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Just as with email campaigns, or any other form of advertising, it’s not enough to just throw it out there. You need to measure the results so you can track your efforts against conversions and sales. Ultimately, you want to measure ROI (Return on Investment).

Video ad effectiveness measurements are in some ways similar to other ads, but they also have their own unique metrics. At minimum, you need to measure clicks, views, and viral.

The effort put in to producing a video ad isn’t solely to provide entertainment, though that helps create search engine rank and traffic. Measuring clicks helps you determine popularity, and as with other kinds of ads, forms one component of a conversion calculation.

Unlike traditional online ads (but similarly to page views) you also want to measure the length of time viewers spent watching the video. In a 30 second video, did they ‘change the channel’ or go get a beer from the fridge after 10 seconds? That gives you a good idea about how compelling the content is, and forms another piece of an objective measurement of conversion.

Affiliate marketers have multiple techniques to make money with, but the one that will have the longest half-life is publishing good content. Pay per click ad arbitrage will eventually become too competitive, search engines will eventually wipe out spam or at least reduce its profitability to next to nothing, and email marketing will go even further in the same direction as the dinosaur.

But all 3 of the major search engines want to list good quality content in their results, and that’s not going to change anytime soon. If a search engine lists low quality content in their results, users will flee to the competition. Riding the “content is king” train will take you a lot farther in the long run as an affiliate marketer than just about any other method. Hence this article about how to write good web content.

Characteristics of Good Content

• Good content is unique. If you think about this for a minute, it will almost seem like this goes without saying, but if you take a look at some of the results in Yahoo or MSN for some high-competitive keyword phrases, you’ll find plenty of content that does nothing more than re-hash content that is readily available on many other sites. Read the rest of this entry »

With so many blogs being created every day, it’s a mystery to many bloggers how to make their blog stand out. There are many types of blogs or purposes for blogs and a certain number of tactics are applicable to just about all of them, so here is a “short” list of tips for marketing and optimizing a blog:

1. Decide on a stand alone domain name www.myblog.com or directory of existing site www.mysite.com/blog. Sub domain is also an option blog.mysite.com. Avoid hosted services that do not allow you to use your own domain name!
2. Obtain and install customizable blog software - WordPress and Moveable Type are my favorites.
3. Customize blog look and feel templates - aka design.
4. Research keywords and develop a glossary - Keyword Discovery, WordTracker, SitePoint, SEOBook Keyword Research.
5. Optimize the blog:

* Template optimization - RSS subscription options, social bookmark links, HTML code, Unique title tags, URLs, Sitemap
* Add helper plugins specific to WordPress or MT
* Create keyword rich categories (reference your keyword glossary)

Read the rest of this entry »

Measuring success of your online marketing efforts is a critical, but often underutilized in many web marketing initiatives. Recently I took a survey for Jupiter Research and one of the questions got me thinking about the different metrics that companies use:

• Brand impact (i.e., increased brand awareness, intent or favorability)
• Number of impressions
• Position of paid listing
• Number of clicks
• Ratio of new to returning visitors
• Amount of increased website traffic
• Duration of website visits
• Amount of increased traffic to physical store
• Amount of increased volume to call center
• Number of leads generated for products sold online
• Number of leads generated for products sold offline
• Number of immediate sales generated for products sold online