Archive for 'SEM Tips'

Nov26

Kyle Grant

1

Failure is the Only Option: Failing Quickly to Succeed Faster

I don’t think it is going to be a surprise to anyone to know that not every paid search test they implement will be a success; if it is a surprise, I am sorry. (p.s. there is no Santa Clause, either). The key to successful management of paid search is to determine acceptable margins of failure and test within those margins. How much failure can be tolerated and how much are you willing to risk? Gord Hotchkiss has spoken and written on many occasions about internet speed and what this means for organizations trying to adapt to a rapidly changing [...]

Nov17

Marta Turek

2

Yahoo! / Bing Transition – 7 PPC Tips

By now you should be aware that the Yahoo! / Bing PPC transition has taken place in North America. As of November 1st, 2010 all Yahoo! search traffic is being served from adCenter. Hopefully the transition was not too tough for your organisation and you planned accordingly, because now the real work begins. For all the advertising that Yahoo! and Microsoft are doing to share how many potential unique searchers you can reach on their combined platforms, this is arbitrary if you are not making a return on your ad spend. Before you rush to increase your budget, ensure your [...]

Nov04

Ian Everdell

4

5 Landing Pages Tests You Might Not Have Thought Of

You’re probably familiar with the “standard” list of things you can and should test on your landing pages: Headline Content Calls to action Form length Images Colors Layout … and so on. But here are 5 things that maybe you haven’t thought of testing. 1. Make all of your form fields optional Sales and marketing folk always want to get the best possible leads, so they tend to ask for lots of information on landing pages. Making all of your form fields optional might sound scary, but could actually work out for the better. Which Test Won shows us an [...]

Oct26

Marta Turek

1

Optimal 2011 Marketing Budget Allocation

This is the time of year that organizations are beginning to plan and allocate their marketing budgets for the following financial year. With Western economies climbing out of a recession, marketing executives are faced with tougher marketing allocation decisions into 2011. Which sectors are reviving? How is the online marketing sector faring through the recession? Where should marketers invest their finite marketing dollars to get the best bang for their buck? Online & Offline Media : Two Clear Winners Old media is making a comeback. According to a recent article in The Economist the resurgence of the 30-second commercial has [...]

Oct15

Karl Hourigan

0

Rock Your Landing Pages

Lots of words have been written about landing pages, those web pages that you arrive at after clicking on a paid search ad. I’ve heard landing pages described as the place where good leads go to die. That’s because as a marketer, if we’ve enticed someone to click on our ad, our work is not yet done. They’ve still got to make sense of the page our ad takes them too, and then complete whatever action we’re guiding them towards. If they arrive at the landing page and don’t know what to do next, it’s goodbye and we’ve wasted money [...]

Sep24

Kyle Grant

0

Structuring your PPC Campaign to Maximize Visibility and Cost Control

The importance of campaign structure plays a significant role in determining the overall success of a PPC campaign. Defining the structure of a PPC campaign can be defined by a series of best practices, but really what it comes down to is crafting your marketing communication mix and how you will want to interact with customers at all points of the purchase decision process. Your paid search campaign structure should adequately cover all stages of the purchase decision cycle while maintaining a sufficient ad frequency to be effective. Determining the most effective structure comes down to really understanding what the [...]

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 [...]

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