“Only half of advertising works, but the trouble is knowing which half.†Online marketing has long been heralded as the cure for knowing which half is wasted because it’s so much more trackable. But I don’t think the problem of accurately attributing marketing spend to increased revenue will ever be fully solved. People use more […]
Same Keyword Sales
Retail stores have an important metric called “same store sales†which measures the percentage of change in revenue for stores that have been open for more than a year. This statistic allows you to determine what portion of new sales have come from sales growth and what portion from the opening of new stores. Although […]
Self-Obsessed Social Media Marketing
Is anyone else ever annoyed with these self-obsessive tendencies of brands on social media: retweeting every positive mention about themselves, uploading every product image on their site to Pinterest and Instagram and posting nothing but product updates to Facebook? There is more to social media than trying to remind people that you exist. Instead of […]
Self Expression Through Curation
People are already loyal to the purposes they believe in; when a company’s purpose aligns with ours they give us a way to manifest our purpose. They give us an emblem or symbol for telling the world who we are and what we believe in. Now that everyone is a publisher of content via Facebook, […]
Ecommerce Personal Product Curation
In the face of Google’s infinite possibilities (and Google’s efforts to make results more bland), many of us are panicking and searching less, going shallower, relying on bestseller lists and simple recommendations. This is why personalization, curation and discovery is so important to ecommerce now. As we make a decision to search for or buy […]
Use Broad Match As Your Keyword Discovery Tool
Once you have organized your keywords into campaigns, one strategy is to triplicate each campaign so that you have one for each match type. When each campaign contains only one match type it allows you to break out your budget more effectively so that if the budget for those keywords are being throttled you can […]
Paid Search Assists vs Conversions
When making decisions on changes to keywords based on conversion rate, cost per acquisition or any other sales metric, you may be hurting important influencing keywords that don’t get the last click but drive sales nonetheless. AdWords helps attributing credit where credit is due so that you aren’t too quick to bid down a keyword […]
Triple Threat To Retailers
I haven’t been in a shopping mall for over a year (except for last November when my wife was overdue and we walked in circles inside the mall in hopes that it would induce labor (it didn’t work, she was two weeks late)). So, I’m not big on shopping but I have to believe that […]
Matching Keyword With Landing Page For Search Engine Optimization
You’ve researched the keywords you want to optimize your site for and now you need to decide which keywords will go towards which pages of your site. You should optimize a single page for only one main keyword. I think it’s easiest to organize keywords into three categories: Brand, Category and Product. See the breakout […]
Engine / Network / Device / Method
Everyone agrees that content network ads should be separate from search ads in your AdWords account for good reason: the data of one network have no bearing on the data of the other network. Search is about an active consumer looking for information. Content is about advertising products next to content where the subject is […]