I thought about starting this post with a comparison of how Canadian industry is faring better than our neighbors in the United States and across the pond in Europe, but I didn’t want to rub more salt in the wound after a stellar Olympic Men’s Hockey Gold medal win. After all, we need something to hold on to because we Canadians have a whack of challenges when it comes to search engine optimization and pay per click marketing. That’s why I love a show like SES Toronto: you get all the Canadian online marketing experts in one place for a show that’s big on practical advice and attendee satisfaction. Read more…
Last month Google released their long anticipated mixed campaign attribution reporting. The reporting functionality goes by several names depending who you’re talking to (or which search engine), but the Adwords team dubbed the new reporting “Search Funnels“. What’s great about this increased transparency? For one, it puts the speculation to rest about the value of those dog campaigns you keep around for branding purposes. Guess what? All those campaigns with zero conversions actually do contribute to assisting other campaigns, and now you can prove it! Read more…
WordStream today announced a strong addition to their online marketing research and content creation products with the release of “WordStream for SEO”. Dubbed “keyword research on steroids,” WordStream for SEO is an advanced toolset of more traditional keyword research tools prompting discovery through suggestions, but also additional keyword analytics, organization and content authoring tools such as the Blog SEO plugin for FireFox. Read more…
Last week I was extremely fortunate to attend eMetrics Toronto 2010, which ran in parallel with SMX. Unfortunately, I had to make a choice: stick with my bread and butter online marketing peeps, or challenge my left brain and get analytical. Thankfully, my coworker Lisa Davis was joining me for the conference and wanted to attend SMX (her SMX review), so my fate was clear. Although I wrote up a fairly detailed review of eMetrics on my other blog, Analytics-Advice.com, there was one presentation that really stood out from the rest that incorporated strong correlations between analytics and marketing.
Conversion is something that’s talked about a lot, by experts such as Bryan Eisenberg, Tim Ash, Avinash Kaushik, and many others. Very few give real-world examples of how conversion is improved over time with proven methodologies that are measurable and repeatable. If you’ve dabbled in A/B or multivariate testing, you may not think airplanes have a lot to do with your conversion rate, but they do! Read more…
