If you are a search marketer, you have probably heard of search retargeting, and most likely, graciously let your counterparts on the display teams take charge. In some ways, search marketers are right in this action, since display advertisers manage campaigns for creative display ads and naturally search retargeting falls into the display camp. Yet, […]
Marketing firm Slingshot SEO is picking up where Microsoft left off. Five years ago Microsoft/Atlas began trying to educate marketers and the marketplace about the fact that more online sources than the “last click” were responsible for conversions. This was partly an effort to undermine the centrality of Google, which gets lots of credit for […]
In the early days of ‘Mad Men’ marketing, half of all Marketing spend was famously wasted – the Marketer just didn’t know which half. Many a Marketer’s sleepless night was spent wondering what levers of their Marketing spend to push forward and which to dial back. Then, along came the Internet, and with it a […]
Cross channel attribution management provides the benefit of insights that can inform marketing strategies by revealing the true impact that every marketing tactic, campaign and channel has on your overall marketing success. It does this by scientifically calculating the impact that every marketing touchpoint experienced by your prospects has on achieving a specific marketing goal […]
Previously, I took a look at how the travel industry can use mobile SEO in conjunction with desktop-based campaigns to reach customers at two points during their vacation planning: at home while booking the trip, and at the destination while planning their activities. This timing element could be applied to a lot of other industries; […]
Following the recent launch of Google Analytics v5, Google is launching (in limited pilot) an important set of reports that will help marketers understand which marketing channels customers interact with prior to a website conversion. These reports are a natural evolution from Adwords Search Funnels, which helps understanding which Adwords campaigns drive conversions and which […]
When your job is to drive organic search engine traffic to a website (SEO Director/Manager/Ninja), you will inevitably need to prove your worth. There’s nothing like cold-hard-facts to paint a picture of success (or expose “The Man Behind The Curtain”). In an ideal world, all digital marketing efforts are managed under one bucket, and the […]
It’s Not Multichannel Marketing If You Don’t Include Search Presentations from SMX East, October 2010 We all know multichannel marketing – reaching customers through multiple avenues such as a retail store, website, catalogue, or direct personal communications via snail mail, email or text message. But what about search? If you’re not engaging through the search […]
Credit Where Credit Is Due: Demystifying Attribution Presentations from SMX East, October 2010 Measuring ROI is key to effective online acquisition efforts. When you know what’s working (and what isn’t), you can react quickly. Just as important are the insights online data can give you about your customers: what were they searching for that caused […]
Think it’s too soon to shop online for the winter holidays? Think again. Some retailers have been promoting holiday sales since this past summer. This year, both Walmart and Target held the first ever Black Friday in July sale, offering deals on a variety of electronics, apparel, toys, beauty products, sporting goods and other essentials. […]
Demystifying Online Attribution Presentations from SMX Advanced Seattle, June 2010 Measuring ROI is key to effective online acquisition efforts. When you know what’s working (and what isn’t), you can react quickly. Just as important are the insights online data can give you about your customers: what were they searching for that caused them to buy? […]
The Cross-Media Attribution Battle Did that lead come from search? Or whas it PR driven? Or did it come from a traditional branding campaign? Who gets the credit? How do you divide it up? This session looks at the challenges in apportioning credit, necessary to better apportion budgets. [flv:https://searchengineland.com/video_assets/east09/cross_media_attribution_battle.flv 364 200] Moderator: Sara Holubek, Consultant, […]
Measuring How Search Ads Drive Offline Conversions ROBO – This Terminator-like acronym actually means "research online, buy offline." Despite the fact that well over 90% of all purchases are made at brick and mortar stores, a study by Yahoo and comScore found that consumers exposed to online retail marketing campaigns were more engaged and spent […]
On March 19, 2010 Google unveiled Google AdWords Search Funnel Reports via this YouTube video. This was a great day for proponents of multi-attribution marketing analysis. There are two reasons why companies that offer similar services actually viewed Google’s release as a benefit to their business models and not as a mortal competitive threat. Reason […]
Search marketers are pretty good at claiming credit for online sales, and they’re getting better at measuring phone sales as well. However, there’s a huge amount of activity in brick-and-mortar stores, in terms of walk-in sales in the offline world, which is not properly attributed to online search. How can we get some of the […]
Today, there’s no viable “con” position in the “paid search bid management” debate. Either you sing the praises of automated bid management, or you’ll be asked to sit in a dark corner (or cave) and contemplate what possessed you to enter the digital marketing arena. Unfortunately, there are few real debates on the advantages and […]
How do you measure the value of an ad if it’s one of several in a campaign? If a customer purchases your product after clicking on 3 search ads, which ad should get credit for the sale? Should branded search get more credit? What about the combination of online and offline ads? Next Tuesday, October […]
To build, or not to build, that is the question (with apologies to Shakespeare): Whether ’tis nobler in the mind to suffer The slings and arrows of outrageous SEM Tools, Or to take arms against a sea of in-house engineers…… I know more than a few in-house SEMers. Many of them insist on building in-house […]
Often when people discuss local search they’re referring to finding restaurants or plumbers. But the concept of “local search” should include goods and product purchases as well. Whenever I discuss products and retail as part of the definition of local search people are often a little skeptical. Yet again and again studies show that consumers […]
Earlier this month, Travelocity’s chief marketing officer Jeffrey Glueck generated a bit of a stir in the search marketing world after giving a speech saying his company found only 4 percent of non-branded search terms brought in bookings. Problem is, Glueck now says those figures weren’t reported correctly. As it turns out, nearly 25 percent […]