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DaBrian Marketing Blog: News, Insights, and Digital Marketing

Monitor Phone Lines, Billboards, Direct Mail Pieces, and More Using Multichannel Analytics

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Most people involved with the marketing facet of a company would agree that there are countless avenues to market with.Websites, banner advertising, e-mail marketing, direct mail marketing, cold calling…the list goes on and on.Over the past decade, it’s become increasingly important to monitor marketing effectiveness.Web analytics tools have been improving as quickly as the rest of the internet has, allowing for more dynamic, in-depth analysis with every new update.With these new updates and improvements, it has now become possible to monitor much more than just a website.

When implemented properly and in the hands of a web analytics ninja, platforms like Google Analytics can be used to monitor and track the effectiveness of more than just websites.Using advanced integration methods such as event tracking, virtual pageviews, and cross-domain tracking, these tools can be used to track everything from your organization’s social media efforts to phone calls.That’s right: phone calls. Call tracking is the latest trick in the analytical magic bag, using a hidden, blank web page bound to a specific phone number to track calls via “pageviews”.  Call tracking isn’t the only trackable avenue of marketing that isn’t limited by the internet.Using things like custom phone numbers and vanity URLs, it is also possible to use web analytics platforms to effectively track direct mail and even billboard advertising.

As human beings, we can’t help but think in silos.In today’s marketing world, it is crucial that we break away from this old way of thinking and see how all of these facets and avenues of advertising are tied together.When data from all of these areas of marketing is combined, it can generate crucial business intelligence and reveal insights that could give your organization the edge it needs.

Bing Gets Creative: Testing Ad Placement with adCenter

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Recently Microsoft’s Bing has confirmed that they are running tests by showing Ads via Bing Ads intertwined with Organic Results. Though there are some screen shots out there, I have not had the opportunity to see ads within Organic Search Results. Another change that I have noticed is the extra benefit of being the number 1 or 2 ad in the overall search results. In addition to being listed at the top, in those top 2 ad spots, the top 2 ads are also shown at the bottom of the first page adding more compelling value.

I’m glad to see that Microsoft adCenter is testing and trying to improve their services. As a PPC advertiser, who is adCenter Certified, I would now like to know if my ads are getting clicks while at the top of the page, the bottom of the page, or somewhere in between. I hope they are measuring this to help educate us all on where the best placement is and whether it is beneficial to have an ad in the middle of Organic Results. Only time can tell if this will be something that Bing will use in the near or distant future, but my guess is we’ll see some variation sooner rather than later.

Google AdWords’ New Targeting Options

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Google AdWords recently eliminated the polygon (custom shape) targeting system, and replaced it with a simpler pin point with radius method. Although this method is easier to set-up and visualize, it may not be as precise. However, select exact city location with a radius can still be very effect and efficient. Your options are either to individual select the cities, or points, that you want to target and set appropriate radius, or to select a central point and set the radius high enough to include all the desires points. Whichever option better fits your PPC management targeting strategy, be sure to implement it by the end of 2011, at which time Google will automatically change your polygon targeting into a set point with a radius. An Example of an alternative targeting strategy is pictured below – if more careful one care make it an even closer match.
Old Polygon Targeting – New Alternative Targeting
Google AdWords advertising Reading, Pa

Has Your Company Forgotten the Web Analytics Data Capturing Basics?

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We did some web analytics consulting for a Fortune 500 company recently. This case was very unique! The company had numerous global websites and campaigns, but lacked a standard web analytics solution, standard profile configuration, dedicated data collection team, data validation process, and avenues of communication between IT and the rest of the business. “Web Analytics capabilities”…are you really serious?

We would highly recommend that you solidify these areas before working on web analytics capabilities.Don’t even talk about data collection methodologies until you have the resources (human) in place to develop universal and standard processes.With good talent and proper documentation, you should be able to identify the gap and resolve any issues.

Web Analytics: Usage Analysis Leads to Improved Customer Relations

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Knowing how your target audience uses your website is integral to increasing visitor conversions and improving customer relations. Various retail stores around the world spend millions of dollars on researching how their customers browse their brick and mortar stores. They use this data to arrange the store in the most efficient manner, even engaging in testing to increase purchases by the customer.

Your internet marketing campaign should adopt a similar approach. Focusing on Key Performance Indicators (KPIs) within your web analytics solution can provide insights into how your target audience is using the website. The KPIs can bring troublesome drop-off points within your goal conversion funnels to your attention so you can make the required changes to the design of the page or its content to increase conversions. Perhaps certain landing pages have a consistently high bounce rate. Or perhaps the pageviews-per-visit or average time on site are down. This could indicate that the content on the page is not relevant or targeted enough for the consumer.

Customer relations are not only managed in brick and mortar stores, over the phone, or in emails. Implementing web analytics into your internet marketing approach can provide an integral avenue of improvement to customer relations and conversion rate.

PPC Advertising > Keywords + Ad Copy: Don’t Forget about the Landing Pages

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Testing is a crucial part of improving your PPC advertising efforts. You test Keywords to enhance targeting and increase relevant traffic to your site. You test Negative Keywords to prevent irrelevant clicks and lower cost. Testing Ad Copy is to find out what appeals best to your clientele. However, testing should not stop there. Your Landing Page is a critical component of obtaining conversions, and not just clicks.

If you have tested and found great Keywords and have excellent Ad Copy, then there is no doubt that, you are getting clicks and driving relevant traffic to your site. However, what is happening after that still has a huge impact on the success of your PPC efforts. Your Landing Page is the first experience a potential customer has with your website. It needs to aesthetically pleasing, easy to navigate, and a good starting point for your conversion funnel.

In order to measure and evaluate the effectiveness of your Landing Pages, you will need to integrate your Analytical Solution with you PPC Platform. Once you have the Analytics in place, you can begin testing your Landing Pages with tools, like Web Optimizer. Test various wording, layouts, pictures and more to discover what works best for you and your clientele, and watch your ROI increase.