The lifetime value of customers in PPC and conversion The human psyche is a complex thing. What we do, when we do it and why we do it are not altogether clear or even logical. And while Pavlov may have been able to get a dog to drool at the sound of a bell, that hasn’t led to any sure fire way for you to make people convert on your website at your command. Consumers don’t buy at the sound of a bell or even the sound of a click either. They may see an ad online and then wait days or weeks before actually buying. Paid clicks and ads may have a lag time until actual conversion, but that doesn’t mean they didn’t get you a sale.... read more The trouble with measuring integrated search and display ads For years, developers and service providers have worked to provide more and more ways for marketers to track their online marketing budgets. This has built a reputation for online marketing as being very measurable compared to more traditional channels. However, when it comes to integrating paid search and display campaigns, you might be surprised to hear that according to a report from Efficient Frontier and Forrester Consulting, 59% are using spreadsheets to track results. That doesn’t have a really “high tech” ring to it in this day and age, now does it?... read more SEA and landing pages: the branding perspective Lorie Weiman wrote a nice post recently for Search Engine Land where she offers some tips on using search for branding. As she points out in her post, branding is not something you think of when you consider search. Mostly it’s used to drive traffic and conversion. However, she makes some excellent points on how you can use search for product branding. This post is based on Lorie’s and I added some tips.... read more Is Google preparing for an online reputation service? Clement Grygier recently wrote an interesting post on the Influenceon website, a community built with Ning for specialists in the fields of online reputation, social media monitoring and community management. Brygier sums up a whole list of reasons that show that Google could become a player in the field of online conversation monitoring.... read more Google launches Cloud Print Google, perhaps in an attempt to take the wind out of Apple’s AirPrint sails, has launched its own cloud printing feature called Cloud Print. Now one may be excused for pondering why we need to kill trees remotely with technology more mobile and handy today, but I digress.... read more |
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