The Rimm Kaufman Group LLC

PPC & the Long Tail: How Important is it, Anyway?

Ryan — Tue, 02 Feb 2010 16:28:44 +0000

Thursday, February 18, 2010 – 1 PM EST (10AM PST)

How important is the long tail? As with most pieces of the paid search game the answer is “it depends.” The importance varies tremendously by the type of business, the number of products/services offered, and how people search for what the advertiser offers. But for almost any sizeable program the tail matters enough to justify attention.

In this webcast, George discusses the significance of the long tail in PPC campaigns, shares the results of a recent empirical study, and discusses why broad match isn’t an adequate substitute for the long tail.

He will cover:

The wide range of tail values that empirical research reveals.
The types of accounts that tend to benefit the most from a long tail.
Why broad match is not an adequate replacement for the tail.
Strategies for building and managing the tail cost effectively.

Travelcom Expo 2010

Ryan — Mon, 01 Feb 2010 23:56:07 +0000

TravelCom is billed as, “the only eCommerce conference designed by the travel industry for the travel industry.”

This will be our first time attending a US Travel Association event and we’re looking forward to the show. Ryan will be there March 9-11th.

Drop us a note if you’d like to meet up at the show to talk Paid Search or Multichannel Analytics.

2010 Retail Innovation & Marketing Conference

Ryan — Mon, 01 Feb 2010 23:47:53 +0000

The RAMA and Shop.org have joined forces to launch the inaugural Retail Innovation & Marketing Conference, presented by the National Retail Federation.

Ryan will be at the show from March 2-4. Let us know if you’d be up for connecting at the show.

Keyword Research: Beyond the Ordinary

Ryan — Mon, 01 Feb 2010 23:39:39 +0000

This session looks at innovative approaches to keyword research that help you find those really significant keywords your customers are searching for, uncover your competitors’ keywords, mine the long tail for those elusive but truly valuable obscure search terms, and expand your “virtual shelf space” in surprising and non-obvious ways.

Check out the SMX West site to learn more about the show and the full agenda.

We hope to see you there!

Connect with RKG at eTail West 2010

Ryan — Mon, 01 Feb 2010 23:32:17 +0000

We’ll be exhibiting at eTail West 2010 from February 23-24th. Stop by our booth to talk paid search and multichannel analytics.

5 Fundamentals of Paid Search Most Companies Get Wrong

Ryan — Mon, 01 Feb 2010 23:24:01 +0000

George examines the most common issues that most advertisers still get wrong when managing paid search.

10 Questions to ask a design consultant–before you start your makeover

Dave — Tue, 15 Dec 2009 14:50:17 +0000

Redesigning a web site is a long, winding process. If you are going to go outside for a designer, you need to make sure they can not only do the job, but also work well with your staff. This session will provide a checklist of questions that all retailers should ask designers before they start their work–and to tell if the answers are what they should be.

The PhoCusWright Travel Conference 2009

Ryan — Thu, 03 Dec 2009 19:57:13 +0000

Ryan will be attending the PhoCusWright Travel Conference in Orlando. Be sure to reach out if you’d like to catch up at the show!

Point/Counterpoint: DIY SEM – The Pros & Cons

Ryan — Thu, 03 Dec 2009 19:51:12 +0000

SEM is complex. You want to be sure that you’re getting the most from your marketing dollars. In many cases, a good agency will have the experience, tools & expertise to stretch your marketing dollars beyond the costs of their fees.

But for many programs, a full outsourced solution may not be in the advertiser’s best interest. With the right talent, tools and approach, the DIY option may be the best fit.

This discussion will cover the pros and cons of DIY SEM so that you will have to tools you need to make your own informed decision.

MVT Testing to Improve Site Conversion

Dave — Wed, 15 Jul 2009 20:00:00 +0000

George Michie, Co-Founder and CEO, The Rimm-Kaufman Group and Jay Greenberg, Director, eCommerce, Spencer’s will lead a soup-to-nuts presentation of how to use free Multivariate Testing MVT tools to improve conversion rates and make more money from the traffic you generate. George and Jay will cover what to test, how to test, and what to do with the results. Jay will also share some of the results he’s seen at Spencer’s.

Attendees will come away with an understanding of:

1. What elements they can and should test

2. How to set up the tests through Google’s free MVT tools

3. How to use the testing process to improve conversion rates without the headache of a full website redesign