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Showing posts from February, 2012

I found that most people don’t really know how to properly plan their site?????

Your website is usually the first thing people look at. The right approach to planning a great website is to work backwards, by answering the following 5 questions:

 1. How will you get people to your website? 

More specifically, what marketing techniques will you be using to attract your target audience? Is it search engine optimization? Pay-per-click advertising? Social media? PR? This step is very important, as it often answers many of the questions below. Tip: Calculate which marketing technique works best for your site, by figuring out which has the lowest cost-per-acquisition (how much you spent on getting a customer).

 2. Who will be coming to the site?

 Your website needs to take all kinds of visitors by the hand and help them find what they are looking for. Within a few seconds of getting to your site, a visitor needs to know what to do next. Do they need to sign up? Should they click a link to learn more? Once you determine what visitors are coming, you’ll be able to determine w…

Best Way to Focus Your PPC Analysis & Optimization

Here’s a list of metrics that a PPC manager may need to monitor in order to maintain their campaign: Impressions Clicks Click-through rate Cost-per-click Cost-per-thousand-impressions Average position Conv. (1-per-click) Conv. (Many-per-click) Cost-per-conversion (1-per-click) Cost-per-conversions (Many-per-click) View-through conversions Conversion rate (1-per-click) Conversion rate (Many-per-click) Impression share Exact match impression share Impression share lost (budget) Impression share lost (rankings) Relative click-through rate Phone impressions Phone calls Phone-through rate Phone cost Call duration Call time Average cost-per-call Revenue Return on investment Profit margin Average order value Lifetime value Bounce rate Pages-per-visit Time on site % of new visits % of return visits Revenue per click Revenue per impression Val…

Watch Out! Ten Interview Questions Designed To Trick You

1. Why have you been out of work so long, and how many others were laid off?
It is a matter for your hiring manager to know whether you are fired for the part of budget cuts or for any wrong-doings you committed. Most of the interviewers find this question as more tricky to know facts without putting a direct question. According to Kennedy, it is better not to reveal the reason but also you have to tell them you were working better than their pay package.
2. If employed, how do you manage time for interviews?
This is probably to find out how you deal with your current work and of course, your sincerity to the work you do. If you are attending an interview on your working days, they would be thinking it will be happening to their firm, if you are hired. You should avoid telling that you’re taking sick leaves for attending interviews. It is better to tell them that you are making use of your personal time, not working hours. Also tell them clearly, you attend interviews that can matc…

Google Shutting Down Hosted AdSense......

Google is emailing participants in its hosted AdSense for Domains (AFD) today to inform them that the sometimes-controversial program is headed for closure in mid-April. The change will only affect domains that Google hosted. “After evaluating the benefits of our partner network, we’ve decided to retire the Hosted domains product within AdSense,” Google wrote in the email. “Going forward, undeveloped domains will only be served through our existing AdSense for Domains distribution network.” Google linked to a migration guide on its site (some links from which are not currently functioning), which advises that hosted domain AdSense participants move their sites to other third-party domain parking providers, such as DomainSponsor or Sedo, which already have relationships with Google to serve ads. After April 18, Hosted domains will become inactive and owners will no longer be able to earn from them. On July 27, AdSense users will no longer be able to see the Hosted domains in their a…

Google analytics lack to become an enteRprise tool.

Google Analytics is an especially good tool for measuring acqusition, sine it has a Google Adwords integration.

I work with global companies daily and these are the main points that GA lack to become an enteRprise tool.

1. Access customization. Large enterprises does not accept equal access to all their site data.
2. Downloads and offsite links. Large enterprises have 100s of different files per site which they do not want to tag up manually. Likewise they have many offsite links.
3. Cross domain tracking. When you have 25 - 75 domains across Europe, you do not want to tag up every link between these to get cross domain traffic and even so not get Real cross domain tracking. Roll up profiles do not work properly with GA.
4. Visitor segmentation and analytics. Creating groups of visitors based on cookie IDs and behavior is not possible. Large enterprises need to divide their users into groups, in order to identify group behavior. They need to build reports to see how these groups behav…

Google- Analytics -Cookie -Infographic

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Before I began working in PPC my favorite cookie was chocolate chip. Although I still find them incredibly delicious, these cookies don’t provide the insight of my new favorite type: the Google Analytics cookie. Analytics uses cookies to define user sessions, and provide invaluable information about people who visit your site.

Attachmedia has created an infographic that describes each of the parameters generated by the Analytics cookies. It’s a useful guide to understanding all the ingredients that go into a GA cookie.

Our Guide To Google Analytics IQ Testing: C is for Cookie

Cookie Monster has said on numerous occasions that C is for cookie and that’s good enough for him. But as Internet marketers, we know that cookies are so much more than that! As a matter of fact, they are one of the most important concepts covered in the Google Analytics IQ Test and you have to understand them if you want to pass the test. Fortunately, cookies are also one of the easiest concepts in the test to learn about and understand.

In order to pass the Google Analytics IQ Test, you need to score at least an 80%. There are a total of 70 questions on the exam, so you need to correctly answer at least 56 questions. Based on what I’ve personally observed, you can expect that about 15% of any given exam will pertain to cookies, so it’s worth spending some extra time studying them. I’ve organized the rest of this post into two sections: what you need to know about cookies and what you can expect on the exam.
What You Need To Know About Cookies

Google Analytics generates data about us…

Analyst: Facebook Will Make $1.2 Billion Annually From Mobile Ads............

No, Facebook is not advertising yet on mobile devices. Yes, that hasn’t stopped people from speculating on what it will mean when it does. The latest: an estimate of how much the social network stands to make from mobile advertising: more than $1.2 billion a year in the U.S. and its five biggest markets in Europe — the UK, France, Germany, Italy and Spain.

The numbers come from UK-based analyst firm Mobile Squared, which has worked out that Facebook will be making an average revenue per mobile user of around $6.50 per year — some $2 more than Facebook currently makes per users online, using figures supplied in its S-1 earlier this month. The caveat here is that the modelling appears to be hinged on mobile display-style ads, while in truth it’s not known what Facebook will do when it comes to formats; and several reports have pointed to them first opting for something altogether different — sponsored stories.

This is how Nick Lane, chief strategy analyst, arrived at these figures:

He e…

Be Careful Using AdWords for Keyword Research

THE IMPORTANT LESSON: Running discovery-focused searches in AdWords may not show you all the valuable/high-volume keyword phrases connected to a word/phrase.

There are a few ways to address this challenge:

If you have the budget, my top recommendation is to buy a few, very broad keywords in AdWords, send them to a relevant landing page on your site, but realize you probably will lose money on the campaign. The goal isn't conversions, but rather to learn by watching the keyword terms/phrases for which you get impressions. This is also great conversion-testing if you have the budget to invest, but even a week or two of data can be highly valuable for future keyword targeting.
When searching in AdWords, start broad, and then enter narrower queries and note the new phrases that come up. Make sure to use exact match, and be diligent in testing variations. Google only lies through omission.
The relative numbers of searches aren't perfect (as you can see above), but they …

Interview With MDC Magazine

Earlier this month I was interviewed by Mike Filsaime of Marketingdotcom.com about social media marketing. Below are my answers to Mike’s questions.

1) What should an online marketer’s primary goal be when utilizing social media?

In establishing a primary goal for social media, marketers first need to define what they are trying to accomplish via social media marketing; e.g. increase the number of Twitter followers, increase the number of Facebook fans, or drive traffic to a webpage.

One of the advantages of using social media as a marketing tool is that it can be used for a variety of marketing initiatives, such as: brand awareness, brand reputation management, new business generation, customer support, specific product/service launch campaigns, and improving SEO.

2) What, in your opinion, is the most effective way for online marketers to use social media?

Social media marketing is, at its heart, a way for companies to communicate with their audience, listen to what they are saying,…

How Carnival Cruise Lines Use Social Media

Really good interview with Stephanie Leavitt of Carnival Cruise Lines over at eMarketer. In the interview, Stephanie spoke about Carnival’s social media campaign for its newest ship, the Magic, and the kinds of marketing that resonate with Carnival’s Facebook fans. Here are some of the highlights from the interview.

eMarketer: What is your social media strategy for 2011?

Stephanie Leavitt: Social media is now a big component of our overall marketing strategy. We try to embed a little bit of social media in pretty much everything that we do. Our goal is to help educate consumers on the value of cruising, and specifically, we’re trying to use social media to better connect with first-time cruisers—people who have never cruised before.

DW: I harp on this a lot, but social media is not a stand-alone marketing channel. It needs to be incorporated into everything you do.

eMarketer: What lessons have you learned so far from using Facebook?

Leavitt: Our biggest lesson learned is that …

How Burt’s Bees Uses Social Media

Good interview with Melissa Sowry, Content and Social Media Manager for Burt’s Bees recently on eMarketer, in which Melissa spoke about how Burt’s Bees uses social media to create buzz about its products, especially Facebook. Burt’s Bees have been able to grow their Facebook fan base from 98,000 to more than 370,000.

Here are some excerpts from that interview:

eMarketer: What drives online word-of-mouth for your brand?

Sowry: Beauty is a category where people take recommendations from their friends and talk about what’s new. They also look to experts for suggestions. For example, if we get a placement in Marie Claire or Lucky where they’re raving about the new tinted lip balm, we might share the link to the page.

We also find fans of the brand are recommending products to one another in this space. That’s the normal activity that takes place around beauty products. It’s mostly women talking to other women and finding out what works, but it’s taking place online in social media venues.…

TEN Rules For Social Media Optimization Revisited

1. Increase Your Linkability-

This is the first and most important priority for websites. Many sites are “static” – meaning they are rarely updated and used simply for a storefront. To optimize a site for social media, we need to increase the linkability of the content. Adding a blog is a great step, however there are many other ways such as creating white papers and thought pieces, or even simply aggregating content that exists elsewhere into a useful format.

2.Make Tagging and Bookmarking Easy-

Adding content features like quick buttons to “add to del.icio.us” are one way to make the process of tagging pages easier, but we go beyond this, making sure pages include a list of relevant tags, suggested notes for a link (which come up automatically when you go to tag a site), and making sure to tag our pages first on popular social bookmarking sites (including more than just the homepage).

3. Reward Inbound Links -


Often used as a barometer for success of a blog (as well as a website), in…

Interview With Kris Narayanan, VP Digital Marketing At Samsung

Ready good interview by eMarketer’s Kimberly Maul of Kris Narayanan, vice president of digital marketing at Samsung. Narayanan oversees Samsung’s paid, earned and owned social media programs and had some interesting comments on how the consumer electronics giant uses social media, how social media ads have performed so far and what trends he sees in the marketplace.

eMarketer: What does Samsung focus on with the paid, owned and earned aspects of its social media program?

Kris Narayanan: For paid social media, the focus is roughly the same as is in regular media—it’s about driving effectiveness and it’s about enhancing our learning. For owned media, which extends well beyond social networks, it’s about driving the best content and news to our consumers and to our fans on a timely and relevant basis. And for earned media, it’s about conversations and listening.

eMarketer: When it comes to social media budgets, do you see an increase compared to last year?

Narayanan: The simple answer is…

Google AdWords Display Ad Builder Made Even Easier

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Google’s Display Network can be a great place to generate some additional traffic, leads, and branded exposure. While text ads go a long way in garnering attention, sometimes an image ad can grab searchers’ attention more quickly, especially considering the fact that you can tailor your image ads specifically to match a page’s content. Think about your own experience as a Web surfer. Sure you read text ads, but sometimes an image will catch the corner of your eye much more quickly and effectively.

Image ads, however, may seem out of your reach if you don’t have a dedicated graphic designer, or the means to contract one, but this doesn’t need to be the case. Google has made it easy for you to build your own image ads very simply in AdWords’ Display Ad builder feature. I wanted to draw your attention to it today because I feel like this tool hasn’t gotten enough attention here on PPC Hero, and it could be a very valuable resource to you in expanding your accounts.

Last year, Jen wrote a…

13 Popular PPC Campaign Tactics That May Ruin You

PPC Campaign tactics are those things account managers do at the campaign level to increase performance. This list is 13 very common tactics PPC managers use to optimize at the campaign level. Sometimes they work, but sometimes they can tank an account and leave you with some explaining to do.



1. Rest on the Laurels of Your Top Pay Per Click (PPC) Campaigns

It’s easy to always focus on your top performers. Always expanding them, counting on their conversions each month. But what happens when that one trusty campaign starts underperforming, or worse, the client asks you to shut it off because the leads it is generating convert more poorly than other PPC campaigns?



2. Create Super-Granular PPC Campaigns

I’m a nerd. I love structure. I love super tightly themed ad groups with 3-6 keywords. And I prefer campaigns to be so granular that I can target each state with specific messaging that will make my ads look like rock stars yelling to the crowd, “we love you Austin!” Only, if you do that…