faulker046

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...

How do you convey the value of Web Analytics to an organization that has never used web analytics or has used it but at a very elementary level? This is one of the questions that I constantly get from students of my UBC Web Analytics classes, where I am an online tutor. My answer to them is they should start the conversation with something like, “Web Analytics is Money” or “Web Analytics helps companies make more money” etc. When you say those words, you are very likely to get audience who want to know more. Money invokes curiosity. You should not tell the CEO how web analytics can help the company understand customer behavior, find bottlenecks in the site, improve bounce rates etc. You should show him/her the impact in terms of dollars (or Euros, Rupees etc.). Every web site analysis can lead to actions that have an impact on the money. You can tie web analytics to: Additional revenue Cost Savings Profit Doing more with less money (particularly for non-profits) Example: Let’s take ...

Email sign-ups are a very common ways for businesses to capture a potential lead. Visitors who are interested in your product or services will likely take a step towards providing their email address to you. Your job as a marketer in not complete when a visitor gives you’re your email address. You need to make sure that you provide proper scent (links, messages etc.) for them to engage with your site/content/brand etc. Almost every contact with a potential customer provides a conversion opportunity i.e. an opportunity to engage them to view more content, products and /or sell. If you do not take advantage of that opportunity then you might miss out on many conversions that you could have had. Email sign-up confirmation page is one such opportunity that is so often forgotten by the marketers. The main reason for that seems to be the use of 3rd party to manage your email subscription list. Often the small details are missed in a hurry to get the system live. I hope you are not making t...

App Analytics It appears that, according to the new developer agreement, iPhone and iPad developers cannot use any 3rd party analytics application to collect any kind of iPhone or iPad usage data. According to the clause, Device Data may not be provided or disclosed to a third party without Apple’s prior written consent. Accordingly, the use of third party software in Your Application to collect and send Device Data to a third party for processing or analysis is expressly prohibited. (Source: Apple Changes Rules on iPhone App Analytics ) It is not clear what the “Device Data” actually means. Does it just cover the OS/Browser, screen size etc. or does it cover any data collected by the app? However, based on an email from an iPhone developer, referenced in a venturebeat.com blog post , it appears that this clause might cover pretty much any data collected via the applications. > We’ve reviewed your > application and determined that we cannot post this version of your iPhone >...

This morning I read a blog post titled " How Topeka Capitalized On Google's April Fools' Joke" . In my opinion the only company that capitalized on this was Google not Topeka Tourism Board . There were three big mistakes Topeka made in trying to cash in on the Google’s April fools prank. Hopefully, they did not lose a lot of money on this campaign and generated some awareness of Topeka. At least they got free placement on my blog. There are three lessons to be learned from their mistakes: Determine the goals of your paid search - What is the purpose of your Paid Search Campaign? Make sure you are not attracting a lot of unqualified clicks. In this case the purpose of buying paid search was not clear. Just because a high volume on a keyword was happening does not mean all that traffic is qualified for your business. Define KPIs before you start spending money - Figure out how you will measure success. In this case they did not have any way to measure success. They...

I will be speaking at SMX Toronto next week. If you have not registered yet, you can still save $200 on your registration for SMX, Toronto. The topic of my session will be “What is Search Analytics and Why Should I Care?” Below is an overview of the session: Effective use of analytics solutions and processes significantly boosts click through, conversions, return on ad spend and dozens of other metrics that may be important to your organization. To benefit fully, you need to create meaningful action plans based on data. Speakers in this session define and shed light on the growing discipline of “search analytics” providing case studies from their own successful analytics-driven search marketing action plans. This session will be moderated by, Marco Bailetti, Sapient. Other speakers in this session are Marko Hurst, MDH Studios Jeff Quipp, Search Engine People Alan K’necht, K’nechtology Web Analytics Rock Star, and the author of Web Analytics 2.0 and Web Analytics An Hour a Day , Avinas...

Last week I wrote about a browser plug-in that will allow people to opt-out of the Google Analytics cookie . The release of this plug-in seems to be a proactive step towards another announcement. Eric Peterson, on his blog, voiced his opinion on why Google is rolling out this plug-in . I think Eric has a point in his post about Google trying to make a push into Federal Government web sites and this roll out is a check-box to satisfy the needs of privacy advocates. However, I am still not entirely clear on what Google will get if it can’t use all the data that it will collect on Federal Government website? It won’t be able to use in any way…well maybe at an aggregate level to compete with the likes of ComScore . So what do I think the reason is? Behavioral Targeting I think the real answer to Google Analytics’ rolling out Opt-out is “ Behavioral Targeting ”. Google Analytics is deployed on thousands of websites and collects a wealth of data. However, so far this data is used by ind...