Before you let the news about Google’s new Instant Search function cause you to run through the SEO streets screaming, “the sky is falling!”, make sure you know the facts. The blogosphere is buzzing with fear-mongering and paranoia about what Google Instant Search means for SEO and internet marketing, but not all information is created equal. Here are some common misconceptions regarding Google’s latest entry in the search world. Read More »
When planning an internet marketing strategy it is imperative that you realistically budget your time and money for needed resources. All too often, one crucial aspect of an online promotion plan is dangerously overlooked: measurement analytics. It doesn’t matter how much or how long you spend on any given internet marketing tactic; without the proper analytics in place, it’s all for naught.
Don’t worry, though – if you’ve never set up analytics tracking for your website it’s never too late to get started. There are tons of great paid and free services out there but the best place to start is with Google Analytics. It’s free and easy to set up, making it an excellent choice for the first-time analytics user. Read on to learn about the five most important metrics for your business that you’ll find in Google Analytics. Read More »
What Is Retargeting?:
Retargeting, or as Google Adwords calls it, Remarketing, is an effective means of delivering a display ad to people who have visited your site and completed, or not completed, a particular action.
For example, a simple use of retargeting would be to serve a display ad to someone who has visited your website but not signed up for a free trial (if you offer one). A more sophisticated use of retargeting would be serving a display ad to someone who made it partially through your shopping cart process but did not complete the purchase. In the latter case you could be very sophisticated and granular and serve a display ad for the very product the visitor ALMOST purchased but did not.
You can read more about how to set up a remarketing campaign by reading this previous blog titled: “Remarketing – Don’t Let Visitors Escape So Easily”.
Shock & Awe?:
Retargeting/remarketing is a very powerful concept in current-day display advertising because visitors to your website can be reminded of your company and its products and services for days, sometimes weeks, after initially visiting your website, even when they are visiting other websites at a later time that have nothing to do with your company, its products or its services. You can imagine how powerful this can be. Your display ad can essentially follow visitors to your website all around the internet reminding them about who your company is and what it has to offer.
Regardless of the effectiveness of this new kind of display advertising, you and others within your company have to be prepared for the shock & awe that will result once your ad starts to appear in various sites around the web. Read More »
What’s a good bounce rate?:
As it relates to pay per click search engine marketing (PPC SEM), if you’re wondering what a good bounce rate should be, or if you’re concerned that your bounce rate is too high, then you’re paying too much attention to the wrong metric.
Why Is Bounce Rate The Wrong PPC Metric To Monitor:
First, bounce rates vary wildly from website to website. So there’s no such thing as a “good” or a “bad” bounce rate. Secondly, bounce rate is a reflection of the number of people who visited your website and then left within a short period of time. From a PPC point of view, that data is better reflected in several other more important monitoring metrics. Read More »
Have You Noticed Lately?:
Have you noticed that the goal data in Google Analytics is different (often, very different) than the conversion data in Google Adwords? That’s because Google Analytics is a free product. As such it is not supported like Google Adwords, nor is it anywhere near as sophisticated as Google Adwords.
Google Analytics is good for getting a handle on trends, but should not be relied upon when trying to be accurate in counting goals and conversions.
Google Adwords, on the other hand, is the reporting mechanism that paying customers rely on, and is much more accurate and sophisticated than Google Analytics.
Relying only on Google Analytics will lead to incorrect conclusions and disastrous results. Read More »
The Emperor’s New Clothes:
I know the following is a likely to be an unpopular point of view among advertising agencies and other pay per click (PPC) advertising professionals, but it’s time to reveal that “the Emperor has no clothes!” Read More »
Ready, Fire, Aim:
I find that many companies jump into Adwords and other PPC efforts without knowing what metrics they must hit to achieve a positive return on investment (ROI). They then become disappointed, confused, and worse, don’t know what to do to generate a positive ROI. If this sounds like you or your company, then you need to think about two things. First, how do you calculate the Adwords metrics you need achieve for a positive ROI, and second, can you get there? Read More »