February 2010 search marketing news in review
Feb 26, 2010 PPC Basics, SEO, Social Media, web analytics
This February, I’m going to start a new recurring monthly post of recent news and events in the search marketing industry. These are a collection of links to articles that I’ve collected over the month that I think are valuable resources to online marketing and can range from paid search, to SEO, to analytics, and social media.
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Tags: avinash kaushik, bryan eisenberg, craig danuloff, david szetela, manoj jasra, nick shin, rebecca lieb
PPC-Advice.com Best Posts of 2009
Dec 21, 2009 New Technology, PPC Basics, SEO, Social Media
It’s that time of year again. Time to look back at the last twelve months and reflect on what was a roller coaster year on PPC-Advice.com. There were good times and there were bad, there were times a few articles were stumbled and dug, and some articles that just plain sucked. Before we ring in the new year, and possibly a new site (OMG teaser…) let’s go over a few of my favorite posts, a few of your favorite posts, and a few odd-ball articles you may want to revisit.
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Persona marketing applied: PPC ad crafting vs landing page analysis
Dec 1, 2009 Landing Pages, PPC Basics
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Persona 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.
Tags: customer insight, landing page persona, multivariate testing, persona marketing, ppc ad persona, visitor profiling
Lazy Search Marketers, Prepare to be Called out!
Sep 28, 2009 PPC Basics, SEO
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Here’s a quick quiz: what are the easiest keywords to win in both SEO and paid search campaigns? What are the toughest keywords to win in SEO and the most expensive to buy in PPC? This isn’t a trick question and the answers are obvious: your company’s or client’s brand name keywords should always be the easiest to win, and the two or three keyword generic phrases are always the toughest. So why do some SEO’s and PPC campaign managers think last click attribution should give them unearned credit on brand names? Could it be laziness?
Tags: brand keywords, brand name keywords, last click attribution, pay per click advertising, SEO
Day 2: No longer a newbie, still a female and keeping her clothes on
Aug 12, 2009 Economics, PPC Basics, SES Tour
Having gone down the rabbit hole last night as well, I wasn’t surprised the first session was a bit of a snoozer in terms of attendance. Even with a promising session title: “Igniting Viral Campaigns: From Links to Generated Content”, the absenteeism was sharply felt, just like the fricking cold air cutting through the entire venue. Good thing I picked up an “I’m with Stupid” Shirt from StupidSEO.com to keep from slipping into hypothermia.
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Tags: beginner sem, beginner seo, google keynote fail, ses san jose 2009, stupid seo t-shirt
SES San Jose 2009: A look back at Day 1: from the perspective of a female newbie
Aug 11, 2009 Analytics Tools, Landing Pages, New Technology, PPC Basics, SEO, Webmaster Tips
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.
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Tags: fundamental seo, online marketing, ses san jose 2009, sex toys
True Conversion and Return on Investment BS (ROIBS!)
Jul 27, 2009 Analytics Tools, Landing Pages, PPC Basics
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?
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Tags: micro conversions, roas, ROI bullshit, top gear, true conversion
Solid Online Marketing Tips for a Shaky Economy
Jun 25, 2009 Bing, Economics, Google Analytics, Landing Pages, New Technology, PPC Basics, SEO, Social Media, Webmaster Tips
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With 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.
Tags: digital media, online marketing tips, paid search, shaky economy, smooze, social media optimization, twitter
SES Toronto Pre-Show Interview: Janice Hatch, Google
May 5, 2009 Economics, Google Adwords, Google Analytics, Landing Pages, Mobile, PPC Basics, SES Tour
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Continuing 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.
Tags: ad writing tips, google adwords platform, Google Analytics, google canada, google market share, mobile advertising, search engine strategies
SES Toronto Pre-Show Interview: Julie Batten, Klick Communications
Apr 22, 2009 Google Adwords, Mobile, PPC Basics, SEO, SES Tour
In response to my coverage of previous Search Engine Strategies events last year, the organizers of the show reached out to ask me if I would interview a few of the speakers this year. In the first of what I hope will be a three-part series of interviews, I sat down with Julie Batten, SES Toronto speaker and eMarketing Manager at Klick Communications for a little Q&A on a range of topics affecting our industry.
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Tags: campaign attribution, digital strategy, julie batten, klick communications, mobile search, search engine strategies, SEO, ses toronto
