Feb 8, 2009
Moving to New Location
Check out the new Semmersion
For all of your hybrid and electric car needs, check out Collective Interest
Dec 19, 2008
Display Ads Boost Search Performance
Not only did I find it, the article was written by Jeff Campbell, a former instructor at the University of Chicago. It dovetailed perfectly with my aforementioned need to rejuvenate search campaigns for Collective Interest. His topic is on how display ads are boosting search performance.
Here's a snippet:
Eariler this week, eMarketer finally provided data to what marketers have known in their gut all along: Display boosts Search Performance."Search clickers exposed to display advertising were 22% more likely to produce a sale than those who were not exposed."
While these stats may lead to increased Display budgets, I ask you to consider the second nugget of goodness this study/article provides, the U.S. averages & projections of digital budget breakouts:
When I clicked through to the story Jeff was referring to, I saw this awe-inspiring chart, that lays out my strategy for how to move forward with Collective Interest search campaigns:
Collective Interest Test:: Reading the Stats
My budget is meager, up to $12.00/day. I'm paying for this out of my own pocket.
After looking at the numbers, I decided to go with the segment called "Collective Interest Good States". This campaign had the 30 best states/metro areas for hybrid car sales.
After looking at the numbers, here's my decision structure:
"Good" represented 34% of the cost, gave me 34% of the clicks, 45% of the impressions, and an average ad position of 3.1.
"Control" represented 34% of the cost, gave me 35% of the clicks, 22% of the impressions, and an average ad position of 4.4.
"Underperforming" represented 32% of the cost, gave me 31% of the clicks, 32% of the impressions, and an average ad position of 3.0.
To recap, "Control" was a 49-state campaign, and "Underperforming" was the 22 worst states for hybrid car sales. All 3 campaigns had the same demographics, the same keywords, etc.
Since this is a content-only campaign, impressions were a little bit more important to me. My ad position was basically the same between "Good" and "Underperforming". "Underperforming" cost less, but really didn't perform with the clicks.
With that settled, the next test is search-based. Previous to the content test, I found that content was giving me clicks, while search was giving me impressions. For every 10 content clicks I received, I got .5 search clicks. Search left me with abysmal ad positions.
So I went to content only.
Now I'd like to look at how to rejuvenate search. I may not have the money to make it work properly, which wouldn't be bad; because it would give me an idea of the threshold I need to be at in order to make it work.
I'll let you know when that one starts up.
Dec 17, 2008
The AdWords Phone Seminar: My Takeaways
My background is in print production, an industry that's very old. Not a lot of ground-breaking innovation there. In fact the big movers in the industry are the consolidators, the companies that find ways to commoditize and standardize services. SEM/SEO is very new and ever-changing, and I've met very few people in this industry who intended to be there right out of college. It strikes me as an industry built on people who were handed the company website and told to "see what you can do."
The seminar reminded me to look for ways to make radical change. To look at elements of my campaign, break them down, and find ways to move beyond what Google or other industry leaders says is standard and acceptable.
So I'm a bit more rejuvenated.
My SEM Reccomendations for a Printer
However, the current credit crunch is a slightly different animal. Where 9/11 dried up his business, the credit crunch dried it up AND took away his ability to get access to credit lines. His business was being squeezed, and he reached out to me for advice.
Remember, I'm a newbie to SEM/SEO. But I've got 15+ years experience in business. The Semmersion blog is a way for me to share my journey as a career-changer as well as SEM newcomer.
After talking with my friend for awhile, and looking at his current web efforts, I proposed a plan built around his current web efforts. Naturally, I can't tell you all the juicy details, but here's what I can share:
1) The plan was not a reinvention of the wheel. For this company to add ecommerce/SEM required them to make some changes to an existing landing page of their website, and communicate these changes to their customers.
2) The second part of the plan called for the company to begin a small online business, and guidelines on how to grow and expand it.
3) The final part reccommended how to integrate the new ecommerce with the existing sales force and customer service staff.
SEM/SEO is a way for experienced businesses and new ones to take advantage of what the web can offer. Our current economic problems will ebb. For me, the question is will businesses be ready to go once the economy turns? My friend's business will, because by the time the tides change, he will have learned all the lessons of moving into ecommerce, and will be better positioned to take advantage of the new environment.
Dec 16, 2008
My First Experience with Site Problems
I never had a problem with the site being down. Until today.
Today's test---out the door. Money lost that can't be replaced. A feeling of agony, and anger at Network Solutions.
..but for just $175/year, they'll monitor my site 24/7.
Great.
Test Update
The "day" being 5am-6pm. Why so short? Google Analytics tells that I get less visits (8% of total) after 7 pm. Today I'll configure a report in AdWords to break out impressions and clicks by hour of day for comparison.
The other thing that is striking is with the relationship between the AdWords and AdSense clicks and CTR. I'm digging in a little more to find the relationship. It would be great if Analytics, Adwords and AdSense were rolled up into one package. That would make it easier to see relationships.
But it's not, which is fine.
Trying a Free AdWords Seminar
But based on one thing I saw in a post signup download was what the guy called "peel and stick", meaning to take your underperforming terms and put them in their own separate ad group. The interesting thing for me is that I had done that, but not on a consistent basis.
It is very interesting how a newbie can do things the veterans say is necessary and not know.
Dec 14, 2008
3 Cool Marketing Reports
This is the report that you can print out, make all pretty, point to and say “LOOK! I need more money!” I know … that works in all companies right now, right? Well with this report you can show how much traffic your campaign is missing out on due to bids and position. It comes out of the Campaign/Account Performance report. The trick is to turn off all the other data points that you usually see and focus on what you are missing.
Here is a look at what you might see. This report shows that this account lost almost 60% of traffic due to their ranking and 2.37% based on budget. They take in about 38% of the total impressions their account could be seeing. Not good. But in a slow economy, some of this might make sense. The report only gives you part of it, the interpretation of the data is why you have a job. *wink*
The SEO Pyramid-On Video
Like the Song Said, Been Gone Too Long
Nov 17, 2008
Linkbuilding Without Drama
Here's a snippet from the article:
Matt Cutts' webspam team, a segment of Google's broader Search Quality division, has made their position on buying and selling links for the purposes of boosting search engine rankings reasonably clear over the past 3 years. The practice is anathema - viewed as unacceptable because it infringes on the engine's ability to use links as an editorial signal of importance for search rankings. Both manual penalties and algorithmic filtering are applied as solutions, damaging the rankings of sites that buy as well as the ability for sites who sell to pass on link equity.
Naturally, this has led many individuals, sites and businesses seeking higher rankings to employee tactics that are plausibly removed from the direct exchange of capital for links, and while link brokers and link sales still thrive, they do so in an ever-increasingly paranoid & underground realm so as not to risk discovery and devaluation. In this post, I'll walk through examples of some of the more valuable and directly applicable methods to leverage finances for link growth while dodging Google's webspam edicts.
It's a quick read, 8 easy things to try. Check it out.
SEO Shortcuts, or Plagarism
At times I feel guilty. But at other times, I recall the lessons I learned in business. A long time ago a boss told me, "someone already plowed this ground, why not take advantage?"
Which is powerful. Less powerful if you're lazy, because all you'll never come up with something on your own, or use your wits to refine something to perfection. A lot more powerful if you see it as a safe place to start and go on to develop better.
I bring this up because I saw this on mining the competition at Marketing Pilgrim:
SEOs will generally kick-off an optimization campaign by examining analytics, performing keyword research, checking on-page elements, analyzing links, and so on and so forth. However, there exists an extremely useful tactic that is often underutilized or left out completely from the SEO’s arsenal. What am I talking about? Ladies and gentleman, I present to you… Competitive intelligence.
What is competitive intelligence? As it relates to search marketing, I would define it as the process of performing research to gather information about your competitors’ websites and analyzing that data for the purpose of extracting methods used and formulating strategies that you may use to optimize your own website.
Competitive intelligence can open your eyes to many things, including:
- What your competitors are doing.
- How you compare to your competitors.
- Predict what your competitors will be doing.
So I don't feel so bad wanting to look at what the competitor is doing, as long as I'm going to use it as a base to improve. However, my college professors would have called it plagarizing.
From the Mouth of Google: Adobe Flash is Trackable
From the Google Analytics Blog, trackable Flash (it's a gas, gas, gas-with apologies to the Stones):
Today, at the Adobe MAX Conference in San Francisco, in a joint collaboration with our friends at Adobe and a few ace third party developers, we announced a simplified solution for tracking Flash content for everyone, called Google Analytics Tracking For Adobe Flash.
Working at Google over the past couple of years, I've had the opportunity to work with with many of our top clients to implement Google Analytics, who have found the power to identify and analyze trends on their web sites highly useful. But, one of the most common implementation challenges has been tracking Flash content on their pages. In the past, Flash tracking was not provided out of the box, and every implementation had to be customized. Moreover, there was a lack of standards, and new developers who tracked Flash had to create their own processes to get it working. With this launch, tracking your Flash content has never been simpler.
With this, you may see a resurgance of the great big all-Flash sites. After all, Flash is really cool. And if you can track it, there's no reason to keep the creativity from going in that direction.
Anyway, check out the details at Google Analytics Blog
Nov 15, 2008
The Black Hats v. The Google SEO Guide
Well the black hats are none too impressed. From SEO Black Hat:
...What if, instead, we did a case study?
On the one hand we will take a new site and follow Google’s SEO Starter Guide to the letter. We will limit ourselves only to the techniques discussed therein. (Note: there is virtually nothing in the starter guide about link building).
On the other hand, we will take a new site and do the EXACT OPPOSITE of every point of Google’s Quality Guidelines.
So, in the 2nd case:
* We will Make the pages primarily for search engines, not for users. We will deceive our users and present different content to the search engines than we display to the users (known as cloaking)
* We will Embrace tricks intend to improve search engine rankings. A good rule of thumb is that we would never want a competitor to know what we are doing. Another test is “Does this help my users? Would I do this if search engines didn’t exist?” The answer will be an emphatic “NO!” on both points.
* We will participate in link schemes designed to increase our site’s Page Rank. In particular, we will link to other web spammers and “bad neighborhoods”.
* We will use unauthorized computer programs to submit pages.
* We will employ both hidden text and hidden links.
* We will cloak and use sneaky redirects.....
This is a topic thread to keep an eye on. If the guidelines were more an instruction manual for the average SEO to succeed, then it's a good thing as well. If by publishing the guidelines it means that Google is officially beginning to crack down on Black Hat SEO tactics, then it means a sea change for SEO. If black hat tactics are blocked and not allowed to succeed, then SEO has changed forever.