Internet Businesses in Vietnam

Internet businesses in Vietnam is at growth phase, some businesses are decade old such as, but most are very new such as travel portals, ecommerce portals.

Online businesses succeed only with a strong revenue/business model that creates a genuine value to the consumer/user by making a strong impact in reducing the demand and supply gap in the industry.

Online businesses cannot grow just on advertising revenue that relies on worthiness of their website content. Neither it can grow by generating traffic and selling their webspace.

I am a regular reader of the latest happenings on online world, both in Vietnam and world wide. digitaltrends and Vnexpress are some of the sources that provide up to date information on the latest news on Vietnam Online Industry.

Recently you could read about companies getting funds from various VCs for their businesses. This is the time where everyone and their mom and pop are looking to start a online businesses. We need to wait and see how many sustain and how many fall back

SEM & PPC Campaigns – Analysis & Reporting is the Key to Effective Management

There are lot of companies such as Pinstorm, Group M & other agencies managing Search Engine Marketing Campaigns on Google AdWordsOverture, MSN Ad center & other smaller PPC Engines.

The Key to effective management is strong reporting and use of analytical methods to mine history data and generate reports that can effectively help in better improving campaigns.

Analysis using excel is good enough for most campaigns by using built in excel features such as Pivot Table, V-look up etc.

The main benefits of analysis can be very interesting such as getting an insight into the user behaviour and their nature. For instance suppose your analysis shows that your brand term generates most clicks then your offline marketing is helping to generate more online visitors.

Also it can show that some set of keywords on your AdWords Accounts have more conversions or clicks from your content target ted campaigns. Then you could approach websites that have similar theme to these keywords for online display advertising, since you are confident of receiving quality traffic.

Similarly by digging into the keywords in your accounts & campaigns and analyzing your inferences can benefit other forms of advertising/marketing.

Yahoo Search Marketing in India

Yahoo Search Marketing is very new in India after it parted ways with MSN in sometime June 2006

Yahoo launched its Ad program In India with new Interface for Advertisers to manage their campaigns and track/monitor results performance.

The Main features of YSM are:

1) Users add mainly Ads in YSM not keywords. This means that campaign is sorted by Text Ads

2) There is Advance Match (similar to broad/exact/phrase match in Adwords) & Content Match for every Text Ad.

3) Set Maximum position 1 for all Ads, this would automatically increase your CPC to give your Ad #1 on search results

4) Gives our your competitor bids and Top 3 bidders for your keyword

5) Generate daily, monthly, weekly reports on keyword performance.

6) Campaign Settings, Activate/Deactivate Campaign, Url, Category of Campaign.

7) Billing Report on predefined this month & last month stats.

The above are the main features on the YSM system. For more latest info you could visit the YSM blog

My personal opinion is that a company that is looking to compete with Google has to come with a system that is comparable by benefits & features vis-a-vis competitors.

As an Google Adwords user the main things that are visibly lacking in the system which catches your attention are:

1) No Conversion Tracking. How does yahoo justify users expenditure on their network without being able to track campaign effectiveness. This shows Yahoo is concerned about earning their revenue more than caring about users money.

2) No Advance Keyword/Ad Text editing. You cannot track down poor performing keywords & remove them. Similarly Text Ads.

3) No place for Image Ads. With content targeting options, having a Image targeting is a necessary feature.

4) No way to generate customized reporting tool. There is only a standard reports that can be generated.

5) If there are more than 1 campaign then there is no provision to find cumulative costs, clicks, bills etc..

6) There is a need to create an Ad every time your add a new keyword. This increases the time of the advertiser.

These are main features that are clearly visible in the account and definitely not helping the advertisers.