Jun 26 2008

Recognizing the Value Beyond the Click to Conversion

Category: conversion rate optimization,generalJon Davis

The Atlanta Interactive Marketing Association (AiMA) held their monthly meeting last night. The topic of the night: recognize the value of online marketing efforts beyond the simple click to conversion metrics that are so common in our industry. The truth of the matter is search is responsible for much more business than it gets credit for in traditional models, it’s extremely important as a branding tool and it can be used as a powerful tool to track offline marketing efforts.

For instance, when someone performs a search and finds a product they would like to purchase they may not necessarily purchase the product online, they may actually go to the store and buy the product but the search they performed online does not get credit for the sale. The importance of leveraging search engines for branding is also something that is very difficult to measure but has a major impact on how people view a company’s product. Seeing a company at the top of the search results creates a trust for the brand. Also, analyzing website statistics can be a great way to test whether or not an offline mailing, radio ad, TV commercial, etc. was effective at driving traffic to the site and increasing purchases.

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Jun 19 2008

Not so Dynamic Insertion

Category: general,pay-per-click advertisingJon Davis

The dynamic keyword insertion tool for adwords is a great tool for managing large amounts of diverse keywords within an adgroup. For those of you who are not familiar the keyword insertion tool allows you to place a code combined with a generic keyword into your ads. This combination results in the actual keyword the searcher was searching for appearing in the ad. This has been proven to help with click-through-rates because searchers respond more to seeing the exact phrase or word that they typed in.

So, say you sell sporting goods and have targeted the keywords “soccer balls”, “footballs” and “golf balls”. An example of the way you would write your ad using dynamic insertion would be:
Title: {Keyword:Sport}
Description line #1: {Keyword:Sport} for Sale
Description line #2: Name Brands at Great Prices

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Jun 04 2008

In-Demand Content and Top Search Engine Placement

Category: general,organic seo,social mediaTom Shivers

Part 1: User-Generated Content

The seminar was coming to a close and the speaker opened the mic to the crowd of about 200 for questions. The questions were excellent, forcing the presenter to clarify his point as it related to specific situations, and uncovering details that were touched on from a high level. No one left their seat as questions kept coming, and then the moderator abruptly ended one of the best Q&A sessions I’ve experienced.

That speaker has what most business websites lack: in-demand content.

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