Ad text should guide the organization of ad groups and account structure, not keywords. Traditionally, people start their account structure by organizing their keywords into themes and then the keyword themes get placed into ad groups. At the very end they try to write ad copy for each ad group that will try to be […]
Web Analytics Starts With Asking The Right Questions
Web analytics tools are only as good as the questions you ask of them. Knowing how to use Google Analytics or Omniture – how to pull certain metrics and create reports, doesn’t do you any good until you have a reason to do so. There are two kinds of questions: reactionary questions and investigative questions. […]
SEO First Step: What Is The Purpose Of Your Website?
This seems overly simplistic but too often people employ SEO tactics to rank for keywords that aren’t very related to their business. So the first step is to define why your website exists in fifteen words or less. Complete this statement: “When its all said and done the only purpose of my website is to […]
How Do You Know If You Have A Good Marketing Idea?
You don’t. All the research in the world will not tell you if its good or not. As soon as a good idea is given to the public to see it can quickly become a bad idea. The Apple 1984 commercial aired in 1984 during the super bowl and subsequently won many awards and became […]
Keyword Consistency On Page SEO
Optimal on-page keyword optimization means taking advantage of every posible place a chosen keyword can be used. Below is a diagram showing how this can be done to improve relevancy to search engines. Tweet
Use Remarketing For More Than Recent Site Abondoners
Remarketing is typically a strategy where recent site abadoners are targeted during a short window of time while the purchase is still top of mind. Since AdWords allows you to maintain a cookie for 540 days, its worth considering the idea of targeting past site visitors beyond the 10 to 14 day window. Traditional display […]
How To Measure Relevance In Online Marketing
Every message has an intended audience and advertising only works when the ones who see the ad are the one who were intended to. Most advertising is very irrelevant and that’s why people hate it, because it has nothing to do with them. Nobody complains about seeing relevant ads because they are helpful and add […]
Free SEO Site Audit Download
When a potential client wants to see an SEO site audit I think there are two main things they are looking for: 1. your level of competency 2. free analysis So I designed this SEO site audit to try to fill those two needs. Give them what they are looking for but not too much […]
My Top Online Marketing Posts Of 2011
Everyone else is doing it so here are the most popular posts that I wrote in 2011. Thanks for reading. 1. Conversion Funnel Web Analytics Measurement Model 2. Going Deeper With AdWords Remarketing 3. A Few Cool AdWords Automated Rules Examples 4. AdWords Account Structure Flow Chart 5. Keyword Discovery Using Google Analytics 6. Exploiting […]
Diminishing Marginal Returns Of Social Media
At the head of most social media marketing strategies is “get more fans, friends and followers.†If left unchecked, that metric for more fans, friends and followers can be a runaway train that leads to methods that are detrimental to the channel. When quantity of fans is more important than quality, it creates a path […]