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Retargeting or Remarketing is way to put your ad in front of the people who have been to your site before and are likely to respond to you ads and offers. Retargeting via Google Adwords Retargeting is not new, I have been writing about it since 2006 and working in this area since 2003 . Recently, Google Remarketing, via adwords, has brought retargeting to the masses . Though, in my opinion, Google has not done a good job in educating advertiser on how to effectively engage in retargeting. To start with, Google says, you should retarget every visitor who came to your site. That is a wrong approach and I highly discourage it. As you read through this post , you will know my reasoning behind it. You have to understand remarketing to effectively use it. I am listing 5 questions that you should ask before you put that JavaScript code to start remarketing. 5 questions to ask before starting a Retargeting Campaign What is the purpose of this retargeting campaign? This is first question you s...

Most people look at click through rates, clicks or visits when analyzing their keywords. Some people will go a step further and look at the conversion rates. If you have a content site with no end conversion you might look at bounce rate to figure out what keywords are working or you might look at the page views/visit or look at some other form of engagement metrics. To look at all the data points you need to do full analysis, which requires you to look at a few reports and maybe use excel to pull all that data together in one view. Google Analytics Motion Charts make it really easy to visualize several data points in one screen. In this post I will show: Step-by-step overview of how motion charts work. An example of how I used Google Analytics motion charts to figure out which keyword to spend money on. Note (I could have got similar information from a few reports in Google Analytics, but motions charts just made it easier and faster). Let’s get started To access motion charts, Clic...

Visitors go to search engines because they are looking for something. They enter their search query and want the search engine to provide relevant results. Marketers buy Paid Search listings because they want to cash in on visitors searches by providing relevant product/services/offers etc. Remember, users are looking for results and not another set of search boxes or additional navigation to get to what they want. It is marketers’ responsibility to make sure the offers shown on their landing pages are relevant to the search keyword that the user searched for. DON’T make the visitors search again. Provide the user with relevant results right away. Don’t make people click more buttons or links to find what they are looking for. You are wasting your money if you are doing PPC without thinking about the experience visitors will get once they click on the ad and land on your site. Landing pages are very critical to the success of any kind of advertising, but are even more critical in searc...

Burger King recently launched a TV ad that directed visitors to WhopperVirgins.com. I learned about this on AdAge.com which wote: “What if you don't remember the exact Web address and Google it? You still better remember the domain name. While WhopperVirgins.com ranks first in Google for "whopper virgins," it's invisible when you omit the plural. “ AdAge writes further: ”This is a major missed opportunity. Google Trends shows that recently, the volume of searches for the singular and plural versions have been nearly equal. "Whopper virgin" searchers must either go to an intermediary site or refine their search. Why can't consumers 'have it their way' and get to Burger King's site even if they're off by a letter? This multimillion-dollar branding campaign could have covered all its bases with a $10,000 search marketing investment. As it stands now, Burger King risks frustrating consumers instead of serving up one whopper of a video.” AdAg...