• http://www.twitter.com/CPC_Andrew Andrew Davis

    Nice post George, these are some great Analytics tips to really start fine tuning paid search marketing efforts.

  • http://www.rimmkaufman.com George Michie

    Thanks Andrew, I hope you are doing well! Let’s grab a beer next time I’m in Boston!

  • http://www.brianfosse.com brianfosse

    George, in your experience, how do the six compare in magnitude of impact? Obviously some are easier than others to implement and some have a larger impact. The intersection of those can lead to a wise use of resources. As usual with your posts, you’ve inspired me to explore new dimensions in our paid search system. Thanks!

  • http://www.rimmkaufman.com George Michie

    Brian, thanks for your kind words.

    Your question is a great one, but one that doesn’t have a blanket answer that will be true for everyone. The value of product/inventory feeds is much greater for businesses with high product turnover rates than those with low turnover, and matters more for ‘tail’ heavy accounts where people search using product-specific phrases. We have some clients who experience very little spillover to the call center and others for whom more than half of the orders driven by paid search are placed over the phone. We’ve had clients with huge fraud/cancel/return issues and others with virtually none.

    To do the triage well, think very carefully about the account, the type of business and the unique challenges of this particular advertiser to answer the question: “what information is currently hidden that is likely to matter most to this account?”

  • http://www.brianfosse.com brianfosse

    Thanks for the follow-up George. For National Builder Supply, call center spillover was huge and we were happy to figure out a slick way to do it without having to ask the customer for a code when they call (or using 800 numbers). Baking in annual co-op rebates, margins and shipping into conversion data was critical as well.

    Of your list, I believe that inventory status may be our largest remaining lever. We focus on product-specific phrases and display in/out-of-stock to our customers. The challenge now is determining how to add it into the algorithm. Another issue you’ve raised in the past is compensation for outlier days, such as holiday weekends. That is another one I’d like to incorporate.

    Thanks for always pushing the bidding thought leadership forward.

  • http://www.rimmkaufman.com George Michie

    Great stuff, Brian. It sounds like you folks really have this nailed down. Give a call some time I’d love to pick your brain on the call center system you devised!