Archive for the ‘Conference Live Blogs’ Category

Google Analytics Clinic – Post from SMX East

<< by Ariele McWhinney on October 4th, 2012

Google Analytics can be an anomaly. As shown by this Q&A with a GA expert. Here are a few top tips / tricks I found helpful.

desk Google Analytics Clinic   Post from SMX East

Shortcuts (great for reporting!):

  • When you hit Compare to Past in the calendar, you can check a box denoting your data be compared to last year. This is a time saver.
  • Say you have created a report in Analytics precisely the way you’d like, with all the information and dates matched up for a report. Just hit Shortcut near the top of the page. Once you click Shortcut, this formatted report is saved on the left navigation.

Random Tips:

  • “Campaigns” in Analytics are in no way related to AdWords.
  • Regular expression is the “best thing ever invented.” And if you use GA, you MUST know regular expression. Visit Luna Metrics to learn more about it.
  • If your account has more pageviews than clicks, this is most likely a bot clicking on your ad and not actually visiting the landing page.
  • How to resolve the frustrating issue of “other” pages showing up when navigating through all pages on your site content. This usually happens on a site with many many pages, such as sites with multiple URL parameters. The max size of a table in Analytics is 50,000 rows. So when you have sites that can have multiple parameters on a URL, the site can grow easily to over 50,000 pages. When Google reaches the 49,999th page in the table, the 50,000th is automatically pronounced “other.”
    • But! There is a solution. Navigate to Profile Settings and in the Exclude URL Query Parameters, you can exclude those parameters that may be causing the problem.

SMX East: Schema 201

<< by Jessica Davidson on October 4th, 2012

Schema markup has been a particular interest of mine to research and employ in our clients SEO efforts. Since I already have a base knowledge of the basics of Schema (see my past blog posts: How to Implement Schema.org Into Your SEO Efforts Part 1 & Part 2), I decided to bypass the Schema 101 session and attend the more advanced Schema course. During this session, Benu Aggarwal, Paul Bruemmer, and Jonathan Goodman dive into why you should use Schema markup and how to achieve positive SEO results.

read more SMX East: Schema 201

SMX East: How to Handle Government Pushback on Digital Marketing

<< by Jessica Davidson on October 3rd, 2012

As a marketer, I often get overwhelmed at the sight or sound of legalese. But, working in the online realm, it is imperative to fight through the confusion of technical legal jargon and understand the current and potential legislation that could impact our marketing actions.  In this session, David Mink, Jud Soderborg, and Tony Wright offer insight in order to navigate successfully though the potential legislation, like “Do Not Track,” and the legal issues facing social media.

read more SMX East: How to Handle Government Pushback on Digital Marketing

The Mad Scientists of Paid Search – Post from SMX East on Bid Testing

<< by Ariele McWhinney on October 3rd, 2012

Robert Cooley, CTO of OptiMine Software – Bid Testing

Bid testing can be risky! Pushing bids up to achieve the top stop can result in huge cost with few gains. But despite the risks, Robert Cooley thinks it is still a good idea. Bid testing helps you identify changes in competitor and customer behavior. And advertisers that don’t bid test become less competitive over time.bidding The Mad Scientists of Paid Search – Post from SMX East on Bid Testing

Some considerations when bid testing:

  • What is your business goal?
  • Are you controlling for other variables such as seasonality or sales?  It’s more effective to have limited ongoing testing throughout the year, regardless of external factors than to try and isolate one variable to test.
  • What is the right testing methodology? The following are 3 bid testing strategies:

Current bid testing –

  • Your baseline is the current bid
  • Simple easy to execute
  • Minimum financial risk
  • Can be slow depending on the distance between current and optimal bids
  • Low risk=low return (financial and insights)

Position based bid testing –

  • Bid to achieve a specific position and observe the changes
  • Easy to execute
  • High risk of financial losses
  • Common example: Google first page bid estimates

Value based bid testing –

This is the most efficient method of finding max value of a keyword. The keyword average value is the starting point. If a keyword receives 100 clicks and returns $100 in value, the average value per click is $1. This method quickly gets the bid into a “reasonable range.”

So as a brief overview, ongoing testing is important. Perform it early and often, making small changes to minimize risk and you will see continuous improvement. And make sure to track bid testing results separately from non-test performance. You need to be able to answer “how much is bid testing costing me?”

SMX East: Competitor PPC Analytics

<< by Jessica Davidson on October 3rd, 2012

Number Munchers Competition 31 SMX East: Competitor PPC AnalyticsUnderstanding your PPC analytics and successfully munching your own numbers is only one part of the equation. But, to be a truly successful marketer, you must learn about your competitors’ PPC efforts to avoid being gobbled up by your competition in paid search. In this session, Daniel Owen, Lyena Solomon, and Matt Van Wagner offer techniques to gain insight about your competition’s paid search efforts in order to give yourself the competitive edge.

read more SMX East: Competitor PPC Analytics


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