Category: News (page 23 of 1505)

Managing local listings across the Web is a nightmare for small businesses, and a huge opportunity for local advertising startup Yext. The New York City company just closed a $10 million series D round, led by Michael Walrath through his WGI Group investment vehicle. Other existing investors IVP, Ron Conway’s SV Angel, and Sutter Hill Ventures also participated. Walrath is the founder of Right Media (which was sold to Yahoo for $850 million) and became chairman of Yext last March.

This was very much an internal round, but at a higher valuation than the $25 million C round two years ago (which it called a B at the time, but was technically a C). Yext’s main business is pay-per-call ads for local businesses. And that is a decent sized business that brings in revenues in the double-digit millions, and the company even entertained some acquisition offers. “We thought about whether or not to sell or do something that could be 100 times as big,” says CEO Howard Lerman, “and we chose the latter.”

Instead of selling, Yext decided to go in a different direction and spent $10 million to develop an entirely new product for local businesses called PowerListings which is growing quickly and will eventually overtake the pay-per-call business. Initially called Tags, PowerListings gives local businesses a single dashboard where they can manage their listings across dozens of sites like Yelp, SuperPages, Citysearch, Yellowbook, Local.com, Yahoo Local and more. PowerListings lets merchants fix inaccurate listings across the Web, and update them all at once from one central place. In the last 100 days, businesses have signed up 4,500 locations and growth is picking up (see chart).

Lerman estimates that there are only about 200,000 local businesses in the verticals Yext was focused on that can use its pay per call service (which it will continue to run). But the need for a way to manage local listings on the Web applies to 20 million businesses in the U.S. So why not sell the pay per call business and take the money to build the Power Listings business? Lerman says that he wanted to keep the same team and technology stack, as well as leverage Yext’s existing relationships with local business listings sites.

With the new money, he wants to integrate 100 more local sites and apps so that Yext becomes the one dashboard a local business needs to manage their listings information online. “Everywhere someone looks for a local business, we want to be there, helping synchronize the business listing,” says Lerman. Yext is also working on a mobile app for local businesses that will let them manage their listings form their iPhones, and even upload new photos of their locations. With one click, they will be able to change the photos of their businesses on Yelp, Citysearch, Yahoo Local and everywhere else their listings appear online.

For most local businesses, their listings are their main presence online and they don’t always have control over what those listings say about their locations. Yext wants to give them back that control.

Yext is a leading local advertising technology company dedicated to bringing the power of internet advertising to all local businesses. Founded in 2006 and based in New York…

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It is a classic online attribution challenge: tracking offline leads driven by online sources. Interactive agencies and digital publishers are using SEM to drive leads for national and local advertisers but aren’t getting credit for the calls generated by the programs.

The solution is DNI (dynamic number insertion) technology which enables a business’ phone number appearing throughout a website to be dynamically replaced with a call tracking number indicating how the consumer arrived there. When a business receives a call from the number on the website, it can then be tracked back to the appropriate source.

DNI is critical to attribution as it helps calls bridge the online-offline gap and assures publishers and agencies are getting credit for offline inquiries driven by online sources, not to mention providing advertisers more complete visibility into their leads.

For one local search publisher, using DNI revealed that nearly 35% of Web users who were referred to the advertiser’s website through SEM strategies ­made a phone call. Without DNI in place, the advertiser may have seen the increase in calls but wouldn’t be able to link them to the SEM campaign.

In addition, the calls would have been incorrectly attributed to another source. DNI revealed key intelligence to the publisher regarding the distribution partners – who was actually delivering leads – and helped discover additional monetization opportunities for their pay per call programs.

Primary Approaches To DNI: Reverse Proxy JavaScript

If you are not familiar with DNI, there are two primary methods: Reverse Proxy and JavaScript. As Reverse Proxy options are readily available from SEM or other third-party resellers and require little advertiser effort, it is very effective for SMBs and local advertisers that do not have sophisticated internal technology resources available to make modifications to their existing websites.

Reverse Proxy uses a cached or real time copy of an advertiser’s website to display the appropriate call tracking number based on the keyword or search engine distribution partner.

For example, a consumer who searches for a home inspector could arrive at the same home inspector website via multiple search engines – either a Google search or a Bing search. As the Reverse Proxy method utilizes copies of the website, the webpages delivered by Google and Bing would look exactly the same, except each would display a unique call tracking number.

The publisher could hone in on how each distribution partner performed via the number of resulting calls from the website visits and gain attribution for those phone leads. The same principle could be applied to keywords or combinations of keywords and search engine distribution partners.

With JavaScript, which is ideal for national advertisers as it requires some coding expertise, a snippet of JavaScript code is inserted into an advertiser’s website and links to a call tracking provider’s servers.

When a search result routes a user to the advertiser’s website, the JavaScript takes the keyword parameters used to perform the search and processes them against the predefined referring search engine and keyword triggers. The result is a series of call tracking phone number substitutions populated throughout the advertiser’s website.

Other Developments In DNI Offerings

As the use of DNI has increased, newer variations of DNI setups have surfaced – including Session-based and Sampling methods – as publishers and agencies with complex national campaigns could have thousands of search engine/keyword combinations that can be onerous to track and manage. Not all of these variations align with measurement and attribution best practices, so buyer beware.

Session-based DNI involves cycling through a set of call tracking numbers based on the user’s session, so, as an example, if using a set of 10 call tracking numbers, the 11^th user would be presented with  the same number as the first when referred to the website from a tracked SEM campaign. The method uses date and time stamping to associate Web sessions to phone calls to track calls back to referring search engines and keywords.

One challenge, however, is that session-based DNI can result in data integrity issues without a 1-to-1 relationship of variable-to-phone number and can therefore skew results. As a site with high traffic periods can cycle through a set of numbers quickly, date and time stamping alone may cause calls to be attributed to the wrong search or source.

Consider a pizza delivery service on a Friday evening and how many searchers and resulting callers could overlap. Someone utilizing a phone number from a search conducted at 5:45 pm may not call until 5:56 pm, while a search at 5:48 pm may result in a call at 5:50 pm and alter the results. Similarly, a search for “pizzeria” may serve up the same call tracking number as a search for “family restaurant”.

Session-based DNI also may include pooling or sharing a set of call tracking numbers across a similar group of advertisers. While this may seem like an economical way to generate vertical market insights, say for a group of plumbers, data integrity challenges arise as overlapping data can skew performance results across different accounts.

A best practice to leverage cost-efficient DNI for large campaigns is Sampling. You don’t have to measure campaigns to the Nth degree to receive valuable insights. With Sampling, advertisers, publishers and/or agencies can achieve high quality and accurate results because there is a 1-1 tracking ratio.

Instead of simultaneously tracking all your keywords, distribution partners or combinations of the two, start by tracking the top 50 most profitable keywords to generate some relevant insights and then optimize the program for those top-priority keywords before evaluating the next grouping of keywords.

Similarly, local search publishers can do Sampling within categories of advertisers. Some providers are also offering pay-for-performance DNI options, which may be attractive for cost-effectively managing enterprise-level programs.

DNI is continuing to close the online-offline attribution gap and is a key part of any digital advertiser’s or provider’s toolkit. Not only does it ensure the proper channel receives credit for phone leads but it is also helpful in optimizing advertising programs to leverage the highest performing keywords, partners, media channels and combos.

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: Credit Is Due

Internet Marketing-period, A Chicago-based Internet Marketing Strategies Company, has enhanced its service offerings including local optimization services on Google Places and free trial advertising on Google Sponsored Search.

Online PR News – 27-July-2011 –Chicago, IL – Internet Marketing-period (IMp), a Chicago-based Internet Marketing Strategy and Implementation Firm serving Small Businesses nationally including services in Search Engine Optimization (SEO), Sponsored Search/Pay Per Click (PPC), Social Media Marketing, and Small Business Consulting, has heard the call from clients and the industry and now offers even more Google-based services.

Internet Marketing-period now offers local optimization services for brick and mortar businesses on Google Places. “There is a right way and a wrong way to list your business on Google Places”, stated Michael Clark, founder of Internet Marketing-period, “and I have done the research and have the experience to help businesses grow through Places.” Since the announcement of the Google Places optimization services by Internet Marketing-period two months ago to a private audience, the company has successfully helped about half a dozen clients increase their presence on Google Places and predicts this service will be one of the company’s golden egg offerings.

Internet Marketing-period has also been invited and approved to be part of the Google Engage program for Agencies. Google Engage is a web-based portal with access to tools to help enhance online advertising. It will give Internet Marketing-period additional training, certification assistance, marketing tools, and Google AdWords trial certificates that IMp will pass along to potential clients. “I am very excited about the opportunities that Google Engage will provide so that I can pass those opportunities on to my clients setting my company above the rest,” said Michael Clark.

About Internet Marketing-period.
Internet Marketing-period (http://www.InternetMarketing-period.com) is an Internet Marketing services firm specializing in helping small business firms with internet marketing strategy to take full advantage of what the web has to offer by way of marketing. With over 7-years of experience, founder Michael Clark works personally with every client to become their virtual partner to get to know their business inside and out in order to help them succeed in marketing their product or service on the internet through Search Engine Optimization programs, Pay Per Click campaigns, Social Media Marketing, and Consulting.

VIZERGY Promises Best Western Hoteliers Excellent Solution to Boost Online Revenue

To provide their members with the most complete online marketing toolset, Best Western, The World’s Biggest Hotel Family^SM, has named VIZERGY an Endorsed Supplier for online marketing. VIZERGY is endorsed by Best Western as a go-to Internet marketing vendor, serving all three product descriptors – BEST WESTERN^®, BEST WESTERN PLUS^® and BEST WESTERN PREMIER^®. VIZERGY will offer a wide array of hotel Internet marketing services, including independent website design, mobile websites, search engine optimization, pay-per-click advertising, social media services and more.

Travel shoppers often use multiple channels throughout their purchase process, making it necessary for hotels to have a presence in each channel. With such a complex purchase process in today’s hospitality industry, it’s vital that all hotels have a holistic online strategy. VIZERGY will help Best Western properties cover multiple channels and ensure their online presence is complete, optimized and effective.

VIZERGY currently serves thousands of both independent and branded hotels and resorts across the globe, including many Best Western properties. Being an endorsed supplier means the company will have a dedicated staff to assemble custom website and marketing packages that fit Best Western brand standards and work seamlessly with corporate marketing efforts.

“We look forward to supplementing the brand’s corporate marketing efforts and enhancing online revenue delivered to Best Western hotels,” says VIZERGY President CEO Joe Hyman. “Our extensive, award-winning results and in depth knowledge of helping branded properties speaks for itself and enables us to be a valuable resource for Best Western.”

Troy Rutman, Best Western’s Director of External Communications, echoed Hyman’s thoughts. “Vendors endorsed by Best Western are educated about our brand requirements and entrusted to provide excellent service to our member hoteliers,” said Rutman. “In the intricate world of online marketing, property tools and brand programs must work together, so that consumers remain clear about our value proposition and are motivated to book.”

About VIZERGY

VIZERGY is an award-winning website development and Internet marketing company specializing in providing innovative digital solutions for the hospitality industry. VIZERGY offers complete web presence management, including website design, mobile design, Internet marketing, search marketing, email marketing, reservation services and social media strategies that help hoteliers turn their website into their most-effective distribution channel. Helping drive online revenue since 1998, the company has propelled thousands of branded and independent hotels, resorts and property management groups to success.

For more information on VIZERGY and its services, please visit vizergy.com, call William Bellis at 904.389.1130 Ext. 171 or email william.b@vizergy.com. Join us on Facebook and Twitter.

ABOUT BEST WESTERN INTERNATIONAL, INC.

Best Western International, Inc. is THE WORLD’S BIGGEST HOTEL FAMILY^SM, providing marketing, reservations and operational support to over 4,000* BEST WESTERN^®, BEST WESTERN PLUS^® and BEST WESTERN PREMIER^® hotels in 90* countries and territories worldwide. Each Best Western-branded hotel is independently owned and operated. Now celebrating 65 years of hospitality, Best Western has grown into an iconic brand that hosts 400,000* worldwide guests each night. Equally committed to the business and leisure traveler, Best Western recently embarked on a mission to lead the hotel industry in customer care. World Vision is the charity of choice for Best Western in building the world’s biggest family, with our hotels and staff sponsoring children in need around the globe. Our partnerships with AAA/CAA, Michael Waltrip Racing™ and Harley-Davidson^® help guests make the most of every trip. For the fastest way to get a free night globally, join Best Western Rewards^®. For more information or to make a reservation, please visit www.bestwestern.com.

*Numbers are approximate and can fluctuate.

Logos, product and company names mentioned are the property of their respective owners.

In “Part 1” of this series on creating Facebook ads, I showed you how to set up a campaign, design an ad, and target the precise audience. In this “Part 2” installment, I’ll explain how to manage your ad campaign, offering 10 best practices.

Ads Manager

Each Facebook ad has to be tied to a campaign, which is managed from Facebook’s Ads Manager, an administrative console that contains the list of campaigns and ads.

To manage a campaign, click on its name, which is included under the category heading “Campaigns.” This will open a new page containing the following information.

Audience

The first category you’ll see is “Audience.” This measures performance trends over the last 28 days and includes a graph showing the following three elements.

• Targeted. The approximate number of people your campaign has the potential to reach.

• Reach. The total number of people your campaign is actually reaching.

• Social Reach. The number of people who saw your ads — with the names of their friends who Liked the ad. You will only see “Social Reach” data associated with ads targeting a Facebook Page, event or application. Ads targeting external URLs do not contain this information.

Response

To the right of the Audience section is “Response,” which allows you to track trends on the number of people that have clicked your ad or connected with you via a “Like” over the previous 28 days.

Campaign Summary

A summary of your overall campaign activity — in tabular format — is located beneath the Audience and Response sections. It includes the following.

• Campaign Reach. The number of people that saw your ads over a selected period of time.

• Frequency. The average number of times an individual saw your ads over a selected period of time.

• Social Reach. The number of people who saw your ads, where names of friends who have liked your Page were included.

Beneath this campaign section is a list of the ads you created, followed by information for each ad.

• Status. Whether the ad is “active,” “paused,” or “deleted.”
• Reach. The number of people who saw the ad.
• Frequency. The average number of times each ad was seen.
• Social Reach. The number of people who saw your ad, where the names of friends who Liked your page are included.
• Connections. The number of people who liked your page. Again, this data is only included on ads targeting a Facebook page, event or application.
• Clicks. The number of clicks your ad received.
• CTR. Click-thru rate: The average number of times your ad was clicked, divided by the number of impressions.
• Bid. The amount you are willing to pay per click.
• Cost. The total amount spent per ad.

This information allows you to compare performance rates of each ad with the actual cost-per-click and overall cost per advertisement.

Individual Ad Management

You may decide to change an individual ad. To do so, click the ad title from the list under the category header “Name.” This will open a page showing a preview of the ad, targeting data and the suggested bid rate. From here, you can change every aspect of the ad — the image, ad copy, targeting options and bid rates. If an ad is performing well, you can create similar ads from this section, too.

Reports

Facebook provides a reports function to help optimize and manage your ad campaigns.

Reports can include numbers of impressions, clicks, the click through rate, and spending amounts. Once a report is generated, you can export it for use in a spreadsheet.

Facebook Advertising Best Practices

Now that you understand how to manage the performance of campaigns and change individual ads, here are my suggestions for 10 best practices for Facebook advertising.

1. Use the audience visualization graph. Use the “Audience” graph to track the size of your audience, evaluate the best targeting, and discover its additional potential. To reach a larger audience, try raising your bid and budget rates.

2. Increase your overall reach. Follow the recommended bid range in ad creation to maximize your reach.

3. Target your Facebook page to achieve social reach. Run a campaign targeting your Facebook page. Facebook claims the ads shown with the names of people’s friends are twice as effective as those without. Only ads targeting Facebook pages, events or applications show social reach data.

4. Adjust the campaign to increase impressions. To increase impression frequency — the number of times your ads are shown — adjust your bids, budget and targeting.

5. Make your ads stand out. Write clear, targeted ads with concise text that speaks directly to the audience you wish to reach. Highlight any special offers or unique features that differentiate your products from their competitors.

6. Keep your ad copy simple. Create your ad so that it is simple and easy to read. Avoid long sentences or complex punctuation. Don’t try to fit every detail about your product or service into the ad. Save that for the landing page associated with it.

7. Include a strong call-to-action. Your ad should convey a call-to-action along with the benefits of your product or service. A call-to-action encourages users to click on your ad and helps them understand what you expect them to do. Call-to-action phrases include “buy,” “order,” “sign up,” and “get a quote.”

8. Use an image Put an attractive, relevant image in your ad that is appropriate for the product or service being advertised. The maximum image size is 110 pixels by 80 pixels.

9. Use relevant landing pages. Your ad should direct users to the most relevant landing page. When a Facebook user clicks on your ad, he or she should go to a page that is specific to the information or product in your ad.

10. Evaluate campaign performance. Consistently monitor and evaluate your campaign performance and make changes as necessary. The click-through-rate is a good indicator of how well your ads are doing. Check “Ads Manager” at least once per week.

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• Facebook ads, Advertising

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