Advertising to the international market can create huge growth for a business. But how do you ensure that budgets are being used effectively? The following tips will help you create a more effective international PPC campaign and help generate more conversions.

• Translation - check, recheck, test, and tweak - When budgeting for an international PPC campaign, additional resources must be allotted to accurately write and translate your ads. A human translation is always the best, but can be expensive. Online translation machines work to a point. Using multiple translating machines to recheck text is better than using just one. Test your translated ads and edit as needed. Some examples of free online translation tools include Yahoo Babel Fish, Freetranslation.com, and http://translate.reference.com/.

• Geo-Targeting - As mentioned in "Targeting Geo-Specific Keywords", researching the proper keywords and phrases is extremely important when crossing language and culture borders. The same geo-targeting importance applies to how your ads appear. As a worst-case scenario, imagine your Spanish ads are appearing on a Greek search engine results page. Not effective, right? Setting up ads to appear on proper results pages eliminates wasted impressions, thus improving your campaign's AdWords Quality Score. Having accurate and engaging keywords will place your ads in competitive positions.

• Characters - Standard character length for Google AdWords text ads (including spaces) is a maximum of 25 characters for the headline, 35 characters for each line of ad text, and 35 characters for the display URL. For ads using non-Latin characters the limits may vary (e.g. Russian, Greek, and Hebrew). Ads in languages that use double-byte characters like Chinese, Japanese and Korean, are limited to 12 character headlines, 17 for each line of the ad text and 35 for the display URL.

• Landing Pages - When you advertise in a different language, your Landing Pages should cater to those languages too. Allocate a budget to have foreign language Landing Pages created that fulfill the ad message and are easy to navigate.

• Traditions and Customs - Knowledge of your target market's culture can be leveraged for minimum spend and maximum conversions during the campaign. For example, a Web site that sells widgets that are part of one culture's annual celebration each May should plan an advertising campaign that budgets more leading up to the event rather than letting general ads run throughout the year when no one is searching for the widgets. Google AdWords makes it easy to change bids, budgets, ad texts, etc. on the fly for reasons such as these.

Both domestic and international PPC campaigns need to be monitored and adapted regularly to stay competitive. Additional time invested at startup using these steps can pay large dividends when intriguing, effective ads drive potential customers to your site.

E-Power Marketing has worked with clients to create, test, implement, monitor, edit and evaluate successful international ad campaigns for clients which you can read more about under PPC Case Studies. E-Power also offers a free PPC analysis of current campaigns.

Labels: foreign, international, PPC Advertising

Twitter has exploded! If your business has not yet begun utilizing Twitter, you should. Instant feedback, brand building, thought leadership, networking and more, the list of benefits goes on and on. On the other side of things, a successful Twitter account takes resources. There is a lot of time and organization involved with an active Twitter account.

Who's following you? Did someone mention you? Who are you following that isn't following you back? What is being tweeted about your product or service? What grade does your Twitter account have? Keeping on top of your Twitter account takes organization and commitment. There are literally hundreds of various Twitter tools available to help you more effectively manage your Twitter profile. Below are just a handful of my favorites.

Twitter Clients
TweetDeck
HootSuite
Seesmic

Finding Tweeps to Follow
Twellow
Twibs
Twubble
MrTweet
WeFollow
Followformation
TweetCloud

Maintaining Followers
Friend or Follow
SocialToo
TwitterKarma
Twitoria

Twitter Searches
Twitter Search
Hashtags
Twazzup
Tweetmeme

Personal Twitter Statistics
TweetStats
TwitterCounter
Twitter Grader
twInfluence
Twitterholic
TweetPsych

Understanding Twitter Jargon
Twitterspeak
Twittonary

Happy Tweeting!

Labels: Social Marketing

Google has recently made some improvements to Analytics that are making many users very happy. The days of four goals per profile are over! This is just one of the new improvements that Google has made in Analytics.

You can now place up to 20 goals in a single profile on Analytics. These goals are then organized into 4 sets with 5 goals in each. You can add even move goals across sets (assuming there is room). This is an exciting new addition for all of those users who needed to create multiple profiles just to cover the goals they wanted to track. Moving all goals into a single profile can make reading reports significantly easier. However, remember if you move goals into a single profile that historical data does not transfer between profiles, so it is wise not to delete old profiles with historical data in them until you are finished with the data.

The sets are great because they can be organized any way you want. Organizing by business functions or different types of goals can make analysis that much easier. Since so many goals are now allowed, Google has also added goal tabs for each set of goals on the Analytics reports. This makes it easier to navigate through the reports into different sets of goals.

In addition to allowing more goals per profile, Google has also added new types of goals. You can now set goals based on how many pages are viewed in a single visit or for time on site. Both of these goals are set up so a user can set the number of visits or time on site to be greater than or less than some number. Time on site can be set to hours, minutes, seconds or a combination of the three. Number of pages per visit is set by any number of pages you choose.

It seems a little strange that you can set your goals to be less than a certain number, however, this is a great way to measure failure and can give you a great amount of insight on your site and its visitors. For example, you can set a goal for time on site to be less than 5 seconds and have a visual of how many visitors leave your site within 5 seconds. Then you can analyze other Google Analytics metrics and determine what action steps are necessary to help improve your site.

These new changes to Google Analytics have made it an even more efficient and user friendly way to monitor your website's performance!

Labels: Google Analytics

E-Power Marketing's new Web site is live!

The site is loaded with content for Web site owners to educate themselves about current best practices of Search Engine Marketing. The information will empower Web site owners to choose more effective search marketers to partner with or to do the search marketing themselves with better results.

The Web site thoroughly covers Search Engine Marketing.

Want to understand the jargon? There is a Search Engine Marketing Glossary.

Want to know whether you are receiving effective Search Engine Marketing? Review How to Demand Truly Effective Search Marketing.

Want to know why Social Media Marketing is so Hot? Visit The Online Marketing Power of Social Media ? Web 2.0.

Are you unhappy with the results you are receiving from your Pay Per Click advertising budget? Then you need to read How can You Benefit from PPC Management and Optimization.

Do you want proper measurement of your search marketing efforts? Then learn about Google Analytics.

If you really want to capture the power of the Web to build your business, then you need to read Using a Blog to Build Search Visibility and Customer Relationships.

Are you looking for Search Engine Optimization tips? We have SEO tips based on current search engine algorithms.

Did you know that Google objects to many common Web development techniques? Many Web developers are not aware that some of these techniques cause problems with Google. If you want current information about how to build Web sites that will work well on Google and the other search engines, contact E-Power Marketing for a Free Guide to Developing Search Engine Friendly Web Sites.

E-Power Marketing's Web site has all this and more so you can use the Web and search engines to build a new competitive edge and fulfill your Web Site investment.

Blog Action Day began in 2007 as a way for Bloggers from around the world to unite and inspire social change. In 2007, 20,000 Bloggers took to their Blogs and wrote about the Environment. Last year, E-Power Marketing joined this movement. Thanks to Blog Action day, our team addressed hunger in Winnebago County. Inspired by what we learned through our research, we held a food drive. The E-Power Marketing team collected 880 pounds of food and E-Power donated $880 to a local food pantry here in Oshkosh.

This year, the focus of Blog Action Day is on Climate Change. According to the United States Environmental Protection Agency, Climate Change may result from natural factors. Climate Change can also be brought about by people, burning fossil fuels or reshaping landscapes. Though this is a hot topic today, it's one we really hadn't thought much about as a company. Thanks to Blog Action Day, we've taken the time to figure out where E-Power Marketing stands in terms of Climate Change. From what we do as a company to what we do as individuals, the E-Power team is striving to reduce our carbon footprint and our energy consumption to protect the environment for future generations.

At its core, Search Engine Marketing is a relatively green industry. The Internet is at the heart of SEM, and the technology that creates the need for Search Marketing also allows it to be environmentally friendly. Search Engine Marketing promotes products and services online, making more traditional (and wasteful) forms of advertising, such as printed collateral materials or print ads, less necessary. People are turning in their phone books for online directories, and they're searching online for the products they used to have to travel all over for. Search Engine Marketing allows people to live greener, and waste less time and energy.

At E-Power Marketing, we've embraced a green routine without ever thinking about it. At the office, we reduce our carbon footprint in the following ways:

• Communication
• We primarily connect with our clients via email or the telephone.


• We have an open air office, so there is less need for memos and post it note messages.




• Education
• We attend Web seminars instead of traveling to conferences on a regular basis.


• We take online classes, learning over the Web instead of traveling to campuses and printing lectures and notes.


• We subscribe to email newsletters, and utilize industry RSS feeds to stay up to date on what's going on, rather than subscribing to newsletters through the mail or industry magazines.


• Energy
• Two walls of windows allow for natural light.


• Lots of plants thanks to Andrea's green thumb.


• Our computers are turned off every night to conserve energy.


• We use the blinds and sun light for natural shade or warmth rather than adjusting the thermostat all the time.


• Transportation
• We have almost no business travel. Most of our work is done online or over the phone.


• Two team members live within a few blocks of the office, and regularly walk or bike to work.


• Carpool or walk to lunch outings and the rare off-site business meeting.


• Recycling
• Reusable water bottles and travel mugs.


• Spam faxes used as scrap paper.

Our concern for the environment doesn't end when we leave the office. Through writing this blog post, I was able to talk with each E-Power team member to find out what they do at home that's good for the environment.

• Larry - President, E-Power Marketing
• We have researched and purchased cars with good gas mileage.


• We installed an energy efficient boiler.


• We have replaced our old windows with more energy efficient windows with better insulation.


• We have incorporated fluorescent bulbs into our home instead of incandescent.


• We recycle.


• We have started to become more conscious of turning off lights and electronics when we leave the room.


• We also mulch grass instead of sending clippings to a landfill and we have a compost bin. We don't use fertilizer or herbicides on the grass.


• Michelle - CFO, E-Power Marketing
• We utilize the reusable shopping bags on a regular basis for our shopping trips.


• We buy and use "green" household cleaning products (we use Nature's Source brand) that are made from plant based, biodegradable cleaners.


• We don't throw used batteries in the garbage, we hold on to them to take them to be properly disposed of. Our local fire department holds a "clean sweep" day annually where they collect batteries, paint cans, etc. We've also been using rechargeable batteries instead of buying new ones each time.


• Recently we planted 2 trees in our yard.


• We change light bulbs in our house to energy efficient bulbs.


• We utilize reusable/washable water bottles when we're on the go instead of continuing to buy new plastic bottled water which creates more garbage.


• My kids and I are also involved in a Playgroup and we are currently making crafts over the next few weeks using recyclables. We will be using empty paper towel rolls, Kleenex boxes, oatmeal canisters, yogurt containers and lids from tin cans. The items will all be used to make an instrument of some kind. For example, we will use the empty paper towel roll to make a trumpet and the Kleenex box to make a guitar. It's fun for the kids and good for the environment.


• Andrea - Director of Search Engine Marketing
• Every morning my 4 year old goes through the house and makes sure all the lights are off. She will also chew you out if she catches that you left a light on any other time too!


• We recycle paper, plastic, and cans.


• I have a huge vegetable garden where we grow our own food, and we purchase other vegetables and fruits from local farmers markets.


• We use rechargeable batteries.


• We have many flower beds and have planted various tree varieties throughout the yard. Apple, pine, balsam, plus others.


• Nick Jr. has this project set up for kids. They show "Green Tips" all the time on Rianna's Noggin channel she is being exposed to great ideas so that she has a solid foundation in being environmentally friendly.


• Justin - Manager of Search Engine Marketing
• I am in the process of building a house, and I'm shooting for "an Energy Star qualified house." More expensive to build, but better for the environment and my pocket in the long run.


• I'm using energy efficient windows.


• I'll be installing an energy efficient furnace to save on electricity and on gas. Actually, it is going to be a "hybrid heat dual fuel split system".


• I'm using propane as a gas.


• I didn't alter the land for construction, and when the house is up, I will be planting more trees.


• I will be buying all Energy Star appliances in November to take advantage of the governments "cash for appliance's program".


• Adrian - Search Engine Marketing Specialist
• Our apartment circulates hot water through the floors for heat.


• Our shower head is low-flow, so it wastes less water, and we keep baths to a minimum, as it takes less water to shower than to take a bath.


• I use a stainless steel water bottle instead of plastic, and I make coffee at home and bring it with me in a reusable travel mug rather than getting paper cups from coffee shops.


• I shop at the farmer's market and other local shops as often as possible.


• Weather permitting, I walk to work.


• We donate our gently used clothes to others in need.


• We unplug things when we aren't using them, from our phone chargers to the toaster; I've definitely seen a difference in the energy bill.


• Craig - Search Engine Marketing Specialist
• I recycle my coffee cup sleeves.


• I walk to work.


• I use reusable water bottles instead of a new glass that needs to be washed every time.


• I use candles instead of leaving lights on throughout the apartment.


• We recycle cans, glass, and paper.


• At the apartment, we open windows when it's warm out, and we use blankets when cold, trying not to use the air/heat until absolutely needed.


• Sara - Social Marketing Consultant / Web Analytics Specialist
• We have Energy Star appliances to save on energy use:
  • A washing machine that senses loads so that it only uses water it needs.
  
  
  • An energy efficient dehumidifier that doesn't constantly run if it doesn't need to.
  
  
  • Energy efficient ceiling fans.
  
  
  • An energy efficient chest freezer.
  
  
  • The toilets and shower heads that save on water are our next purchases.
  
  
• We use a mixture of disposable and reusable diapers to reduce the amount of diapers that go into landfills. We also buy some diapers that are biodegradable so they don't stay in the landfills forever.


• We recycle all cardboard, glass, plastic, aluminum etc.


• We drink out of reusable water bottles, and we drink filtered water from the refrigerator instead of using plastic water bottles.


• We use solar path lights up to the house so we don't need to turn the lights on to get into the house.


• We use our phones to write lists sometimes so that we don't need to use any paper.


• We use Eco-friendly light bulbs.


• Natalie -Social Marketing Intern
• We wash in cold water as often as possible and hang dry all most all of our laundry.


• We recycle.


• We try to use reusable bags at the store as often as possible.


• We don't get any paper bills. We use companies' online services and email reminders instead.


• We car pool to campus when we can.


• The dishwasher is set to energy saver, and we hand dry the dishes instead of letting the dishwasher go through the heated dry cycle.


• I run or walk outside, instead of on a treadmill.

Blog Action Day has inspired us to focus on what we do at the office and at home to take care of the environment. We have learned tips and tricks from one another so that we can each be more environmentally friendly at home. We'd love to hear from you too, leave a comment and let us know what you do to take care of the environment, or leave us a green tip that we could use at the E-Power office or at home!

Labels: E-Power News

Social Marketing is becoming more and more prominent everyday in the online marketplace. Potential customers are using the Web to research products, talk to one another about them, and to communicate with the companies or organizations offering the products. With all of the review sites available, reviews are becoming not only valuable, but in some cases necessary for success. Regardless of whether the reviews are good or bad, they still have the ability to drive traffic to your site and to increase sales.

Consumers like to interact with companies as well as other consumers about their possible purchases. User Reviews provide an outlet for these consumers to communicate. Consumers crave information, and these days the more information they can get, the better. Information from other consumers is more valuable than information from sellers or companies. Ratings sites open these lines of communication. Consumer-to-consumer communications are proving valuable to companies.

Social platforms such as Facebook now include a review application that can be added to Fan pages. Take advantage of this as a great option to learn what your consumers are saying about your products. Review sites like RateItAll and Epinions are also a great place to start when it comes to reviews. Products and services are organized by category and can be accessed by anyone who registers. They allow open discussion among consumers who have used or purchased products or services. They allow consumers to rate the product or service. Along with the rating, consumers can give a candid explanation of the product or service without feeling biased. In today's market, reviews are like publicity; "all publicity is good publicity". Even bad reviews are helping to increase sales and traffic to your site.

Basically, reviews provide a social platform for discussion among consumers. In the age of Web 2.0, this is an important part of online marketing success. Making it easy for your consumers to review your products increases the value or your site. Encourage your consumers to review your products, whether good or bad. Not only will you learn things that you can change to make your products better, you will also increase your sales and profitability.

Labels: Social Marketing

A recent study published by Scarborough Research illustrates the importance of Working Moms and your online marketing campaign. The study utilized more than 220,000 adults nationwide and defined the term "Working Mom" as ?Women who are employed full-time and have one or more children in the household?. The study was done to establish an understanding of the Working Mom's lifestyles, including demographics, shopping habits and media behaviors.

According to the Scarborough study, there are approximately 21.6 million Working Moms in the United States. They account for roughly 9% of the adult U.S. population, and 18% of all the women in the country. 43% of women in the United States fall into the "Working Mom" category. This is a huge group of consumers, have you been focusing on earning their business online?

Who are we looking at when we discuss Working Moms? This group is largely made up of women in their 30's and early 40's, with a 4-year college degree or higher, and making, on average $81,900 per year. From the necessities of food and clothes to life's little luxuries and beyond, Working Moms are responsible for providing for their families. The Scarborough research delves into how Working Moms shop for food, clothing and technology and gives key insights into how this group takes care of their homes.( "QUICK FACT: Moms spent $3,334 on home improvements during the past year.") From how much they're spending, to which stores they're spending their money at, this research gives a great look into the mind of the Working Mom.

Working Moms carry a lot of the responsibility of shopping and providing for their families, but they also take some time to focus on themselves as well. With an exhausting lifestyle that includes a full time job, raising children, taking care of the home and more, one may assume that a day off would mean a day of rest, but that's not the case according to the Scarborough research. Many Working Moms prefer to be active when it comes to their free time. From Day Spas to Health Clubs, this is most definitely a very active group of Women.

You may have long suspected that the Working Mom is an important audience to target with your marketing. Now that you know a little more about then, let's look at how they spend their time online:

• Top Categories Working Moms use online:




• Coupon Sites


• Local Event Listings


• Online Yellow Pages


• Employment Search Web sites


• Bill Payment Sites


• Music Sites


• Real Estate Sites





• Top Categories Working Moms purchase online:




• Toys and Games


• Movie Tickets


• Health and Beauty Items


• Clothing


• Accessories


• Pet Supplies


• Groceries and Food


• Flowers


• Office Supplies

So, what does this mean for you and your business? Thanks to the Scarborough research, you now know that there is an audience of almost 22 million customers out there, with higher than average incomes, control over family and personal spending with the ability to influence the preferences of their children and spouses. That sounds like a pretty important target audience to me. You know how they are spending their time and money online, so how do you market your brand on those sites?

What can you offer the Working Mom that could improve the quality of life for her and her family? How can you market yourself as a solution to her busy lifestyle? Can you save her money or time? Do you offer a product or service that can improve the health of her family? What are you doing to promote your company through the mobile channels the Working Mom most often uses?

There are a lot of options for targeting the Working Mom online. From Social Media Marketing on active blogs and social networks, to offering discounts on popular Coupon Web sites, you have options. Have you checked your listings on the online yellow pages recently? You may need to update your information. Advertise your job openings on the important area Employment Web sites, you may find your next great employee, or at least get your brand name out there where the Working Mom is spending her time online.

Come up with new ways to reach this large demographic, and you'll be reaching an important and sometimes undervalued group of spenders. Utilize the Working Moms in your company to come up with creative ways to market your brand. Turn your attention to the online habits of these women, and you'll know how to better spend your marketing budget. Don't wait, as the school year gets underway, and the holidays are rapidly approaching, now is a great time to focus on turning Working Moms into customers.

Labels: Link Building, Organic SEO, Social Marketing