Multi-device attribution is, without a doubt, the greatest struggle of the digital marketing industry. Digital marketers want to know what paths customers take before making an online purchase, but with the wide variety of devices customers are now using, these paths are often hard to track down. For instance, if a customer starts exploring a product from her smartphone, but ends up later purchasing that product from her desktop PC, our current attribution models would only credit the PC with driving this purchase. In reality, the smartphone should have gotten most of the credit, as that was the device which introduced the product to her in the first place.
Anybody that has been performing Search Engine Optimization for any amount of time knows that bad back links lead to bad results. Yesterday, I saw a blog post over at Search Engine Roundtable that highlighted a survey with alarming results: Nearly 80% of business owners would consider sabotaging their competitor’s websites in order to gain rankings on their own website. This means that business owners are paying unethical SEO agencies to build bad backlinks to their competitor’s websites rather than focusing on performing good tactics to their own.
In the world of Paid Search, when we create advertisements to fit the limited space on the SERP, we sometimes fall short of reaching the emotions of our customers. We pack our PPC ad copies with what we know as the best practices, like price-points and offer descriptions, and often come up short of giving our ads strong emotional appeal.
While search marketers believe dominating the Search Engine Results Page (SERP) can drive incremental revenue, it is often hard to quantify its impact. To solve this problem, NetElixir’s Retail Intelligence Lab commissioned a research project to measure the incremental influence on online conversions and resulting revenue due to the presence of PPC, PLA and SEO listings on all the same SERP—what we call “dominating” the SERP.
With Paid Ads, Organic Results, and Google Shopping on the SERP today, there are many opportunities to reach potential customers before they even scroll down the page. In the following infographic, NetElixir University shows how taking advantage of all of these channels directly correlates to return on ad-spend, and the number of orders received.
Did you know that according to a research report published by Flurry, last year US consumers downloaded an average of 8.8 apps each month? That alone is a lot, but when we dug a little deeper into the data, we found that 20% of US consumers downloaded a staggering 17 apps a month— that’s about 32 million US mobile consumers downloading 17 apps every single month!
It’s easy to see that screen sizes on mobile devices have gotten bigger, making phones easier to use than ever before. Let’s take a closer look at the growth in both the use of mobile devices and screen size on those devices, and how these changes are impacting consumer behavior.
What was once considered a giant screen just several years ago now seems tiny in comparison to our modern smartphones. The average screen size before the iPhone was introduced in 2007 was less than 3”, and it wasn’t for another 4 years that the average size finally reached 4”.
As 2014 draws to a close, it’s important to reflect back on the past year, and it’s also essential to look forward to the year ahead. However, looking into the SEO crystal ball is often clouded by all sorts of unknowns. Between the unpredictability of the moves that Google is making, to the volatility that exists in the growing competition, the challenges of Search Engine Optimization are continuously building as time moves on.
Looking back at 2014, NetElixir has had quite an eventful year! It was full of taking on exciting projects, meeting all kinds of new people and developing several proprietary algorithms and tools to make search marketing easier. At the same time, NetElixir University worked to stay up to date with the latest SEM and PPC trends and shared them with all of our followers.