Gone are the days of using an “industry standard” click-through rate. While these studies are fantastic information to understand how click-through rate (CTR) varies overall between industries and devices, why are we still using other domains’ data to make calculations that impact our bottom line, when we could use our own data? The problem with using a standard CTR The issue I have with those industry CTR studies is that there are so many unknowns. I have such a tough time pinning most of my clients into one of the prescribed buckets those studies use. If I’ve got a finance software, does that fit in finance or software? Will their data account for my up-and-coming client’s smaller brand awareness if their finance data is based on nationally known banks? There are so many variables to consider that I just can’t and don’t want to try to figure it out. Well, we don’t have to! Why you should calculate your own CTR Learn how to calculate … [Read more...] about How to Calculate Your Own Click-Through Rate
Right click software
In a typical B2B company, the job of managing pay per click campaigns is given to someone in the demand generation or business development team. For this person, managing PPC is at best a part time job, squeezed in around managing webinars, email campaigns, field events, whitepaper creation, and perhaps much more. This challenge is getting worse as the "program-to-people" ratio at B2B companies continues to grow and marketers are asked to do more with less staff. In this environment, how can a busy demand generation manager find the time to manage their pay per click campaigns on an ongoing basis? For some companies in this situation, it makes sense to outsource their pay per click campaign management to an agency that will be able to spend the time required to optimize their campaigns. This is especially true if the company’s monthly pay per click spending is high enough to attract an agency’s attention and they can find an agency that specializes in the unique challenges … [Read more...] about How To Optimize B2B Pay Per Click In Four Hours A Week, Part 1
Google will now begin encrypting searches that people do by default, if they are logged into Google.com already through a secure connection. The change to SSL search also means that sites people visit after clicking on results at Google will no longer receive “referrer” data that reveals what those people searched for, except in the case of ads. Google announced the news on its blog here, saying: As search becomes an increasingly customized experience, we recognize the growing importance of protecting the personalized search results we deliver. As a result, we’re enhancing our default search experience for signed-in users. The company also has a help page providing more information about it here. Only For Signed-In Users; Single-Digit Impact The change will only happen on Google.com, and only for those who are already signed in at Google with a secure connection. How many people do this? Google software engineer Matt Cutts, who’s been involved with the privacy … [Read more...] about Google To Begin Encrypting Searches & Outbound Clicks By Default With SSL Search
Super Bowl 46 kicks off on February 5, 2012 at 6:30pm EST on NBC. Amazingly enough, I found this information by searching on Google and clicking on the second result: nfl.com. Amazing because every year, football fans flock to search engines searching for the start time, and until now, organizations like the NFL, the playing teams, and the broadcasting station didn’t show up at all in search results because none of their sites answered the question. Seem crazy? 2009 Results: In 2009, start-time related searches were among the most popular the morning of the game, but neither the NFL nor NBC were anywhere to be found. 2010 Results: In 2010, both nfl.com and cbs.com had significant technical infrastructure issues that kept search engines from crawling and indexing the content. Again, the search results were sad and this time, full of spammers trying to capitalize on the search volume. 2011 Results: In 2011, problems continued. But news organizations jumped in, and the … [Read more...] about When Is the Super Bowl Start Time? The NFL Finally Gets It Right
With Google reporting, quarter after quarter, the increase of paid clicks, it is natural to be asking ourselves how many clicks are left for the organic listings. In a recent post, WordStream founder Larry Kim called it a “zero sum game.” “Clicks on the search results page are basically a zero sum game. If there’s an increase in CTR for one part of the SERP, some other part is losing that click. There must be a decrease in CTR elsewhere. And that includes the ads.”Larry Kim, WordStream Since millions of sites depend upon Google for attracting potential customers, an ascending trend for the click-through rate (CTR) on ads can have a huge impact to online business as a whole. In a recent study I presented at SMX East 2014, we investigated how ads (among a number of other factors) influence organic CTR and users’ search behaviour, attempting to bring to light the distribution of clicks between paid and organic. The study is based on client data … [Read more...] about How Ads Influence Organic Click-Through Rate On Google
To be honest, AdWords hasn’t changed much since its launch in 2000. And that’s coming from someone who spends all their time either advertising, testing, reading, or writing about all things PPC and SEM. Sure, AdWords has added a ton of capabilities over the years — from Gmail Ads late last year to extended display networks, ad extensions and reporting — but they hadn’t made all these options easier to use or more efficient to set up. It all just took more time, more manual work and more stress — that is, until Google began launching its line of dynamic feature sets to AdWords in 2013. At first, like some of the other PPC pros here at Search Engine Land, I hated the initial versions of Google’s attempt to automate campaign creation. (For some, figuring out ways to avoid the new features may even have created more work!) Google’s line of dynamic features and ad sets is its way of helping with all the manual processes required to set up an … [Read more...] about The right way to get dynamic with Google AdWords
On the surface, paid search management software has all the glitz and glam of a new-age technological marvel. It’s sleek, it’s chic, and it takes the guesswork out of your account management. After all, humans make mistakes — computers don’t. Right? Well… maybe that’s giving them too much credit. Automated account managers are often sold as more intelligent than they really are. Unfortunately, when you buy paid search management software you’re not getting Iron Man’s “Jarvis”… … you’re getting a trained monkey. Now, there are advantages to trained monkeys, don’t get me wrong. They’re great for predictable, menial tasks, and they’ll work for bananas. But you’ll want to think twice about how much of your business you hand over to them. So, if you want to avoid monkey business in your paid search account, here are six questions you should consider before signing off on paid search … [Read more...] about Is it right for your business?
One of the most popular, effective, and easiest ways to make some extra dough online is through affiliate marketing – it’s also a great way to spread the word about your products. However, if you are busy with all of the stress that comes with your day-to-day operations, how can you find the time to devote to promoting and managing your affiliate program? The answer to your predicament is by using affiliate marketing tracking software that will keep tabs on the following types of programs: CPC (Cost per click) CPA (Cost per acquisition) CPM (Cost per impression) CPS (Cost per sale) Here are some (non-SEJ affiliated) programs that will take care of your affiliate program needs. Keep in mind that this list is placed in no particular order and has been selected because of quality of the service and online reputation. If you’re looking for a complete management tool to track and optimize your affiliate networks, then CAKE should be given serious consideration. … [Read more...] about Top 10 Affiliate Marketing Tracking Software
Whether you’re a startup or just looking to improve your e-commerce store, the first step is make sure you choose the right key performance indicators (KPIs). Knowing what to measure will ensure you know what you need to change or revise for improvement, which is of course critical when it comes to growing an e-commerce business. It is important to keep in mind that KPIs will change based on factors specific to your company, but knowing the right KPIs for your business can help make sure you are not going off track. One of the biggest mistakes small businesses make when it comes to KPIs is they measure everything. But what you’re measuring can’t be “key” if you’re measuring everything, so this can quickly become overwhelming. Having all of this data available through Google Analytics and other platforms is a fantastic resource, but you only need to look at a few key insights to truly measure your performance. So of course the question is simple: How … [Read more...] about How to Choose the Right KPIs for Your E-Commerce Store
This is a sponsored post written by me on behalf of Bing Network. All opinions are 100% mine. I’ve always been fascinated by the constant evolution of search. It scares me to accept that I’ve never been able to get the full grasp of these changes. I couldn’t sit still. My career was built on writing and consulting about SEM. I should be prepared for the future. I should know what’s coming next. But, I don’t. The future of search has me in a constant spin cycle. Do you feel this way? Bing has 133 million monthly searches. Google hit over 100 billion. That’s a lot to take in. The good news is this hasn’t stopped me (or others!) from digging into these changes. This past year working at SEJ has allowed me to explore new strategies to help explain the future of SEM. I discovered that I’ve been looking at the future of search all wrong. And, I think a lot of us have. What is the Future of Search? I’ve worked on over 100+ SEM clients. The … [Read more...] about Search Marketing Is The Future, Right?