You’ve got to hand it to the folks at Google — the idea of quality score is pretty brilliant. Unlike most search engines born in the ’90s, Google realized that the success of paid search advertising was directly tied to the quality and relevance of their paid search ads. After all, if someone searches for “best dog food for rottweilers,” and the first result they see on the SERP is a handful of text ads selling Toyota hatchbacks, they aren’t likely to be wowed by your search engine. If people think your search engine is lousy, they won’t use it… which means no one will pay to advertise on your search engine, either. But, if you incentivize advertisers to create ads that are relevant to a user’s search, you can maintain the quality of your SERP and still make money from paid search advertising. The solution? Quality score. Now, if you’ve been doing paid search advertising for a while, quality score probably isn’t a new … [Read more...] about Quality score in 2017: Should you care?
Using spreadsheets in business
Tracking the source of your leads is perhaps one of the single most important elements in your overall marketing campaign. It's the method by which you'll gauge budget, approach, revisions, and a host of other deciding factors. Whether your reps are instructed to inquire 'how did you hear about us?' or there are checkable boxes online, having a lead tracking system in place is a mighty tool and an asset to your business' bottom line. The value of an SEO campaign in terms of lead tracking is tied up with the particular search engine marketing company you select. Based on the company's abilities, it can take your existing SEM campaigns from lackluster to high performing marketing tools that are integrated, of course, into your overall initiative. In most non e-commerce applications, the obvious goal of an SEO campaign is to generate both a high number of leads and also a greater quality of leads. Of course, the search engine marketing company running the campaign can sometimes be … [Read more...] about Chasing Leads: Offline Lead Tracking in SEM Campaigns, Pt. 1
Each month, I compile Search Month— a recap of all the stories that have happened relating to search, categorizedby topic. I thought it would be fun to take all the Search Months over the pastyear and produce this edition of Search Year 2007. It was far more work than Iimagined, but I hope you’ll find this at-a-glance guide to what happened insearch during 2007 to be helpful. At-a-glance might be a stretch. This is a massive post, and I’m sure somepeople might feel a bit of overload. So, here’s some guidance as to how thingsare organized. In many categories, I tried to pick the biggest news story for that topic.This isn’t always the case. With some categories such as SEO, there where manygood, compelling stories. In some of those cases, I went with a catchy headlineor a recent, broadly applicable article. I wish I’d had the time to more closelygo through and pick out the very best in each section, but it was too mucheffort. Below each main story are … [Read more...] about Search Year 2007: Search News, In Review
The roles of people involved in both web analytics and PPC management is changing. Both are becoming more important and mainstream within many organizations. And the skills needed to master them are becoming more complex. Here’s a look at the how things have changed, and what to expect going forward. The Evolution Of Web Analytics Web analytics was originally an IT function, a tool that could be used to measure website activity and report basic traffic stats to the organization. Only later, the web became a very important marketing channel, and responsibility for website management and analysis in many organizations moved to the marketing department. Google facilitated this trend by branding web analytics as a marketing tool, providing an easy-to-use interface that could be installed once by IT and providing all the info necessary for analysis by non-technical people in the organization. Now we might be seeing the web analytics industry shift once again. We have seen many … [Read more...] about From Web Analytics & SEM To Business Intelligence
Regular expressions are a powerful computing tool, with near-mythical status in some programming circles (here is one of my favorite online comic series’ take on the topic: http://xkcd.com/208/). This article demonstrates some useful ways to use regular expressions with PPC, by adding new dimensions to our typical Account/Campaign/AdGroup hierarchy of data. Another use for regular expressions would be manipulating URLs – perhaps in a future article… First, a quick note: Getting up to speed with regular expressions in general can be a daunting adventure. There are a lot of resources online for getting started – http://www.regular-expressions.info is a good one. While this article assumes a working knowledge of Regular expressions, the examples do work without your needing to know anything about them. Enriching Data With Campaign & AdGroup Names It is sometimes useful in PPC to group data together in more ways than the standard hierarchy of Account, Campaign, … [Read more...] about Using Regular Expressions To Add Dimensions To Data