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Why the Change?
The advancement of internet usability on mobile devices, combined with more people getting their hands on them, has led to rapid growth of mobile search usage. When you factor in technology like AdWords, you can see how advertisers have more opportunity to deliver—and consumers to receive—targeted advertising messages that are relevant for more specific devices, times and locations than ever before.
Yet, not many advertisers were creating AdWords campaigns for mobile devices, simply because the campaign structure was difficult to discern and hard to manage. This, of course, was costing Google money in ad clicks and costing advertisers conversions from prospects searching for what they offer. So Google came up with “Enhanced Campaigns” as a solution.
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Summer vacations are in full swing and it seems like at least one member of the pit crew is gone at any given time this month. Annalisa just got back from Yosemite. I asked her to take me with her, but no dice. I’m confident there are Talosians hiding in this valley.
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This week at Pole Position Marketing, we celebrated the birthday of Kevin, our Client Relations Specialist & Ambassador of Tomfoolery. It just so happens I came across a site this week where you can “Trek” yourself. Happy birthday to my Romulan friend, Kevin!
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You have an e-commerce site? Are people searching online for the products you have on your site? If you answered yes to both, there is no good reason why you are not running Product Listing Ads (PLAs) on search engines (Google now, Bing soon). The fact that PLAs can show images of the exact product a searcher is looking for with an exact title and competitive price gives them a distinct advantage over other listings in the search engines. Namely, if the searcher typed in the exact product name, these ads are serving them the exact result they’re looking for. This is exactly the purpose of search, isn’t it?
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What They Are
A view-through conversion is a measure of the number of online conversions that users complete after they see—but do not click—a display ad on a website.
How They Work
How a view-through conversion is tracked, recorded and analyzed will affect your conclusions about the effectiveness of your ads. Here are some things to keep in mind when collecting and analyzing them.
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You’ve written what you perceive to be a good ad (or let’s hope you wouldn’t have written it). But, what you perceive doesn’t matter. It doesn’t matter to the search engine (Google in this example), and it doesn’t matter to the searchers. What matters is what the searchers think of your ad compared to the motivation that sparked their search, in relation to all of the options in the results they have to choose from.
But, this information isn’t readily available to you. Sure, you can see what your click-through rate (CTR) is, but you have almost no idea if it’s good or bad or how it compares to every other listing you’re competing against. I say “almost” because you can have a sense if it’s good or bad over time through testing and experience with PPC. But I believe you can get a better idea of where you stand if you crunch a few numbers.
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This week our crew chief has been in the Big Easy imparting his SEO wisdom to the attendees at PubCon. While the chief is away, the crew will play. Well, we managed to squeeze in a bit of play time with Cylon, the chief’s lovable dog who’s been a little forlorn. So, what’s been happening in web marketing this week? Here’s a sampling of what the pit crew has been reading.
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We were really excited when Disney bought Lucasfilm and along with it the Star Wars franchise—Episodes VII, VIII and IX!—but were confused with seemingly conflicting reports this week. In an article by the Huffington Post, George Lucas revealed that Harrison Ford, Mark Hamill and Carrie Fisher were pretty much a done deal for Episode VII. Carrie Fisher even seemed to confirm it, but alas, this report says she was only joking. The changes coming to Facebook though are no joke. And that’s not all we’ve been reading about this week.
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We’re dying to see Daryl take down more walkers—and perhaps his long-lost brother Merle—on this Sunday’s mid-season opener of The Walking Dead. Oh how we’ve missed you and the gang, Rick! Even if you are a little off your rocker. But who wouldn’t be in a zombie apocalypse? Since we’ve waited this long for the showdown between Rick and the Governor, we decided to do some reading on SEO, link building and web analytics, and share what we’ve found with you. Oh, and if you have no idea who Daryl, Rick or what a “walker” is, or even if you do, check out this cable company ad spot.
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