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Pay Per Click Tracking - Java Script
Java script is a common method of tracking. Most users have java script enabled on their computers (it is often enabled by default on many browsers). However, some do not.
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Pay Per Click Tracking - Cookies
The advantage of cookies is that they stay on a users computer, and can track people for longer periods of time over the initial visit. This allows repeat customers, and customers who do not return to your website on the second visit through a pay per click search engine, to be properly credited to your pay per click advertising.
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Overture Keyword Matching Options: Negative Keyword
If you use phrase or broad matching options, you should make some use of the Overture PPC negative matching options.
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Theater Marketing
Running a theater is difficult business, no matter what kind of events you are showing. For movie theater owners, studios take large amounts of the profits for the first several weeks of a movie’s run, and then further undercut the theater by releasing the DVD for the movie soon enough after the movie’s theatrical release that many people just wait to buy it or see it on cable.
For theater owners who show plays, music, and the occasional lecture, the main problems can be making sure that people show up. Without the take at the box office it can be extremely difficult to pay the performers, staff, and have enough left over to make improvements or to put something in your own pocket.
Of course, movie theater owners and managers generally rely on the studio to do the theater marketing for a feature film, but making sure that times are listed correctly online and in newspapers can help a great deal in bringing people back to your theater.
For the playhouse theater owner, the cost and effort of advertising the current show generally falls on the staff of the theater itself. Theater marketing, in this case, means making sure that nearby residents know the show is on. This is especially true for an unestablished house, as there will be very few season ticket holders or people who come to almost every show.
One of the best ways to market your theater’s new show is to put advertisements up around town, and in local newspapers. If you live in the city, it is imperative that you get your show listed in their events calendar, and while you’re at it you may want to shell out the dough for an advertisement.
Inviting the local theater critics to an advance screening of the show will not hurt either, as whether they like it or not, people reading the article may choose to come out and see what it is all about.
Advertising online, however, is probably the most effective and affordable approach to theater marketing. For a major or minor theater, marketing that includes search-based online advertising can be very effective in getting people’s attention.
Putting your article where people can see it means that every time someone in your community uses an Internet search to look up local plays, your ad will pop up in front of him or her. This geo-targeted approach to theater marketing is now within the grasp of even the smallest theater, and is changing the way that shows are promoted.
Broad Keyword Matching for AdWords
The most open ended searching string that Google AdWords offers is broad keyword matching.
This matching options has a lot of positives and negatives, and should be used with care.
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Phrase Keyword Matching for AdWords
Phrase keyword matching is the second matching option Google AdWords offers. It is a middle ground between exact keyword matching and broad keyword matching as far as how easily the ad is triggered by searchers.
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Exact Keyword Matching for AdWords
Google AdWords offers three different matching options to determine if a search query will trigger your ad to be shown.
The first is known as exact match. In your Google AdWords keyword manager, these words are bracketed. [keyword example].
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Overture introduces Advanced Match
Similar to Google’s original broad match (not expanded broad match), Overture has introduced a new matching option that will help advertisers reach more audience members.
It is suppose to be a ‘back-fill’ sort of match, where exact matches will show first, and then advanced match options will be filled in afterward (i.e. if you bid $1.00 on widgets, and someone else bids ‘$0.50 on ‘blue widgets’ the ‘blue widget’ bid will have a higher placement regardless of the bid).
However, in the past when we’ve seen new features introduced by anyone where there is money left on the table, in the future this type of pricing option is changed to highest bidder. Only time will tell how this matching option stacks up over history.
PPC Keyword Software
Keyword Newsletters and eBooks
Select magnetic Google keywords. Free Strategy Report makes it easy.
WordTracker Magic - Learn the secrets of using WordTracker for pay per click keyword research.
Web based Keyword Research Tools
WordTracker - A web based keyword analyzer. Their information is an aggregate from many sources. One of the best keyword research tools available anywhere.
KwMap - A free tool that includes relational keywords to your search terms.
Overture Suggestion Tool -This is Overture’s free tool which contains the previous months search information.
Google Sandbox - This is Google’s free keyword tool. The Google FAQs explain how to use the sandbox in some detail.
Software Based Keyword Research Tools
WebCeo - A full featured software package that includes many tools beyond just keyword research.
AdWords Analyzer - Get a comprehensive list of related keywords and bid prices. Import and export features. Sort lists by multiple criteria. Compatible with WordTracker.
PPC Pro& PPC Keyword Arsenal - Includes both bid management and keyword software.
Music Marketing
When a hit song comes on the radio, we often believe that it is there because it is a popular artist or a catchy song—in other words, that public demand placed it on the radio. In fact, nothing could be further from the truth. Almost any music that gets to your ear—unless you are an avid collector of dusty old jazz records a la Steve Buscemi in Ghost World—is there because of a successful music marketing campaign.
With Sony Music making headlines by admitting to pay radio stations to play their artists, the level of music marketing reached new heights. Unfortunately for us, there are not many people with the kind of extra capital lying around to pay the big bucks that radio stations might ask for, or to hire the legal defense team to defend your illegal actions.
Music marketing for the rest of us is a little bit more small-time. Some of the best promo items I ever received as a music critic were made by hand and mailed especially to me and a few of the bands other favorite writers. With a little TLC, a promo package can become a treasure trove to delve through, and I can tell you that getting a nice intimate gift like that always made me more disposed to like the music on the album.
But small things like that will only get you so far, and as we all know, even if every critic in the world likes a piece of entertainment, that does not mean that it will succeed—just take a look at all the ink that has been spilled over Arrested Development, a Fox show that barely made it into a third season.
In order to compete with the big boys, you have to bring out the big guns, but you must find the high ground by staying ahead of the technological curve. Only by using technology as soon as it becomes available can you ensure that you will be using your music-marketing budget to its fullest capacity, dollar for dollar.
Recently, the technology for search-based online advertising has reached its true potential. By combining traditional advertising with the ability to geo-target the type of music listeners that are most likely to buy your albums, search-based advertising is a revolutionary step forward in terms of allowing the smaller fish in the music industry compete with the big whales.
Just as posting music online has become a way for bands to appeal directly to their fans, search-based advertising allows music marketers to forgo the enormous cost of setting up a traditional music marketing campaign, and instead hit hard with a focused attack.
With search-based advertising, the people can take back the Internet, and use it to their advantage. No longer will we need to listen to what the three biggest record companies tell us to. With and online music marketing system, music has never sounded better.
Google AdWords
Seminars for Success
Learn about Google AdWords from experts hand selected by Google.
These seminars will educate advertisers on the creation and management of successful AdWords campaigns.
Upcoming Seminars:
Phoenix AdWords Seminars January 22nd & 23rd
Austin AdWords Seminars January 28th & 29th
Learn More about the Seminars:
Seminar Information
Official Google Seminar Page
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