Most retail search marketers work with finite/limited search marketing budgets. They try to maximize the revenue they are able generate for this budget. The performance metric often used is “Revenue/Cost” (or, R/C). Revenue is a factor of number of sales (or, orders) and value of each sale (or, order). (We will not discuss “cost” here since the assumption is “cost” or “search spend” is pre-fixed).
Google is finally getting around to implementing some policies regarding what you can and can’t do with Sitelinks. Let’s take a look at what’s changing, when it’s changing, and how it is going to affect your paid search account!
Google will implement the new sitelinks policy starting end of September. Each sitelink in a campaign must direct a user to a different URL in the website with completely different content.
Many clients fail to recognize the value of combing PPC with SEO strategies… until the numbers come in. We recently acquired a client who was hesitant to bid on their trademark terms when they had been earning conversions organically on a regular basis. Makes sense – why sabotage your organic results?
Sitting outside a small restaurant in Princeton, New Jersey, an idea was born. For the past 3 years this idea has culminated into a workbook series to help online retailers create and manage Search Engine Marketing (SEM) campaigns.
This year NetElixir is proud to announce its release of the newest workbook which focuses on sharing knowledge of the top ten SEM ideas that were rated “very useful” by over 5,000 retailers in the US, UK, and Germany.
In order to determine how well your company is doing, or if you are on the right track to achieving your goals, you must have something to measure your progress. Without this, it is impossible to determine if the path that your campaign is following is in fact the one that is going to yield the best results for your company. KPI’s are an invaluable form of company intelligence that allows an organization to discover what work still needs to be done in order to improve their campaign.
So what do we mean by this? It’s fairly straight-forward really; essentially Mistake #2 occurs when a campaign lacks a coherent SEM strategy that connects goals with the execution plan.
Why does this happen? First, the blame falls on the strategic planning process (or lack thereof). Most often, if Mistake #2 is plaguing a SEM campaign, it’s because the strategic planning process is absent or inadequate. One may question how a strategic planning process could be nonexistent within a company, yet in our experience this problem occurs in about 70% of SEM campaigns. Similarly to Mistake #1, this problem usually emerges when there is a lack of communication amongst an organization.
As any online marketer knows, the ecommerce world is a fast paced and dynamic environment. It’s easy to fall behind or miss opportunities if your organization is not working as a well-oiled machine. I mean all parts; from upper management, to advisors, all the way down to interns. If you want to run a successful online marketing campaign, your company must work and run, day in and day out, as a cohesive unit. That cohesive unit must also have a clear set of goals that each member of your marketing team is fully aware of. When goals amongst upper management and your SEM manager differ, many factors within the marketing campaign are put at risk.
NetElixir is pleased to announce the release of its newest white paper “5 Mistakes to Avoid in Search Engine Marketing.” Like all of our customers, NetElixir places a high emphasis on adapting to the ever changing marketing environment in order to stay ahead of the curve.
In an increasingly crowded and competitive marketplace, a company’s success hinges on their ability to adapt and improve. In order to do this, you must be able to look at your business’ SEM campaign’s inner workings, and determine the places that need to be tweaked in order to help drive success. “5 Mistakes to Avoid in Search Engine Marketing” explicitly lays out 5 common mistakes that search engine marketers make, and provides explanations and recommendations on how to avoid these mistakes. This white paper was crafted to help online retailers think progressively in order to avoid setbacks that we have seen plague online marketing campaigns in the past.
In honor of the New Year and our resolution to make online marketing campaigns more successful than ever, we wanted to give retailers a gift to help jumpstart 2012. We are giving free access to our online marketing web applications site, LXRMarketplace, and its newest tool, The Keyword Performance Analyzer.
Black Friday Weekend brought a lot of sales and unexpected trends this year. The biggest shopping day of the year has now expanded to a weekend long event! Our Retail Intelligence Team tracked paid search advertising metrics for 32 US online retailers over the holiday weekend (midnight 11/23 to midnight 11/27, 6-hourly) and has captured some exciting changes in search and online shopping patterns: