Google Bid-Per-Call Announcement Validates Call Metrics

As evidence-based marketers, we strive for complete visibility. Though clicks can be an excellent way to prove the impact of marketing engagements, they are not without their limitations. For many B2B and B2C companies, a sizable percentage of conversions occur offline, via the telephone. Though we have used call tracking solutions with several of our [...]

0 Comments , , , , , ,

SEM Investigation: How Does Seasonality Affect Paid Search?

  Paid search managers regularly monitor campaigns to analyze and evaluate trends, changes in performance or the effect of recently implemented optimization strategies. But sometimes it can difficult to pinpoint the exact reason for a change in campaign performance, as was the case when Evidence-based marketing investigated a recent decrease in PPC performance. Conversions Analysis [...]

0 Comments , , , , ,

Google Taking PageRank Information In-House

Since Google’s inception, the company has touted its patented PageRank algorithm as the bedrock of its technology. Google defines PageRank as a system that reflects the importance of individual Web pages. It does this, in part, by measuring the relevance and authority of links from one page to another. Unlike a democracy, however, not every [...]

0 Comments , , , , ,

Objections to Online Tracking Point to Opportunities in Search Marketing

A new university study, “Americans Object to Tailored Advertising and Three Activities that Enable It,” may spark legislation that makes it much more difficult for Web marketers to track users’ behavior online and deliver ads that are targeted to their tastes. Despite questions devised by professors from the University of California at Berkley and the [...]

0 Comments , , , ,

Bing Search vs. Yahoo: Making Sense of the Nonsense

This week Yahoo announced that, despite the two companies’ deal in which Bing is set to replace Yahoo’s search, the two companies will continue to compete. Prabhakar Raghavan, a senior vice president of Yahoo, is quoted as saying “We are Yahoo and that will continue….We collaborate on the back-end but we are competitors on the front-end.” [...]

0 Comments , , , ,

Ad Revenue Trends Toward Evidence-Based Marketing

Online ad revenue gained ground during 2008, according to an industry survey conducted by PricewaterhouseCoopers and sponsored by the Interactive Advertising Bureau (IAB). As expected, Search Engine Marketing (SEM) was the top gainer. Search marketing offers the unique opportunity to offer a product at the exact moment that a search query is performed. In addition, enhancements in [...]

0 Comments , , , , , , , , , ,