One reason to analyze traffic sources is to identify which sources have the most value and to generate ideas on how to get those high value sources to perform better. If you were to ask what is the value of $100 on AdWords, your analytics tool can give you an answer. Often paid search and […]
How Important Is The Release Date?
Release it all at once or slowly over time? How much effort and money should be invested at the onset? How much buzz a new product needs at the start depends on a combination of how good it is and how long the product will be relevant. The longer you can stretch out the release […]
Treat Different Site Visitors Differently
When I used to do sales I would beat myself up about getting rejected. Then I started to keep track of how many people I talked to who were actual decision makers and realized I was mostly getting rejections from people who weren’t the decision makers and couldn’t buy anyway. This made me feel better […]
Diagnosing A Paid Search Strategy
Paid Search strategies can vary widely. There is a different blend of direct response and branding that each company employs. How much does a company value educating new customers as opposed to getting sales from each click? How often are they testing new keywords to reach different and new target segments? How much are they […]
Paid Search Competitive Analysis Report Template (excel download)
This template is a snapshot for a particular month. It doesn’t show trends or give you the context of growth/decline over time. You can pull the Auction Insights report out of AdWords from a campaign or adgroup and then plug in the top 10 competitors to get these results. Ideally the first bubble chart gives […]
Ecommerce Blog Dashboard (Excel Download)
Many ecommerce sites have blogs as a means to drive traffic, help with SEO, drive new visits, engage with customers, make sales, increase credibility and more. All of the goals can fit into two silos: engagement and driving revenue to the site. The two depend on each other – the better the content the more […]
Making the Vaguest Marketing Objectives Measurable
Almost every marketing proposal and brief include one or more of the following meaningless goals: drive awareness and increase engagement. Of course we want to drive awareness and/or increase engagement. What is marketing if not one or both of those things? The point of marketing proposals are to allow the thinkers on the team to […]
A Web Analytics Measurement Model Strategy
We no longer live in a world where only last-touch direct response metrics suffice. The web influences both online and offline sales, every customer surveys competing sites and brands, they spend more time researching online and they research across multiple devices. This makes for a very convoluted purchase funnel. As people continue to browse constantly […]
Online Marketing Moving Towards Passivity
Online marketing has been positioned from the beginning as a much more interactive marketing medium than TV. As the web becomes more of a constant thing in our lives will our interactions with it become more passive like TV and thus change the way we market online? Online marketers have always stuck their noses up […]
Should You Pay For A Paid Search Bid Management Tool?
Bid management tools (Marin, Kenshoo, Acquisio, DoubleClick For Search) tout productivity, and increased efficiency but not without a hefty cost – charging 3% – 5% of spend. So is it worth it? Here are some of the pros and cons these tools promote and a comparison of what you get for free from AdWords: Â Cross-Publisher […]