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Pay Per Click Marketing
PPC marketing can be a powerful online marketing channel for software products. But there are several ways to help make your marketing dollars work harder for you. For those of you that already have active PPC campaigns, here are a few tips for better PPC campaign management. PPC KEYWORD DEVELOPMENT Tip 1 â The Google AdWords Keyword Tool is a great starting point for keyword discovery, given that Google is very good at the keyword (kw) relevancy game. Since a majority of searchers use Google and its partners, the idea is to âgo to the sourceâ for kw lists based on actual user searches. Simply input seed kwâs and Google will spit out additional relevant kw ideas. Access the Keyword Tool at the top of the kw list in any ad group. Tip 2 â Use the Search Query report to further expand and refine your kw lists. This report has been much improved, and now displays more granular data. Focus on search queries that have received conversions, rather than just impressions or clicks. Add queries with match type showing as âbroadâ or âphraseâ to appropriate ad groups. Bid based on query CPA and average CPCs. Tip 3 â Mine Google Analytics, Omniture, or other web analytics reporting systems for kw ideas. Focus on organic kwâs that have resulted not only in clicks, but in conversions, goals, and measurable value. In GA, select Traffic Sources, then Keywords, then click on non-paid, and lastly select the Goal Conversion tab. Tip 4 â Use all 3 match types: broad, phrase, and exact. Using all 3 match types gives the advertiser greater visibility and control into their campaigns. Add phrase and exact match for kwâs that show a high volume of impressions, clicks, cost or conversions â or for kwâs that are core to the software products that you sell. PPC AD CREATION & TESTING Tip 5 â Test Keyword Insertion (KWI) in text ads. KWI automatically inserts the userâs search query into the text of the ad. KWI can be used in headlines or in lines 1-2. Text KWI cautiously, and only in ad groups that exclude high-volume, broad match keywords. Example headline: {KeyWord:Morphing Software}. Tip 6 â Set ad-serving to rotate(!) Ads must be rotated evenly in order to be tested properly against each other. AdWords defaults to serve higher-CTR ads more often than lower-CTR ads; this makes more money for Google at the expense of the advertiser. This option is found in Campaign Settings. Tip 7 â Remember ad text basics: highlight the advertiser value proposition; incorporate relevant ad group kwâs within ad text; use a compelling offer (e.g. Free 30-day Trial) and include a call-to-action or implied call-to-action (e.g. Learn how to improve your PPC campaigns â Free white paper). PPC CAMPAIGN STRUCTURE Tip 8 â A simple account structure benefits day-to-day navigation, management and bid optimization. Consider separate campaigns for breaking out geo-targets, differentiating between different target metrics, or for reporting purposes. Always run Content campaigns separately. This is acknowledged best practices, since Content is an altogether different medium vs. Search. ADWORDS EDITOR Tip 9 â Download and use AdWords Editor (AE) for: bid optimization; ad creation and optimization; creating new campaigns; adding kwâs in bulk to multiple campaigns and ad groups; modifying destination URLs for conversion tracking, and much more. Download AdWords Editor here. GENERAL APPROACH Tip 10 â Start simple and small, and go where the data takes you. PPC is an iterative activity. The data determines next steps. If you started with one campaign composed of five ad groups, expand the ad groups that show click and conversion activity and leave the others for later. Over time, advance to complex and large. Expand kwâs, ad groups and campaigns based on what has worked. In terms of time and effort, feed the winners and starve the losers. This approach will help you best focus your time and make you (or your client) more money! About the Author Terry Whalen from CPCsearch.com, a paid search agency About Terry: Terry is a partner at CPCsearch, a full-service PPC Management firm that optimizes PPC campaigns on behalf of its clients. CPC Search is a Google AdWords Qualified Company. Prior to running CPC Search, Terry led marketing initiatives at Citrixâs GoToMyPC.
Why is Video Marketing so Highly Recommended?
Video marketing is considered to be one of the exceedingly clever ways to capture the attention of the potential customers. Like a blockbuster movie, if the video has an explosive start as well an explosive finish, it will undoubtedly leave a greater impact on the minds of the visitor. And of course, it brings to the table, the most fascinating aspect of TV advertising and Internetâs most praiseworthy characteristic, interactivity.
If the internet surfer finds the ad really attractive then there is a high probability that he/she will be very much drawn to the offers that you are putting across. In fact, in the recent years, online video marketing has emerged to be the most cost-efficient technique as compared to regular TV ads, given its production cost and market penetration.
On-line Video Marketing - A Definition
On-line video-marketing is a progressive marketing strategy employed by companies to advertise products and services, by use of catchy, short videos. The objective is to create awareness about a particular product and thereby allure clients into buying them. Did someone say picture speaks a thousand words?
Exclusivity of Online Video Marketing
Since the advent of TV and PC, reading has become a passĂŠ en masse. Since information is delivered at a faster rate through images rather than through text, it is natural for people to lunge for the best and smartest means of marketing communication that is video marketing.
The biggest advantage of Internet Marketing videos is that they can put the point across to the prospective customersâ much faster vis-Ă -vis the traditional text format. This will save the web users from the grueling ritual of going through the whole text, in an attempt to cull out the imperative details. On the other hand, videos will help deliver the same message in half the time.
When to Use Video
Video marketing plays a prominent role especially when a company aspires to promote its products. This helps in getting touch with the customers faster than the visual advertising screened by televisions. And with large number of people turning to internet for information, internet marketing videos are playing a gratifying role in satisfying the appetite of web users need for something new, useful and exciting
Benefits of Video Advertising
If you intend to use video in your marketing campaigns, then itâs a real good idea, since it manages to leave a lasting impression on the clients as compared to other types of advertising. It attracts the web users easily and delivers the message at a lightening speed than simple text messages.
A video displays productâs use and usability. Moreover, the presence of human face and a pleasant voice will both add to its selling quotient. By using this technique, the prospective customer can easily relate to the company and the product as well.
A Few guidelines
Well, just making a video and enlisting it in a video directory wonât take you places. You need to go the Search Engine Optimization way, if you wish to turn the tables in your favour. Remember, videos are sort of big fishes for the search engines, so take your time and make a video that is sheer search-engine friendly.
Modern technology provides you with various opportunities to track traffic and analyze results. So spend some time to study the success rate of the videos, whether it is being instrumental in boosting profits of your prospects. Also, look for tools that will help you identify the time the prospect has been playing your video before tuning it off. How many prospects get drawn to your site after watching your video, posted on a different site? Now how many visitors can be converted into customers and so on.
While making the video, in addition to the visuals, the content aspect should also be given due importance. Providing in-depth information via content is as important as the visuals to attract visitors to your products/services.
Experts suggest of using videos on the first page. Itâs like a business card. Tucking your video away in some corner of your website will not help your cause. Make it noticeable. Also, give your visitors the scope to skip your video. May be thereâre not in mood to view it, and the last thing you want is an upset visitor.
Optimizing Videos for Search Engines
* Optimize, both for video search engines, and content search engines. The best approach being to use meta tags for the content (text) of the page where your video is placed.
* Names of the videos should be relevant. Giving an out-of the-box name, which is not related to the video, will not help in SERPs.
* Utilize keywords both in the video titles and their descriptions as this will help video search engines index your video files and link it to your web pages.
* If you are link video from other pages of your Web site, then use anchor text.
* Ensure the video files that are been submitted have a proper extension.
* Keep it short. If you can, just take 2 minutes to inform.
* SEO professionals suggest making individual video site maps, which can be submitted to both video and content search engines. Both SEs will index these site maps.
* Incorporate RSS feeds. Metadata can be incorporated here.
* Research, test, measure, report and optimize.
Endorsing your Video
⢠The best way to popularize your on-line marketing video is through âsubmittingâ. The prominent video hosting sites include, YouTube, Yahoo Videos or Google Videos. The biggest advantage being that your videos will be hosted for free and they wonât take up any of your siteâs bandwidth.
⢠Keep circulating your videos. If you want to climb up in popularity rankings, then let users link to your videos. Viral marketing video is the best means to make companies and their product and services known across Internet users.
⢠Add phrases like "Tell a friend" or "Visit our Web site" at the end of the video.
Conclusion
To sum it up, use online marketing video in addition to traditional TV ad campaign. Both online and broadcast should endorse one another. For one, on-line marketing videos help in information sharing, more accurately and efficiently. In addition, videos can be the single-most differentiating factor between yours and your competitors business.
The internet marketing video should be short, so that web users donât get bored and feel enthused of what they saw. And remember, the video ads should be significantly shorter than TV ads.
About the Author
This article is written by Made-From-India.com
Building Customer Loyalty Through Meaningful Version Updates
When it comes to releasing an updated version of your software application, it's not enough to just concentrate on fixing bugs - you've got to strive to continually add value to your product with each release. Depending on your application's audience, every day can bring several competing software packages from developers that have had the time to inspect your application, mimic its useful features, and add useful functionality that it doesn't offer.
In order to stay competitive and build customer loyalty and market share, you need to issue periodic updates to your software that address two areas. First, of course, you need to resolve any bugs that may have been discovered since the last release - nothing slows an application's momentum than bugs that continue to thrive even after the developer has been made aware of them. But, just as importantly, you must also deliver new features that build on the strength of your application and make it even better.
Your goal should be to generate as much positive buzz for your new version as your original application did when it was first released. Think about how Apple does this with its music players - even though the first generation of iPods can play music just as well as the new ones, there remains a rabid hunger for new iPod hardware because Apple is committed to continually improving its user experience.
Constant improvement doesn't necessarily mean 24 hour brainstorming sessions, although that wouldn't hurt. Sometimes, all it takes to develop a substantive, meaningful software update is the willingness to listen to feedback from your existing customer base and incorporate the most desired functionality into the next version update. You may even be surprised when your users suggest features that you hadn't even thought of before!
When you do release your next software version, encourage your users to comment on the new features. In fact, you may want to recruit a trusted group of users to beta-test your new version before it's released. Take the time to document the changes in your release notes, starting with the bugs that have been worked out, and continuing with the new features (making sure, of course, to include the most requested new functionality at the top of your list).
TrialPay, The Interview
We spoke exclusively to Alex Rampell at TrialPay, an innovate software sales service that's seen a lot of growth over the last few years.
1. What's the concept behind TrialPay?
In a previous life, I founded a software company and ran into the problem that every software company encounters: though millions of customers may download free or trial editions, only a very small percentage of customers upgrade to the full version. I ran a few promotions where customers could get his companyâs software for free by signing up for a music subscription or DVD rental serviceâand sales more than doubled, as revenue from these transactions paid for the software.
The success of this promotion provided the inspiration for TrialPay: a bad customer for one brand may be the ideal customer for another company. The key was figuring out which customers were good candidates for which offers. TrialPayâs proprietary optimization engine connects shoppers with ideal offers and pays the merchant out of advertising revenue. Everyone benefits from this arrangement. Merchants make more sales from their current traffic, advertisers acquire new customers on a pay-for-performance basis and shoppers get a free product with every online transaction.
2. How long as TrialPay been going?
Since 2006
3. Give us some numbers, are people really using TrialPay?
More than 7,500 online merchants use our e-commerce solutions, including AVG, McAfee, Lavasoft, Trillian and more. We also work with more than 2,000 blue-chip advertisers, such as Gap, FTD, Netflix and Discover Card. More than 30 million users from around the world have registered with TrialPay.
4. TrialPay is being used for other things beside software sales, such as subscriptions to magazines. Do you see software as your focus, or just a piece in the puzzle?
We got our start in software, which will always be an important part of our business, but weâve since expanded to serve nearly every industry. TrialPay is an effective sales and promotions tool for any type of digital good sold online, from software to dating site subscriptions to online gaming subscriptions. Weâve also worked well in the food industryâRestaurant.com and Papa Johnâs have both seen great results with TrialPay.
5. Are small software vendors seeing success with TrialPay, or is it just for the big players?
Itâs not the size of the software company that determines success with TrialPay, but how aggressively and creatively the TrialPay payment option is implemented. For example, we have very successful software vendors of all sizes that offer TrialPay as a payment option to anyone who attempts to download a free version from their site. On the other hand, we have much less successful software vendorsâlarge and smallâthat only offer TrialPay via e-mail to small groups of expired users. So it ultimately depends on where the software vendor is displaying the TrialPay option (i.e. on their homepage, in a download interstitial, as an in-product upgrade) and the amount and quality of traffic the TrialPay option is displayed to (i.e. to all Web site traffic or to a small e-mail list).
In particular, the âDownload Interstitialâ touchpoint has done exceptionally well. For example, go to www.lavasoft.com and click on the large green âDownload Ad-Aware Freeâ button at the top right. This action will take you to the âdownload interstitialâ touchpoint. TrialPay helps Lavasoft convert customers before they have a chance to download the free version of Ad-Aware by offering a compelling way to get a full, free upgrade. Lavasoft was the originator of the download interstitial touchpoint, and pretty much every software company we work with has followed suit. The results speak for themselves! (see the Lavasoft case study)
6. Are you considering integrating your service into existing e-commerce platforms?
TrialPay works with any e-commerce system, from standard online cart solutions to in-house e-commerce systems. Our plug-and-play platform is second to none in scalability and performance.
In addition to our ability to work with any e-commerce platform, TrialPay has direct relationships with Kagi, asknet AG, Mercantec, E-junkie and more, which enables simple integration for all clients on these platforms.
7. What new innovations can we expect from TrialPay?
We will continue to introduce payment and promotional tools that help any online seller increase the probability of conversion and maximize the profit of each transaction. Our new Purchase Incentives Platform is a good example of a new initiative.
8. Will you be changing your system to move into non US and European markets?
We are already in non-U.S. and European markets. We provide local, relevant offers in more than 100 countries, and localize the checkout process in ten different languages. Also, we allow our merchants to set different price points for any region of the world without showing those price discrepancies to their customers
9. How has the economic downturn impacted software sales from your point of view?
I think the economic downturn has caused customers to look for more affordable solutions for everything they buy, including software. And through TrialPay, shoppers can get a free product with every purchase. TrialPay had its highest sales day and most profitable quarter in the midst of a holiday shopping season with the worst sales drop in four decadesâwhich validates this claim.
10. How do you see the software sales landscape changing over the next five years?
Itâs becoming increasingly hard to convince shoppers to pay for digital content. As more of these products become free (from free software included on a new computer to free content available through online media outlets), shoppersâ demand for free digital content will continue to rise.
About the Interviewee::
Alex Rampell is co-founder and CEO of TrialPay
Improve your Apps Using Non-Technical User Feedback
From time to time, we get so caught up in the technical details of software development that we forget that potential customers, seeing the application for the very first time, may not have the same level of understanding and familiarity as we do. Seeing your build in action, debugging it, and running through the program again and again, for days and weeks on end, brings a certain level of knowledge and intimacy to your thought process. Itâs natural for a developer to become somewhat detached from the typical new user experience. It's even possible for a group of like-minded individuals to completely miss a design flaw or bug that is obvious to someone who looks at the program with new eyes.
Itâs beneficial, then, to occasionally test your software interface using folks who have absolutely no idea what your application is supposed to do. Without a proper introduction, run the program for someone, put their hand on the mouse, and then sit back and watch what happens. Observe how they interact with your program, listen to their questions, and pay particularly close attention to anything that frustrates or confuses them.
Does the layout of your user interface allow your user to find functions intuitively? Do the field names on your screens make sense to non-technical people? Did you start calling a form name by the name of the variable thatâs populated by it, and continue to do so today, even when a plain english label would make more sense? Does the person intuitively understand how to perform basic functions without asking you how itâs done, and do those basic functions invite the user to explore more advanced ways of using your program?
Listen to the feedback provided by your testers. You may not think that a particular feature was sufficiently important to include in your build, but if its absence is repeatedly mentioned by several different testers, you can bet that potential customers will also want to see it. Be prepared to swallow your pride and implement a feature that you, personally, may not see as useful, but that your target audience wants. Consider the impact of not including it - you get your way, sure, but who knows how many potential customers will elect to use a competing software product that is similar to yours, but has this one additional feature that they really want?
You may not always need to completely overhaul the design of your user interface. Based on the feedback you receive from non-technical user testing, you may be able to address some issues adequately just by clearly explaining a process, feature, or technique in your end-user documentation or embedded application help.
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