Thursday, January 29, 2009

Section 2: Around the Net in Search Marketing

, January 29, 2009 Subscribe | Back Issues | Reply to Editor | MediaPost Home

Clarifying 'Bounce Rate' And 'Time On Page'
Pure Visibility
Mark Williams attempts to clear up questions on bounce rate and time on page. He believes many times these metrics are misinterpreted, so he provides insight on using them properly. For example: Analyze bounce rates "page-by-page" because each page on your site has a different goal.

Take, for instance, the landing page, which is designed to have visitors take some form of action such as buy a product, fill out a form, or download a whitepaper. Williams suggests that if you view the landing page as the gateway to the site that qualifies and collects information from customers, you should have different expectations for the landing page's bounce rate than that of your homepage. - Read the whole story...

Much Ado About Yahoo's Ts & Cs
Search Engine Land
Earlier this month, Yahoo emailed advertisers new Terms and Conditions stating the company may create ads, edit keywords, and/or optimize the accounts of U.S. advertisers not bound by an insertion order.. Now the search engine has posted a blog, "The Truth about Account Optimizations," that explain its decision to auto-optimize sponsored search, writes Matt McGee.

McGee summarizes Yahoo's post, calling it "condescending." He believes Yahoo's justification doesn't address complaints shared by Jerry Nordstrom, who airs his grievances about having an account auto-optimitized on a linked post. (The issue has also been addressed in two previous MediaPost Search Insiders.)  McGee points to several issues with Yahoo's new Ts&Cs, and suggests one or two solutions to alleviate the problem.    - Read the whole story...

Finding A Goldmine In Mobile Search Terms
Bryson Meunier
Bryson Meunier provides a list of top mobile search queries entered in 2008, as reported by Yahoo Mobile, AOL Mobile and Google Mobile India. It turns out, he writes, there are 26 unique mobile search terms between the three engines.

So, Meunier took the 26 queries and assigned both desktop search volume and Google mobile search volume according to the new Google mobile keyword tool's estimates. He serves up the results, along with a few observations on the data. The moral behind this story, he writes, "if you or your clients were selling anything in 2008 that related to any one" of the words listed and didn't "target mobile users, you missed out on millions of impressions and possible conversions." - Read the whole story...

Conversion Optimizer Tips
Google AdWords
Google has made the Conversion Optimizer tool available to all campaigns using AdWords' free Conversion Tracking tool that have made at least 30 conversions in the last 30 days, according to Amanda Kelly.

Kelly explains ways to get the most from ad placement in each auction based on the likelihood of a conversion. "This process helps to avoid unprofitable clicks and to get you conversions without requiring you to spend as much time managing your bids," she writes, explaining how the tool adjusts bids using data it collects. For example, after observing clicks, the Conversion Optimizer might conclude that broad matches on searches for 'Roses' don't convert well in Canada. - Read the whole story...

Why Should I Buy From You?
It's a question people continually ask themselves. It's also a question you should ask yourself. Why would consumers buy from you? Knowing the answer will help hone organic (SEO) and paid search (PPC) marketing strategies. Mary Bowling serves up some ideas to identify your value proposition and build trust among prospective clients.

Bowling also provides a list of common pitfalls to avoid. Many are common sense, but she reminds us, for instance, to avoid making claims that are not true. "If you say you can do it, you'd better be able to deliver on that promise the vast majority of the time," she writes. - Read the whole story...

Search Insider - Around the Net for Thursday, January 29, 2009


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