 Debunking Landing-Page Myths
Post-Click Marketing Blog
A landing page is one page only. "Flash on landing pages is evil." Multivariate testing is better than A/B testing. Scott Brinker attempts to debunk these three landing-page myths, reminding us to think paths rather than pages..
When it comes to testing myths, he provides key reasons to adopt A/B testing. For instance, it requires less traffic to achieve statistical significance, it's easy for marketers to visualize each test variation for approval, and multipage paths of varying length can be tested against each other. - Read the whole story... DoubleClick Dart DFP Changes
DoubleClick
A video outlines features that become available as part of the standard DFP UI beginning May 30. The demonstration walks you through how to traffic an ad through DFP and use the new interface to upload and assign image, flash banner and third-party creatives.
Buttons have been moved and features enhanced, integrated more tightly into the application. A new assignment box provides the ability to see all the content in one location. Steps have been condensed to reduce the time it takes to upload and assign a creative. - Read the whole story... Display Search Targeting Wish List
ClickZ
Behavioral targeting, particularly solutions from search engines, leaves a lot of room for improvement, according to Kevin Lee. Not surprising, he writes, given the evolution of display-ad targeting and evolution of search advertising platforms. So, in the best interest of the industry, he's beginning a wish list to help design the next version of behavioral targeting.
For starters, he's looking for a self-service version. Allow some advertisers without a display ad already to bid on a per-click or even a CPM basis directly within the search interface, he writes. - Read the whole story... Google Unveils Quick-Message Platform: Twitter Competition In A Browser?
Google Blog
Google Wave, a new real-time open-source tool that operates in the browser, could provide instant competition for Twitter. Lars Rasmussen and his brother developed the application -- the same two who developed Google Maps. The plan is to release the communications and collaboration tool later this year.
Google unveiled the Wave at the I/O conference. The tool allows people to communicate and work together with richly formatted text, photos, videos, maps, and more. One person creates the Google Wave and others add to it by inserting a reply or edit. People can concurrently add rich-text, and nearly instantly, others see the message in the browser. Rasmussen describes it as similar to instant messaging. - Read the whole story... Can Physical Addresses On Web Sites Boost Rankings?
Search Engine Land
Michael Gray looks at how a real-world address can have some impact on your site's organic listings. As an example, he builds a matrix to look at national chain/franchise auto repair shops. Do the shops have the corporate address in the footer or on the site? Can search engines crawl and index the location directory?
Gray makes the point to think of the physical address as part of a Web site's overall trust score. Having a private registration, no address or non-matching addresses may not strike a negative blow to the Web site, but having matching on-site addresses seemed to create a more positive response. He then tells you how to make the physical address part of the SEO strategy. - Read the whole story... |
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