Posts Tagged ‘pay per click’

Nov 09
2011

Facebook Ads Webinar ScreenshotSecond webinar in a series of marketing tips from Facebook.  There’s some great information here, not only great practices to follow, but we’re listening to the “horses mouth”, so they could answer any questions about the interface.   If you are a Facebook Fan Page admin/owner looking to beef up the activity on your page,  I strongly recommend attending them – click here for more info on the Facebook Marketing Bootcamp .
This particular one was on Facebook Ad’s.    As Facebook’s bread and butter, sure – this is where they make their money from you, but the system works – getting you large groups of laser targeted audiences due to their ability to segment their 800 million users by interest!

Here are some notes on how to use Facebook Ads to effectively market your business or Facebook Fan pages:

Use Facebook ads to drive fans to your page and even more than that, use them to reach friends of those fans.

-800 Million active users on Facebook – scale of TV, precision of direct marketing, as well as ability to harness power of connections between friends.

-There are 4 ad formats:

  • Standard Ads
  • Application Ads (app)
  • Like Ads (FB Pages)
  • Event Ads

-The last 3 include a powerful tool – social context (meaning they can display “[Your Friend] likes this”, which is more likely to inspire “trust” and thus, better chances at click-through).

Important Steps:

1) Make sure you’re targeting efficiently.

Understand your audience. Ex. Are you a brick-and-mortar store? Then a good question would be “Where is my audience located?”

Other things to consider: Demographic targeting?  Does a specific gender come to my store?  What’s their education?

More precise targeting: Likes and interest?  Ex. Are you a restaurant?  Then try touch people who like a certain type of food.

 

2) Design an engaging ad.

Make sure to get the “creative” right!  This could be the difference between someone clicking on your ad, or not.

Succinct copy!  Be short and clear, but compelling.

Use an image that is eye-popping.

Make sure to have engaging content – Promos (“Free Download!”).  Questions (“Do you like pizza?”)

Your ad should be action-oriented – explicitly tell them what you want them to do.  ” ‘LIKE’ our page!”

 

3) Setting correct budget and bid – you can only reach certain people with a certain budget.

Lower bids get lower chances of ad’s being run.  Bid a good number and if your ad is doing well, bid on the high end.

 

4) Analyzing and Optimizing

Test multiple versions. Multiple text, headers, images, etc.  Choose the most optimized.

“Page Post Ads” – if you have a good post with good comments – you can create ads out of those to reach people it normally wouldnt.   Links, events, questions, photos, videos, etc.   Target posts.

Define strategy.  Do you want to drive sales? Or get more fans?

More best practices to drive traffic to your page:

Select to run a “Page Post Ad” – sometimes you have a great post on your page and you want more than just your fans to see it.   Facebook Ads allows you to run this.

Choose a image that’s engaging – human interactions are usually more successful.

Ad copy needs to be engaging – asking a question, promoting a discount

Create a sense of URGENCY – let them know when promo is ending.

 

Questions from the Audience:

I set up campaign, but I have very few impressions?  What do I do?

Make sure to set bid high so it’s competitive.

 

Can I give access to someone else to manage my ads without giving them access to my profile?

Go to Ads manager and you can add verified users to see ads.

 

How often should you check the results of your ads?

Every couple days.  Make changes based on results of engagement.

A good indicator that your ad is working is if you hit your budget everyday.  If not, you may have to up your bid.

 

What does “Targeting by broad category” mean?

Broad category are common categories.  Ex.  Broad category are “pets”.  Precise interest are “dogs”.

 

Is it better to have broad or precise targeting? 

Depends on your own goals.  If you want people with likes or interest similar, go with broad targeting.  But if you’re advertising a product that is specific, then go with precise interest.  You may want to add several price interests.

 

If I don’t bid high enough, possible my ad wont show?

Yes.  You need to bid high enough.

 

How long would you run an ad before adjusting it?

Every couple days.  At least every 10 to 12 days to make sure your ad isn’t going stale.

 

Nov 02
2011
Facebook Marketing Bootcamp Logo We usually look to different industry experts for their experience and insights on Facebook Marketing, so it’s nice to finally get best practices directly from Facebook.  Since it’s their product, they can validate what practices really do work and what are meant to be used with their system (though, of course, we can’t forget there’s a definite “sales” element involved in them trying to get us to try their Facebook Ads :) ).  The Facebook Marketing Bootcamp is providing free webinars over the next coming weeks.   Register and you get a free $25 coupon for Facebook Ads, so you might want to register here.Today’s webinar was the first in the series and it was titled “How Your Business Will Be Better In A Connected World”.  It gave a general overview on how Facebook can benefit your business and what technology Facebook has to offer.

Here are some summary notes:

Our lives our made of connections to things we care about: people, songs, hobbies, sports, places – this makes us who we are.

Technology (such as Facebook) brings us closer – transforms how we connect and share our lives – on an ongoing basis.

Benefits to businesses?  They can connect to friends’ friends – through word of mouth.

Stats:

  • Word of mouth is twice as likely to cause engagement, 4 times as likely to cause purchase.
  • 800 Million on Facebook
  • 350 use mobile
  • 2 billion posts/day
  • 500 million log in
  • 250 million photos uploaded

Conversations and sharing are happening in a way never done before

It’s up to you to build essential connections – not just count clicks.  Our job to spark conversations, inspire sharing.

How to Grow Your Business

Pages

  • Upload photos and info to express your business
  • Engage – this is how you let people know and communicate with your audience – ask questions, exclusive offers.
  • FB recommends to connecting to at least 10% of your base – statistically, these are your influencers.
  • Updates, photos, events, etc – posts go to their newsfeeds

Ads

  • Simple to reach your fans and their friends per ads.
  • Utilize Facebook Ads, sponsored stories.  Granular targeting – by interests, local reach.

Sponsored Stories – shows your target audience how their friends interact with businesses.

  • Take actions already happening with your page and make it visible by friends’ friends.
  • Ads manager – you can turn on sponsored stories
  • You want them to always be running – you can boost your reach

Social Plug-ins

  • Simple line of code and you can integrate your site with Facebook and its social capabilities
  • Have to ask yourself though, “Is it good for my kind of site”
  • American Eagle added a “like” button so people can share with their friends.

1-800-Flowers – make sure everything they do is social.  Contests, promos, etc.  Starts every campaign with the question “Is it Social?”

It allows you to communicate with customers on a consistent basis.  Facebook page allows you to blast message to fans already interested.

Increase Facebook fan base by “marrying” offline and online together – in store signs, receipts, etc.  Add “Facebook” info to your offline literature.

Success Stories

How consistent should we post?  There’s no exact science, it’s on a page by page basis.    But there are a couple rules of thumb:

  • Post at least once a week
  • Set up a post calendar – post certain types of content on certain days to keep users engaged.
  • Most effective? It will vary between business to business, but mix it up.
  • Put questions in your posts to get feedback.
  • Utilize photo/video to grab attention.
  • Over time, you will see what kinds of posts gets you the most amount of feedback.

Jan 10
2011

I have recently guest-authored a series of posts on mobile analytics strategy on the Google Analytics blog. Each of the three posts highlights simple yet key steps for marketers to track their mobile traffic and improve their returns.

For those of you on the go, here’s a quick glance at the material I covered.  Try to make time to read each post in-depth, even if you have to read it on your smart phone!

image

1 – Look for Mobile Trends

In the first post, I detail how to monitor and analyze mobile traffic using key performance indicators. This is best done by customizing your GA settings to receive mobile traffic reports, custom alerts, and for the enthusiast, using the Google Analytics data export API.

2 – Give Your Reports More Dollar Power

So you’re mobile trends are positive, do you just throw the data to your boss? No. You always want to give your reports more dollar power. The second post centers on the power of presentation. If you’re CEO can easily connect the dots, two bottoms will be covered — your company’s and yours! :)

3 – Act on Your ROI

The average analytics guy will stop at step 2, but the third post encourages you to do more. Additional segmentation and leveraging  AdWords’ reports will allow you the much needed visibility into campaign performance to maximize your results.

image

And There’s More!

For tor the technically inclined, and to get a more comprehensive perspective on your mobile presence, there is more you can do. Check out the code site page on mobile to:

  • Track native iPhone or Android applications
  • Track activities on websites from low-end mobile devices

And be on the lookout for  niche analytics solutions specifically built for mobile.

Remember, it’s never too late to start maximizing your company’s mobile investment and implementation. Be sure to check out each post for more details and practical tips.

For more analytics tips and insights, follow @ferasa on twitter.  Happy analyzing!

Jul 29
2010

With the creation of smart phones and since your mobile device is conveniently available anywhere, mobile internet browsing has increased astronomically. As such, users have come to expect better experiences on their phone. Unfortunately, not all sites have a mobile version, which is a problem since there’s a good chance your site will look significantly smaller and possibly illegible on a mobile device.

This should raise a couple questions:

  1. Is your site compatible on all cellular phone platforms?
  2. Is the site being used on a cellular phone the same way it would be used on a desktop?

If you aren’t sure, don’t guess; check your analytics. Here’s a post on how to track mobile traffic.

Issues with Mobile Usability

The answer depends ultimately on the function of your site but of course regardless, browsing a website on your mobile is a much different experience than browsing on your desktop. That said here are some usability issues you may run into while browsing on your mobile:

  • Excessive Scrolling – Phones have been getting smaller and sleeker over the past couple years, which means screens are even smaller. While the width of a standard desktop screen is around 1052px, the standard width for a mobile site is 250px. Unfortunately because of the small screen restriction, viewing a site is very frustrating because of scrolling and/or zooming in. I’ve run into this problem so many times, when I search on my blackberry, I always have to zoom into the site to be able to read, which of course means I have to scroll from right to left to read the content properly.
  • Load Time – Non-mobile-friendly sites could take a long time to load.
  • Page Height – Along with having to zoom, the page could be longer than necessary, causing the user to have to scroll down.
  • Flash – If your site has flash, more than likely it will not be supported by all cell phone browsers.
  • Mobile Location – Another factor affecting mobile browsing is location of the user. While computers are generally stationary, cell phones are used everywhere (hence the world “mobile”). The contrast of the colors and font size on a site may not be legible while using a cell outdoors.

Mobile Design Tips

Here’s a list of guidelines for designing a more-user friendly mobile site:

  1. Screen Size – Design your mobile site to be 250pxE-Nor Mobile
  2. Limited content – Since the width is limited, height may be used to fill in space that is lost with width. However, it’s best to avoid having a long page of content. After all, this is a phone and is still quite small. Whether its touch screen or keys based, it’s much harder to scroll up or down than it is on a desktop.
  3. Clear action buttons – Again, since the screen is small, it’s best to make sure if you do have images to make them clear, and if that means using the whole width that’s okay. Same goes for buttons, if there is a clear action, it will be seen, so the bigger the better. I highly recommend buttons over links; specifically for touch screen users. When trying to click on a link, it’s always so hard to actually click on the correct link. The link will usually be buried within text and other links.
  4. Create a separate mobile environment – administering a site that is optimized for a desktop that is at the same time 100% mobile friendly is very difficult since both natures are completely different. That would mean you’re essentially limited to the parameters of mobile (for example, when choosing the width of images for your desktop site, you’ll be nagged by the limits of your mobile resolution). It’s best to have a separate environment specifically catered to mobile screens allowing you to have freedom in both designs.
  5. Real Estate – Mobile “real estate” is very limited; to maximize the use of space in your design, simplify your site to the very basic functions of your company. For example, if your desktop has three panes; a side menu, content, and news. The side menu may not be completely necessary, especially since the navigation on mobile and desktop is completely different.
  6. Meet the user’s needs quickly – If the South Africa World Cup is the hot topic, and you’re cnn.com, make sure that story is visible above the fold right away.
  7. Clear functions – Make things clear and easy for the user to find. If you want someone to click on a button, make it large and bright to emphasize the action. For example, on a mobile site it would be smart to have a back button rather than a link because it’ll be easier for the user to find the button than a link since a link could easily get hidden through the text.
  8. Ease of use – The user shouldn’t have to waste time scrolling up and down looking for something that should be easy to find. For example, in tip #5, I talked about “real estate.” With a limited width, you lose a lot of space for content, but what you lose in width you can make up in the height. This makes it much easier for the user to read rather than having to scroll from left to right.
  9. Browsing Links – Use only basic browsing links such as home and back, you don’t need to include the whole menu that is on your desktop site. Make sure to add the browsing links at the top and bottom of the page.
  10. Search – For some sites, it is very important to have search because the site is search based for example, Google or Target. Google is search based links, while Target is search based products. If your site is search based, including two search boxes may be really helpful. Some companies have sites that are entirely search based such as Google, their desktop and mobile site is just a search bar. As for Target and Amazon their home pages have a search bar at the top of the page with browsing links below, which is another way to go because you can browse products as well as search for them.
  11. Testing – Lastly, make sure to test the usability of the mobile site on different phone browsers. This, of course, would be a separate checklist from launching your desktop site. Keep in mind, phones can be used in any location, for example, the contrast of a screen in the sunlight, has to be legible.

Having a mobile friendly site, will make it much easier for your customer to navigate, making for a better user experience, in turn, increasing your conversion. If mobile phones make shopping more convenient, you want to make sure your site takes advantage of that trend and make it easy for users to shop for your product as well.

And now that you have a mobile site, few things to keep in mind:

  • Search engine optimization (SEO), here is a link from the Google Webmaster tool on how to Help Google Index Your Mobile Site. Mobile websites are often returned in Google mobile search results (and other search engines too) in preference to non-mobile websites.
  • And once your mobile site is ready for prime time, you might want to drive qualified traffic through paid search (aka Pay-Per-Click) on Mobile, here are some ideas from the Google AdWords blog.
  • Last but not least, you gotta measure! A separate mobile website is easier to track on all devices than an integrated website where the tracking code might not run on all devices. Try Google Analytics for Mobile.

We’re in the process of practicing what we preach, so keep an eye out for the E-Nor Mobile Site! :)

References

For more info on mobile usability check out the following references:

Apr 21
2010

Although every day is a mother’s day, here in the US we dedicate one day especially for her to show our appreciation and thankfulness.  Mother’s Day is just around the corner. As a marketer or a business owner you are getting ready, like all retailers, to kick-off your Mother’s Day campaigns. Last year’s campaign did ok. You didn’t get fired :) , but you didn’t get a promotion either! :( You are a much smarter marketer now and you want to better track your initiatives, assess what channel is performing and fix what is not performing. You are planning all sorts of marketing activities: offline: TV and newspaper ads; online: paid Search, email, banners, social media, and others.

You have your messaging, promotions, copy, creative, and landing pages all ready, and soon you will go live and you have a week to figure out this “tracking, measurement and analytics” business!

No worries! Google Analytics and this post have come to the rescue!!

In this post I will walk you through a process of how to plan and implement a comprehensive external campaign tracking.

Assumptions:

  • You have Google Analytics implemented on your site
  • You have a basic familiarity with URL tagging
  • Last but not least this post also assumes that you are ready and willing to be proactive and you do care about analytics and campaign ROI :)

Prerequisite: Structure & Naming Convention

As you know, the sole purpose of tagging is to differentiate between the different ads and campaigns you are running, so it is very important to agree on the structure and the naming convention as a first step. Here is an example:

As you can see from the chart above, we are running different online and offline ads for our Mother’s Day campaign. In the next section, we are going to tag all these ad’s links with the campaign variables using the URL Builder tool provided by Google.

Email

Email campaigns are one of the most effective ways of attracting visitors to your site especially existing clients. If we don’t tag the emails links with the right campaign tags, visits from emails will be attributed as referral or direct traffic.

How do we tag email links?

  1. Use the URL Builder or CampaignAlyzer to create tagged links
  2. Enter the following variables into the URL builder:
    Website URL: http://www.store.com/
    Campaign Source: newsletter-april
    Campaign Medium: email
    Campaign Name: Mother’s Day 2010
  3. Use the generated link URL in your email (ex. “Visit the Store” button”)

Banner

We will follow the same tagging steps that we used for email campaign to tag our banner campaign:

  1. Use the URL Builder or CampaignAlyzer to create tagged links
  2. Enter the following variables into the URL builder:
    Website URL: http://www.store.com/
    Campaign Source: oprah.com
    Campaign Medium: banner
    Campaign Name: Mother’s Day 2010
  3. Use the generated link URL in your banner (ex. “Shop Now” button”)

Twitter

Social media today is reshaping the online marketing landscape. People are using YouTube, Facebook, Flicker, and Twitter for more than just personal updates and video/picture exchange. There is a huge amount of promotion and branding taking place in these sites and our job in this post is to measure the success of these marketing efforts.

Let’s use Twitter for our Mother’s Day campaign and make sure we tag all links to our site with the proper campaign variables.

How do we tag Twitter links?

  1. Use the URL Builder or CampaignAlyzer to create tagged links
  2. Enter the following variables into the URL builder:
    Website URL: http://www.store.com/
    Campaign Source: twitter
    Campaign Medium: social media
    Campaign Name: Mother’s Day 2010
  3. Shorten the generated link URL using any URL shortening tools (I usually use bit.ly)
  4. Tweet about your promotion using the tiny URL

Paid Search – Google

Thanks God that Google AdWords and Google Analytics are cousins and integrate very well together! Google AdWords has a nice feature called auto-tagging which makes it easy for us to see AdWords campaign information in our Google Analytics reports without any manually tagging.

To learn more about auto-tagging visit this help topic.

How do we enable auto-tagging?

  1. Sign in to your AdWords account
  2. Click on My account tab and select Account preferences
  3. Under Tracking section, click Edit
  4. Check the Destination URL Auto-tagging checkbox
  5. Click “Save changes”

Paid Search – Yahoo

Unlike AdWords, to track Yahoo paid traffic we need to manually tag the destination URL with the campaign variables.

  1. Tag your yahoo ad link using the following variables:
    Website URL: http://www.store.com/
    Campaign Source: yahoo
    Campaign Medium: cpc
    Campaign Term: {OVKey}
    Campaign Name: Mother’s Day 2010
  2. Use the tagged URL for the “Destination URL” field

Paid Search – Bing

Similar to what we did with Yahoo ads, but with the following variables:

  • Website URL: http://www.store.com/
  • Campaign Source: bing
  • Campaign Medium: cpc
  • Campaign Term: {QueryString}
  • Campaign Name: Mother’s Day 2010

Tracking Offline Campaigns

When we talk about tracking campaigns, it is not enough to focus only on online campaigns. We have to include the offline campaigns in our reports for complete analysis. In this section, I will share with you one method of tracking your offline campaigns in Google Analytics in 2 simple steps:

  1. In your offline ads, refer visitors to a page that is unique to the campaign; [www.store.com/mother]
  2. Tag all visitors to the unique page with the campaign variables [source, medium, & campaign name]

How to tag all visitors to www.store.com/mother with the campaign variables?

We will assume that all visitors to the unique landing page [www.store.com/mother] are coming from a specific offline campaign let say the USA Today newspaper. When the USA Today visitors request the promotion URL and before we fire the Google Analytics code, we will refresh the landing page using meta-refresh tag, which update the URL with the campaign UTMs. When The Google Analytics code gets executed after the page refresh, it will see the URL with the campaign UTMs attached to it and will attribute the visit as desired.

How do we tag destination URLs?

  1. Go to the URL Builder
  2. Enter the following variables into the URL builder:
    Website URL: http://www.store.com/mother
    Campaign Source: usa-today
    Campaign Medium: newspaper
    Campaign Name: Mother’s Day 2010
  3. Add the following code to the header of landing page before the Google Analytics tracking code

    <head>
    <link rel=”canonical” href=”http://www.store.com/mother” />
    <meta http-equiv=”refresh” content=”1;URL=http://www.store.com/?utm_source=usa-today&utm_medium=newspaper&utm_campaign=Mother’s%2BDay%202010″>
    </head>

Analyzing the data:

Now as we had all tags in place, it is time for deep dive analysis into the “Mother’s Day 2010″ campaign. I suggest that you isolate the campaigns’ visits by using advanced custom segment and look at this unique segment across reports.

Creating Custom Advanced Segmentation

  1. Sign in to your Google Analytics account
  2. Advanced Segments > Create a new advanced segment
  3. Add the following dimensions:

Viewing Reports (Show me the money!!)

Now, you are ready to conduct analysis based on the customized segment. You can look at the traffic sources report and see how many people purchased and from which medium:

From the first look at the ecommerce numbers above, we can confirm that:

  • The TV campaign has the highest conversion rate
  • The newspaper campaign was not as effective as other campaigns
  • Social media has the highest ROI (Return on Investment)

Click on the dropdown menu below for more marketing campaign tagging examples.

If you like this exercise and you were able to extract some valuable insights for your business, apply the same concept for the upcoming Father’s Day, which is on June 20th here in the US and do a comparison between the users’ purchasing behavior in these two very special occasions.

Share your findings and happy analyzing and drop us a comment below!

Notes:

  • For advanced users and those interested in multi-channel attribution, you can make use of the the Multiple Custom Variables (MCV) feature in Google Analytics
  • If you are running social media and online viral marketing activities and you are active in blogging, on Twitter and Facebook, you should include “off-site” measurements in your overall campaign analysis. In addition, be sure to dedicate resources to listen and participate in the social conversations around your brand, products and campaigns

Related Posts

Nov 20
2009

It is a crime to have your AdWords campaigns on auto-pilot! :)

Google AdWords Alert functionality allows you to proactively monitor your AdWords campaigns with custom alerts. Set your campaign criteria via custom alerts and AdWords will notify you within the account or via email.

Log into AdWords and Alerts will greet you and you are presented with changes to key performance indicators at a glance.

Increase Traffic with New Keywords Alert

Please note the keyword suggestions need careful review. Please take the time to review the keywords before adding, also consider giving feedback to AdWords regarding the relevancy of suggestions.

Custom Alerts

To support active monitoring of KPI fluctuations you want to track and take action on, email yourself the Alert. In the office or on the go, use the powerful AdWords Alerts to stay plugged in to your campaign performance.

Similar to the Google Analytics intelligence alerts, AdWords offers customizable alerts – thirteen alert types!

From Impressions to Conversion metrics, you can choose:

  • metric
  • operator
  • comparison timeframe
  • frequency of alert
  • method of delivery

Powerful data formally requiring a manual investigation is now neatly delivered to your AdWords interface or email for quick action! :)

If you have a MCC, hang on because there is no alert access via MCC yet; you will have to log in to each account for Alert control.

See AdWords Alert blog post more details. This functionality is only available in the USA and a few other locations for now.

Happy Optimization! :)

Feb 25
2009

Integrating lead information from one system such as Google Adwords into a CRM like Salesforce is definitely not a new topic, especially since the Salesforce-Google Adwords integration has been announced for a while now.

I want to highlight the steps required for a seamless integration, as well as a few additional pro-active steps you want to take to keep your Google Analytics data clean. The same concept would apply to other analytics tools you might be running. As Avinash always reminds us, data accuracy is always one of the biggest challenges in web analytics.

Here are my steps:

  1. Create Adwords and Salesforce accounts.
  2. Link Google AdWords with Salesforce.
  3. Exclude SalesForce parameters from Google Analytics.
  4. Set up AdWords lead tracking.
  5. View report.

1) Create Adwords and Salesforce accounts

You need to have a Google AdWords account and a Salesforce account before you can integrate them.

2) Link Google AdWords with Salesforce

  • In Salesforce, click the Google AdWords Setup tab.

  • Enter your AdWords customer ID and login e-mail.

3) Exclude SalesForce Parameters from Google Analytics

When Salesforce performs its integration with AdWords, it appends parameters (_kk and _kt) to all destination URLs in your AdWords account. We suggest that you strip these query parameters out of URL to insure no duplicate entries in your Top Content report.

To strip the query parameters, please follow these steps:

*A note for AdWords managers. Keep in mind that when Salesforce appends the destination URLs with its _kk parameters, this is actually “editing” your AdWords ads and the stats associated with these ads will now reset, according to how Google AdWords works.

4) Set up AdWords Lead Tracking

  1. Back in SalesForce, click on the Google AdWords Setup tab.
  2. Click on the “Set up Lead Tracking” button.

i – Create a Web-to-Lead Form

  • Click on the “Create Web-to-Lead Form” button

  • Add the form to your page
<META HTTP-EQUIV="Content-type" CONTENT="text/html;
charset=UTF-8">
.
.
.
<form action="https://www.salesforce.com/servlet/servlet.WebToLead?
encoding=UTF-8" method="POST">

<input type=hidden name="oid" value="xxxxxxxxxxxxxxx">

<input type=hidden name="retURL"
value="http://www.mysite.com/thankyou.html">

<label for="first_name">First Name</label><input id="first_name"
maxlength="40" name="first_name" size="20" type="text" /><br>

<label for="last_name">Last Name</label><input id="last_name"
maxlength="80" name="last_name" size="20" type="text" /><br>

<label for="email">Email</label><input id="email" maxlength="80"
name="email" size="20" type="text" /><br>

<input type="submit" name="submit">
</form>

ii – Add the Salesforce Tracking Code to the Website

Typescript,Computer Graphic,Text,Single Word,Article,Newspaper Headline,Information Medium,Newspaper,Printed Media,Print Media,The Media,Folded,Report,Business,Finance,Banking,Document,Paper,Printing Out,Printout,Print

Add the following tracking code to every page of your site right before the </BODY> tag

<!-- Begin Salesforce Tracking Code -->
<SCRIPT type="text/javascript" src="https://lct.salesforce.com/sfga.js">
</SCRIPT>
<SCRIPT type="text/javascript">__sfga();</SCRIPT>
<!-- End Salesforce Tracking Code -->

iii – Test Your SalesForce installation

By clicking the “Test your Setup” you will be able to test the installation of the codes in step i and ii

5) View report

This report gives an overview of the leads submitted to SalesForce from your website

For more detailed information, click on each lead and learn more about the lead source

Dec 19
2008

Urchin 6.5 was just released and we recommend you upgrade to take advantage of these new features:

  • The best new feature: a Pay-per-Click (PPC) data manager lets you create PPC sources that automatically import cost data from Google Adwords.
    • These PPC sources can then be applied to profiles as easily as you would apply log sources and filters!
    • Currently, this feature does not work with the autotagging feature of Google Adwords.
  • Urchin has been updated to show Chrome as a browser and Android as an operating system.
  • The installer has been improved to make for a more seamless installation or upgrade.
  • The Urchin configuration management utility has had its functionality extended.
  • The geo database has been updated to December 2008 data.
  • Some localization issues have been fixed.
  • Urchin help topics (both internal to the application and in the online Urchin Help Center) have been updated.

Feel free to contact us for all your Urchin consulting needs.
You can also download Urchin from our Urchin software page.

Dec 12
2008

In September of this year, Yahoo! announced the formation of a Digital Advisory Council to drive discussions with advertisers. Our agency was invited and we welcomed the invitation to listen to what Yahoo had to say and provide some feedback. Our office being literally less than ten minutes away made the decision a little bit easier!

During the meeting we were told that we are under an NDA so I won’t go into the specifics.  But here are some comments and thoughts:

  • We applaud Yahoo’s efforts to be open, reach out to their clients (advertisers and agencies), and solicit their input. That spirit was felt throughout the council meeting, from the Senior VP that hosted the event to managers and other Yahoo staff.  They really wanted to be transparent and sought input from us.  Good job, Yahoo!
  • Despite the poor picture that might have been portrayed in the news about Yahoo and search, we were reminded that Yahoo! is still a profitable company and has some very high traffic sites, including Yahoo! Sports (we were told it has more traffic than ESPN) and Yahoo! News (gets more traffic than CNN).  I didn’t know that and I would say it is pretty impressive!
  • Various folks from Yahoo! presented about new features and innovations (sorry, can’t blog about it yet :( ) but expect to hear from Yahoo! on areas they are strong in, including Display (banner) Advertisement.
  • There was a talk about Traffic Quality and the favorite discussion topic of click fraud.  Without spilling their beans, we got a better picture of how Yahoo! handles click fraud and also learned that you can get reports from within your Yahoo! Search marketing account about credits your accounts is getting for false clicks.
  • Lunch was really good too, including the Israeli Couscous which was very tasty!  To be fair, I have to say that the food in Mountain View during the GAAC Summit was really good too.

So in summary, I am really glad to see Yahoo! opening up and creating additional forums to communicate with advertisers and agencies.

While we are on the subject of Yahoo! Search Marketing, there is another topic that we have been wanting to blog about but didn’t get to until now.  Yahoo! has a mechanism of optimizing your accounts and campaigns on their own! Yes, that means without your
knowledge.  Maybe this is not so recent but many clients I speak with are still not aware of this mechanism, so it is important that we share it. The following was drafted by a couple of folks in the office:


We hope you are aware of Yahoo’s decision to optimize PPC accounts by creating optimized campaigns on their own and running them without checking with the client. As strange as this may sound, it is very true! For a regular advertiser who doesn’t tag his campaigns and review them in any analytics tool, this may not be that bad. For those who do tag their campaigns and review all of their traffic sources and conversions via an analytics tool, this could be trouble.

Yahoo does the whole nine yards when it comes to campaign creation (naming convention, ad group, keywords, ad copy) but they miss a very crucial step. They don’t tag the campaign at all with tracking parameters so a web analytics tool can recognize it as PPC traffic. This means traffic from this new campaign will be recorded as organic traffic and will dilute the quality of your data. The number of visits attributed to Yahoo cpc and Yahoo organic will be wrong, and conversion rates for these two sources will be subject to speculation.

There are two ways that you can deal with this issue:

  1. If you would like to try these optimized campaigns and see how they will perform while capturing the data properly in your analytics account, you need to go to your Ads under the AdGroup they created and make sure that you tag the destination URLs properly. If you are using Google Analytics, here is a good post from our friends at PPC Hero that will help you.
  2. Otherwise, once you see a new optimized campaign in your account, pause or delete it and make sure that you opt-out from this service. You can opt-out by submitting a request to Yahoo customer support.

If you have too many campaigns in your own or your client’s accounts, the easiest way to spot the Yahoo optimized campaigns is by their naming convention. See the below snapshot for an example.


My request to Yahoo! is that they back out of this practice and allow user more control before they turn campaigns on and spend someone else’s money!

Nov 17
2008
Back in November of 2006, our friends at GA Experts posted a method to get detailed PPC keyword data from Google Analytics. This method involved creating a seperate profile and using some intimidating but powerful filters. I really liked and referenced this method because it isolated the changes to a single profile and didn’t involve any updates to the GA tracking code. Obviously I would prefer if this feature came built-in to GA but at least now you could get to some very useful data with very little work. Lots of keywords!

As Google Analytics was updated over time, the way the filters were using Custom Field 1 was no longer possible and so the profile broke. The smart folks over at ROI Revolution came up with another way to get to the exact PPC keyword data using the User Defined field and adding 2 lines to the GA tracking code. This was a great solution and probably suitable for a lot of people. However, I preferred not having to update the tracking code (this can be very difficult on some client sites), saving the User Defined field for other uses, and also being able to isolate the keyword extraction and concatenation to one profile.

I still see some blogs referring to the original method that doesn’t work anymore so one day I tried playing with the original filters approach and after 2 months of observing the data, it appears to be working correctly. Please follow these screenshots & instructions to give it a try for yourself.

Filter 1 – look at only paid traffic data.

  1. From your account, click on Filter Manager.
  2. Click on Add Filter.
  3. Give it a name such as Data Filter – PPC.
  4. Filter type is custom filter.
  5. Select on the Include option.
  6. The filter field should be Campaign Medium.
  7. The filter pattern can be cpc|ppc
  8. Click on Save Changes.

PPC Keywords Filter 1

Filter 2 – extract the actual keyword that was typed and concatenate it to the paid keyword that was matched.

  1. Assuming you are still in the Filter Manager, click on Add Filter.
  2. Give it a name such as Data Filter – PPC Keywords.
  3. Filter type is custom filter.
  4. Select the Advanced option.
  5. Field A -> Extract A should be set to Referral and the value needs to be (\?|&)(q|p|query)=([^&]*)
  6. Field B -> Extract B should be set to Campaign Term and the value needs to be (.*)
  7. Output -> Constructor should be set to Campaign Term and the value needs to be $B1 – ($A3)
  8. Field A required, Field B required, and Override Output Field all need to be set to Yes.

Please click on the screenshot to view the full version.

PPC Keywords Filter 2

Finally create a new profile with a name such as PPC Keywords Data and all your usual settings (default page, search settings, goals, etc). Make sure you apply these two new filters to it.

This method seems to work for Google, Yahoo, and MSN paid traffic. Below is a screenshot with sample results. Let me know if it works for you!

Result of PPC Keywords filters