defined, the analysis of the different value propositions for each segment of the target audience, and basic guidelines for getting a website oriented client and it is positioned correctly. Rate this plan Acc1ó 2,100 euros and companies pay half this amount.
  2. Support for the creation of an International Plan of Action Online: Including search engine optimization, creation of SEM campaigns, creation of advertising campaigns, management of the client company presence in international markets, etc. ACC10 this plan valued at 2,100 euros and companies pay half this amount.

Upon completion of the phases, Acc10 also pays 30% (up to 3,000 euros) for expenses incurred by the company to adapt its Web Marketing Plan or redo it again.

It also pays 50% (up to 1,000 euros) of Digital Marketing expenses have the company in 2009. For example SEM campaign expenditures or expenditures to be present in any marketplace payment.

For more information, here you will find the official document with this information: 2BDigital del stitches

If you prefer to be informed directly and explain how you can adapt the 2BDigital program to the needs of your company, please contact with GEAIPC. We are at your disposal.

Marketing Electronic Market House in Barcelona

Friday 20 February at 9 am at the Casa Llotja de Barcelona, ​​the day is entitled to be held How to stand out from the competition and maximize results?

These seminars are organized by the Barcelona Chamber of Commerce along with PIMESTIC and aim to help Catalan companies to recoup their investments in Internet through Digital Marketing activities.

Since GEA IPC participate explaining in detail 9 Basic Techniques to attract visitors to a WebsiteAnd explaining a little above (the time no longer works) other techniques that affect other processes of Digital Marketing.

Among the speakers of the day is one of our clients BD Barcelona - www.bdbarcelona.com that as a Best Practice explain their experiences at the level of Digital Marketing and how you are running your new website, which fills us with pride.

This event will also serve to introduce the Digital Marketing Guide has published the Barcelona Chamber of Commerce along with PIMESTIC and will be presented over the next few weeks in other branches of the House of Barcelona. The Guide entragará, free of charge, to all those attending the conference.

The conference is free, but seating is limited, so please, if you wish to attend as soon as possible contact with the Chamber of Commerce by calling 902 448448 or by visiting www.cambrabcn.org

The diptych of the Day you can download it by clicking here: Diptico Marketing Digital

Is it effective Google advertising among children under 25 years?

Judging by the headlines published in the press, it seems that this issue is the one that has preoccupied the media who have followed up our study of Eyetracking applied to Search Engine Marketing.

The truth is that in point 5 of our study we wondered if search engine advertising was still effective, and we concluded that yes, although we indicated as an observation that if a search for something specific (like the name of a hotel) segmentábamos 54 tests by age, we could see that none of the people in the age group under 25 years had looked at the Adwords side.Eyetracking menores 25

The Adwords Central looked almost everyone, but the sides were ignored by the vast majority of youth who participated in the study.

When asked users under 25 why they had not looked at the Adwords side, indicated that they had not done so because "It is advertising”.

If we look at the picture show with these words can observe the phenomenon. In this case, requesting find the website "Hotel Pulitzer Barcelona"And users could find it in Google Maps and the first SEO results. The heat map we see is the record built from the gaze of all those under 25 years.

The heat map created from other users is quite different, and shows even clicks on adwords side. (See second image)

The study also commented on the fact that in many cases, young people believe that advertising does not deserve your attention, it was an important issue and worthwhile treat in more detail some other time.

Let's treat now with a little more depth.

Theories of Postmodern Communication

These theories base their argument on the fact that Marketing is so pervasive in our society (the Consumer Society) Which certain groups to start to be immune to traditional marketing communications, including advertising.Eyetracking Hotel Pulitzer

Durante años nos hemos preocupado por cómo afectaría a nuestros hijos el gran número de impactos publicitarios que reciben desde que son niños hasta su madurez (al menos, como madre de 3, para mí ha sido un tema de especial interés y preocupación). Pues bien… parece que no había para tanto. El gran número de impactos publicitarios, sumado a su conocimiento sobre cómo funciona la Sociedad de Consumo, los ha hecho inmunes a una gran parte de la publicidad a la que están sometidos.

And not only they are immune, but have even appeared movements and anti-advertising groups. People who question the behavior of our own consumerist society, and some unethical practices of certain companies. The aim of these movements is to recover a life without much publicity. See for example Adbusters.

Is the end of the "era of Marketing"?

No, of course. It is only to some marketing activities and including some types of advertising.

Philip Kotler in his "10 Principles for the New Marketing"Assumes that Marketing as we know it is finished due to saturation of Marketing Communications and Advertising we receive, and must evolve into something much more in keeping with our time, in which the immediacy of information and total segmentation, have changed our consumption habits.

The truth is that marketing is so important in our society, as consumers increasingly have more knowledge on this subject. The implication of this is that consumers now are highly educated in marketing and advertising campaigns, public relations, direct marketing, etc. And therefore know all the tools and techniques used in communications with the intention to attract their attention, which to some extent makes them immune to them.

This causes the Marketing professionals have to seek new forms of communication to convey their messages. This is the Postmodern Communication, Internet and has a good field for expansion.

Are the Adwords Postmodern a form of advertising?

The term postmodern was coined in the 70s and refers to a type of society in which the lack of predictability and erratic vision of the world around us, as opposed to a science-based, objective knowledge world, laws are evidence universal and logical reasoning, which was where the "modern" world was based.

Applied to Marketing, this term refers to a type of communication oriented satisfy consumer habits at the individual level, the importance of brands when making a purchase decision, the importance of ensuring that individuals are not consumers feel normal, and the increasing intrusion of advertising in all areas of our life.

Because unfortunately, for a large part of society, what we consume comes to define who we are, from the point of view of advertisers it is extremely important to get their messages to each individual, no matter how difficult. Hence new types of advertising and marketing communication messages appear.

In this regard, Adwords, Communication can be considered Postmodern if we consider that segmentation can reach almost one to one. Also in the sense that intrude in many of our activities on the internet (to read the online press, to consult a search engine, to watch videos, etc ...). So the answer to the first question is "yes", the Adwords They can be considered a form of postmodern marketing communication.

To be a postmodern communication makes them more effective?

The Adwords no longer an ad in many cases easily identifiable. And therefore, as we have seen in the heat maps, users are able to detect and classify it as advertising, which reduces their effectiveness, especially if they are located away from information that is relevant to them. Hence Adwords plants are more effective than the Adwords side.

As for saturation, in this study we have found that certainly the youngest segments of our population begin to be saturated with advertising and have become immune to it. All that considered advertising no longer of interest to them. If they can not even look to the areas where advertising is.

We have seen even some of them go so far as to consider advertising the results of Google Maps and not watch them. Fortunately, not in all cases so, as we can see in the first heat map we have shown. Map I remember again, is only for users under 25 years.

The other looked at over 25 advertising side, as shown in the second map.

Does Google's Golden Triangle is still valid? The answer is yes

Who else who has less ever see a heat map that runs through the network, Eyetracking done with technology and showing what is called "The Golden Triangle Google"The gold zone in which you have to appear if you want to be something on the net ... the space where all eyes of Google users. Myself, I've used a lot of times in classes and lectures, to show graphically the importance of appearing in the top positions of Google, either in the form of Adword, Whether in the form of natural positioning (SEO).Eyetracking - Triangulo de Oro de Google

But this heat map has its years, and every time I use it I wonder whether it will be really valid now that Google displays results including maps, books, definitions, etc. (The image I show along these lines corresponds to the classical heat map to which I am referring).

Hence one of the things I wanted to test in testing we have been doing during the months of December and January to draw up a Search study aimed at Tourism Marketing, By using technology Eyetracking, it was whether the Golden Triangle was still valid, or otherwise, now appeared another geometric figure.

Well, after performing the tests (54 individuals by testing 4 different tasks, altogether 216 heat maps results pages Google), we conclude that it remains valid, especially when very specific searches are performed and offer results found in the top positions, although the lateral Adwords are now most watched shows the classical triangle.Eyetracking Hotel Pulitzer Barcelona PCT

Andmasters some of these heat maps:

This I show below is a heat map to search "Hotel Pulitzer Barcelona"(Without quotes) adding the maps of 30 users tested, taken at random and untargeted. The task was to find the URL official Hotel Pulitzer (he was both Google Maps and the first result SEO). I show the map is a map of percentages fixing eyes (the same type the "classic" only that our EyeTracker different).

We can see how the triangle is formed, though somewhat blurred because of the map.

If this same heat map we show by absolute values ​​of fixating, then Eyetracking Hotel Pulitzer Barcelona AbsolutoIf we see the triangle, and we also note that some users have looked at the Adwords side, which is barely visible on the map by percentages. (See attached image)

A curious observation about the side Adwords: If this same search took, heat maps users under 25 will see something very different: not one has looked at the side Adwords and the triangle appears clean but somewhat disfigured, and focused on higher Adwords and natural results.

It seems that those under 25 are very clear that the lateral Adwords are advertising and therefore do not deserve your attention ... (this topic is important and worth analyzing further because it refers to the theories of communication Postmodern well that both the map and the subject I discuss in another post).

The complete study can be downloaded here:

The complete study can be downloaded here: Eyetracking Search Marketing

Certain words stand out. "Luxury" is one of them.

Following analysis Eyetracking tests for the study of Search Marketing-oriented tourism, conducted during the months of December and January, today we will talk about the words that attract attention in the texts.

In the study "Eyetracking Media España"By the AIMC Y Alt64 in which I participated in 2005 when we analyzed the patterns of reading Spanish online press, we noted that before starting the reading of a text, the brain of the user scans the page you're thinking of reading, searching for words to call him attention. When the brain encounters words then you decide whether it is worth making the effort to read or not.

The same have been able to observe in the results pages of Google, and especially with certain Adwords. Let's see:

As I was operator of some of the tests conducted in December 2008 during the recording itself and I noticed that many of the people tested specifically looked some ads. Eye! No clicaban, only looked ... I mean, something caught their attention, but then kept looking. Obviously, some do clicaron on them because most of ads had to do with the search performed by the user.

If we look at the attached recording (see attached video), observaremos que tras revisar la página de resultado, algo llama la atención al usuario mientras mira columna de Adwords de la derecha. Hay un anuncio que llega a mirar hasta 3 veces. La grabación pertenece a un usuario al que se estaba testeando en la búsqueda “hotel Barcelona” y su tarea consistía en indicarnos dónde buscaría un hotel en esta página de resultados (SERP=Search Engine Result Page).

We can see that after reading more or less in depth the SERP, goes to read the ads on the right and after them all, staring at one of them and then return to it. It is the announcement of Splendia. Why is fixed at that ad? You failed to tell us why.

Another user (see this other video attached) In the same SERP it performs the same type of navigation and again is fixed in the notice ... but this time also it click. Why do you look at him? Why do you click? Asked the user, he says that just because they noticed him, liked what it said (and that is) and CLICO in it.

But the action set in this particular ad and not the rest has been something that has made 22% of users (12 persons over 54) who tested this page. Looking at the map of heat generated by these users, we found that really something caught 12 people.
Eyetracking Google Adwords Splendia

(see map attached map showing the addition of the 12 users who set eyes on this point. We can see how it really was for them an important point in the SERP)

In another task in which users tested were looking for a hotel suite in Barcelona from the SERP that appears when searching for "suites hotel Barcelona"He happened exactly the same, but with greater intensity: this time, 37% of users set their sights on a particular ad: Adword second in the right column. And guess what ... it was again Splendia announcement, which appeared on this page in another position.Eyetracking Google Adwords Splendia 2

Again, something caught the attention of users, this time 20 people from a total of 54.

(See image map hot aggregate of the 20 people who watched the announcement of Splendia. In this case we can see that the effect is not as explosive as above, but continues to call attention to the 20 people fix their gaze on this announcement, when they are looking for "Suites" and the ad the word does not even appear)

This "something" that draws attention to many users in different search results pages, is the word “Luxury” that Splendia used at the beginning of the description of your ad.

In the study Eyetracking Search Media You can read more about this and you will discover what else caught the attention of users.

Hotel vs. Intermediary Portal: Portal wins ... and long!

As I mentioned in my previous post, during the months of December and January we have been conducting a study aimed at Tourism Marketing Search using Eyetracking technology. (Read previous post)

Well, we did another test users to testeábamos was to request that they should seek a hotel in Barcelona making Google search "hotel Barcelona" (without quotation marks).

Eyetracking_Google_hotel_barcelonaEyetracking_Google_hotel_barcelona

Let's keep going…
Una de las cosas que queríamos averiguar al realizar este test era si los usuarios entrarían en un portal de intermediación hotelera o bien elegirían un hotel determinado. Los resultados fueron concluyentes, el 74% de los usuarios se decidieron por un portal de intermediación y sólo un 26% clicó en un resultado que pertenecía a un hotel. Curiosamente, todos los usuarios que clicaron directamente a un hotel, lo hicieron a través de Google Maps.

So let's see why people CLICO where CLICO:

So let's see why people CLICO where CLICO:

When we asked why users had clicked where they clicked, most of which clicaron on a brokerage site indicated they did on that specifically because they knew him.

People who clicaron about hotels, also said it was because they knew him or because they had heard and knew the hotel was nice, and was well situated, etc ...

In some cases, users indicated that the ad title was what had most caught their attention. Especially the "400 hotels in Barcelona” de Booking.

In other cases, certain words caught their attention, that users did read the title and accompanying text and clicaran. This is the case eg in Splendia Adword 5 position shown on the left ... a place where almost theoretically would not have to receive clicks.

The theme of the words that draw little attention and get people to fix their gaze and click there, deserve special analysis ... so these words will discuss in the next post.

... and another interesting thing related to this research: between the results shown in this first page natural positioning (SEO) only appear 4 hotels. Well, 3 of them are hotels that we have done consulting position to reach on this page: Hotel Pulitzer, the Axel Hotel and the Hotel Royal Ramblas. It is something that all members of GEA Internet we are proud.

Later note: The study has already been published. You can download it here: Eyetracking Search Media .

Presentation of the Guide to Electronic Commerce in Igualada

Today we have carried out the presentation of the Electronic Commerce Guide at the headquarters of the Chamber of Commerce of Barcelona in Igualada.

The presentation was made by the Director of that office. To accompany the event, Alex de Anta gave a talk on the key success factors in implementing an Electronic Commerce, and I gave a talk explaining a part of the Guide.

As time was limited (1 hour and a half), I only explained the 9 basic techniques to attract visitors to a website, and 6 basic techniques to convert them to business contact. These techniques only have explained above, unfortunately, because it would have needed a minimum of 10 hours to explain this part as a monographic course.

The guide itself can read the same information, but more extensive and complete. I have also indicated participants in the web GeaMarketing and this blog will find additional information and other presentations that can help them expand any of the items discussed in the paper.

I forgot to comment on companies that have attended the presentation of the Guide, the Chamber of Commerce subsidizes 50% of the cost of conducting a small study on the Strategic Plan for the Implementation of an Electronic Commerce, for any company of Barcelona area you want to start selling over the Internet. The total cost has to bear the company is 750 euros and can be ordered through the delegations of the House of Barcelona.

The next presentation will be on Thursday November 27 in Mollet del Valles. At 9h30 'am, at the headquarters of the Barcelona Chamber of Commerce held in this population.

See you there.