Wednesday, January 28, 2009

Section 2: Around the Net in Search Marketing

, January 28, 2009 Subscribe | Back Issues | Reply to Editor | MediaPost Home

Retargeting On A Budget
Search Engine Journal
Increasing the number of times someone sees a campaign ad could increase the chances of turning a browser into a buyer, according to Gab Goldenberg. While you typically need "fancy technology" to do this, Goldenberg has developed a "low-budget" solution to accomplish the task.

Goldenberg provides a list of tools you may want to consider when reevaluating your strategy to improve sales. They include a "demo spider" to show you where external links connect, and a report on the sites and engines that drive traffic to competitors in a list of top referring domains. - Read the whole story...

Mastering Analysis To Identify Trends
Google Analytics Blog
Jessica Hullman from Pure Visible, a Google Analytics consultant, provides a tutorial on mastering motion charts that make it possible to perform both "high-level analysis" such as identifying long-term trends, to targeting analysis, which allows you to gauge a specific event.

Hullman guides you through several processes that can help you identify changes in values for keywords as the campaign matures. She also shows you how targeting traffic from a channel can influences the quality of visitors, landing-page optimization affects visitor behavior, and engagement metrics relate to conversion rates. Most importantly, she suggests keeping close tabs on your customer because the profile of those who frequent your site can change at any time. - Read the whole story...

Performance Pricing Models Could Change Everything
Hollis Thomases presents tips on outlining a performance media planning strategy. "As more ad inventory becomes available, publishers who once might have only accepted CPM buys have suddenly become open to performance pricing models," she writes, suggesting that could change the way media planners look for space to place ads.

Thomases suggests doing the math by "back calculating" metrics from an actual sale to determine what the company can afford per lead or per click. It's important to understand the entire conversion process and the number of visitors who turn into leads. You also need to know how many "leads turn into sales, how many times you need to call or e-mail a contact before a buy, the value of that sale, and if there's recurring value to that customer, among other factors," she writes. - Read the whole story...

Malware Found In Google Video Search Results
If you haven't got the message already, perhaps Dancho Danchev can convince you of the need to batten down the hatches to improve fraud and malware detection geared at social media, online advertising, search marketing and pay-per-click advertising. Danchev explains that during the past couple of days, one group involved in countless numbers of blackhat SEO campaigns across the Web began to target Google Video with a campaign that has hijacked approximately 400,000 search queries to trick users into visiting a bogus and malware-serving adult Web site.
Read the whole story...

Offline Gmail
The Official Google Blog
Google said it will take Gmail offline by offering a tool that lets users connect without Internet access. The Offline mode offers access with a Web-based interface. The tool allows you to read, star, label, compose and archive email. Look for the Offline link in the upper right corner of the Gmail window near your user name.

Andy Palay explains that some Google employees have been using offline Gmail for quite a while. He personally has read thousands of messages and answered hundreds en route to visit his son and daughter. "And it's saved me more than once when my home network connection ran into issues (we have squirrels at home that love to chew through outside cable wires)," he writes. - Read the whole story...

Search Insider - Around the Net for Wednesday, January 28, 2009


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