Adwords

Google Algorithm Busts Chinese Car Theft Ring Entirely by Accident

Source: http://gizmodo.com/google-algorithm-busts-chinese-car-theft-ring-entirely-895334541

Google Algorithm Busts Chinese Car Theft Ring Entirely by Accident

Every sci-fi movie about inventions rising up to take over the world is built upon one unchangeable seed crystal: the moment when the technology does something its inventors never predicted. As The Verge reports, that’s exactly what happened to Google engineers in 2010, with a truth-and-justice twist — Google’s AdWords software exposed a Chinese car theft scam.

Read more…

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Wednesday, July 24th, 2013 news No Comments

10 valuable Google Analytics custom reports

Source: http://econsultancy.com/us/blog/62271-10-valuable-google-analytics-custom-reports-2

Track the effect of (not provided)

Google’s decision to encrypt search referral data means that many sites now have a lot less to work with when tracking SEO keywords, and Econsultancy is no different.

In fact, as with other IT and tech related sites, we have been hit harder than others, to the extent that more than 40% of our organic search referrals are (not provided).

The rise of (not provided) on Econsultancy.

With this encryption spreading to Firefox and iOS6, this trend is set to continue.

Thanks to Avinash Kaushik’s custom report, you can moan about the impact to other marketers, backed up by accurate data.

Google https Change Impact

Time of day report

This one comes from Dan Barker, who answered my Twitter question about tracking posts by publish time with a fully formed custom report, thus saving me loads of time.

Using this you can see which days of the week are most popular, and use the data to experiment with your publishing schedule:

 

GA time of day report

Time of day report for ecommerce

This one also comes from Dan Barker, and does much the same as the previous custom report, but is aimed at ecommerce sites.

It shows transaction metrics on top of the traffic stats by time of day and day of week.

 

Time and ecommerce report

Better AdWords

This report was suggested by Brian Clifton in the Google+ discussion on this post. I’ve added this to replace the Google Images traffic report, which doesn’t work.

This  combines Adwords acquisition data with revenue data under one roof, and saves you going back and forth between different reports.

 

Better Adwords report

Keyword analysis

This report looks at your most popular keywords (minus the ones that Google isn’t telling you about) and shows visitor metrics, conversion rates, goal completions and page load time.

Other tabs also show engagement and revenue metrics.

Keyword analysis report

Keyword analysis report

Non-branded keywords

This report strips out the branded keywords and shows visits, goal completions and revenue.

You’ll need to go in and edit the report to exclude your own branded keywords. In this case, I’ve excluded ‘econsultancy’ but I should also remove the various spellings and hyphenated versions:

 

Non-branded keyword report

Browser report

This report shows how different browsers are working for your site in terms of visits, revenue, bounce rates and purchases.

It’s also a good way of picking up potential problems. If bounce rates are especially high for one kind of browser there may be an issue with the way your site looks in Internet Explorer, Safari etc.

 

Browser report

Should I go mobile?

This one is from Lens 10, and aims to answer the question above.

You can judge from metrics such as pages per visit and goal completion rate and decide whether a mobile site is ready. The answer is very probably yes for most sites.

 

Should I go mobile? report

Referring sites report

Thanks to Anna Lewis from Koozai for this one, which shows referring sites alongside goal completions and conversion rates.

 

Referring sites report

Link analysis report

This one, from SEObook, helps you to see which of your inbound links are sending the most valuable traffic, showing visits, goal completions and more.

 

Link analysis report

Do you have any other useful custom reports to share? Please let us know below…

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Thursday, March 7th, 2013 news No Comments

This is why Google’s profit margins are going down

They sent me a 4-fold mailer to tell me that I got 167 visitors from my Adwords campaign in September and suggestions for how to make improvements.

Inline image 1

 

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Monday, November 5th, 2012 news No Comments

Google Just Created A Gigantic New Mobile Ad Marketplace (GOOG)

Source: http://www.businessinsider.com/massive-google-just-created-a-gigantic-new-mobile-ad-marketplace-2012-6

mobile phone devices

Google has integrated AdMob, its mobile advertising service, into AdWords so that anyone buying web ads through AdWords can now also buy them on mobile devices served by AdMob, according to Jonathan Alferness, Google’s director of product management/mobile ads.

The move essentially turns the web and mobile ad markets into the same, massive market. It adds 350 million mobile devices and 300,000 mobile apps to the AdWords universe, on all types of devices. Previously, AdWords reached 2 million web sites accessible by computers.

The move comes hours after Facebook did something similar—providing turnkey access to mobile and desktop, display and news feeds ads through its ads API. Taken together, it appears that Google and Facebook envision the web and mobile ad marketplaces eventually fusing into a relatively seamless whole.

Jason Spero, head of global mobile sales and strategy at Google, told Ad Age he believes that the AdWords/AdMob conjunction will scale up the mobile market dramatically by applying Google’s main ad revenue engine to handheld device platforms.

On mobile, available inventory has thus far outmatched the demand for ads against it, depressing prices dramatically (especially at Google). A new influx of mobile advertisers from AdMob might raise mobile prices, but by directly pitting web ad inventory against mobile inventory it could also lead to lower average prices across the board.

Please follow Advertising on Twitter and Facebook.

Join the conversation about this story »

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Thursday, June 7th, 2012 Uncategorized No Comments

On your mark, get set, GOMC!

Source: http://googleblog.blogspot.com/2011/12/on-your-mark-get-set-gomc.html

Professor registration for the 2012 Google Online Marketing Challenge (GOMC) is now open.
GOMC is a global online marketing competition open to professors and their students in any higher education institution. Professors sign up for the contest and then serve as guides and mentors to their student participants throughout the competition. Over the course of three weeks, student teams are tasked with developing and running a successful online advertising campaign for real businesses or nonprofit organizations using Google AdWords. In the process, they sharpen their advertising, consulting and data analysis skills. (Note: student registration will open on January 31, 2012 and students can only enter if their professors have signed up already and must sign up under their own professors).

After running their online advertising campaign for three weeks, students summarize their experiences in campaign reports, which they submit online. Based on the performance of the campaigns and the quality of the reports, Googlers on the GOMC team and a panel of independent academics select the winning teams.

The global winners and their professor will receive a trip to Google headquarters in Mountain View, Calif. The regional winners (and their professor) will win a trip to local Google offices, and the social impact award winners will be able to make donations to nonprofit organizations that were part of the GOMC competition.

Last year’s challenge had 50,000 participants representing 100 countries, and this year we expect even more. For more information, visit www.google.com/onlinechallenge. Professors, here is a chance to help your students sharpen their marketing skills and make a global impact!

Posted by AJ Pascua, GOMC Team


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Wednesday, December 28th, 2011 news No Comments

Google Blimp Ads! Awesome!!! Google Adwords On A Giant Screen

launches in May!!  gotta get some before they are gone – click here to sign up http://www.google.com/adwords/blimpads/

talk about awesome branding opportunity

google blimpads - 2011 April Fools

large advertising for small text ads

blimpAds by google

It is April 1, 2011, folks

Google is also hiring autocompleters – sign up right away
google autocompleters april fools #aprilfools

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Friday, April 1st, 2011 Branding, digital, integrated marketing No Comments

CCA – cost of customer acquisition

how do we judge the relative merit and effectiveness of different types of advertising? By finding a common parameter that can be used to compare “apples to apples.” We argue that cost of customer acquisition is a great candidate for such a parameter.

For example, if television advertising cost $50 million to produce and air, and 1,000 people came to the acquisition website, and 10 people applied for and received credit cards then the CCA — cost of customer acquisition would be $5 million ($50 million / 10 people who got the credit card). Of course television advertisers would claim that the “impressions” from TV would have “branded” millions more people and they would eventually get a credit card from the company. That’s possible. But for the purposes of this exercise, if there is no absolute end-to-end tracking, we don’t count it. Because, for example, many other possible scenarios can also occur, like the person saw this ad for a credit card but ended up getting a card from a different bank, they saw and remembered the ad but they already had several credit cards from the company, etc.

With “online” we can easily see lift in search activity around the time that brand/awareness advertising is in-flight. This is one of the best indicators of interest — the person saw the TV ad, and was inspired enough to go online to do more research to inform their own purchase decision. Modern consumers will typically search and then click through. In rare instances, they will type the URL, but it is usually the domain name, not the special URL — domain_name.com/special_url — just because of pure laziness or simply because they forgot the /special_url portion.

Now let’s look at a print example: a print ad cost $5 million to produce and traffic in targeted magazines. About 1,000 people came to the website and 10 people ended up purchasing the advertised product. So the CCA is $500,000 per customer acquired.  There may be more people who saw the ad and eventually came in to buy a product. But again, there is a problem of attribution.

Now a final example from “online” marketing.  Search ads were run using Google Adwords and a $1 CPC (cost per click) was paid. Of those people who clicked through 1 in 20 purchased a product. So it took 20 clicks at $1 each to achieve 1 sale – so the cost of customer acquisition is $20.

OK, so what about prodycts not sold online? We can use a proxy which has a known conversion to sales. For example, once a coupon is printed from the website, from historic data the advertiser knows that 30% end up using the coupon – i.e. redeeming with a purchase. So, again, if we used a $1 CPC and 1 in 20 ended up printing the coupon and 30% of those “converted” to an offline sale, the CCA would be $66.67  ($20/0.30).

So to recap

Television – $5 million CCA

Print – $500,000 CCA

Paid Search – $20 CCA

Paid Search + Offline Sale – $67 CCA

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Saturday, February 21st, 2009 digital, integrated marketing, marketing No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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