Don’t be fooled. Yes, the snake oil hucksters that schlep keyword stuffing and link spamming are doomed, but their future was never very bright to begin with. If this is your strategy you’ll get nowhere, and if you’re paying for this then you’re wasting your money. If you’re charging someone for this, shame on you.

The core aspects of SEO, however, are needed more than ever. Google alone averages more than 200 million searches per day. With that much daily traffic, their view of your website matters. Do you really want to completely ignore the potential to earn traffic from them? Or worse, leave it entirely to chance? If you get one ten-thousandth of one percent of that (that’s 0.0001%), 200 people per day will see your site. Do that many people cross your doorstep each day? Does your phone ring that many times each day? Clearly there is an upside to paying attention to Google.

The traffic that your website receives can provide keen insight into what your target market thinks about your company. Whatever the goals of your company, your website can help you get there. Increasing sales, improving customer retention, reaching a new customer base, improving the return that you get on your AdWords spend… these are all achievable. As long as you are measuring your website’s traffic and can recognize trends, you can reach your goals.

Don’t misread the data. Yes search is changing, it has been since it started. It would be a mistake to infer that this makes SEO irrelevant. Quite the contrary, the changes that Google is making strengthen their search results, which gives people greater confidence in the answers they find through Google, which means that more people will be searching.

Optimizing your website for search is more important now than ever. Frankly, it’s irresponsible to think otherwise.

We custom build your site list into three separate blocks that are designed with a maximum of ten sites in each block. Your campaign is assigned its own campaign manager that has the ability to manually adjust sites per block after the campaign has started to fully optimize to achieve the best possible performance. After we developed Block by Block Reporting, we were able to track additional data very easily and split it out by blocks and verticals, making our reporting structure unique and valuable to our clients and to us.

Block by Block Reporting was designed to be transparent and make campaign reporting easy to access for our clients. It started out as an internal tool, but as we grew, it was realized that we could open it up for our clients to use directly, saving time and giving them more flexible reporting.

This feature is the third of many products we will introduce to the online market in 2009-2010. These products are what we have built our foundation on and moving forward you can look out for our network expansion in comScore.

Category: Display Advertising, CPC Expandable & IAB Standard Banners

Client Demographic for IAB Standard Banner: Adults that are Teachers

Client Demographic for CPC Expandable: Men & Women seeking
Educational Opportunities on the Non-Profit

Campaign Goals: To target one U.S. state and to increase traffic to their landing pages was a main goal for both campaigns. For the Standard Banners they wanted to drive teachers to their landing page to download supplemental materials on lesson planning and to order resource kits for their classes.

The CPC Expandable campaign wanted to drive traffic to their website for those seeking to find out more about an exhibit they were hosting, to show the exhibit locations and to help visitors find out more about what the non-profit does and how to help internationally.

Challenges: Getting the desired reach and conversions, as well as visitors to their landing pages with a limited budget.

Strategy: RMM and client decided together to run their campaigns through our network on a Run of Network. This would help them maximize their reach as well as work for their budget.

Results: The Standard Banners delivered over 1,211,800 impressions and had a CTR of 0.15 for their two and a half month campaign. A typical CTR for a standard banner campaign is 0.05 but for the CPC Expandable, in just one month they delivered approximately 800,000 impressions with a CTR of 0.75. Thus far, the CPC Expandable has proven for this client to provide five times what the CTR was for the standard banner campaign and the client is very happy with the results.