The chart below shows the over-investment in print and the under-investment in mobile and web compared to the relative time consumers spend with those mediums. Flurry points out a few reasons why mobile is so under-invested in, including the fact that agencies and brands have yet to adjust to the unprecedented speed of adoption of […]
Prioritizing Brand and Non-Brand Keywords In Paid Search
The below diagram breaks out the distribution of keywords that drive the most sales from Head to Mid-tail to Tail. A few “Head†keywords will drive the majority of sales, these are typically your company’s branded terms like: Burton snowboards, Volcom, etc. Everything besides the Head keywords are non-brand keywords. Non-brand can be broken up […]
More Sophisticated Sales Are Still Just Sales
Loyalty is when people are willing to turn down a better product or a better price and continue doing business with you. Repeat business is easily won, loyalty is not. Manipulations like sales, discounts, rebates and limited time offers cause repeat business, not loyalty, and are an addiction. There is no question that these manipulations […]
Device-Only Targeted Campaigns In AdWords
With nearly 7 percent of all digital traffic in the U.S. consumed away from computers, your paid search ads need to be targeting both smartphone and tablet devices on top of desktops if you want to maximize your reach. Tablet users who visited e-commerce websites in 2011 spent 54% more per purchase than smartphone visitors […]
Sharing Online Only Counts When Its Genuine
When brands incentivize people to share content, it defeats the point of sharing, like American Express giving discounts for tweeting something. These incentives dilute the channel with too much junk, and as platforms enable those advertisers to do so, both the advertiser and the platform will suffer. Brands should instead focus on creating content worth […]
SEO On Page Content: 3 Examples
Product detail pages tend to naturally have good content for search engines to index because they have lots of text in the form of product descriptions. The challenge is having the same quality content on all pages of the site, specifically category pages and home pages. Most homepages have a lot of graphics and buttons, […]
Organize Ad Groups By Ads Not Keywords
Ad text should guide the organization of ad groups and account structure, not keywords. Traditionally, people start their account structure by organizing their keywords into themes and then the keyword themes get placed into ad groups. At the very end they try to write ad copy for each ad group that will try to be […]
Web Analytics Starts With Asking The Right Questions
Web analytics tools are only as good as the questions you ask of them. Knowing how to use Google Analytics or Omniture – how to pull certain metrics and create reports, doesn’t do you any good until you have a reason to do so. There are two kinds of questions: reactionary questions and investigative questions. […]
SEO First Step: What Is The Purpose Of Your Website?
This seems overly simplistic but too often people employ SEO tactics to rank for keywords that aren’t very related to their business. So the first step is to define why your website exists in fifteen words or less. Complete this statement: “When its all said and done the only purpose of my website is to […]
How Do You Know If You Have A Good Marketing Idea?
You don’t. All the research in the world will not tell you if its good or not. As soon as a good idea is given to the public to see it can quickly become a bad idea. The Apple 1984 commercial aired in 1984 during the super bowl and subsequently won many awards and became […]