1. Use Micro conversions
Measuring every possible way that a search engine marketer can add value to a company is important for both SEO & PPC work. Micro conversions are a great way to measure value for clients outside of macro conversions, i.e. online purchases, subscriptions, etc. In order to do this, you must define every goal or conversion that can be accomplished, and calculate its monetary value. Then track those micro conversions in analytics so that you are really tracking how much your client is getting from SEM. Examples of micro conversions:
- Gift Registry
- Becoming a member
- Email newsletters
- Affiliate signups
2. Keyword Analysis
Conduct keyword analysis on long versus short tail terms. You can potentially rank higher and pay less for long tail keywords in verticals where the short tail is very competitive and expensive. But make sure you measure this! Use your analytics program to compare one or two keyword traffic to three-plus keyword traffic.
3. How to Brainstorm (Or, how to write about something that seems boring)
– Kate Morris
- Specify who you are talking to.
- Who are you customers?
- Specify what you need out of it.
- Goals: traffic, sales, likes, follows.
- Pick Your Topic (e.g. window washing).
- Write down all the words you think of for that topic (squeegee, high rises, etc).
- Research educational & government agencies, they are great places to find things that people haven’t talked about!
- Find something great that people will want to share! (Did you know that a guy used a squeegee to rescue five people on 9/11?)
4. What’s New With Facebook
Facebook is now offering a feature that logs customers into your site through their Facebook login. This is beneficial for websites that customers don’t visit that often: travel sites, ecommerce sites, etc.). When using this feature, the website is personalized to the exact customer and their previous purchases.! Here is a link to the tool and a video on how it works, along with other tools from Facebook.
5. Display URLs, long versus short
Studies show the shorter the URL, the higher the click through rate.
6. Conversion Rate Optimization
Calculate your lifetime customer value. In analytics, look at the bounce rates for every page in your conversion funnel. Pinpoint which pages have the highest bounce rate, and work on optimizing these pages to improve your conversion rates.
7. SEO vs. PPC
– Melanie Mitchell
- Everyone in the SEO & PPC industry tries to fight over which is more important: SEO or PPC. Melanie Mitchell gives some great statistics showing that they are both great and they both support each other! Seems pretty obvious, I know, but it’s great to see the results on paper! Here are some statistics from her presentation:32% increase in overall click through rate when you combine PPC & SEO
- 420% increase in brand recall (versus 260% with just PPC)
And here are some tips she gave on how to utilize and improve both, with a little help from the other:
- Identify top paid keywords by conversion that get little SEO traffic, and maximize both.
- Identify potential opportunities for keyword expansions by looking at organic keyword history in Analytics
8. Maximizing the Power of Retargeting
Retargeting is a very important part of pay per click marketing.
- Retargeted customers are 70% more likely to convert, and will likely spend 50% more on average.
- You should only show the same ad to a retargeted customer 15-20 times.
- Switch out advertisements every 2-4 weeks to make sure people don’t get fed up with your advertisement.
- Target people who:
- Search for your site organically
- Went to customer sites
- Who visit partner sites
- Keep track of your burned audience: (people who have already converted) by emailing promotions, marketing a second conversion, or asking for a social connection.
- Tip: Place unique pixels on specific pages of your website, and retarget to customers who visit those pages with advertisements that are unique to the products or services they showed an interest in!