PPC Academy Toolbox: Keyword Monitoring
Mar 11, 2010 at 6:00am ET by Josh Dreller
Because we are still in the research phase of PPC development, it’s important to get a very clear understanding of the advertiser’s business online and how that will affect the way we build and manage the account. Last week, I introduced the concept of the keyword landscape, the set of keywords, ads and competitors that are relevant to your advertiser. This week, I’ll dive even deeper into the keyword landscape using advanced tools that can tell us a lot more than what last week’s quick glance revealed.
Having a solid keyword monitoring tool in your SEM toolbox is absolutely cruci [...]
Filed in: PPC Academy, SEM Tools: Keyword Research
Behavioral Targeting Is Easier Than You Think
Jan 20, 2010 at 1:21pm ET by Daniel Waisberg
In a previous post, I discussed the importance of using behavioral targeting to increase your conversion rates. I also wrote about how to use Google Analytics to understand personas of the users who visit your site.
This post will present a fast and easy way to get your behavioral targeting (BT) process up and running. Although any discussion of BT can sometimes turn into a PhD-level conversation, it is really important to pluck some low-hanging fruit to convince executives that it is a worthwhile journey. If you do, your path will likely be paved with gold.
Recently, BTBuckets, a free [...]
Filed in: Google: Analytics, Google: Website Optimizer, How To: Analytics, SEM Tools: Web Analytics
SEOmoz Launches Open Site Explorer, A Competitor (Replacement?) To Yahoo Site Explorer
Jan 20, 2010 at 12:00pm ET by Matt McGee
SEOmoz has launched Open Site Explorer, a new tool that joins the already crowded field of link analysis tools. In choosing that name, SEOmoz is somewhat blatantly positioning it as a competitor, and perhaps eventual replacement, for Yahoo's popular Site Explorer tool.
Open Site Explorer provides a number of data points pulled from SEOmoz's Linkscape tool and its index of the web. It shows stats such as overall link counts and a count of domains that link to a URL, along with anchor text distribution and more. A helpful feature is the ability to compare two domains side by side.
Alth [...]
Filed in: Link Building: General, SEM Tools: Links, Yahoo: Site Explorer
Behavioral Targeting & Google Analytics: How To Create Personas
Dec 22, 2009 at 3:46pm ET by Daniel Waisberg
Following my last post on behavioral targeting, which was an overview of the field, I will provide a more hands-on approach in this post. To briefly recap, behavioral targeting involves creating multiple "personas" that represent multiple users of your site, and using analytics to create a unique experience for each persona group based on observed and predicted behavior.
The first step to a successful behavioral targeting process is finding the right targets. It is not always obvious which users should be "bucketed" together. Creating effective buckets requires knowledge about the site and [...]
Filed in: Google: Analytics, How To: Analytics, SEM Tools: Web Analytics, Search Ads: Behavioral Targeting
Behavioral Targeting: Creating A Unique Experience For Each Visitor
Nov 18, 2009 at 12:07am ET by Daniel Waisberg
Behavioral targeting (BT) has been the buzzword of the year for the last two years in the web analytics field. But is BT really all that important and valuable to the companies making use of it? The answer is usually yes. And does it take a team of PhDs to implement BT for a website? The answer is usually no. In this and a following post I will explain the value that behavioral targeting offers, and show how a marketer can make use of BT to make the website experience richer for users, and increase conversion rates.
According to Wikipedia, there are two principal types of behavioral target [...]
Filed in: Features: Analysis, SEM Tools: Web Analytics, Search Ads: Behavioral Targeting
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