Category Archives: Articles

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Website Foundations and SEO

Website Foundations and SEOHere is a short list of those “come on! Don’t say you haven’t heard of… or gotten the tip to use”:

  • Sitemap – A basic tool you should have on your website is an HTML sitemap. This will: help the user find content more easily in case he gets lost. Help the search engine crawl every page on your site just in case any of them aren’t clickable from other pages. Get a sitemap ASAP and link it from your homepage and all other pages on your site.
  • Outbound Links – Opening links to other websites using a new window. On too many occasions we still encounter websites that actually push the users out, by opening links to other websites using the same window. Why should the users need the “back” button to return to your site? A good recommendation would be to always open links to other websites using a new window.
  • Footer – a lower navigation bar. This is a great source to use for your website’s internal links, which should appear all through the website. Many websites still think they can skip the lower toolbar. The reasons are usually design. Users are used to lower navigation bar. They look for this navigation tool and they know to find answers to frequently asked questions, a sitemap, a link to a ‘Contact US’ form and other features. Don’t let them down.

And the next short list is almost the same, just only triggering you to “don’t tell me you still think this is worth anything for website marketing or SEO”….

  • Meta Tag – Keywords. I wish someone would prove me wrong and show me the benefit of using the keywords Meta tag. Actually it is an old tool used once and especially by keyword spammers around the web. However Google and other search engines got smarter and smarter, quicker than you and me, and they do not want to see a list of keywords stuffed in one place that don’t really reflect anything.
  • Link Farms – A massive list of outbound links from the website’s footer linking to various websites you think you are promoting, either for money or as a courtesy. Actually you are hurting yourself and them. Again, a method belonging to the past, notoriously known for creating a huge link exchange industry which is, in most cases, not effective at all.

In summary, we all need to really stay tuned to the dynamic and ever changing internet world that we live in. This means adding and subtracting elements from your site every now and again. You snooze, you lose, and others win instead of you.

I had a couple of more tips to write down in this post, but I am going to add a sitemap to someone’s new website :)

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Contact us for more details on website building with good SEO foundations.

How BIG Facebook is in Thailand?

On Monday night, December 27th, a 16 year old girl had a terrible accident on one of Thailand’s expressways, which led to 9 dead people. This horrifying story broke all news reports, and the Thai newspapers widely covered this story on its front pages. Obviously the girl didn’t have a license and worst of all, pictures taken after the accident show she’s mainly concentrated with her… Blackberry.

What happened 2 days after the accident is what is now defined as a “Hate Mob” – a massive amount of angry people, directing their anger at one direction – the girl.

If you want to understand how BIG Facebook is in Thailand, keep reading….

Someone created a page on Facebook and named it “confident that the Thai People more than one millions of people are not satisfied [with] Praewa Thep Hatsadin Na Ayudhya“, and in Thai “มั่นใจว่าคนไทยเกินล้านคนไม่พอใจ แพรวา(อรชร) เทพหัสดิน ณ อยุธยา
After 24 hours, the page reached 150,000 “likes” and the numbers are soaring to reach over 240,000, just 72 hours after the crash. The media coverage and the rage of the Thai people all combined into one massive crowd on Facebook. We are working in social networks for quite some time now, we advertise on Facebook, we build Facebook pages and give consultation to companies in social marketing issues, and so far this is the biggest phenomena we have came across. Such massive participation in Facebook in such a short time is very impressive, even in terms of Thai market numbers…
According to Facebook statistics, in the end of 2010 there are over 6,000,000 Thai people on Facebook.

Internet Marketing in Different Languages

The first and maybe the most important tool we have for internet marketing is our marketing language.

We need to find the right marketing language using different marketing tools such as Google Insights for Search, as a part of the Search Engine Optimization in order to perform the right keyword search query, to write META tags that will improve our rankings and will bring us organic traffic and we need it when we want to launch an internet campaign, whether it’s a PPC campaign on Google, an ad campaign on Facebook or if you are running a display campaign on Google using images and banners and the likes.

Not every internet marketing expert is required to work in a language which he is not familiar with, but if you are thinking globally, than the language “hedge” is something that you need to deal with and take care of.

But wait, I can actually hear you thinking, can’t we just use Google Translate or any other online translation service? Well, the answer is absolutely NOT! Although these translation services can help you with basic communication, for advertising purposes it’s just not good enough and mostly un-professional.

Let me give you a quick example:

Would you order a flight from my website following this ad?

Flew to Thailand? Worth checking out our price! Cheapest price only to our market.
*Translated from Hebrew to English using Google Translate

How about running an activity on Facebook? Do you trust Google’s built in translation in Google Chrome to communicate with fans? Well, you should not.

With all that said, what can you do if you have a global client that needs internet marketing in different languages?

There are a few suggestions, such as hiring a local agency as a supplier to do it for you in a language you are not familiar with, or bringing the client an in house (even for part time) employee that knows this language that you do not.
Another recommended option is to find a local translator and content editor that can help you with the targeted language, including slangs and other commonly spoken words that the audience will understand. You know the plan, you know what you want to market and how you want to do it, don’t let the language be a barrier for you – because it doesn’t have to be!

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Do you need Internet Marketing in different languages?

We offer Internet Marketing in English, Thai and Hebrew*.

Contact Adi and Avner to get more details or request a quote.

*Other languages will be supported in the near future.

6 Basic Internet Advertising Terms

In this hectic world of Internet Marketing we get new items, new systems, new engines and new everything as quick as an eye blinks. Changes in algorithms keep us on alert 24/7. Updates in interfaces force us to re-organize our habits and abilities and re-adjust. (Does anyone really like the new AdWords interface?!?). All that being said, there are always good old basics that stay the core, relevant foundations to everything we learn and expertise in. In this article we would like to give just a simple basic list of six definitions that if you have anything to do with online marketing, you would not want to get caught not knowing what they are.

1. Impressions

This used to be a term more appreciated, which means how many times a user saw your ad or banner or any online advertisement. Each time your ad has been viewed counts as an impression. So in the more old fashioned internet world, the advertiser would want as many impressions as possible, but we all know today that impressions without clicks are not good enough in most cases. We want our audience to be relevant enough to click on our ads too, to say the least.

3. CTR (Click Through Rate)

This term was also much more popular in earlier internet days. How many users that saw your ad have clicked on it too and visited your website or landing page. The Click Through Rate is calculated Clicks / Impressions. Let’s say your ad reached 100 impressions, and 10 users also clicked on the ad, it means your CTR is 10%. Clicks are important but usually we want more from our campaign. we want conversions.

3. Conversion

Once a user saw your ad, clicked on it and visited your website or any landing page, you want that user to buy / register / download / ask for more details etc,. Any of these actions would consider as a conversion. When we run an online campaign these days we usually ask for as many conversions as possible. For that we would need to have a good landing page with a distinct, easy to find, Call for Action on page.

4. Call for Action

Some say, the most important “object” on the landing page. Call for Action is what drives the users to interact with your campaign. Depending on the goals that the advertiser set for the campaign, the Call for Action may be: Request a quote, download a brochure, sign up for a newsletter, and of course- buy a product or book a room online. We should always try to concentrate on one specific Call for Action in order for the users to stay focused and understand the structure of the page, so that they will find what they were looking for on it and use it. When we succeed and see many conversions, following a good use of Calls for Actions, then we need to calculate our CPL or CPA.

5. CPL ( Cost per Lead) / CPA (Cost per Acquisition)

This is the definition we usually all wish to see in the lowest numbers, whichever currency we are using. If the numbers are low, it means that we have many conversions and a good conversion rate, thus bringing the costs of the conversions to low prices. Low can be only a few dollars, for example for a beauty spa, or they can be hundreds of dollars, for example for real estate leads or even acquisitions. The CPL/CPA is calculated Clicks spending / Conversion. Let’s say your ad drew 100 clicks at 100$, and you achieved 10 Conversions, then you CPL / CPA is 10$. Now you can evaluate your campaign ROI in order to understand if your campaign is on the right track, financially speaking.

6. ROI (Return on Investment)

The budget of the campaign is what ROI is all about. When running a campaign you have to set your goals in order for the campaign to be profitable. Any marketing manager must evaluate what he achieves in the campaign, and if the cost per lead or per acquisition is higher than what he can afford then the Return on Investment becomes negative, and on the contrary, if the cost is lower, then you have a positive ROI. Let’s say you are promoting your restaurant and the Call for Action is booking online reservation for dinner. You already know that your profit from every guest is 10$. In that case, if the CPA is 8$, which means you spent 8$ advertising money to get a reservation, than your ROI is positive, because you have 2$ profit on every reservation.

For any campaign, our goal for Internet campaign is:

1. Lots of Impressions.
2. High CTR.
3. Many Conversions (following an excellent and specific Call for Action).
4. Cheap CPL / CPA.
5. Positive ROI.

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Planning an Internet Campaign?

Contact Adi and Avner to get more details or request a quote.

Get More Facebook Fans

A recent research (pdf) conducted by DDB Worldwide and Opinionway Research examined the relationship between brands on Facebook and their fans. More than 1,600 consumers aged between 18 to 60 in Europe, US, Latin America and Asia Pacific were asked about engaging popular brands on the famous social network.
For your convenience here are some interesting results from the study which will help you better understand the profile of an average ‘liker’ on Facebook.
• Average fan is 31 years old.
• 55% of the fans are Women.
• 75% made an online purchase.
• 76% visit Facebook at least once a day.
• Every fan follows 9 brands in average.
• 84% of any brand followers say they consume it occasionally.

That’s interesting, but you want to know how to get more fans, right?

According to the study,
• 75% became followers (press the Like button) in response to advertising.
• 49% became followers in response to a friend invitation (suggest this page to a friend).
• 92% said they would recommend the brand’s page to friends.

Adi and Avner Online Marketing offers unique Social Media Marketing including building a fan page, setting up landing tabs and maintaining a campaign to reach fans for your brand.

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Does your brand have a fan page on Facebook? Would you like a help in getting more fans to your page?
Contact Adi and Avner for more details on Social Media Advertising.