advertising Archives | waveSpawn Marketing

October 25, 2011

Marketing to mobile phones

Small businesses these days have a lot of marketing options. Staying focused and under budget can be challenging. Here’s a quick tip for targeted search advertising:

Marketing to mobile phones
If you already use pay per click (PPC) advertising models such as Google AdWords, you may be familiar with ways to reach your target audience. This could include defining the geographical location, specific keywords or phrases, time of day, etc. What you may not be aware of is the ability to create and deliver custom ads for mobile devices. This can be a convenient and effective way to reach new prospects. Since you know they are connected via a mobile device, you can integrate direct calling features to make it easier for them to contact you. You can also modify the text and message so that it’s optimized for mobile display. Consumers are increasingly using their handheld devices as mini laptops and business owners can certainly increase sales by keeping up with mobile technology. Being able to search and contact businesses on a handheld is essential.

Once your mobile or WAP ad has been setup, monitor the activity over a reasonable amount of time and continually refine your message and demographic options to improve performance. These little adjustments can help you maximize your marketing budget!

May 26, 2010

Facebook aims to simplify privacy settings

Facebook announced it will simplify their privacy settings for users. After feeling the pressure from large groups of protestors, Facebook founder Mark Zuckerberg said “We needed to simplify controls… We want people to be able to share information in the way that they want.”

The newly configured privacy page is intended to be a central dashboard for adjusting all content and privacy settings. There are streamlined capabilities to monitor and adjust global settings. In the past, settings for new applications would not adhere to the preset options. In other words, a user would need to realize that they need to go back to the settings page each time an application was added or information was modified, etc.

Having default settings should be sufficient for the majority of users. Advanced settings will still be available for those looking for total control over their shared data. “We’ve focused on three things: a single control for your content, more powerful controls for your basic information and an easy control to turn off all applications,” said Zuckerberg.

While heightened privacy control is good news for many avid users, Facebook is battling an interesting dilemma. Their prime revenue source is from content driven, targeted advertising. By restricting access to 3^rd parties, they may be directly limiting their ad revenue growth potential. This will be curious to see how Facebook is able to work around this hurdle. Are they able to compromise personal information in any way? Can they arrange a deal where personal information is exposed to high paying media research agencies?

February 7, 2010

Doritos best Super Bowl ad for first half

The Doritos ad with the boy slapping his mother’s date was the most memorable during the first half. It was simple, witty, and effective.

While Anheuser-Busch had several good ads for Bud Light and the human bridge for Budweiser beer, I think the Doritos commercial had more stickiness and will stand the test of time.

I’d be curious to hear other thoughts. Do you disagree? Was there a better commercial?

Anheuser–Busch

February 7, 2010

Vote for your favorite Super Bowl ad

YouTube’s AdBlitz channel is allowing everyone to comment and vote on their favorite Super Bowl commercial. In case you need to grab a cold beverage and miss a commercial during tonight’s game, you can always access YouTube and watch the commercials immediately after they are aired. The YouTube community will decide the best commercial which will air on YouTube’s homepage on February 18^th. It’ll be interesting to see if the online community agrees with industry experts.

February 3, 2010

Colts, Saints or Super Bowl Commercials

GoDaddy Nikki Cappelli Super Bowl Ad As many of us prepare for the upcoming Super Bowl XLIV this Sunday, one question stands out: why are you watching? Are you cheering for the Colts and Peyton Manning? Are you routing for the Drew Brees and the Saints to win the first championship for New Orleans? Those would be the obvious question… but it’s estimated that perhaps even more people will be watching for the commercials. Yes, that’s right… rather than grab a new beverage or use the bathroom, during the Super Bowl, it’s tradition to sit tight and enjoy the commercials. After all, if companies are willing to pay $3 million dollars for a 30 second spot, they must have something worthwhile to say, right?

CBS sold out of all of their slots last week. That is remarkable. Typically there are available slots right up until a day or so before the event. Advertising Age has a good run down of all the advertisers you can expect to see during the big game. We’ve all heard and read about the ManCrunch, Pro Life, and iPad controversy. Perhaps the most surprising name absent from the list is Pepsi. Pepsi has been a longtime sponsor of the event, but has decided to focus their “Refresh” campaign efforts to online and social media marketing. This will be an interesting experiment and we’ll be watching closely to see how this plays out for Pepsi. It also could be a trend for other large corporations to follow suit.

While I’ll be cheering for the Saints, I’ll also be following along with all the commercials to see who can create the most memorable spot. Maybe next year waveSpawn will be running an ad…

. buy a paper for college

February 1, 2010

Successful PPC search engine marketing strategies

Targeted keyword sponsorship allows a business to buy the rights to a highly relevant keyword or phrase. Every time someone searches for that word or phrase, the sponsor’s listing appears as a highlighted text link at the top of the Search Engine Results Page (SERP). This type of marketing is rather expensive – thousands of dollars a month for the most popular phrases – because you pay to be listed whether or not your listing is clicked. This technique is frequently used by large companies for corporate branding and new product introductions.

Pay-per-click (PPC) advertising, on the other hand, is a less-expensive means of selectively targeting an audience based on their search criteria. It allows you to display highly relevant text ads directly on the search results page of Google, Bing, Yahoo, and other networks. To achieve maximum benefits, your ad needs to reach the top of the listings when prospects search for your specified keywords.

In order to be effective, continuous monitoring is needed to ensure the maximum number of clicks at a minimum cost per sale. The first and most important step is to focus on the keywords that your target audience is most likely to search for. For example, if you have a coffee distribution company, you may want to consider “coffee delivery service” or “coffee shipment”. Those may be common search phrases performed by your intended audience. There are many analytical tools available to assist with this keyword selection process.

Next, the process requires keyword bidding in an open auction to secure the top listings, which appear as a text link on the right side of a search results page. You also need to invest a considerable amount of time tweaking messages to maintain and improve response rates and top positions. When executed properly, this can be a very cost-effective advertising technique because you only pay when someone clicks on your ad to view your website.

The final component to this program is to create a custom landing page for each advertisement. Don’t simply link the ad to your homepage, as visitors will get lost. Having a focused page that coordinates with the message in the ad allows you to present a logical solution and immediate access to the most relevant information or services.

Since pay-per-click advertising prices rose about 15% last year, the top slots do not always offer the best value. Smaller niche-market targeting often creates more productive and profitable results. Careful analysis of test results can help determine the most cost-effective positioning, and help focus your message to the most receptive audience for your products or services.

You can easily set and adjust monthly expenditure limits that fit within your budget. Furthermore, analytical and reporting tools allow you to easily calculate your return on investment (ROI) for pay-per-click advertising.

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January 29, 2010

Apple iPad gets involved in Super Bowl ad drama?

We were curious what it would be like if Apple entered the Super Bowl frenzy with all the buzz over iPad. It might be the peak time for Steve Jobs to keep riding the wave. Since the actual reveal of the iPad was somewhat anti-climatic, could Apple create more buzz with a 30 second spot in the Super Bowl? After all, there is already a ton of controversy with Tim Tebow and ManCrunch. Should Apple buy a $2.5 million spot for iPad?

What do you think? If you were the creative director in charge of Apple’s 30 second commercial for iPad, what would you do? We want to hear from you…

January 15, 2010

Making a viral video

Everyone has the same idea… let’s make a viral commercial and get millions of views and free advertising. Well, the reality is, it’s not that simple. Nobody wants to watch a commercial simply promoting a product or service.

I’ve done plenty of research on this topic. The most viewed or viral videos are simply the ones that make us laugh, amazed, or inspired. Think spontaneity or the unexpected. All natural videos of babies laughing, animals doing something incredible, and people falling. Those are the videos that capture our attention… the ones that evoke emotion – and that we remember. Furthermore, they motivate us to pass the video on to our friends and colleagues. Whether it’s a laugh or a feeling of disbelief, we want to share that emotion with others.

With that said, making a viral video takes a lot of imagination and perhaps some special effects to create an illusion. People may watch repeatedly just to determine if the video is real or not. Think content and story… not message. That’s the major difference between traditional commercial advertising and a viral video.