In the complex world of media mix analysis it’s important to have a trustworthy guide. Just as a last touch attribution model can lead to mis-allocation of resources, over-crediting first touches can mislead as well.
Smart bidding is about matching bids to the value of traffic at the most granular levels: what is this click worth on this keyword, given this user search, from this geography, at this time, on this day?
To do this at the highest levels, it is often necessary to pull in data beyond what is available from the engines and typical conversion tracking systems. Let’s take a look at 6 types of data that when fed into your paid search bid management will take your program to another level.
Good data analysis is the foundation of good marketing; bad data analysis is a waste of time.
… lame name, yes. Lame content? Nope! The “WebCAM” conference in Bend, Oregon has come and gone, and it was a terrific event with some extraordinary content and speakers. Bend proved why it’s often called the “Motherland of SEO,” and more importantly, attracted a number of talented internet marketing folks from all over the country. [...]
This is a rebuttal to Rand Fishkin’s recent post entitled, Terrible SEO Advice: Focus on Users, not Engines. While I believe Rand has some excellent points, and I tend to agree with the overall sentiment (that we need to cater to search engines), I feel strongly that it’s very good advice to focus websites on [...]
Social media can’t build your brand strategy, complete customer-care or package your product, but it can save your brand. This may sound a bit “hasty” to you nay-sayers out there. But, if you start with a decent brand and have a more than halfhearted commitment to your customers/audience it can help breathe new life into [...]
I can say with all honesty that 100% of our clients are great to work with. We partner with them, create really productive relationships, and everyone makes money. It’s a win-win. Best of all, we have fun doing it. That’s not a coincidence – we’re careful of the types of companies we work with. However, [...]
To the RSS subscribers we have, hello again! And to anyone new passing by, welcome. I’ve been neglecting my contributions to the SEO industry (at least on this blog – I’ve been speaking a bit, and working with clients a huge amount). There are a few reasons why our blog has been left by the [...]
Google announced a major change in trademark policy today.
For better or worse, this is where online retail is heading, and your marketing and merchandising teams will benefit from being there at the beginning.
My monthly column at SEL, in case you missed it.
Customer lifetime value comes from protecting your customer’s interests.
Yahoo seems to be following Google’s lead in broadening their notion of relevance.
A viral marketing idea using social media.
Seems like April wasn’t quite as bad as the previous months. More feedback wanted.
New customers may have more value than you think. Some old and new ideas for measuring the true value of new customers, and how this might impact your online marketing targets.
Does it help you, or hurt you when your competitors behave irrationally?
More scratchings on the so called PPC buying cycle.
My monthly column for Search Engine Land in case you missed it.
Follow up on Amazon’s change in policy, and why it’s so hard for others to follow suit.
Amazon bars affiliates from PPC advertising.
We took a look at “Market Share” of the big three engines over time and saw some interesting trends.
As a consumer, if a banner ad, or a search ad, catches my eye, why wouldn’t I click on it? The key is that in either case just getting me to click isn’t a win. It’s a two part process: 1) Get my attention, 2) Sell to me.
Is your PPC program hitting on all cylinders in this environment? The stakes are higher than ever.
Anyone interested in studying at RKG U?