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Understanding Variation in PPC Data | Principles of Variable Data Analysis

Understanding Variation in PPC Data | Principles of Variable Data Analysis

“LOOK EVERYWHERE and you will see variation” is the first sentence in Ellis R. Ott’s 1975 classic Process Quality Control: Troubleshooting and Interpretation of Data. That sentence could not be more valid when considering management and optimization activities of paid search advertising. In the world of quality, process and statistics Ott may not be as well known as Walter Shewart, W. Edwards Deming, Joseph Juran or Donald Wheeler but in my opinion he is equally … Read entire article »

Filed under: Google Adwords, Paid Search in General, PPC Analysis & Case Studies

Should PPC Advertisers Monetize Twitter Followers As A Viable Conversion Event?

Should PPC Advertisers Monetize Twitter Followers As A Viable Conversion Event?

In the PPC world, many of us are eager to monetize anything that has to do with either the possibility of a conversion and/or persuasion points leading up to a conversion, where it all leads back to their PPC efforts. There is nothing wrong with this, in fact, it’s just another stage in the evolution of understanding the power of PPC. However, with the adoption and popularity of more and more businesses utilizing Twitter and … Read entire article »

Filed under: Online Strategy, Paid Search in General

SEM & Analytics – The Love vs. Hate Relationship Continues

I figured a little personal anecdote would be best for this post. At my wedding, my brother-in-law gave a speech in which he said to 250 guests. "In this world, most people see either a glass of water that is (1) Half Empty or (2) Half Full. And then there’s Greg who sees Chocolate Milk." Well, if your wondering where I am going with this, I am trying to make the point that analytics is playing a major part in the decreasing interest of outsourcing paid search. Think about it, Search Marketers, Directors and VP’s of marketing are now realizing that they are limited in what they can afford except for their brand or trademarked names. Everything else that is non-brand is now identified as unprofitable for them based on … Read entire article »

Filed under: Web Analytics

Is Web Analytics Hurting Paid Search?

Is Web Analytics Hurting Paid Search?

It’s becoming apparent that the emergence of Web Analytics with regard to SEM is revealing many more wounds than band-aids these days. I see a continuous trend where the marriage of Paid Search and Web Analytics  is becoming more like a  double-edge sword rather than a cure of the common marketer. Don’t get me wrong, web analytics is extremely powerful and we have yet to see the full explosion of overwhelming demand for it. However, … Read entire article »

Filed under: Web Analytics