I recently read Malcolm Gladwell’s David and Goliath: Underdogs, Misfits, and the Art of Battling Giants where he discusses the concept of the inverted U curve which explains how having more of something can be counterproductive. I think attribution analysis in online marketing applies to the same curve. In my graph you can see that […]
Categorizing Keyword Targets Into Campaigns
There are four main categories to think about when you categorize your keywords into campaigns: retailer, manufacturer, product and category. And then there are the multiple inter combinations of those four. Prioritizing which category you should focus on depends on which category your business falls into. If you’re a brand manufacturer than the Manufacturer bucket […]
Quantifying The Necessity To Do Display Remarketing Ads
In Google Analytics under Audience > Behavior > Frequency & Recency you can find the count of visits report. Add the Built-In segment Visits with Transactions. This way you can see how many visits it takes for people to purchase. Compare year over year count of visits for purchasers. There is a good chance the […]
Product Listing Ads Targeting Strategies
Targeting at the Product ID level is the most granular but depending on how many products you have it can be unscaleable. The next best option is to use category combinations. For example: combine the brand target of Fender and the adwords_label you’ve made for acoustic guitars so that you can place a specific bid […]
Combine Site Engagement With Remarketing Lists For Search Ads
Modifying a bid for someone who not only has been to your site before but you also have an idea of their activity on your site is powerful. So a site that sells guitars can create a remarketing list for a certain brand of guitar by making a list based on any URL that contains […]
Would We Be Better Off If We Could Measure Less?
The day is coming where users online will be tracked via their phone’s geo location so that a click on an ad will be tracked all the way to the in store visit. Revenue from the store visit will be attributed to paid search ads and ROAS will plummet. Investment in paid search will go […]
The Day TV And The Internet Are One
Pontificating on what it will be like when TVs and the Internet are one in the same: In the end TVs will just be a higher fidelity outlet for all your existing content. All content will live online and you’ll choose when, where and one which device to watch it. Pick up where you left […]
The Curse And Blessing Of Direct Traffic
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 […]