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
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?