This month’s book review is Search Marketing Strategies by James Colborn. One of a growing number of new titles that focus on this fast growing sector, this book is aimed at marketing professionals who want to understand, plan for, and implement marketing campaigns through search engines, using both optimisation and paid search techniques.
There are 2 new search engines of note this month that are starting to attract press attention. Snap is a relaunched version of an old search tool, now offering a range of interesting features and display options. Zibb is a new business search engine developed by Reed Business Information and an example of a search tool focused at a ‘vertical’ search market.
Google AdWords launched their new ad-scheduling tool in June, enabling advertisers to develop ‘day-parting’ strategies, which can increase the targeting of core markets and provide improved cost-effectiveness. If you know that your target customers are likely to be less active – or more active – on different days, or times of the day, then this tool now offers greater flexibility to manage your PPC campaigns.
The growth of blogs, forums and community websites like MySpace and Bebo allow individuals’ opinions about your business to become highly visible in the results of the main search engines. Here we summarise some simple steps you can take to monitor what people are saying, action you can take, and what to avoid!
