Fri 5 Feb 2010
Posted by Admin under In The Trenches, Latest Info, analytics, bounce rate, conversion funnel
Of all the metrics that I struggle and fight with, probably the easiest one I’ve found to correct is a high bounce rate. The reality of website design lies in the fact that many choices are made in page layout, color and image choice based on what the graphic designer or website owner like—not [...]
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Fri 22 Jan 2010
Posted by Admin under In The Trenches, Latest Info
I test a lot. Different ideas and techniques pour out of my brain; to be honest, some of them are utter crap. I learned the hard way not to take leaps without testing the takeoff and landing first.
One step that seems to be overlooked when people are starting to test their own websites is developing [...]
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Fri 15 Jan 2010
Posted by Admin under In The Trenches, Latest Info
Recently, my agency has been putting a lot of time and resources into the ad exchange space. For those of you paid search folks with SEM blinders on, let me elaborate because the opportunity here for those with paid search experience is about to open up tremendously in the next few years.
Ad exchanges are [...]
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Fri 8 Jan 2010
Posted by Admin under A/B testing, Google: Website Optimizer, In The Trenches, Latest Info, conversion, testing, web analytics
If you asked some of the best online marketers in the business what one piece of advice they can give you to help make your site better, stronger or more profitable, I bet most would say “test your pages, test your techniques, and test your theories.”
The one constant in search engine marketing is change. [...]
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Fri 18 Dec 2009
Posted by Admin under In The Trenches, Latest Info
Organizing your paid search keywords into the right ad groups can be a difficult task for even the best search engine marketers. Many times, a keyword may seem to naturally fall into multiple ad groups. The engines tell us the best practice is to not have the same keyword in different groups, because [...]
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Fri 11 Dec 2009
Posted by Admin under In The Trenches, Latest Info
Historically, in the SEM industry, one has mentioned landing pages in conjunction with Paid Advertising and other forms of controlled click traffic. SEO has always been a more nebulous and mysterious practice; and one page, optimized for a few keywords, could show for literally hundreds of different long-tail queries. The plan was to make this [...]
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Fri 4 Dec 2009
Posted by Admin under In The Trenches, Latest Info
Historically, paid search has had a major leg over the other online channels in terms of positive ROI performance. But why is that so? Mainly because of two reasons: high relevancy of ads to the user and a major technological efficiency in the actual media buying. Remember, ROI is not just how [...]
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Fri 20 Nov 2009
Posted by Admin under In The Trenches, Latest Info
Cyber Monday is one of the most important (if not the most important) day to paid search professionals in America, and I’ve got some great tips and tricks to share on how to make the most of it.
But first, I thought I’d share some history of the term I found at Wikipedia:
The term “Cyber Monday” [...]
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Fri 6 Nov 2009
Posted by Admin under In The Trenches, Latest Info
Pacing may be the most important task for the search marketer. Ending an account overspent means you might have blown through money the client just doesn’t have and you could be on the hook for the difference. Ending a campaign under budget can be worse based on the missed opportunity. I remember [...]
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Fri 23 Oct 2009
Posted by Admin under In The Trenches, Latest Info
Already its own specialty of digital marketing and now almost 50% of all online advertising budgets, paid search has fully grown into its own channel. A quick bit of research can quickly uncover a multitude of blogs, books, tools, companies, etc. all focused on the topic and within this channel, there’s even more fragmentation [...]
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Fri 9 Oct 2009
Posted by Admin under In The Trenches, Latest Info
I took a lot of notes at SMX Toronto earlier this year and posted them in this column as Golden Nuggets From SMX Search Analytics. Looking back at them now, the evidence undeniably reinforces my memory of how much I learned, and I’m glad to say that three days at SMX East this week was [...]
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Fri 25 Sep 2009
Posted by Admin under In The Trenches, Latest Info
I don’t know about you, but I’ve recently been hearing more and more buzz about the value of query mining to optimize your search campaigns. Take the following two reports, for example. Over 500 different, unique queries triggered a visit from an ad for “dog remedy” on broad match. Now, look at all of the [...]
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Fri 11 Sep 2009
Posted by Admin under In The Trenches, Latest Info
Recently, on the Inside AdSense blog, Google announced that it was opening up the Content Network to even more third party publishers and ad networks. I was surprised to see so little blowback from the online community as the title of the post, Getting the most revenue from every impression through AdSense, seems like it [...]
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Fri 28 Aug 2009
Posted by Admin under In The Trenches, Latest Info
A few years ago, I never would have been thinking about what Paid search wasn’t good for. Clicks were cheap, ROI was through the roof, and I was one of the biggest Paid Search evangelists out there. I attended an American Association of Advertising Agencies conference in 2007 where there was a session [...]
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Fri 7 Aug 2009
Posted by Admin under In The Trenches, Latest Info
Ah, what a summer! The initial concept of this In the Trenches column was to provide the day-to-day search engine marketer with tips, tricks, and news to make them better at their jobs. I have been wanting to do this Microsoft Excel series for over a year, so I thank again my editors [...]
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Fri 24 Jul 2009
Posted by Admin under In The Trenches, Latest Info
In the previous posts of this Excel series for Search Engine Marketers (Part 1, Part 2, Part 3, Part 4), I’ve shared various tips and tricks for the tool. However, today’s post is just going to cover pivot tables, as I feel they are such an important piece for online marketers to not just [...]
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Fri 10 Jul 2009
Posted by Admin under In The Trenches, Latest Info
I hope the previous post of this series (Part 1, Part 2, Part 3) have served you well. My goal was never to create an Excel manual for everyone, but rather to highlight specific tips and tricks to help out the search engine marketer who is toiling away in the tool hours every day.
Even [...]
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Fri 26 Jun 2009
Posted by Admin under In The Trenches, Latest Info
In this continuing series (part 1, part 2), I’ve shared some tips and tricks specifically for the search marketing professional using Microsoft Excel. The feedback has been great (thank you!), so I’m going to expand these posts to not just include tasks associated with SEM, but into a mini-Excel training course for search marketers [...]
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