The secret to conversion? Airplanes, obviously

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! Continue reading The secret to conversion? Airplanes, obviously

Persona marketing applied: PPC ad crafting vs landing page analysis

marketing personasPersona marketing, by definition, is the application of fictional psychological and/or demographic profiles to anyone that might use a site or product.  In online marketing, we’re blessed with possibly the best quality data available compared to the rest of the discipline, because we can often accurately profile anyone including prospects, clients, internal stakeholders – any visitor in fact.  When we narrow the scope of online marketing to paid search or “pay-per-click” we often need to strike a balance between traffic quality and quantity.  Persona marketing can help one of two ways, through the ads we craft to capture an audience, and the landing page we create to convert visitors. Continue reading Persona marketing applied: PPC ad crafting vs landing page analysis

Tried and true PPC trends you can take to the bank

At first, I thought it was curious that my paid search campaigns would show relatively consistent patterns on a monthly and yearly basis.  Trends that I blogged about before some 2 years ago, still hold true today while others have become even more obvious.  Needless to say, knowing about these trends gives you a significant leg up on the competition, and verifying which patterns exist for your industry is as easy as tuning your campaign reporting to historical dates in the past. Continue reading Tried and true PPC trends you can take to the bank

SES San Jose 2009: A look back at Day 1: from the perspective of a female newbie

Feeling fresh, alert and green coming off of EST and attending my first SES conference, I was met with a sluggish start to SES. This means low energy attendees, no freebies as was advertised from previous years’ attendees and worse of all, no brekkie! Even the coffee was weak. Those who needed more of a jolt had to make a trek to the Starbucks in the hotel next door or feed themselves with the $10 dollar fruit plate from the adjacent hotel. Continue reading SES San Jose 2009: A look back at Day 1: from the perspective of a female newbie

True Conversion and Return on Investment BS (ROIBS!)

One of the hardest tasks online marketers and web analysts face on a daily basis is proving true returns on marketing efforts, or even the opportunity costs or labor.  You may have a definitive set of criteria handed down by managerial or executive teams such as orders or return on ad spend (ROAS), but finding and reporting on those conversion points can be difficult.  What about businesses that don’t rely on conversions that occur online?  Better yet, do you have a vendor or partner that assures you the numbers are great even though accounting is ready to pull the plug?  What are the true conversion numbers? Continue reading True Conversion and Return on Investment BS (ROIBS!)

Interview with Tim Ash, SiteTuners’ Testing and Conversion Expert

Tim Ash, CEO of SiteTuners, Godfather of Conversion TestingAn introduction?  That could be tough, how can I possibly do justice to Tim Ash?  If you’ve seen this man talk at a conference or show before, you know the energy and charisma that comes off him is like a lightning bolt to the frontal cortex.  There’s a reason he’s usually got a solo act at every Search Engine Strategies show, if not two or three appearances.  SES San Jose next month will be no different, and with the news that he’s shared with me in this interview, his session should not be missed. Continue reading Interview with Tim Ash, SiteTuners’ Testing and Conversion Expert

Firefox 3.5 Preview, what it’ll mean for marketers

firefoxThere will be a new Firefox to grace desktops everywhere, maybe as a knee-jerk reaction to the increasing amount of outcry regarding Mozilla Firefox’s increasing bloatedness, increased awareness of Google Chrome, and Internet Explorer 8.

Whatever the case may be, there wasn’t necessarily anything broken with the browser, it just needed a few of the features both Google and Microsoft already employ.  What will these features mean for marketers?  Find out. Continue reading Firefox 3.5 Preview, what it’ll mean for marketers

Solid Online Marketing Tips for a Shaky Economy

richter-scaleWith all the talk lately about new and emerging technologies, social spheres, and potential easy wins in online marketing, it’s hard to decipher the signal from the noise.  A shaky economy doesn’t help matters, because many companies are moving to either increase short-term gains or foster long-term strategy and right the boat.  Fragmented advice is easy to come by, so I present to you one cohesive strategy of online marketing with a few tactical real-world examples of how you might implement change. Continue reading Solid Online Marketing Tips for a Shaky Economy

Google’s Search Based Keyword Tool: Finding Diamonds in the Long-tail

Google Adwords AddictIn marketing, vendor and partner transparency is king; more transparency equals better client relations.  In the online marketing world, there’s the tendency for vendor relations to languish or stagnate by maintaining the status quo. After watching Google as an advertising vendor for many years, they simply aren’t that kind of company.  With the web being what it is today, clients and agencies that use Google Adwords are very vocal about improvements they’d like to see made, including the improvement of transparency.  Google’s new Search Based Keyword Tool is one such improvement: more better. Continue reading Google’s Search Based Keyword Tool: Finding Diamonds in the Long-tail

SES Toronto Pre-Show Interview: Janice Hatch, Google

janice-hatch-photoContinuing my pre-show coverage of Search Engine Strategies Toronto, I have the privilege of introducing Janice Hatch of Google Canada.  Janice is scheduled to speak on Day 2 of the conference in a session called “Campaign Performance Tracking” and was nice enough to spare some time to answer a few questions that relate to Google Adwords and the future of search marketing. Continue reading SES Toronto Pre-Show Interview: Janice Hatch, Google