By Sultan Riaz | Marketing Coordinator
Editor’s note: This is part two of MediaWhiz’s ultimate guide to mobile media buying; you can read part 1 here. Today, Jonathan Bartov of Matomy Media Group details best practices for the optimizing and targeting stage. Jonathan authored a Matomy guide to mobile media buying for affiliates (download here).
Sultan Riaz: Why is it important for marketers to segment their campaigns?
Jonathan Bartov: Segmenting is the best way to get a full media spread. For example, WiFi traffic is much cheaper and much more abundant than 3G traffic. So if you don’t target each carrier separately, a large majority of your incoming traffic will be from WiFi. That will limit your ability to optimize your traffic moving forward. Segmenting traffic is also a preemptive move because it is likely you will ultimately end up segmenting the traffic once you see different performance in a number of parameters. Segmenting campaigns at the beginning stages will help you save time later on in the process.
SR: What type of traffic should marketers be wary of? Why? How can they avoid this type of traffic?
JB: Generally speaking, when a network has a lot of unsold inventory from a specific target, such as operating system, carrier or channel, you should conclude that it is unsold for a reason. In my experience BlackBerry and Opera Mini traffic are abundant on many networks but convert poorly. This has a lot to do with technological differences with BlackBerry’s operating system compared to other operating systems, and Opera Mini’s browser compared to other browsers. This isn’t always the case with these two, but it is more often than not. So whether you exclude this traffic to begin with, or if you plan on separating it from your other traffic sources, this is something you should take into account when working with either of these two sources.
SR: What kind of mobile media sources should marketers invest in?
JB: This really depends on what is important to the marketer. Personally, I want a source that provides a scale and makes it easy for me to optimize a campaign. For this reason I look for media sources that have an abundance of traffic at comfortable rates and a self-serve platform. The level of targeting is an important factor also because that ends up being the level I can optimize at. (more…)
By Marc Purtell | Director, SEO
Editor’s note: This is the tenth post in a 13-part series on the newest search marketing strategies that will enhance your brand’s search strategy. All 10 search strategies, including 3 bonus search strategies, can be downloaded in our new report, “10 New Ideas for Enhancing Your Brand’s Search Strategy “. Download here.
Incorporating the right keyword search tool into your pay-per-click (PPC) campaign can be a time-saving and cost-effective strategy. But a keyword tool is only as effective as the techniques used in the keyword-discovery process. Implementing keyword research best practices will continually optimize your PPC campaign with relevant keywords that leverage performance, continuously improve efficiency and increase conversions.
There are several useful keyword research tools available online. They are important in order to conduct thorough analytics that go beyond AdWords account findings. Google’s search-based keyword tool compares Web content to AdWords keywords, helping to uncover otherwise impossible to find keyword combinations. Continual keyword evaluation is a savvy cost-efficiency strategy. (more…)
By Sultan Riaz | Marketing Coordinator
If you are having trouble with your conversion rates or generating leads from your mobile site, then Conversion Conference in Chicago this month is a must-attend event. And our Giles McGrath, creative director, has all of the insight you’ll need for designing your mobile site with lead generation in mind.
In his presentation, “Don’t Just Replicate: Designing for Mobile Lead Gen,” Giles will distill our top-10 best practices for mobile lead-gen design. As he writes in the introduction for his presentation:
Mobile websites shouldn’t be a simple reproduction of your brand’s desktop site. Effective lead generation with mobile requires thoughtful consideration about how consumers interact with brands on Donttheir mobile devices, how they share content and the type of content and features that grabs their attention. In this session, you’ll see how you can unclutter your mobile website or app to improve conversion and generate more qualified leads.
Conversion Conference brings together expert speakers from all walks of digital marketing to help you increase your conversion rate and lead generation. With Digital marketers ranking conversion rate optimization as one of their top priorities of the year, it makes Conversion Conference an important event to attend.
We hope to see you at Conversion Conference Chicago, where we’d be happy to answer your mobile creative and lead generation questions. If you’re planning to attend Conversion Conference Chicago, please contact us so we can meet you.
By Caroline Ramos | Director, Client Services
Editor’s note: This is the first post in a series focusing on best practices for lead generation in the online education industry.
Year after year universities struggle with enrollment rates. At the same time marketers are testing new advertising channels, shifting budgets, designing new creative assets and everything in between to reach that seemingly elusive enrollment goal.
But why is nothing changing? Why are enrollment rates dropping after all that investment in time, money and effort?
It’s simple, really: The ﬁrst point of contact is your ﬁrst impression and it can make or break the success of a prospect’s enrollment. The best advertising campaign in the world is frustratingly useless if the admissions process deters prospective students.
Many universities with large marketing budgets fail to focus on what’s happening right under their nose, and in most cases, right down the hallway. I have seen everything from a first point of contact being a direct-mail piece to callbacks that occur two weeks after an online information request is submitted.
A successful online marketing campaign for a college or university isn’t just measured by a conversion rate. Performance marketing in education requires three critical components to be successful:
- High-quality traffic sources: You need to have traffic (students) who are interested in learning more about a particular school.
- Optimized creative: A high-quality landing page, great email design and banner ads that really catch the eye of prospective students.
- Structured workflow: A cohesive admissions process that is ready to work a lead. (more…)