If there was one key metric that we would recommend every search marketer to adopt, it would be “value per visit”. Value being calculated as (Revenue – Cost), visit being calculated as visits to the website driven by search engines (we have found that clicks and visits often differ, clicks > visits).
Google’s Enhanced adwords campaigns offer marketers the ability to manage campaigns for multi-device world. With features like ad customization, targeted bidding and an ability to track various conversion types (across devices), Google adwords makes it both simple, integrated and efficient for marketers.
At LXRMarketplace.com, we offer several free online tools to help you enhance your current online marketing efforts and fill any holes that are preventing you from reaching your full potential. Whether it’s a SEO- or SEM-related problem, proper diagnosis will help you find an effective solution and reach your goals more efficiently.
CEO Udayan Bose along with Sales Manager, Marinn Hersh presented the webinar and discussed a few crucial SEM mistakes that search marketers are notorious for making when carrying out their campaigns.
Be sure to avoid the SEM mistakes presented to ensure a smooth and successful 2013!
- Make sure you put into place a holistic search marketing plan
- Schedule meetings between your SEO and SEM teams once a quarter
- Use technology to measure cross-search attribution
- Use LXRretail’s SEO-SEM Dashboard to improve search marketing efficiency
NetElixir University will be hosting it’s 2nd webinar, “3 SEM Mistakes to Avoid in 2013″ on Friday, January 25th, from 2-2:30pm EST!
We’ve done the research… 70% of retail search advertisers do not have a clear and defined digital marketing plan in place! This means only 30% of digital marketers are operating with a coherent plan that connects their annual goals, strategic initiatives, and tactics. Which percentage do you fall into?
The recession had a profound impact on buyer behavior. Shoppers started doing more research, more bargain hunting and the consumer decision making process got a little longer (per our research, 12% longer.. http://www.nytimes.com/2011/04/04/technology/04drill.html).
We decided to conduct an experiment on our consumer electronics clients between October 1, 2012- Nov 30, 2012. This time overlapped with the Black Friday weekend and consumer electronics being a popular holiday item, we wanted to track the latency of conversions from paid search (by tracking the time lapse between first click and purchase). We used our technology, LXRRetail’s tracking system for this purpose since it has a flexible cookie period advantage (we can select and change the time period for which the cookie needs to remain active).
SEM Marketers often struggle to measure the effectiveness of short term promotions. The challenges they face are: a) inability to accurately link sales promotion to the sales conversions b) frequency of promo changes often makes quick data analysis and insight aggregation difficult (especially during holidays) c) separating the online and offline impact of the promotion.
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?