Archive by Author

Dec17

John Yuill

2

Mobile for B2B Sites: Are We There Yet?

Despite strong growth in mobile use of the internet, there is not enough critical mass for most B2B to focus attention and investment in this area – yet. More and more of us are using mobile handsets to access the internet, and we frequently see headlines declaring that ‘mobile internet will soon overtake fixed internet‘ or advising us to ‘forget desktop, its all about the mobile‘. And of course this time of year we get the usual predictions like ‘the one big trend is mobile‘ and ‘mobile will finally take off [in 2011]‘. There’s no doubt that significant momentum is [...]

Dec08

John Yuill

0

Mining for AdWords Gold: Search Queries

As part of Google’s phasing out of the AdWords Report Center, the traditional ‘Search Query Performance’ report is no longer available. But there are new and better ways to mine this critical data for gold nuggets! Using Google AdWords reports to track performance of the keywords you are bidding on is fundamental to search marketing success, and the ease with which this can be done is a source of delight for search marketers, especially when compared to measuring traditional forms of advertising. For any given keyword you are bidding on, take ‘industrial supplies’ for example, it is easy to get [...]

Sep08

John Yuill

2

Getting More Out of Google Analytics

Google Analytics is a free, easy to implement web analytics solution with an intuitive interface. For good reason, it has gained tremendous popularity and widespread use. And yet, so many companies use a standard implementation of the Google Analytics and then ‘set it and forget it’. They fail to make the additional investment to really take advantage of the value that Google Analytics can offer in terms of identifying ways to acquire new customers and increase business with existing customers. Here are some things you may not have fully explored in getting the most out of this powerful tool: Google [...]

Jul29

John Yuill

4

Viewing AdWords Search Query Terms: Let Us Count the Ways!

Using Google AdWords reports to track performance of the keywords you are bidding on is one of the fundamentals of search marketing success, and the ease with which this can be done is a source of delight for search marketers, especially when compared to measuring traditional forms of advertising. But most folks also realize the additional value of being able to look behind the scenes to see the actual search queries that users are typing in and using that information to refine campaigns accordingly. Not so very long ago in the short history of search engine marketing, this was data [...]

Jun21

John Yuill

0

Bounce Rate: Use with Caution

Bounce rate is a useful metric but can be misleading if not used in context We all know that bounce rate conveys vital information about site performance and can provide very useful clues about where to look for improvements. Especially since Avinash nominated it as ‘sexiest web metric ever‘ back in ’07. As is often the case with web metrics, though, the numbers shouldn’t just be taken at face value. Considered in the context of your site objectives, is a high bounce rate always a bad thing? Not necessarily. If people are getting the information they need from your blog [...]

Mar29

John Yuill

1

New & Powerful: AdWords Search Funnels

Last week Google announced a new AdWords reporting feature called ‘Search Funnels’ that has been getting a lot of attention. At Enquiro, we were given a sneak preview of this new tool a few weeks ago and were able to use it with one of our major clients to get some more complete insight into paths that searchers are taking as they interact with advertising and the client’s site. This enabled us to generate some ideas for optimization based on data, rather than conjecture. So this increased visibility is most welcome! Some brief notes on Search Funnels: collection of 7 [...]

Mar23

John Yuill

0

Google Analytics Opt-Out: Watching, But Not Worrying

On March 18, there was a brief announcement on the Google Analytics Blog giving a “head’s up” on Google’s plan to release a browser plug-in that will allow web users to opt-out of Google Analytics tracking. Naturally, this sparked some vigorous commentary, with opinions ranging from ‘disaster‘ to ‘non-issue’. (Haven’t actually seen anybody – at least any internet marketers – suggesting it might be a GOOD thing.) Eric Peterson had probably the most complete coverage of the issue, with some astute observations regarding Google’s privacy motives being tied to their interest in collecting data from US federal government sites. My [...]

Feb25

John Yuill

2

Choosing KPIs: Visitors or Visits?

Recently had a client situation where we were providing the client with monthly organic visitor numbers to their ecommerce site. A colleague showed me a report received from the client, which had the same data, but marked as ‘visits’. So that got me thinking…what do they really want to measure here: visitors or visits? And do they know? And have they thought about what difference it makes? And, of course, what recommendation can we provide? Both numbers are important (although they may not be critical – depending on the outcomes you need to measure) and they provide similar information, but [...]

Mar26

John Yuill

0

BtoB Webcast: Avinash Hits the Mark on B2B Analytics

Earlier in the week BtoB Magazine hosted a website with Avinash Kaushik on ‘Measuring Micro & Macro Conversions in Lead Generation’, a topic near and dear to our hearts.  This was an action-packed hour of strategies for leveraging analytics to meet B2B website objectives and it has garnered quite a bit of interest, judging from recent conversations with our clients and others.  That Avinash, always causing a stir!  There were lots of good concepts presented, but I wanted to highlight a couple that we think are particularly relevant.  These are the kinds of things that can lead to significantly improved [...]