Any good marketer will tell you that the success of a marketing campaign is in the results. However, it is not wise to wait for the final results before measuring and analyzing the success of a marketing campaign. Fortunately, Google has made it easier to monitor and review Search Engine Marketing campaigns in AdWords using the customizable reports and alerts. The reports, which can be scheduled monthly, weekly, or daily, are a quick way to see the performance of critical metrics of your campaign at each level. The alerts, on the other hand, are warning signals. Think of them as a check engine light for a car. Alerts can be set-up to warn you that your ad position is dropping, or that you are receiving less impressions, clicks, conversions, etc. Use the Reports and alerts wisely, and they will help keep your Pay-Per-Click campaigns on track, leading you towards success.
Wednesday, February 16, 2011
Thursday, February 10, 2011
Tracking Other Search Engines In A Google-centric World
When you mention the term “search engine” to any internet user, the first name that comes to their mind is usually Google. It is obvious why; Google has held the top spot for search engine usage. Their name has even become a term in itself. Don’t know which companies in your area sell the type of widget you’re looking for? Google it.
When it comes to tracking, Google Analytics tracks a comprehensive list of the most widely used search engines on the internet. This of course includes the three titans Google, Yahoo, and Bing, however it also includes over 40 other organic search engines. But what about the other thousands of organic sources that are out there? Google Analytics does not recognize these sources as search engine traffic by default, and as such, your Traffic Sources report will be somewhat inaccurate and skewed. Even though the “Big 3” search engines drive a great deal of traffic to your website, ignoring the other search engine traffic is statistically irresponsible.
In order to track the search engines not found in Google’s list of recognized ones, you can use the _addOrganic() method. This allows Google Analytics to identify the unrecognized search engines and classify them properly in your reports. By doing this, you can make better-informed decisions and recommendations for with your website’s Web Analytics and determine whether your Search Engine Optimization is working, and not just on the titans.
Thursday, February 3, 2011
From SEO to Conversions
We passed around a great column by one of our industry leaders. It listed the many kinds of SEO that marketers talk about. The most common are the white hat and black hat SEO; however, we also believe that the distinction is deeper than that. That SEO Company is generally defined as the best solution for the client’s goals, metrics, detail plans, and business achievements. These SEO companies are completely different. They are worried about reciprocal links and reporting good news. They see the search engines as the enemies and don’t have a process, and are not very consultative for the client.
It is great to get a lot of traffic to your website, but is it targeted traffic that is consistent with your target audience? SEO is not just about more traffic. It’s about helping businesses to achieve their business goals and objectives. It’s about telling clients the truth and not selling “snake oil”. It requires us as SEO organizations to understand that client and their goals. Dealing results and making an impact is the bottom-line! We would rather have 10 more conversions than 1 million visitors and 1 conversion.