Fri 29 Jan 2010
Posted by Admin under Analyze This, Latest Info
An often-overlooked metric is the time taken from the first click on an ad to the final conversion of the keyword. That is, the total conversion time for a keyword in a given campaign. While this metric may seem relatively unimportant to ROI (for instance), it can help you understand your clients and also help [...]
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Fri 22 Jan 2010
Posted by Admin under Analyze This, How To: Analytics, Latest Info
If John F. Kennedy were an internet marketer, I think he would say, “Ask not what your marketing can do for your site. Ask what your site can do for your marketing.” Kennedy understood the idea of cause and effect in his original quote: that people make a nation effective, and not the [...]
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Fri 8 Jan 2010
Posted by Admin under Analyze This, Google: Analytics, Latest Info
It’s that time of year again. Well-meaning people all over the world are proclaiming that they will quit smoking, drink less, eat fewer bacon sandwiches and of course, make more of an effort to analyze the performance of their websites. I am afraid I can’t help anyone with the first three having repeatedly failed with [...]
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Fri 18 Dec 2009
Posted by Admin under Analyze This, Latest Info
In the first installment of this series I asserted that your SEO performance is suffering in proportion to how powerfully you are able to communicate the opportunity to executives. Winning the resources required to grow the channel requires a basic set of metrics. In the subsequent installments, I showed you how to use “Jedi” performance [...]
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Fri 11 Dec 2009
Posted by Admin under Analyze This, Google: Analytics, Latest Info
The Holy Grail for any self-respecting AdWords campaign manager must be confirmation that the ad positions they are targeting with their AdWords campaigns provide the best possible return on ad spend (RoAS). Having an answer (based on concrete data) when a client/boss/sales manager/curious business partner inevitably questions your carefully crafted position/bid strategy, is surely gold-dust [...]
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Fri 4 Dec 2009
Posted by Admin under Analyze This, Latest Info
Hour of day bidding, or dayparting, has been the topic of much discussion of late. Advertisers want to leverage every possible trend to maximize their profits, and one way to do this is to take advantage of search engines providing advertisers with the flexibility to run their campaigns with bidding by hour of day. With [...]
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Fri 27 Nov 2009
Posted by Admin under Analyze This, Google: Analytics, Latest Info
“Search is the world’s largest focus group.” A while ago, someone said this to me (I can’t remember who, but buy yourself an eclair if it’s you: you’ve earned it), and it struck me as pure brilliance. We tend to get so focused on the challenge of showing up in search results that we [...]
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Fri 20 Nov 2009
Posted by Admin under Analyze This, Latest Info
Powerful the force is in you! You’re overcoming resistance to your SEO efforts. But preparing for growth requires looking within. Learn how Keyword Reach and Page Yield metrics can help you set good baselines and direct your SEO campaigns for maximum effect.
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Fri 13 Nov 2009
Posted by Admin under Analyze This, Google: AdWords, Google: Analytics, Latest Info
As a search agency we see many different styles of PPC campaign design, from in-house teams, other agencies, and occasionally running across those from the search engines themselves. Broadly speaking, campaigns can fit into one of two categories:
Those heavy on keywords or phrases made up of low number of fairly generic terms (for the purpose [...]
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Fri 6 Nov 2009
Posted by Admin under Analyze This, Latest Info, SEM, Search Engine Marketing, keywords
A common way of managing a brand in paid search results is to bid all brand terms to the first position. While this strategy may seem correct from a brand management standpoint, it misses out on many of the nuances of search engine marketing(SEM). For one, many brand campaigns contain over a 1,000 brand variations, [...]
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Fri 30 Oct 2009
Posted by Admin under Analyze This, Latest Info, SEM Tools: Web Analytics, analytics, web analytics
Two rockstars have emerged in the web analytics field to date. We all know who they are: Eric Peterson has demystified analytics for us, while Avinash Kaushik has helped us take it one day, or dare I say, “an hour a day,” at a time. And one of them says web analytics is easy [...]
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Fri 23 Oct 2009
Posted by Admin under Analyze This, Latest Info
“These are not the droids you’re looking for…”
Ever wish you this kind of Obi-Wan, Jedi power to win the resources, funding, and support required for your SEO? Continuing from my last column, here are my three “Jedi Metrics” to effectively overcome organizational resistance towards SEO. Caution: The force is strong. Use it wisely!
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Fri 16 Oct 2009
Posted by Admin under Analyze This, Latest Info
Whether your site’s purpose is ecommerce, data capture, whitepaper download or something altogether different, it’s almost certain that there is some kind of action you want users to complete. Channelling as many of your prospects as possible to this action should be pretty high on your “list of stuff to do on the site.” First step, make sure you have some way of tracking these actions and that you know what your conversion rate is.
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Fri 9 Oct 2009
Posted by Admin under Analyze This, Latest Info, quality score
A question often posed by marketers is, “What is the relative importance of different factors Google uses to determine quality score (QS)?”. Some of the factors mentioned on the AdWords blog are:
Click through rate of the keyword and the matched ad
Account history
Landing page quality
Keyword/Ad Group relevance
The question for an advertiser then [...]
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Fri 2 Oct 2009
Posted by Admin under Analyze This, Latest Info
Did you know that there are a handful of simple reports you can check in Google Analytics to see if your search engine optimization guru (or Agency) is catching critical pieces of the SEO puzzle? Take quick a look to sniff out what might be missing in your SEO effort.
Uncovering technical SEO issues
Of course, the [...]
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Fri 25 Sep 2009
Posted by Admin under Analyze This, Latest Info
Winning the natural search game starts with winning resources. Learn how to get your organization to properly value natural search using cutting edge metrics that lead to much more powerful business conversations - and the growth your CEO is looking for. Who knows, you might also get a raise.
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Fri 25 Sep 2009
Posted by Admin under Analyze This, Latest Info
Our newest Search Engine Land column, Analyze This, launches today. Analyze This focuses on analytics and measurement, two crucial aspects of search marketing that are often overlooked or underused. Columnists write about measurement techniques, compare analytics software programs, discuss strategies for using data to improve results and more. The Analyze This column appears [...]
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