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Nov
3
Google Ogles Local Advertisers, Experiments with Flat-Fee Ads
Posted by Brian Bowman, CMO, Reply.com
Filed Under Enhanced Clicks, Interesting Companies, Lead Generation, Online Marketing, SEM - Paid Search | Leave a Comment
Yahoo! News recently reported, “The Internet search leader last week began trials of a new ad service in San Francisco and San Diego that lets small local businesses pay a flat monthly fee for an ad on Google.” This new Google service, called Local Listing Ads, combines with Google Maps to direct the consumer to the business. According to the Local Listing Ads FAQ, “Payment for Local Listing Ads is a flat monthly fee. This fee varies by the location of your business, and the business category you choose.” Prior to this program’s launch, Google’s search advertisers were required to bid on keywords.
Based on Google’s experiment, it appears they agree with us at Reply.com that the acquisition of locally-targeted consumer online traffic is too complicated, too expensive, and too imprecise. Reply! has been focused on solving this problem for years.
Removing keywords is part of the solution, but for most businesses that target local consumers, geo-targeting is a major issue that Google’s solution does not solve. In fact, IP targeting is wrong 30-50% of the time. That poor targeting creates tremendous inefficiency and wasted spend. You still need keyword management to maximize volume.
Reply.com’s Marketplace better serves local advertisers by offering:
- Auction-based pricing
- Precise, user-submitted location and category
- Comprehensive segmentation
- Controls over price, volume, and quality
With Reply!’s Enhanced Clicks™, all you have to do is set a bid price and location. You pay NOTHING unless you actually win the bid for a particular click, and you are guaranteed to receive that traffic. Reply! already has the clicks, so your winning bid guarantees you get the traffic you’re looking for.
Google provides the traffic platform, and Reply.com is the conduit to making them a real solution for locally-targeted traffic. This makes Google more easily digestible for local advertisers. Reply.com also helps Google address a market that has otherwise been slow to bring their ad dollars online.
Reply.com optimizes locally-targeted advertisers’ online spend; major search engines do not. Reply.com built a platform that offers advertisers of all sizes Google-like capabilities, without keywords or text ads, while offering perfect geo-targeting. In five minutes, an advertiser can sign up and start receiving perfectly-targeted Enhanced Clicks™ or leads. Also, Reply! is the only company to help advertisers recover their investment by exchanging poorly-targeted traffic through an online, real-time exchange. The exchange empowers advertisers by giving them the ability to monetize unwanted traffic, recover wasted ad spend, and maximize ROI.
For more information on Google’s new Local Listing Ads, see Google Lures Local Advertisers by Subverting Its Own Search Policies and Google Creates A New, Simplified Ad Unit for Local Business.
Jul
20
Open Debate: Lead Gen Sucks? You Make it Better.
Posted by Brian Bowman, CMO, Reply.com
Filed Under Enhanced Clicks, Lead Generation, Lead Marketplace, Real Estate | 1 Comment
Today, we are running on Active Rain’s home page to ask Realtors, what they want to see in a lead generation program. We’ve been providing marketing services to real estate agents since 2001, and feedback from our network of thousands of real estate agents helps guide our product offerings. We offer a variety of marketing programs to meet the marketing needs of individual agents, and you have the opportunity to influence our lead generation products.
If you could control the manner in which you purchase leads, which features would you like to see? What would you change about your current lead generation programs?
- Lead-Buying Controls
- Pricing
- Geo-targeting
- Budget caps/lead volume controls
- Starting/stopping ad campaigns
- Cancellation policy
- Lead Quality Controls
- Contents of a lead (name, phone #, etc)
- Lead validation
- Credit policy
- Lead scoring/ratings
- User Interface Functionality
- Viewing & managing leads
- Reporting
- Customer Service & Account Management
We appreciate all feedback, and we look forward to hearing from you. Click on the links below to learn more about the suite of Reply! lead generation products.
Reply! Real Estate makes lead generation simple to use for even the busiest real estate professionals. Within 5 minutes you can set up your account and begin receiving leads. In 3 easy steps you can pick the areas in which you wish to receive leads, how many prospects you want to receive monthly, and you can even track, manage, and follow-up with all your contacts. You ONLY pay for valid leads, and you will always have 72 hours to return a lead with invalid contact information.
Realty Now is a great solution for part time agents who are new to lead generation. With this program, you can view all the leads in your area FREE of charge. You can pick only the leads you want to purchase. And best of all, you only pay for the leads that you pick!
Reply! Lead Marketplace: The Reply! Lead Marketplace is our newest product, and we place control in the hands of the Realtor. The Reply! Lead Marketplace system uses dynamic, auction-style pricing, which allows real estate professionals to choose the price they’re willing to pay for each type of lead. Learn about the additional controls at www.Reply.com.
You can check out the feedback “live” from real estate agents here.
May
21
Top Search Providers and top Ad Networks
Posted by Brian Bowman, CMO, Reply.com
Filed Under Ad Networks, Click Marketplace, Enhanced Clicks, Online Marketing, Search | Leave a Comment
According to Neilsen, these are the Top 10 Search Providers for April 2009 (US Only). Based on our internal online advertising experience, we have found that as we purchase ads from lower ranking sources, the quality decreases and bounce rate increases.
| RANK | Provider | Searches (000) | YOY Growth | %of all Searches |
|---|---|---|---|---|
| All Search | 8,608,488 | 4.40% | 100.00% | |
| 1 | Google Search | 5,510,366 | 7.80% | 64.00% |
| 2 | Yahoo! Search | 1,406,416 | -2.80% | 16.30% |
| 3 | MSN/Windows Live Search | 852,998 | 7.20% | 9.90% |
| 4 | AOL Search | 321,205 | -8.80% | 3.70% |
| 5 | Ask.com Search | 181,617 | 5.90% | 2.10% |
| 6 | My Web Search Search | 59,110 | 3.60% | 0.70% |
| 7 | Comcast Search | 45,338 | -1.80% | 0.50% |
| 8 | Yellow Pages Search | 37,160 | N/A* | 0.40% |
| 9 | NexTag Search | 22,845 | 3.90% | 0.30% |
| 10 | Dogpile.com Search | 17,010 | 3.10% | 0.20% |
Source: Nielsen MegaView Search
*A year-over-year comparison is not possible because of a definitional change to yellow Pages Search.
According to comScore’s April 2009 rankings, here is the list of top Ad Networks.
Niche Ad Networks Emerge for Audience-Specific Targeting
As ad networks have expanded reach, a new networks surface that are targeted to pyschographics or behavioral segements. The reach of these new ad networks are small by comparison to the above list but they are highly targeted which helps advertisers reduce wasted ad impressions.
- For example, Snap Shots Network, delivers ads to users of Snap.com’s Snap Shots. The network reached more than 18 million U.S. Internet users in March.
- Widgetbucks Network delivers contextually relevant ads through a widget, with a reach of 9.5 million.
- NeoEdge Game Network, delivers ads through games, had a reach of nearly 1 million.
- HispanoClick by Batanga (Hispanics)
- Indieclick (young influencers or “tastemakers”)
- The Heavy Men’s Network (men).
| Selected Niche Ad Networks March 2008 Total U.S. – Home/Work/University Locations Source: comScore Media Metrix |
Independent if you are buying PPC text-based advertising or display media via an Ad Network, targeting is critical. Reply! offers precise geo-targeted and category-specific Enhanced Clicks and also provides the added benefit of equalizing quality by running consumers through a two-click process. If you are actively enaged in purchasing advertising online, check out our solution, quality and conversion metrics. We would love to hear from you once you do.