The Role of Ad Copy

I think that, these days, there’s a fundamental misunderstanding of the role of ad copy in ads.

In the 1960s, the renaissance era of advertising, ad copy was considered essential. It was the source of the sales message, and ad agencies understood that no products could be sold without that message.

Unfortunately, most of today’s ads contain only a headline and a photo or graphic. There’s practically no sales message.

And, of course, companies are running around and asking people, “Why isn’t anyone buying our products?” The answer is simple: Consumers aren’t being given a reason to buy anything. They aren’t being told how any given product will benefit them and solve their problems.

Note: I originally posted this comment in a LinkedIn group.

The Best Ways to Use Social Media

I like to think of social media as a public relations tool. In that respect, it can be very useful. You can use social networks to disseminate press releases and other company news, as well as to chat with prospective customers about what types of new products they would find useful. So, it can be used for market research.

However, I don’t think social media is really an effective direct sales tool. Advertisers might be a bit disappointed if they’re counting on it for sales revenue. Ultimately, social networks are only one tool in a marketer’s arsenal. After all, multichannel marketing involves using more than one medium for sales.

Note: I originally posted this comment in a LinkedIn group.

Profiting From Affiliate Marketing

In my experience, private CPA deals generate more revenue than large numbers of affiliates. Many affiliates take no action after signing up for a program. Those who do use the affiliate creatives usually generate only a few sales here and there.

The fraud rate among affiliates can be very high, too. That’s especially the case with CPL offers.

I’ve managed affiliate programs, and I’ve learned that you shouldn’t approve every affiliate who applies. Look for affiliates whose sites contain high-quality content and garner a large amount of quality traffic. Also, affiliates who have large double opt-in email lists are excellent.

As long as you have a good affiliate tracking solution, you should focus your efforts on private CPA deals. Though they take longer to negotiate, they can be very profitable.

Note: I originally posted this comment in a LinkedIn group.

Search Engine Thesis Paper by Google’s Founders

It’s worthwhile to read The Anatomy of a Large-Scale Hypertextual Web Search Engine, the college thesis paper written by Sergey Brin and Lawrence Page, the founders of Google. Anyone who’s ever been mystified by SEO can learn a lot from Brin and Page’s treatise on the inner workings of their search engine.

You can read the thesis paper here:
http://infolab.stanford.edu/~backrub/google.html

The Web Design Process

Source: Sitepoint.com

Today’s post is the first in a series of three where we’ll look at how to get started with creating your web design layout. If you’re new to web design, a blank screen or piece of paper can sometimes be a scary thing if you have no idea where to start. So, the idea of these posts is to help you develop a process for creating your designs.

So what’s the first step in a typical design process? As a designer you will be rarin’ to go but what do you do? Jump into Photoshop? Start picking out fonts you like? Fire up Notepad or Dreamweaver? No, you need to drop the keyboard and step away from the computer, buddy. The very first step you need to take is to find out what your client wants and/or needs (not always the same thing). If you’re making a web site for yourself, then YOU are the client and you need to figure out what you want and/or need.

Read more about the Web design process

SEOs Ponder

Source: ClickZ

If I am ever asked to simplify what it takes to be successful in search engine optimization, I come back to two simple rules…quality, unique and resourceful content, and gaining quality links, pointing to appropriate pages of your website.

If I am allowed to go a little deeper in my explanation, I’ll get into proper site architecture, coding, internal linking, and all the other fun stuff that we get to consider on a daily basis.

There are some bloggers out there who will argue that “all you need is a bunch of links” and others, still, who say that “all you need to do is set up a WordPress website and generate a bunch of content.”

Read more about SEO

How Google Will Dominate CPA Affiliate Marketing

Source: ReveNews

Affiliates have a lot to worry about these days. Advertisers themselves are busy divying up affiliates’ commissions among themselves. The The New York Supreme Court, Appellate Division issued a ruling on the so-called Amazon Tax that wasn’t the most positive for the industry. But there’s another burning issue that the industry should be watching which deserves an update: How Google is crowding out AdWords advertisers, as well as advertisers from other affiliate networks, by swapping cost-per-click ads with cost-per-action image ads from Google Affiliate Network (GAN) advertisers.

By placing cost-per-action (affiliate) image ads in the space where AdWords ads traditionally appear, Google is elevating it’s Google Affiliate Network.  And it’s tapping into a new revenue stream.  As I see it, ValueClick’s (VCLK) Commission Junction unit is suffering, so is Rakuten’s LinkShare.  As are retail advertisers who choose to not work with Google’s GAN.  In fact, I feel, they’re under increasing pressure to make a switch.

Read more about affiliate marketing