The only affiliates that really want to bid on your brand keywords are coupon sites – Slickdeals, Couponcabin, Retailmenot, etc. because discounts are incredible clickbait, and with the 30 day post-click attribution windows (which most affiliates are set up on), discount ads on brand terms work out to be very lucrative for affiliates. So brand […]
Two Most Important Steps For Managing Product Listing Ads
Product Listing Ads are currently one of the least transparent, (no avg. position, no impression share, no keywords) yet highest converting products in AdWords. By holiday 2013 I think PLAs will be one of the highest cost sections of any ecommerce paid search account. After you have set up your Product Listing Ads campaign(s) and […]
Marketplaces The Future Of Ecommerce?
Amazon, Ebay, Sears, WalMart and Newegg are a few examples of the stores that offer marketplaces for third parties to sell their products alongside the company’s own inventory (won’t be long until Facebook and Apple are there too). These marketplaces are making huge strides to weeding out competition and consolidating the ecommerce landscape by providing […]
It’s Either Social Media Or Nothing
The barriers to entry to publishing a book, or distributing music or any other creative endeavor used to be so high that artists had to spend much of their time trying to get in front of those decision makers. Â Now the internet has placed all the tools of distribution and marketing into the hands of […]
The Two Sides Of Online Marketing
There is the storytelling side of online marketing and the data-driven side of online marketing. Just because its measurable doesn’t make it better. Storytelling entails all the visual, front-end stuff like email, facebook posts, tweets, custom designed landing pages, commercials, catalogs, sliding images on the home page, etc. There is some analysis of data to […]
What Happens When Conversion Rate Is So Low It Doesn’t Matter?
Of course conversion rate will always matter but what happens when your site’s conversion rate is consistently below 1% or .5%? It won’t be long before conversion rates less than 1% are the new normal. There are two forces at work here: 1. Increased comÂpeÂtiÂtion as peoÂple spend more time shopÂping online—more shopÂping equals more […]
Not All Impressions Are Created Equal
The bigger the reach the smaller the individual impact. The higher the frequency the more is wasted. The more people the message is designed for the more generic and uninteresting the message needs to be (the compromises necessary to make something appeal to everyone mean that it will almost certainly not appeal perfectly to anyone). […]
No Better Time For Starting Something New
Social Media is a one to one medium that gives brands a unique opportunity to be very customer focused. Not only is individual connection what the web is built for, individual connection is what we as humans most desire. But many brands still only see online advertising through the lense of scale – using Facebook […]
How To Choose The Right Vendor, Agency or Consultant
I think the rule of thumb for choosing a vendor, agency or consultant, is whether or not they will leave you off better than when they found you. And this is not just in terms of increased sales or other KPIs. As they increase sales are they also increasing the competency of your organization so […]
In Defense Of Being Tracked Online
Are you ultimately responsible for your purchase decisions? In other words, are you powerless to resist the most hyper-targeted and relevant sales pitch? Hopefully the answer is of course not – if you don’t want to buy something, no advertising, no matter how well designed can convince you otherwise. That frame of mind is important […]