You are not paying enough money for proper SEM
November 20, 2007
DMNEWS wrote that firms are not paying enough for SEM.
They argue that the traditional 15% over spend was a legacy figure that was there since the days of print media and that it’s way too cheap for today’s standard. That SEM is very labor-intensive and the rate is FAR too low.
We tend to agree.
15% is too cheap to effectively manage a positive ROI PPC campaign. Way too cheap.
The problem is that 15% get’s you the time on the phone to buy a print media ad, send the content to the publisher and make sure that it goes out right on the day scheduled.
It DOESN’T cover going over your PPC results in real time, adjusting bid prices, researching new keywords, measuring ROI on keywords, re-evaluating poorly performing keywords. Figuring out why your competitor is making money from the same bids on the keywords. Making sure that your content on the landing page matches the exact message you are sending with the PPC ad… figuring out why one of your landing pages is subjected to a very poor Quality Score and your bid price hit the roof for that keyword and landing page.
15% does not cover that. That is a full time job.
Unless that 15% is equal to a full time salary of 1 or even several individuals, 15% isn’t enough.. not even close.
Doing proper SEM campaign requires more than just ‘submitting and paying for a bunch of keywords’ it requires sitting on this thing like a hawk.
It’s not a submit and pray approach that the traditional ad agencies use for print or TV. In this instance, you get real time results.. and you can react in real time.
15% doesn’t cover real time.
Media Post goes Social Media
November 20, 2007
Dear XXXX,
We’ve just finished migrating MediaPost.com to a new social networking platform to allow for stronger connections and better, more frequent communication among members. You can now directly interact with your colleagues, friends and business contacts, search for new leads, start or join groups of common business or social interest as well as share photos, videos and news feeds.
As a current subscriber to MediaPost email newsletters, you’re a part of a business network of over 100,000 media professionals.
However, you can’t make full use of the new MEDIAPOST COMMUNITY until you participate. Act Now: upload a photo, update your public profile information, and begin connecting with your colleagues.
It’s the media industry People Finder on steroids! Become an active member of the new MEDIAPOST COMMUNITY today by clicking here.
All best,
Jeff
Jeff Loechner
President, MediaPost Communications
[email protected]
212-204-2001
PS. Leave a comment on my profile - my.mediapost.com/jeffmediapostcom - if you wish, and let me know what you think.
The VISA Ad Agency - $650,000,000
November 20, 2007
Visa has has it narrowed down to two : Omnicom Group’s OMD and WPP’s Mediaedge:cia
$650,000,000 — one firm.
Omnicom Group’s OMD and WPP’s Mediaedge:cia are both in the running trying to secure this monster of an account.
Visa isn’t without it’s problems however. The size of the account would require a large staff that would be able to fill their needs, there might be only a few dozen firms out there that have the resources in house, or could get it quickly to support them.
TBWA\Chiat\Day lands Hotels.Com - SEO is an issue
November 19, 2007
TBWA\Chiat\Day lands Hotels.Com … Publicis Groupe’s Saatchi & Saatchi in New York and WPP Group’s Young & Rubicam in Chicago all got the boot.
This one is worth it to watch, as Hotels.Com is all about Search Engine Optimization. Their Core business is directly affected by how well they rank.
For example right now, Hotels.Com is NOT ranked for Atlanta Hotel or Philadelphia Hotel (In fact we can’t find them ranking for a hotel any city we typed in).
So our guess is that search engine optimization should take a priority for them. A responsible SEO firm would be a good choice for TBWA\Chiat\Day to help with the effort.. Projects like that fall right under their belt.
It’s not TBWA\Chiat\Day ‘s core business so our guess is that they would outsource it to an expert firm.
Cool beans to see this in action.
— Edit—
It now appears that TBWA\Chiat\Day is forcing hotels.com to pay for pay per click? Huh? That isn’t the reason for this post… the reason was to push for organic… why is hotels.com paying for something they could rank for easily?
I know this was a factor because TBWA\Chiat\Day have been visiting the site on a daily basis… then next thing we see is pay per click?
Ad Agency WPP needs cheaper rent
November 19, 2007
WPP looking for a cheaper place to stay , doesn’t want to afford Eighth Avenue Rent.
Brokers are eager to see if ad agency WPP, now in a Class A office on Eighth Avenue., will decamp to a Class B building at 636 11th Ave., as some have suggested. Such a move would be particularly significant because 11th Avenue is off the beaten office track.
Now that is interesting to say the least — WPP reminds us of HuhCorp , in our opinion, part of their strategy is to make themselves look successful so others would sign with them.
So it’s possible that downgrading their office space to something less expensive would be a big change in their marketing strategy.
For some Ad Agencies, It’s all about looks. Without big ‘all white’ offices many Ad Agency sales pitches of being the master strategist on a whiteboard would be less than effective.
In our opinion, WPP should Stick with the big offices. Not because we want them to go bankrupt with expensive rent, but it’s easier for ANY Advertising Agency to show cool offices than to show what an ROI looks like on a spreadsheet.
We know, “But Whiteboards are cool.”
point taken.
Start Creative landed Jim Kelly (former WPP Group chief)
November 19, 2007
Start Creative has landed Jim Kelly, former managing partner of WPP advertising agency in London, his title will be non-executive director, starting this exact moment……
Story Developing ….
Ad Agencies : We are getting really worried about the writers strike
November 19, 2007
It appears that many in the Ad Agency business are concerned with the writers strike, mostly because all the ‘old shows’ that are being displayed eventually are going to lose rankings, and views for their TV ads.
There is a ring of truth to that, how many times can you watch the same old shows over and over again?
In our view, this just pushes more towards in the InterActive side, the writers strike has appeared to push more people online.
That is actually not bad at all for the InterActive firms. This could be a nightmare however for the traditional agencies. They are mostly geared for TV and print.
However the Internet marketing channel has not been hurt with the writers strike. For the first time in history…. the Internet is more stable than the TV.
Enjoy the change…
LaBov & Beyond launches blank page as website.
November 16, 2007
It appears that the Advertising Agency, LaBov & Beyond has launched a complete blank page in Google that violates many of the technical guidelines in Google.
Such as :
Use a text browser such as Lynx to examine your site, because most search engine spiders see your site much as Lynx would. If fancy features such as JavaScript, cookies, session IDs, frames, DHTML, or Flash keep you from seeing all of your site in a text browser, then search engine spiders may have trouble crawling your site.
We had trouble initially finding the site in the search engines …
The site was lacking even the most basic meta description and meta keyword tags, hence detracting from the general ad agency argument that it’s for ‘look and feel’ since those metas are not even displayed to the end user. We haven’t found any other attempt at Search Engine Optimization within the site, as it loads entirely from a single flash process. (IE: the URL’s don’t even change).
Fifth Third Bancorp picks Olson after dumping Sunrise Agency
November 16, 2007
Fifth Third Bancorp has choose Olson, a Minneapolis-based advertising agency as its new agency of record, dropping the Sunrise Agency in Cincinnati - a 100 person ad agency based in Minneapolis.
It’s worth nothing that Olson is literally a blank page in Google
Generally speaking they either don’t care about SEO .. or they have no clue about it… We hope that Olson cares more about Fifth Third Bancorp than they do about their own site.
Bullard & Black Advertising Group Inc. has closed
November 16, 2007
Bullard & Black Advertising Group Inc. has closed after 35 years in business, citing financial difficulties over the past year.
The company closed on Friday, partner Gib Black said Monday.
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