Well, it has been a couple of weeks since Google’s release of its new pay per action (define) advertising business model and this online marketing blog’s verdict is weighing in.

If you’re an online marketer, you probably are aware of all the content networks available from your favorite search engines like Google, Yahoo, and MSN. However, expert options vary on the effectiveness of search engine advertising on content sites versus those of search engines.

For myself, since most marketing budgets are limited, I’ve always been a little stand-offish when considering extending my reach on content sites I have no control over. But Google’s pay per action (PPA) is a totally new realm. What could be better than only paying for sales or leads? Exactly!

Unlike regular content network ads, publishers of PPA choose the sites that they whish to promote giving them more control on the advertising they wish to display. Personally, I like this system because it encourages advertisers to match their advertisements with the content that they endorse. If it doesn’t work for them, they can always go back to the well and choose others that might be a better fit.

As a publisher, pay-per-action ads are only available through Google’s referral network, which at the time of this writing is typically only given to publishers with an upgraded account. If you already have an Adsense account and are unsure if you are able to display PPA ads, just look to see what kind of referral products you can display. If they are all Google products and services like Google apps, Firefox, etc, then your account has not been upgraded yet.

Once upgraded, you can view advertisers by product and service categories or do a search to pinpoint your industry. Choosing advertisers is as easy as looking at who much they are will to pay, adding them to cart, and making sure that their creative will fit in your chosen ad units. Most of which that I have seen are text ad advertisers but advertisers are allowed to display image ads and text links.

As an advertiser wishing to take part in Google’s new PPA, you must have a Google Adwords account that has access or request an invitation to participate in the program. If your familiar with the whole adwords system, set-up should be a piece of cake. However one interesting thing to note when your setting up your account is that you have two main objectives to keep in mind. First, you need to fill out your company’s details very carefully because this is the information that other publishers will use to find you in Google’s system. Make sure that you use keyword rich copy in your company’s title, description, and use keywords (up to 50). It is also recommended that you use your company logo.

Secondly, your advertising creative is what other advertisers will use to judge your ads besides how much you are willing to pay. I recommend that you have one creative for every ad unit size: banner, leaderboard, square, small square, large rectangle, inline rectangle, skyscraper, and wide skyscraper. And don’t forget to add a “text ad” unit as well because not every advertiser wants to display image ads. Google also recommends that ads should be written with more “action friendly” keywords such as buy, order, purchase, etc. and to also use your product name in the title.

Ensure that your conversion tracking is set-up properly, for this is how Google knows if a sale occurred and how to charge accordingly. Additionally, if you use more than one conversion tracking code in an account, make sure you link the right one with your PPA ads.

PPA bids and budget as always are left up to the advertiser. Setting your PPA bid high will certainly attract more publishers but may not be best for your ROI goals. I recommend reviewing your current CPA goals and slightly low balling your estimate. Or if you're lucky enough to have an upgraded Adsense account, you could simply check on some of your competitors and see what they are willing to pay. Your budget on the other hand wont influence your PPA bids, but it will influence how frequently Google will show your ads and potentially how many clicked you receive. Remember that Google wants to maximize its revenue, so if you set your budget to low, other advertisers will get the higher hand.

Lastly, test, test, test! As an advertiser or a publisher, its unlikely that you will have perfect results out of the gate. Testing multiple ads units, CPA bids, ad placement, and other variables will give you a better idea as to how your advertising is working. With a little luck, we may be able to break the search engine content network barrier!

[tags] pay per action, google adsense, google content network, ppc advertising, cpa goals [/tags]

Forget about what’s black and white hat at the moment. What I’m talking about is more important and about diversity. If you’re a SEM (define) and following Google, you are definitely familiar with how the online landscape is rapidly changing. Are you able to follow the big G to the “t” in all the recent new enhancements recently released? First there’s Google’s Universal Search. If you’re not totally familiar, it’s echoing through the SEO and search industry as the next big thing since color TV. In a nutshell it’s a new idea that will enable searchers to get results that encompass more that websites. From websites to other interactive’s like videos, blogs, and podcasts, universal search will encompass anything and everything that is searchable. But that’s just the beginning. Google is one of many search engines in the plans to releasing such search goliath’s. Yahoo, MSN, and ASK are all trending to this new search platform that will make the search landscape all the more interesting. Search engine optimization may just turn into ISEO or integrated search engine optimization. That’s right, you heard it here first…and I always wanted to be first to coin a phrase:) Regardless, this new technology is just one of many that the Ginomous (And if you didn’t hear, Ginoumous is actually a word now!) search giant has released just this year. Google radio, Google print, and Google mobile are beginning to make its way into an online marketers arsenal ready to make its debut to an advertiser near you. Get ready, because if you’re not an interactive, this era might just pass you by. As like with anything that Google releases, many of the bugs are already out of the equation and running at 90% with market feedback to boot. Will they all be successes? How can they not be? They’re either already proven advertising mediums or enhancements to what’s already out there. They’re not just pushing radio, they’re giving small businesses a chance to compete. They’re not printing ads in magazines or newspapers, they are making them easier to buy. Cell phones? Well, there’s just a ton of those! All of which has sent an SEM’s dreams to grow like wildfire to the point that they cant even get them off the deck! And guess what!?! If you think the traditionalists are getting them, think again. If you’re not marketing online, how else are you going to be getting the wake up call? What once was SEM, now encompasses more than just keywords. It’s about marketing and educating our clients to how they can leverage the Internet in their favor as they start to make the crossover into more mediums like radio, television, and print. Moreover, these technologies wont just be a convenience for the non-budget minded, but more of a necessity for those seeking success. Ok, so what’s the real point here? First, the Internet is evolving at Internet speed and I am not entirely sure if search marketers are ready to pick up the slack. Secondly, Google and other emerging companies are releasing so many technologies quickly, that many of the new tools haven’t had time to mature yet or fall into the client’s hands. Unfortunately, one hand feeds the other in a cycle that fuels the industry. For the SEM that lives within an organization that search isn’t its primary revenue source, the water may be calm as online agencies scatter to gather crumbs. However, all is not well at idle because those agencies that incorporate diversity into their online culture, could jar loose the need of an Interactive marketing company further and thus making the tech-knowledge gap even larger. Be certain that if your not bearer of many hats, you might find yourself at the bottom of the search chain! [tags] google, search engine marketing, search engine optimization, seo, media buying [/tags]

Want to search the business blog community in style? Try out our new search bar generator. Here is just one example:

Happy surfing!

[tags] business blogs, search bar generator [/tags]

In part one of this three part series, we examined domain name selection and the different type of blogging platforms one could use to enter the business blogging community. In this writing, we will discuss blog strategy to ensure your business blog is a success.

Learning To Walk Before You Run- Content is King
As the old saying goes, build it and they will come. In the online landscape, I have found that this holds true as long as you have a fundamental understanding of how your target market will use what you publish.

The World Wide Web has made obtaining and digesting information easier than ever. What’s important to understand however, is that you’re virtually one click away from all of your competitors. If your audience doesn’t get what they want, they can easily hit the back button and move on. With that said, it doesn’t take long to imagine how many significant variables are at play to peak your audiences’ interest:

• Quality of products/services & other deliverables (content)
• Appearance and functionally of the Website/Blog
• Ease of dissemination of information
• Level of interactivity- two-way communication & feedback
• And more…

Blogs can give you instantaneous market feedback for your deliverables. Most importantly, what you write will be read by others and in other words has an inherited value. Furthermore, your content is a reflection of who you are, your core values, level of intelligence, and caliber of personality. Others will use this information to judge your authority and credibility on any given subject. Whether you build a reputation upon wine or vinegar, you will have an impact to your overall online existence and potentially your business. As mom used to say, if you have nothing nice to say, it might be better not to say it at all!

Developing Killer Content
“All in.” If you’re not familiar with the term, it’s what poker players refer to risking it all for a chance to enter the winner’s circle. In the blogging community, that’s essentially what differentiates a good business blogger from the herd in that they reveal their “all” with every post they write. Simply put, nobody wants to read something that has been done to death or is unoriginal. Successful business bloggers continue to have something to offer that is resourceful to their audience on a regular* basis.

*By the way, “regular posting” has different interpretations among business bloggers. Although 3 to 4 posts per month is an acceptable business practice for most.

Getting the word out and gaining exposure will largely rely on the fundamental goal of the business blog and the strategy employed. Here are three major categories that most blogs fall into and some tips regarding how to develop and gather content for each blogging model regardless of the return on investment:

Authoritarians- these can be referred as businesses that whish to poise themselves or their business as the “expert” in the field and look for recognition from industry peers. Authoritarians generally reflect on emerging events in real time. These bloggers feed on breaking news, industry events, or look for ways to advance their trade. Ones that seek knowledge in this category can subscribe to search engine news alerts, newswires, or attend significant trade events.

Developing content for this blogging model typically takes more time and effort from the blogger (in terms of time) before they realize a significant following. The benefits from this model include, but are not limited to, industry recognition, deep insight to emerging trends from other evangelists, and a touch of self-actualization. (Thank you Mr. Maslow)

Interpreters- these businesses can be best described as looking for direct market feedback. Interpreters tend to be more viral in that they can either can set trends or look for ways to advance upon one. This particular blogging model has gained significant attention in recent times by some of the largest corporations planet. One of the most famous attempts that went sour was by Wal-Mart entitled “Wal-Marting Across America” about a couple that toured the country in a RV writting about the people and events they encountered. Unfortunately, issues arose because consumers and bloggers became weary of whether the stories were from real people or a mere concoction for corporate gain eventually leading to a public apology.

Regardless of the outcome, the above example outlines how powerful business blogging can be and how it can be interpreted by the masses. Furthermore, those electing to use this strategy should be aware of the delicate environment in which they are entering and what mutual gain is at stake.

Typical interpreters gather content from a conceptual idea for either PR gain or some other favorable market reaction. Concepts range from contests, sweepstakes, polling, surveys, and philanthropic stories just to name few. Resourceful content in this sense is really a matter of what is perceived as a “worthy gain” for the reaction garnered. Companies executing this strategy may look to strengthen or communicate their brand, gather product intelligence, generate awareness, and more.

Drivers- businesses that whish to use this strategy thrive upon direct ROI (define) goals or some other direct measurable return from their target market. Not to say that all of the above business blogging strategies require a return from the fruits exertion, however return can be defined differently depending on what is considered valuable by each business. What differentiates this model is that the gain is typically monetary.

There are literally thousands of ways to earn real revenue from blogging, however these are just some popular models:

• Sell Advertising- one of the most simplistic forms of making money online, if a blogger can gain a large enough following, advertisers will no doubt find you for a piece of the action. Publishing ads from content sites like Google Adsense, BlogAds, and TextLink Ads are equally as popular.
• Direct Retailing- featuring products or specials with direct links to make a purchasing decision.
• Lead generation- providing resourceful content with an incentive to fill out a form or take some other favorable action such as contacting your company.
• Affiliate Marketing- generating relevant interest and traffic to your site with the intention to drive visitors/referrals to an affiliate site resulting in a kickback.
• Branding & Awareness- although harder to directly measure than the above tactics, using a business blog to brand can influence market demand thus increasing desire you’re your products or services.

Summary
Regardless of the strategy employed, developing quality content will play a significant role in your business blogs execution and success. Get started by outlining your strategy and objectives clearly. Follow-up your chosen strategy with the notion that the best content is what will provide the greatest appeal to your target audience. Lastly, define measurement goals early to benchmark milestones and guide your blogs overall success. When creatively executed, business blogging offers a unique communication tool for those who are willing seize a valuable viral community. Stay tuned as we reveal business blogging promotion and ROI secrets in part three.
[tags] business blogging strategy, business blogs, blog promotion [/tags]

In case if you haven’t noticed, its been a while since my last post. I’ve been extremely busy working on projects and haven’t had much time to devote to my writings. I entitled this blog post for all you business bloggers out there that also wish there were 27 hours in a day. Additionally, i find humor in that we all apologize when we don’t have time for our needy little blog. Is it that I need to see fresh content in there? Or maybe see the number of posts and months go up? I recently attended a private convention where a speaker was talking about how us Americans have become time poor. He asked the question of “Do you write out of list of things to do in any given day? And do you add things to your list as you get side-tracked just so that you can have something to cross off?” After all, nobody’s going to see your list! I do:) But seriously, away with the tumble weeds and in with the new. I have several new announcements including a newly launched News Blog at iBlogBusiness. I’ve actually had the notion for doing a blog from the start, but due to the amount of feedback we have been receiving lately from, I moved it to the top of the list. If you would like to submit stories, articles, posts, or news you feel the business blog community would want to hear, send it to us for consideration. Also, our iBlog Business newsmastering tool (define) is almost complete. Soon you will be able to datamine any of the RSS content by category and filter it by your liking. Better yet, you can add it to your blog just as I have done in my right side bar. (It says, Powered by iBlog Business) We’re just working out some of the bug, but it should be available shortly. We recently launched some cool SEO tools on our parent website TMA E-Marketing. In your in a quick pinch, the ranking tool is good to check your position in Google, Yahoo, and MSN. (And BTW- let me know what happened to checking your back-links in MSN) I have yet another article in the works about business blogging. Its WIP, but it should be done in the next few days. I’ll keep you posted, till then, stop apologizing for your blogs:)