Tuesday, June 9, 2009

Section 2-Around the Net in Search: AdWords For Mobile

, June 9, 2009 Subscribe | Back Issues | Reply to Editor | MediaPost Home

Tracking Ads With A Fast Redirect
Search Engine Land
How do you sufficiently track PPC ads in a marketing program when JavaScript tags typically sit in the footer of the browser and the whole page must load before tracking it? George Michie brings up an interesting problem. People typically don't sit around and wait for a slow image-laden page to load. They just move on to the next. When that happens the user gets flagged as untracked, even though they came through a paid advertisement.

Arbitrarily assigning a value to keywords doesn't work either. It results in lost opportunity for ads doing well to bring in the visitors and close the sale, Michie writes. He suggests a fast redirect works better to track high-dollar marketing programs, especially when the server doesn't have to do a database look-up. If the server must look up the destination URL the redirect slows and the server will bog down during traffic bursts. Michie provides some workarounds to provide insight into better tracking technology. - Read the whole story...

Filtering Out IP Addresses
Google Analytics Blog
Filtering out IP addresses, such as your own, is one way to stop from tracking irrelevant visits to your Web site. Christina Park writes that it can improve the accuracy of your metrics such as average time on site and geographic location of visitors that might convert from searchers to buyers.

Christina provides 10 steps to filter out IPs. Start by collecting IPs from people in your office you don't want to track, she writes. If they don't know their IP address, she provides instructions on how to look it up. Then sign in to your Google Analytics account to begin adding the filters. - Read the whole story...

Google Files Patent For Measuring In-Game Ads
SEO by the Sea
A patent filing suggests Google wants to get into in-game advertising. Bill Slawski has found a patent filing from Google that discusses how the company might track and measure ad impressions in a video game.

Some attributes Google might look at when defining an ad impression could include quality, length, and percentage of the screen occupied by an advertisement, according to Slawski, who provides a description of each. Google describes the patent as "a realistic measurement by which [advertisers] can compare impressions, and enables them to better understand their ROI for a given ad or campaign." - Read the whole story...

For Marketers, Paid Search Links = Steroids
Find Resolution
Bryson Meunier thinks those using paid links should be stigmatized -- like professional athletes who use steroids. He writes, "anabolic steroids and other banned substances used in doping are taken because of their ability to increase an athlete's strength or speed, and equity-passing paid links, if undetected, may artificially inflate a page's link equity and make it possible to compete on terms that it would not naturally bring in traffic."

In sports, "doping gives an unfair advantage to one athlete over another. Similar, paid links, gives an advantage to marketers who chooses to use them, but they violate the rules of the game." - Read the whole story...

AdWords For Mobile
Treating the iPhone as a separate ad group for mobile pay-per-click campaigns, when to consider traditional WAP browsers, and the difficulties of monetizing mobile ads are some of the topics Rand Fishkin discusses with Cindy Krum, an expert on AdWords for mobile.

Unless a mobile campaign includes ringtones and other downloadable content, it's still difficult to monetize, Krum says. Many people don't feel comfortable entering credit cards numbers into an app on a mobile phone. Google solved that with Google Wallet, which allows people to make purchases on phones running Android without entering a card number each time a purchase is made. - Read the whole story...

Search Insider - Around the Net for Tuesday, June 9, 2009


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