Customers Now

Customers Now: Profiting From the New Frontier of Content-Based Internet Advertising By David Szetela Table of Contents: • Introduction Become fluent in the new language of two of the leading content advertising programs: Google’s underutilized Content Ad Network and ContextWeb’s ADSDAQ Advertising Exchange. • Chapter One: The Future Is Content It's very likely you can increase your profitable sales significantly - by up to 75-100%. At the same time you can create more customer demand for your products. • Chapter Two: The Secrets of Content Content-based advertising is the future of internet advertising, but it’s important to understand its fundamental infrastructure. • Chapter Three: Something Old; Something New: Merging Keywords and Content Keywords do not go away in the new content frontier. But the keywords advertisers use in content ad groups play a different role than they do for search ads. Plus: Five Best Practices For Creating Content Keyword Lists • Chapter Four: Using Google Placement Placement-targeted ad groups can include all content ad types: text, static and animated graphics in a wide variety of sizes and formats, and even video. Plus: A guide to demographic targeting • Chapter Five: Integrating With Other Content Networks and Exchanges Saving time when navigating content-based ad campaigns on the "Big Four" - Google, Yahoo, Microsoft and ADSDAQ. • Chapter Six: Content’s New Business Model: Using The ADSDAQ Exchange Using a true exchange that allows publishers to set an asking price, and for advertisers to then bid on their presence on the publisher pages. • Chapter Seven: Writing Effective Text Ads Eye-catching graphics. Controversial headlines. Outrageous promises. Plus: Troubleshooting For Ad Performance • Chapter Eight: Beyond Text: Adding Graphics to Content Content-based advertising can be more than just text – there’s a lot more in the toolkit for contextual advertisers. Plus: The Three Commandments of Graphical Ads • Chapter Nine: Landing Pages: Who Are Your Customers and Where are They Going? After your ad hooks them, here’s how to make sure customers continue their experience. Plus: The Five Commandments of Landing Page Design • Chapter Ten: Reporting and Measuring Content Advertising Performance Content ad reports generate a goldmine of information, and certainly rival the reports available for keyword search. • Chapter Eleven: Optimizing Content Campaigns New tools and new technologies for the endless quest of the perfect Internet ad campaign. Plus: Tips On Google and ADSDAQ Content Optimization • Conclusion: Customers Now A call for focusing Internet advertising on new goals and new ideas. Customers Now: Profiting From the New Frontier of Content-Based Internet Advertising How to master two simple content advertising programs - Google’s AdWords content ad network and ContextWeb’s ADSDAQ Exchange - so you can efficiently get your message out and bring your customers in. Read this book if: 1. You are “maxed out” on keyword-driven search engine marketing. 2. Your advertising generates fewer leads for new customers and diminishing engagement metrics for existing customers. 3. Your internet marketing needs new ideas and new energy regardless of your company’s revenue size, database, or expertise. What is Content Advertising? Ten years ago many companies started to become aware of the new possibilities inherent in pay-per-click (PPC) advertising. It became one of the most cost-effective methods of reaching new customers for all companies. Not only are the megabrands using PPC, it is estimated that close to one million small and medium-sized businesses use paid search advertising. It is easy to access, easy to fund and easy to calculate return on investment. Less well-known is PPC content advertising - a much more pervasive and readily-available advertising opportunity. After reading Customers Now: Profiting From the New Frontier of Content-Based Internet Advertising you will become fluent in the new language of two of the leading content advertising programs: Google’s underutilized Content Network and ContextWeb’s ADSDAQ Exchange. Both programs are easy and inexpensive to use. You can get started on either one of these services for as little as $25 dollars and in as little as 25 minutes. Speed and affordability aside, content-based advertising leads customers down the path of prospect to conversion. Customers today have choices. A lot of them. So before you fulfill the sale, you must generate demand for your product or service. Content-based advertising exposes specific groups of customers to specific products and services better than keyword search can. It gives you access to a giant untapped pool of customers. If you think of the sales process as a funnel, content advertising delivers customers at the top. Keyword search is about demand fulfillment. For example, a customer that enters “North Face ski jacket” most likely has made up his mind about the purchase. But content advertising is about creating demand. It fuels the funnel by making potential customers aware of North Face ski jackets while looking at web site content about skiing or travel or a destination city. There’s a big difference. As people surf the web, they are exploring information about their interests, while discovering new things that interest them. Grabbing their attention during this research and discovery phase is how you effectively build new demand for your product or service. You are building interest among users that may not even know about your product or your product category. If you’re interested in creating demand for your products and services, this double-pronged search/content attack can reinvigorate your internet marketing strategy. In this book, we’ll show you strategies for using content-based services like Google AdWords (AdWords.google.com) and ContextWeb’s ADSDAQ Exchange (exchange.contextweb.com), and even give you specific tactics for getting the best results from each of them. Now is the time to educate yourself on effective internet marketing and your company’s connection with customers – now. The Future Is Content Legendary adman Jay Chiat once described a round of golf as “very fascinating, very addictive, and incredibly challenging. You're never satisfied. It's kind of like advertising.” Chiat didn’t live to see the advent of search engine marketing, but his observations fit with what search engine marketing is today. Search engine marketing has come close to satisfying its users with its ability to be measured, analyzed, and optimized. The growth of SEM certainly shows a continued attraction, as advertisers continuously search for that magic keyword that will drive clicks and revenues. There is still much more ahead for internet marketers. Even if you're a Google AdWords pay-per-click advertiser, one who's getting spectacular results, there's another level. It's very likely that you can increase your profitable sales significantly - by up to 75-100% - while at the same time, create more customer demand for your products or services. This not-so-well kept secret comes in the form of learning to mount successful campaigns using a little-understood capability built into Google AdWords, which is advertising on the Google Content Network. It also comes in the form of a new ad exchange that's making it easier for advertisers to mount and manage campaigns: ContextWeb's ADSDAQ Exchange. AdWords is hardly a secret. Campaigns display ads on search results pages, at the top and right side of the page, when a search is performed on Google and on Google search engine partners (like AOL) - collectively known as the Search Network. The ads displayed are relevant to the person who typed in the search term.