SuperPages.com ad distribution blogs, I wonder who is responsible?

April 10, 2010


Take a look at the links and blog posts below, who do you think is responsible for distributing this content?

A & S Whitestone Nursery, Whitestone, NY : bird baths
A & S Whitestone Nursery, www.superpages.com Whitestone, NY, supermedia, African Violets, Animal Traps, Aquatic Plants, Baskets & Planters, Bedding Plants, Bird Baths, Bird Food & Supplies, Blooming Plants, Bonsai, Bonsai Trees, Books, 
bird baths – http://bird-bath.net/
Kleen Kars Inc, Springfield, MA | Cars and Trucks Blog
By admin
Kleen Kars Inc www.superpages.com Springfield, MA Supermedia, Auto Financing & Loans, Truck Dealers, Auto Dealers, Used Cars,
Cars and Trucks Blog – http://carsandtrucksblog.com/
mcgowan’s Construction , Memphis, TN | Clothes Hangers
By admin
mcgowan’s Construction www.superpages.com Memphis, TN Supermedia * Additions , Architectural Services , Attics , Basements ,
Clothes Hangers – http://hangerscenter.com/
Lara Van Derschelden DDS Bothell, WA | Endodontics
By nunum
Van Derschelden Lara – Gentle Touch Dental Grp www.superpages.com Super Media, bond Treatments Braces Bridge Work Bridges cancer screening check-up Caps Clear.
Endodontics – http://endodontics.myblogtrade.com/
Zarria’s Cleaning Service, Atlanta, GA | carpet cleaning atlanta
By ronaldkonruff
Zarria’s Cleaning Service, www.superpages.com Atlanta, GA, supermedia, Accident Cleanup, Apartment Cleaning, Apartments & Condominiums, Area Rug Cleaning, Attics, Baseboards, Basements, Bathrooms, Bathrooms & Kitchens, Bedrooms, Blinds, 
carpet cleaning atlanta – http://cleaningatlantacarpet.blogspot.com/
Capital Insurance Agency Trenton, NJ « Motor Insurance
Capital Insurance Agency www.superpages.com Supermedia, Personal & Commercial Automobile Insurance, Accident Insurance Annuities Auto Insurance Claims Processing Collision Insurance Combination Policies Commercial Vehicle Insurance 
Motor Insurance – http://motorinsurance.tk/

I wonder whether the folks at “SkunkWorks” (or whatever they call the creative department at the poor company these days) know what is going on here? The massive amount of keyword rich domains taking advantage of this SuperPages.com created content is insane. Just setup a Google Alert for “SuperMedia” and you can see for yourself.

I know that they are getting a good amount of links from this activity, so maybe it is a trade-off they have no control over…. Kinda reminds me of Google using Yellow Pages for citations, but telling Yellow Pages to buy AdWords for traffic. Pretty funny post from a Local SEO about it.

I guess a link is a good link. Unless it has a malicious “links” intent. (BlackHat SEO Discussion in Dallas October 15th)

Dallas Search Engine Marketing

Although, I have always been known to say, “BlackHat, WhiteHat, Grey Head SEO.” Don’t believe all the ramblings about black and white folks. If you practice a holistic approach you consider all the strengths, weaknesses, and opportunities. Black Hat simply refers to not being a strict follower of “Google’s Guidelines, Terms, and Conditions” related to websites, content, etc.

Now, back to the blog posts with SuperPages.com content:

I am sure this was not outsourced to India as well? Considering they still think SEO is all about PageRank like it is some sort of SEO measurement worth discussing. They are not much worse than Yellow Pages organizations who fail to offer it because it takes time and isn’t something you can send to India or have 1 person “attempt” to manage 100+ accounts. When do they have time for ad testing,  content writing, link building, conversion and strategy? How many clients spend more than 500 per month and just getting over priced PPC management using outdated S.A.A.S like BidCenter, a tool originally built by this company they purchased named Inceptor years ago, …. which btw was not custom built for the level of true software as a service scale-ability needed to properly manage campaigns. Google’s MyClientCenter along with Editor are the best tools for massive scale-ability of paid search campaigns.  Longtail keyword build-outs are not something AdWords Resellers know how to “service,” just like actually doing customized bidding for broad, phrase, and exact match bids. Hey, atleast for clients that want to pay even more they still have the Inceptor.com website up!

Time to insert a random plug:

If you want expert Google AdWords PPC training, I recommend you attend the Google AdWords Seminars for Success2-Day AdWords PPC Training Course in Dallas

When: October 26th & 27th, 2010
Time: 9am – 5pm (registration starts at 8:30)

Where:
Embassy Suites Dallas – Market Center
2727 Stemmons Freeway
Dallas, Texas, 75207

*for future Dallas Search Marketing Training and Networking events near Dallas, just visit www.DFWSEM.org regularly.

OK, now sorry for that brief ADD/ADHD induced promotional plug…. where was I?

Oh yeah… I forgot.

We should not be forced to accept crappy PPC advertising service for a outragious price!

Here are the options on how to price pay per click ppc advertising management services from most providers.

 

FYI, this was originally a blog post that I never posted but decided today to modify and include a plug for Brad… why? When you attend training courses by experts like him, you really learn things that corporate trainers and wet behind the ears college grads making $12.00 per hour just don’t get!  Big PPC resellers tend to start shrinking the number of people, outsourcing to India, or forcing hundreds of accounts per “expert” to manage. How do you build an account properly dedicating it to someone? Corporate Crooks and big CEO pay doesn’t improve the situation. END RANT.

I myself, and folks in my organization, have attended Brad Geddes Google AdWords Seminars for Success and strongly recommend it for any of you folks working at SuperMedia expecting to continue a career in Search Engine Marketing.

Give me a call for details on a discount or promo code for the training!

v7ndotcom elursrebmem Just a few more days fellas. Glad I could lend a hand just too bad I was late to the party. Someone needs to build a directory of “internet challenge archives or something!?

I really am a nice guy…

aren’t I?


Google webinar on the recession, economy, marketing in 2010…. out with the old, in with the new!

November 14, 2009

With 2010 just around the corner, getting ahead of the recovery is top of mind. But where should a marketer focus? In our ever-changing marketplace, marketers need to thoughtfully plan the moves that will differentiate their offerings, increase competitive advantage, and seize opportunities as the economy recovers. On November 10, 2009, Google’s Bonita Stewart, Managing Director of U.S. Sales, hosted a webinar covering these topics.

* Social Networking @ 16%

* Twitter impact

* Subscription marketing

* Ratings & Review Sites grow

* Consumers are SEARCHING more than ever, not just text, but images and video as well.

“Short and sweet…… the manner in which you market your brand must keep up with consumer demand”.   – Mike Stewart

Marketing in 2010 will change consumer buying habits. Consumers want to connect with businesses. Imagine having a discussion with a potential client on Facebook, Twitter, or a online chat prior to providing the service for that consumer. Marketing in 2010 can be measured unlike marketing in 2008. Times are changing.

Deliver your brand message while offering consumers the ability to engage at the same time. Create a YouTube channel to allow clients the ability to subscribe.

You cannot manage what you cannot measure!

How to Link Google Analytics to AdWords accounts:

and last but not least… how to track and determine your Return on Investment (ROI)

 


How to build a Google ad that performs well. Great ad tips from Google.com

November 5, 2009

Google Adwords Ad Tips


Better ad texts, better performance

Your potential customers decide to visit your website based solely on what they see in your ads when they type in a search query, so ad texts play a crucial role in determining the success of your AdWords advertising.

In the video below we share with you our best practices for creating winning ad texts. These will provide you with ideas to test when writing your ads, which will help to differentiate your business from the crowd and drive even more relevant traffic to your website!

  • Use keywords in your ad title and ad text

    The easiest way to improve the performance of your ads is to think about how to make them more relevant to your potential customers. You’ve chosen keywords that are very specific to your products or services – and therefore relevant to your target audience – so the next step is to make sure that the ads which are matched to these keywords relate closely to them.

    Including successful keywords directly in the ad title is an effective way of increasing clicks because customers can immediately see the link between the keyword they used in their query, your product, and the content of your website.

    In addition, using words from your keyword list in any line of your ad text means these words will appear in bold to users who searched on them. This helps to draw the user’s attention to the ad and further highlights its relevance.

    Think about it from a user’s point of view – if you type in ‘digital camera’ would you rather see a general electronics ad, or an ad that includes the term ‘Digital Camera’ in its ad text?

  • Direct your users to the right page

    Ensure that the destination URL you use for each ad brings users to a specific landing page which relates directly to their search. For example, if a prospective customer is searching for ‘8 megapixel cameras’, the ideal landing page would feature this exact type of camera.

  • Add a call-to-action to your ads

    Try using a call-to-action in your ads, as this will give your potential customers a clear indication of what they can expect to do on your site. For example, calls-to-action such as ‘Buy Now’, ‘Sign Up Today’ or ‘Order Online’ can be really effective in increasing your ad’s performance.

  • Include your unique selling points

    Your ad text should make you stand out from your competitors and highlight your unique selling points. These can be products, prices, delivery offers or services that make your business unique, attractive or different. Have a look at your competitors’ ads and see if you can make your ad stand out by highlighting what you offer that no-one else does.

    Remember your customers will choose you over others purely based on the benefits that your ad is selling. The more information about your product that a user can gain from your ad text, the better. For example, if a user sees the price of a product and still clicks the ad, you know they’re interested in a potential purchase at that price. If they don’t like the price, they won’t click your ad, and you save yourself the cost of that click.

  • Inter-capitalize the ad text

    This may sound obvious, but using appropriate capitalization in ads can really have an effect on how they look. See below for an example of two ads – which one would you click on if you were looking to buy a new camera?

    8 mega pixel cameras 10% off digital camerasfree delivery buy today!http://www.camerashopsite.com
    8 Mega Pixel Cameras10% Off Digital CamerasFree Delivery. Buy Today!http://www.CameraShopSite.com

    The second ad looks more professional and is more eye-catching to users. Look over your existing ads and see can any of them be improved by something as simple as adding a few capitals to the beginning of words. And remember this can apply to the display URL as well, as shown in the second ad text.

Log into your account today, and edit your ads to make them even more compelling to your potential customers!

If you would like to learn even more ways to improve your account performance, why not visit our new Optimization Center, which is full of useful tips to help you get more customers?


What is the problem with “Corporate” Advertising Sales?

October 17, 2009

What is the problem with “Corporate” Advertising Sales? My Career job at Idearc Media.

The problem is just that….. it is too much about “SALES” and less about “Advertising”.

“Wealth and Prosperity are created from Productivity and Freedom”.  – Ron Paul

Now let me jump on my soapbox for a minute:
I was reading a blog today that inspired me to put some recent thoughts in my PERSONAL blog. It seem easy for folks to create some sort of “I hate my former employer” type website with the intent of ranting and raving about corporate wrongdoings.

Let me explain my thoughts on the subject of corporate advertising.

What has changed is that business is no longer local. On the one hand big business tries to appear local when it is soliciting customers, but as soon as there is a problem, big business hides behind what customers forgive as bureaucratic incompetence, but which is, in fact, a well calculated, deliberate scheme to avoid responding to legitimate complaints or having to pay just debts. And basically that is the problem with Idearc.

I look back at my (almost 10 year) career as a media consultant for Idearc Media as a great career. I started the company in August of 2000 as a call center sales rep for GTE/Verizon Directories Corp. My mother, TC at the time worked at Fuller Drive in Irving as a Premise Advertising Consultant. Back in the hay-day of yellow page advertising sales in the late 90’s it was the ‘dreamiest’ sales job of all sales jobs. My mother, who was rookie of the year her first year on the job (top new “sales” rep in the Country), seemed to enjoy her career choice. She made great money to support her family and helped many businesses in the Dallas-Fort Worth area with marketing in and outside of GTE’s core strengths. She had a great customer focus and a pretty strong business sense. A little bit of Nepotism and a bit of being prepared from a stint at U.S. Wireless Communications in Mesquite, I was in the corporate door of Verizon and on my way to becoming an asset to the organization. I loved my job. It excited me to work with folks that wanted to create and share success, who were passionate about the product we offered our clients. Of course from the time my mother started with the company, til about 2002, advertising in the yellow pages was the thing to for most local small and medium sized businesses (SMB’s). It is not like Yellow Pages companies did not hear the internet train coming. Seriously, from 2002 til today has been over 7 years. Take a look at the changes in the internet up thru 1996. You would think as fast as things change related to the internet, folks in the advertising industry would respect the power of the modern PC and recognize that when we (the above average computer user, who needs the PC for work, career, personal, and entertainment purposes) wants information (such as whether to choose a Plumbing Service who has been serving Dallas since 1903 or a Dallas Plumbing Service who is highly active and involved in the local Dallas area community.) It is obvious that the average and above average user would choose to “Google-it” vs picking up a copy of a book that is put on our door step in an obtrusive form. We choose what media we WANT. Do not force things upon us. We choose to Tivo instead of being force to watch commercials. We choose to use http://www.dallasnews.com vs reading the printed copy of the newspaper. We want the choice. I have always told my clients that if you build authority with Google you don’t need to worry about finding a SEO for your Dallas Business Website. What you really need is a great CMS at that point.

One great way to build authority and usage of your product is via subscription. If folks subscribe to you that means they like the same flavor Kool-Aid as you. That also means that they find your information useful. They appreciate it. That is why they subscribed. I would love to be an advertiser in front of that potential marketplace. That is why sites like http://www.linkedin.com, twitter.com, and YouTube.coom are so popular. We love subscription based information. We want more information on what we are subscribing to.

Personally, I choose to subscribe to sites like Superpages.com, YellowPages.com, and Google Search.

We don’t like waste and trash or to be disturbed. Leave our porches alone. Stop littering the world. If I want a phone book I will subscribe. I sold yellow pages ads to clients, but when the company started putting double double double trucks in to make more money I ‘gulped’. Value dropped. When the company stop focusing on rewarding good paying clients but only more and more sales (to folks that had zero intent on paying the bill yet taking calls from paying clients), again… I ‘gulped’. When the company became less concerned about being innovative (don’t even pretend that copying an idea that Service Magic already brought to the market

 

Did Idearc copy ServiceMagic or did ServiceMagic copy Idearc?

Did Idearc Media copy ServiceMagic with SuperGuarantee or did ServiceMagic copy Idearc Media?

and selling it to investors in a 30+ million dollar advertising campaign prior to planned bankruptcy is considered innovative), What it did do is lead more horses to the water troff. Heck, I was duped into purchasing more stock with my own hard earned money. Did the folks that run the company besides those who eventually left the company lose important ASSets? Hard to care as much when you are making 850K per year as an executive of an organization.

You see, my mother (who died almost a year ago in an accident) really did work for America’s Small Business Local Advertising Agency” since 1997 in fact. It was considered the “Best Sales Job in America”. Pretty easy job selling a great product like they yellow pages of old. Have things changed? SURE HAVE. The computer for one and Corporate America second. No offense, but I seriously think that Main Street is done with corrupt corporate people who care less and less about employees and more and more about Wall Street and getting his/her drink perfectly remembered and produced at some expensive restaurant….. Cocksure folks don’t deserve to direct Main Street businesses.

If your goal is to reestablish the notion of trust inside and outside the your organization, the first step is to be transparent. We don’t trust the government because it is not transparent. You ask for trust yet the only way to earn it is thru communication and transparency. Is it wise to tell Wall-Street that you are having issues with receivables yet you make changes to the policy that impact sales in a positive manner but at the same time increase the amount of receivables? Is this establishing trust? If your organization rewards folks that are not in the business to make the company profitable, you need to reconsider your business model.

    My continued ranting in no particular order:

° Selling Yellow Pages really doesn’t take a rocket scientist
° Yellow Pages industry reluctance to adapt to effective advertising trends was obvious: How long did it take to realize that HEADLINES produce more calls than using the business name?
° Sales reps are not “media consultants”. After every appointment the first question management asks is: “What else do you have working?” Not, “What ideas did you offer the client regarding branding, promotion, message, and distribution?
° Don’t be fooled. Corporate advertising is about corporate dollars. Sales reps try to consult but are measured on Sales Results and not client retention.
° If the Yellow Pages industry really cared about client retention they would have offered you the option to keep the same “media consultant”
° Yellow Pages publishers do not offer detailed training to sales reps on the latest innovations in Online Search.
° Client-focused Accountability is not something that is encouraged… when does the buck stop passing around?
° Yellow Pages pricing is not transparent. This is intentional. The pricing is confusing. This is also intentional. The pricing is intended to help the companies achieve very high margins in print. DUH!
° Internet Margins for Advertising Sales are only high if you are the Search Engine. Makes more sense to push all the traffic and click budgets on internal networks (superpages.com, yp.com, dexknows.com etc vs search engines like Google and Yahoo. Typical margins are in the 5-15% range vs 40-60% that is achieved from print sales.
° Internet marketing is 100 times more complex than Yellow Pages print advertising.
° Internet marketing means you have to speak to your client monthly…….. weekly…… and even daily….. Yellow Pages only requires a single client meeting only once a year. Almost as uncomfortable as the dentist appointment. Price.. Haggle… Size…..Haggle…. Color…. Haggle.
° When will Yellow Pages companies make getting the phone book subscription based, or offer the ability to decline it. If they give you a book thrown on your doorstep you are offered no valid means of disposing it properly.

Last one:
° Offering a closer relationship to local ad agencies vs employees might save the industry enough money to get margins back to a level they once had. Why? Agencies work for the client…. not the publisher. They do a better job of protecting the clients interests. Media Sales Consultants are really not necessary. Local Media planners in the Yellow Pages industry are hard to find. I have worked with many at Idearc. They are worth that 6-figure income my mother used to earn at GTE Yellow Pages…. over and over!

Honestly, in my opinion… what killed the yellow pages is really themselves. Of course the answer is: Everyone,  but the folks company I worked for (and thanks to GTE/Verizon/Idearc and my clients I was gifted with an education that even Harvard Business School could appreciate) Maybe it was its CEOs, managers, distributors, and most of all competitors? Remember when we had only one phone book? What about when there was only one phone company? Prices were high but solutions were simple. Competition created innovation. Phones changed. People Changed. When is the last time someone complained about calling long distance? Verizon has all but abandoned the local phone business. Why? Innovation has made it unprofitable. They are investing in wireless (seriously, who needs a home phone?) and FIOS/TV etc. They want you to use the phone to find a business. That is why I invest in learning more about Mobile Search. Data plans make wireless companies a lot of money! Why would Verizon want people to use Idearc Yellow Pages? Idearc has the Verizon name on the phone book but is no more attached to Verizon than the Federal Express is Federal. (Federal Reserve is private banks)

If want to buy the first spot in the phone book call Idearc, YellowBook, AT&T, or any publisher. Will they skip all the other ads and sell it to you? Sure! All you have to do is show them the money. But if you want the first spot on Google. My suggestion is to find a local ad agency that focuses on local search engine marketing for your business. Someone that understands what it means to create authority, build a positive online social reputation for your company, and be 100% accountable for your online results. IYP companies do not offer SEO! Why? Is it because PPC is the only form of online advertising? No! 85% of advertiser budgets are spend on 30% of Google clicks (PPC) 15% of budgets are spent on roughly 70% of Google clicks (Organic). Organic is not profitable. It takes commitment to the client. A commitment of time and energy that corporate ad agencies have yet to duplicate on a local level. Until educated search marketers like myself get away from corporate influence and start building relationships with CLIENTS. Relationships that require more than a once a year meeting. I don’t believe that print yellow pages is totally dead, but if folks don’t REMODEL the business model it will be.  Urban America does not need the phone book. Suburban America still uses it. Rural America will continue using it. The next step in the business model is for companies like ServiceMagic, Home Depot, or Sears to start mailing “Yellow Pages” with contractor lists to homeowners. How about a magazine style “display ad” only monthly publication that folks are able to “subscribe” to? Let’s get real innovative! How about offering tips to homeowner? When is the last time a survey was conducted to see what percentage of consumers want to receive a phone book? Do the phone book companies really care if we want it or not?

BTW, Stay tuned to future blog posts for insights from a former Search Engine Marketing Account Manager who now works at a local ad agency. She previously managed accounts for a Yellow Pages publisher and can offer details into the history of IYP search engine marketing. She is an extremely talented Google Adwords Campaign Manager.

Thanks for reading!
Mike the Google Guru

“Paying your advertising bill should not be so darn stressful.” – In memory of Tomas (a dear friend of mine)


February 4, 2009

dallas-sem-advertising-service1

Most pay per click companies only set you up with keywords and ads, which will cost you a great deal of money each time someone clicks on your ads, since your actual web site is not SEO optimized for AdWords.  Make sure you choose a pay per click expert who is also an SEO professional who includes both, without upselling you on other services you do not need.


Google Adwords click bids drop………. but,

February 2, 2009

Interesting find……. further supports my theory that paid search is always fair and balanced due to the fact that No One’s going to pay for clicks that do not result in a value or offer results to the bottom line.  I have said in the past that like buying lobster at your favorite seafood house, if lobster is $30.00 on the menu -who in thier right mind would pay $60.00? It is always adjusted in a FREE MARKET manner.

Interesting article from Barrons on  Google’s Search-Engine Marketing Slowing because Adwords keyword prices are down 5%-30% from the third-quarter of 2008. 

http://online.barrons.com/article/SB122730102037848793.html?mod=googlenews_barrons

So what does this mean to you? The costs for clicks has been dropping, yet the number of clicks to get a client or customer has increased. All the more importance to focus on Search Engine Marketing Management vs just participating in Adwords or Yahoo Search Marketing campaigns. The value proposition remains the same since the market does indeed adjust itself, which again….. I have been saying for years!

Cheers!