Righteous Marketing

Disclaimer: I am extremely anti-iPod (really it’s more anti-iTunes because of the DRM) and am the proud owner of a 1st gen, brown, Zune 30GB.

Ever since its introduction the Zune has been the subject of ridicule from most of the world because it was made by the ultimately uncool Microsoft. Many viewed the device as another Microsoft attempt to buy their way into a profitable market (mp3 players) and crush everyone in their path. Of course that wasn’t going to work since Apple had already achieved a Windows-like monopoly on the industry, but despite what most would consider a failure slow moving effort Microsoft has continued to update and launch new versions of the device.

Why Won’t Microsoft Just Give Up?

First, Microsoft is extremely well-funded thanks to Windows and their software. Therefore they can shrug off the hits like a heavyweight champ. Second, the Zune is actually a pretty damn good device. Most won’t remember this, but when the original Zune launched, Apple got a case of big-screen envy that really pushed the iPhone/iPod touch development up a notch. Watching video on my 1st gen Zune 30GB is still a very pleasant experience made all the more pleasant thanks to the price tag.

Now for the real reason the Zune won’t die (drumroll please) — the Xbox.

Yes, that’s right, the Xbox. Sony has fallen on its face with the PS3 and while the Wii has sold millions of units (I enjoy playing Wii as much as anyone), for serious gamers and techies, the Xbox is the gaming system of choice. Add in the Xbox Live feature and you have a pretty sweet gaming setup. If you doubt, just check out the recent numbers: 30 million Xbox 360s sold and 20 million Xbox Live subscribers. But how does that save the Zune? Say hello to the Zune HD.

Zune HD

The Zune HD, as described on Yahoo, will include a 3.3 inch OLED touchscreen, output in HD, HD radio receiver, built-in Wi-Fi, full-screen web browser and FULL INTEGRATION WITH XBOX. This isn’t just a sissy product tie-in. Xbox users will be able to stream Xbox Live content right onto their Zune HD. You may as well call it the Xbox handheld because that is effectively what you’ll have. Watch out Apple, the Zune will see your bet and is raising all in.

A few months ago people believed that Google would be immune from the recession. Not only has that been totally wrong, but Google has been taking various steps to increase their ad revenues (broadening broad match, putting ads in Google Finance and News, etc.) and keep investors happy. Yesterday Google took it to another level.

Get Expert Advice From Google

I came across this new offering at Search Engine Land, but didn’t believe them until I saw this screenshot. As you can see, the Google is offering expert advice on AdWords for new users in the US and Canada with a budget over $250/month.

As far as I can tell the service is being offered free of charge (typical Google style), but don’t mistake this for altruism. I’ve worked with Google optimization specialists and they are masters of creating tons of ad groups (all very tightly themed of course) with fairly generic ad copy (helps CTR) to “help” you get better traffic (read “spend more money with AdWords”). In the end Google just wants to get more of your money by helping you find more keywords, get more impressions, buy more clicks, and boost their revenues.

Are PPC Mgmt. Agencies in Trouble?

Some will try and make this seem like Google is cutting out PPC management agencies to line their pockets. While I recognize their argument, I’m not too worried. I’ve seen what Google optimization specialists crank out and it’s average at best. Good management agencies will continue to outperform this type of service. Your cousin doing PPC management in his mom’s basement? He might be in trouble. In the end this is just another “free service” to keep Google making bank.

Today Google AdWords announced a small change in their Search Query Performance report that will turn into a gold mine for long tail search terms. Let me explain.

Search Query Performance Reports

Since AdWords began offering this report I have always felt cheated. I would run the report and see the terms that triggered a lot of traffic (which were usually already keywords in my accounts) and then the mysterious line item titled “Other unique queries”. This line item usually included a majority of my conversions and had exceptionally high CTR, so I was understandably frustrated when I couldn’t view it.

What’s New?

Today’s post on the Google AdWords blog announces that Google has done away with the “Other unique queries” and will show all terms. This is made much easier with their new user interface (which I quite like actually) and gives the user greater insight into the exact search terms triggering ads and converting. No more hopping back and forth between your Google Analytics and AdWords account to add new keywords.

As a small caveat I would like to take partial credit for this announcement. It was just a couple weeks ago that I was telling a friendly Googler my frustration about this very thing and, Voila!, it’s fixed. Hey Google, if you’re listening, I’ve got more good ideas where that came from. You know my number (and probably a whole lot more).

Chris has a great blog and one of the few blogs I read regularly. However, as I sat down to write a blog for today I really came up blank. I know Chris has published numerous posts that give you ideas to post about, but I decided that I would just write a blog similar to many I’ve read on his blog. Two main steps are required:

• Bring up a good, thought-provoking topic
• End the post by asking people what they think about the thought-provoking topic

Here goes:

When Will MySpace Die?

For me MySpace died a couple of years ago when I left the network, canceled my account (no small feat by the way) and moved over to Facebook. I know a lot of friends who have followed a similar path and I know some who have stayed true to their first love MySpace. However, it got me thinking. MySpace is still a huge social network, especially in the US. Facebook, for all the positive press just recently passed them in US visits. While dead to me, MySpace is very much alive to millions of people.

Many people have discussed what happens to an individuals online identity after they die. Who has the right to cancel or take over accounts? Can you bequeath them to an heir? All good questions, but an even bigger question is, What do you do with a dead social network? The users won’t all disappear at once, but if MySpace goes belly up, what happens to the remaining users? The content? What do you think?

PS If you actually read this Chris, I would love to see your thoughts in the comments.

In a post yesterday on the Google AdWords blog, the GOOG announced they will adjust their US trademark policy to allow the use of trademarked terms in ad copy. Their reasoning was that too many ads are overly generic without the aid of the trademarked term.

But Which Trademarks?

My first question was “Which trademarked terms are allowed and which will still be off limits?” In typical Google fashion (cryptic to the point of being worthless) they published their updated US Trademark Policy, which didn’t clarify the matter at all. I am resigned to the fact that I’ll just have to start using trademarked terms to see what passes and what gets disapproved.

Lastly, if you’re reading between the lines you’ll see this is a move to improve revenue. Ads without trademarks are too generic (meaning they have low CTR), so Google (at the expense of trademark owners) will allow trademarked terms to help boost CTR (which makes Google more money). I guess after their disappointing Q1 they decided they needed to get drastic to keep the stock price up. It would be embarrassing to start looking like Microsoft with normal earnings reports.

As I was browsing the internet last week I came across a very normal occurrence (an ad for the upcoming Star Trek movie) that was unique as far as I can remember. This ad, which I have included below, was unique because it very clearly states “You Will Not Leave Yahoo!”




This type of ad has been around a long time, but this is the first time I remember the ad telling me that I would not be taken off-page if I wanted to see the movie clip. Of course I watched the clip without leaving Yahoo and last weekend I saw Star Trek (great casting, 4.5 out of 5 stars from me).

Are Advertisers Getting Smarter?

For many this may seem a trivial detail, so insignificant that it is the smallest font in the ad. However, I believe it shows that advertisers have wised up about user behavior.

• Users are increasingly blind to advertising in general which has led to more rich ad formats that actually deliver value (a movie clip) right in the ad.
• Users don’t trust advertisements because they don’t know where the click will lead. This ad resolves that fear by letting you know that you’ll stay within the safety of the Yahoo homepage.

Congratulations to the ad team that put this together. Keep it up (but don’t get carried away and think you can start putting email capture forms in ads).

Yesterday Hitwise released their latest data showing that Google has captured nearly 73% of search volume in the US. However, in China the big dog is Baidu. So if your business is looking to tap the Chinese consumer market for international sales, you might want to consider doing PPC with Baidu.

Baidu Basics

The first and most important thing to realize with Baidu is that there is no English interface for the site or PPC. If you want to do your PPC in English I recommend sticking with Google. Second, though Baidu looks eerily like a Google clone, they are still behind on the behind-the-scenes processes that make Google so easy to use. You can’t upload changes via CSV or even copy/paste. All changes must be made manually. This will really slow you down, but Baidu is very generous with support is one-to-one. Every advertiser has an account rep to help with bidding, setup, etc. (too bad Google doesn’t do that). Bidding is done in RMB.

For me the jury is still out on Baidu. I know the search engine catches a lot of flak for the amount of pirated content they serve in their results (it is China after all) and working only in Chinese makes it difficult for a lot of potential advertisers. However, with the size of the Chinese market and the dominant position Baidu occupies I will continue to investigate. Do I have any Baidu users reading today? I’d love to hear from you in the comments.

I am the proud owner of a version 1.0 Kindle. Yes, that’s right, the boxy-looking one with the square corners, the funny angled keyboard, and the too-big page turning buttons that lead to numerous accidental page turns. While I wish I had a 2.0 or a DX, I am still very happy with my purchase (the $50 off courtesy of Oprah didn’t hurt). I forked over the $309 for a couple reasons.

• First, I have moved a lot and will move a lot in the future and my humble book collection is a PITA to move. With a Kindle my library won’t add another pound.
• Secondly, I now can buy newly released books for just $9.99 (sometimes less) and get them delivered instantly. No trip to the book store. Instant gratification.
• Thirdly, out of copyright books by classical authors like Dickens, Dumas, Shelley, etc. are totally free. My classical collection has grown exponentially since I got a Kindle.
• Lastly, the mobility is fantastic. I can take all my books on a trip. I can instantly begin rereading one of my favorites.

Enemy #1: Publishers

Let me explain the experience that led me to this conclusion.

Dan Schawbel recently released a new book titled “Me 2.0: Build a Powerful Brand to Achieve Career Success”. Since Dan Schawbel is considered the go-to guy for Generation Y personal branding I figured it would be a good read that would be applicable to me (we’re pretty close in age). So I searched for the book on Amazon (on my Kindle of course) and couldn’t find the book. I then went to the web and discovered that the book was indeed available, but not for Kindle.

“Are you kidding me?”

This is a book for Generation Y, with 2.0 in the title, and it isn’t available for Kindle? I tweeted @DanSchawbel a couple times and dropped a hint on TechCrunch about the fact figuring he was responsible. However, Dan got in touch with me and informed me that while he had wanted it to happen, his publisher wouldn’t do it.

Why Not?

Dan didn’t answer this question because I’m sure he appreciates his publisher a lot. However, I don’t think it’s too hard to figure out. It’s all about the Benjamins. Kindle books sell for $9.99, the book goes for $16.95.

I know this sounds like a rant because it pretty much is. However, let me make my point very clearly: I will not buy this book until it is available on Kindle (and if you know Dan’s publisher, pass on the message).

Microsoft adCenter (their competitor to Google AdWords) is offering free testing on their adExcellence program (the equivalent of being AdWords certified) through May 31st to launch their new company-level accreditation. Companies can achieve this certification when they have 3 employees who pass the test. The test is regularly $50 and took me a little over an hour. When you’re about to take the test use this promotional code – companyadex.

I’ve been a certified adExcellence member since last year, which means I can put up this little image testifying to my accreditation.


I think that is enough horn tooting for today. Good luck on the test.