San Diego based Media and Technology Company Sees 608% Growth in Three Years

San Diego, CA (August 24, 2010)–Digispace Solutions, an online performance-based advertising and technology company has been named one of the fastest growing privately held companies in America by Inc. Magazine.  Each year, the prestigious ranking consists of companies who contribute to outstanding achievements in their industry which set them apart and make them one of today’s entrepreneurial superstars. Digispace Solutions is proud to be among other Inc. 500 powerhouses like, Zappos.com, Go Daddy, Jamba Juice, and Oracle.

Digispace Solutions focuses on developing web based software and applications that track, report, and optimize all forms of advertising campaigns.  Originally known for its expertise in extremely targeted online media campaigns oriented towards highly profitable niches, Digispace also utilized their own proprietary web analytic software to instantly measure results and optimize their campaigns on the fly. 

“We’ve been using various systems in affiliate and internet marketing over the years and realized there were too many systems and inefficiencies in launching and managing just one campaign”, states Jose Rivera, part Founder and President of Digispace Solutions.  Amish Shah, part Founder and CEO mirrors this thinking and together Shah and Rivera pulled in their development team to design technology systems that automate the entire process of campaign development from launch to analytics.

The distinguished award will be published in the September issue of Inc. Magazine.  This editorial is seen as a pivotal financial trend report for America’s economy sought out by many top leading industry professionals.  The dynamic businesses that make up this year’s Inc. 500 list have a median revenue of $7.7 million, a median company age of 6 years, with a median three-year growth rate of 1,229.6% for 2009.

Digispace Solutions, LLC. is an online performance-based advertising and technology company focused on providing proprietary web technologies to power online advertising strategies and solutions.

70% of Advertisers Are Looking for a Better Way of Measuring and Tracking Their Online Marketing Efforts

Omniture, an online marketing and web analytics company, released an in-depth report reviewing current online marketing tactics and measurement tools for blogs, user generated content (UGC), social media, and display advertising.  The purpose of the study focuses on consumer behavior given today’s overwhelming online advertising landscape, as well as how marketers can quantify their online marketing campaigns.  The study is packed with great insight on where consumer habits are trending. What’s most interesting and highly sought after by any online marketer is how to quantify these tactics and what the best analytics tools are for this.

Current Web Analytic Tools and Trends

While traditional forms of advertising i.e., brand, image, display, have been widely used online since the Internet’s inception, new measurement tools are being looked at to bridge the gap between impression and click through.

Here’s a snapshot of the article we found most intriguing:

“More than any other time in the history of the Web, marketers are measuring a variety of metrics. On average, they use six metrics. Click-throughs account for the highest usage at 80 percent, followed by impressions at 62 percent.

Direct response-oriented metrics are becoming increasingly popular at 57 percent, particularly registrations and purchases. In addition, engagement mapping (also called purchase path measurement or attribution) is emerging as a metric – - it is the idea that you can attribute a consumer’s fulfillment to a previously viewed ad, even if they took not obvious action at that time.

This lingering awareness, or latent impression, results in the consumer clicking a second similar ad or returning to the Web to perform a search on the product. The principle is a new idea; it is happening in relation to Web analytics tools as a way to determine how display campaigns really affect consumer behavior on a particular site.

Marketers must expand their metrics horizon to consider out-of-box methods for measurement, such as using free tools for listening to buzz on other sites about your product or creatively leveraging search analytic tools you are already paying for to monitor how individuals change their search behavior, as an indicator that your advertising in the social media space is having a desired impact.”

Jupiter Research’s findings state 70 percent of advertisers want more accurate campaign measurement.

The Omniture report, collaborating with Jupiter and Forrester, goes on to introduce a newly formed metric: Engagement Mapping (also called Purchase Path Measurement or Attribution). This consists of the idea that as the advertiser, you can attribute a consumer’s fulfillment to a previously viewed ad, even if the action is not taken at that time. Simply, if the consumer sees an ad campaign targeted to where the demographic is searching, it will be highly likely that the consumer will run into that same ad campaign enough times – -  the end result being a response to purchase.

In today’s world of ad tools overload, there is an emerging need for an accurate, simple, and manageable web analytic software. Emily Riley, a senior analyst at Jupiter Research, sees that advertisers are only beginning to see the need for attribution. “The pivotal factor for success is to figure out the resulting behavior, then be able to reverse segment the user population based on whether they saw the campaign or not”.  For instance, tracking the impression and click through rates.  She goes on to say, “This will start to prove that those who are exposed to creative spending are more likely to convert over a period of time.”

Thus, serving the consumer ads that are relevant and targeted is key of course, but making sure that Advertisers can directly link the sales funnel through to purchase with more robust analytics tools is what’s on the mind of most advertisers.

For Digispace, an online performance based advertising company already providing web analytic software and optimization tools in the CPA and direct response segments, we believe we’ll crack this code too. Stay tuned!

Many factors come into place when looking to make a media buy, but the primary focus starts with budget, demographics, and what you’re marketing or selling.

Sure, if you had unlimited funds for unlimited campaigns you could just buy everything and look at the results later, but this is extremely inefficient and not result oriented.

The primary goal of media is targeting. Which vehicles target which demographics at what reach and at what price?

How to get here?

Start with research.  Your ads need to appear on the sites that your prospects like to visit. Once you’re clear on your demographics, we like to use these sites to start the research phase:

• Google Ad Planner – - This is an excellent tool that identifies media opportunities by demographic or by URL
• Magic Bullet System’s Demographic Tool – - Insert a URL of a site that is related to the offer your are going to promote to get specifics on who is visiting the site
• Compete  – - Very similar to Quantcast except broken down by keyword.  There is also a paid version where you can do more in depth analysis
• Alexa  – - Alexa is one of the original ratings sites providing free web traffic metrics, top sites lists, site demographics, hot urls, etc.

Once you get a decent read on what the research is telling you, create a media target list and dig deeper to start to indentify which of the sites provide the best returns.  This is a funnel process and by the time you’re down into the smallest part of the funnel, you should be looking at your most targeted sites based on your demographics with affordable rates.

How do you get affordable online media rates? 

Build relationships.  Media buying and planning is all about relationships.  A Media Rep is just as interested in selling you a successful buy as you are interested in executing on one.  You can work with your Media Rep to tell them what your goals are, how much you have to spend, what your campaign is about, etc.  Also ask your rep for recommendations.  At this point you are in your final phase of research and understanding how each of the media networks you’re most interested in will help you meet your end goals. And, don’t be afraid to negotiate rates – - media rates are based on negotiations too so once you get your initial rates, ask them how to get the best rates possible. There is always wiggle room here for the most part.

Finalize your research by creating a Media Buy Plan – - a spreadsheet listing all of your media channels, media rep contacts, website targets, ad size specs, and budgets. This puts your entire buy in one place for you to manage.

There are many different vehicles to use for paid online advertising.  Find the ones that work best based on these objectives and create a targeted media mix to run your campaigns.

Then, get your ad creatives and tracking together, launch, monitor closely for optimization, and Test, Test, Test! 

If you reach your break-even point then pause your campaign.

Be sure to start with remnant traffic when you are initially testing traffic out and gathering your metrics.

Also, start with at least two banners to rotate for each size.

Before signing an Insertion Order (IO) make sure you have the following terms in your contract.

- Remnant Traffic

- Net 30 Terms (if possible)

- Frequency Cap 1×24 with even delivery

- 24 hour out clause

- Billing based off of your reporting

-  US Traffic Only (Unless you are promoting a non-US offer)

 Contact Digispace Solutions for strategic consulting expertise for your nexts online media campaigns.

Pay per click (PPC) Advertising Tips for Online Advertising Campaigns

A ranking developed by Google, Quality Score is an algorithm that calculates how relevant your paid keywords are to the end-user you’re targeting.  Because of this, your Quality Score is just as important as your bid when it comes to where your ad will be positioned.

How does this really impact you? If two competitors have similar or equal bids, the higher Quality Score will earn a higher position.

Pretty important to understand right?

Here’s a few ways to analyze the data and create a plan to increase your Quality Score:

#1-Prioritize & Optimize

Review all of your current campaigns and sort based by:

- spend

- then > ad groups by spend

 -then > keywords by Quality Score.

In those top spending campaigns and ad groups, any keyword with a Quality Score below 7 should be the priority for Quality Score improvement.

#2-Coordinate Search Queries and Text Ads 

Since your Quality Score also factors in click-through-rates, the more you can refine your ad groups so that the keywords are highly relevant to the text ad copy, the better results you’ll see.

Make sure you have different ad groups set up based on how a user may search for your product.  If you’re selling beauty products, you wouldn’t want to have the keywords “anti-aging” and “mineral makeup” in one ad group.  You will want two separate ads to break out these products and target the ads specifically for people searching for these specific products. Hence, your ad copy and your ad groups should be aligned based on this type of user-search structure.

#3-Revise and Test Ad Creative

Now that your ad groups are aligned and organized, you need to make sure your copy is proving to be compelling and effective.  Persuasive and targeted copy is the most optimal way to get good click-through rates.

Take a look at all of your text ads now and analyze the current data.  Find your lowest performers by click-through-rate in your top Ad Groups (by spend).  Delete any non or poor performers and start to integrate and test copy that is stronger and even more persuasive.  Continue this exercise to weed out the under performers and gain higher Quality Scores.

#4-Eliminate Bad Keywords

Get rid of low performers. 

Take a look at the overall distribution of your Quality Score in your account.  If you see overall good performance, you don’t need a major overhaul.  However, this is all part of the vigilance needed in maintaining or increasing our Quality Score. 

Since your Quality Score also looks at historical click thru rate (CTR) on your keywords, you do need to review and  eliminate keywords and text ads that you see with historical low CTRs. These non-performers pull down your overall average and historical rates, which will impact your QS negatively.

Maintain and eliminate as necessary.

#5-Have an Effective and Relevant Landing Page

Your Landing Page can have a huge negative impact on your Quality Score if it’s not functioning, has irrelevant copy, broken links, etc.  If your Quality Score has been driven down, make sure to watch for the issues below and fix asap.  Because Google doesn’t look at landing pages as frequently, be patient, your improvements to your landing page will be soon be realized in a higher Quality Score.

-Pop-ups

-Landing pages that are “bait and switch” offers or that have very little to do with the ad or search query

-Very slow loading pages

Below are the factors you should have on your landing page to ensure a high Quality Score.

- Set up landing pages in Silo Structure

- Content MUST be relevant

- Have at least 5 pages of content

- Have a sitemap on your page: www.xml-sitemaps.com

And finally, include your business pages: Terms of Service, Privacy Policy,  Contact Us,  About Us

Digispace Solutions, is an online performance-based advertising and technology company focused on providing proprietary web technologies to power online advertising strategies and solutions.