Tag Archive for 'adwords'

NTC ‘08 big takeaways [for me]

Michaela in New Orleans

On the trolley with Rose, Amy, and Laura

I’m still behind on my personal wrap-up of NTC ‘08, but work keeps getting in the way and I’m trying to make sure I don’t forget the big lessons I learned with all you awesome folks down in NOLA. The personal impressions and friendships aren’t going to fade anytime soon, and will be waiting when I have a breath of fresh air.

The following is a summary of my favorite takeaways. The list may seem long, and some items may seem more elementary than others, but I think all have significant value in the success of an organization’s online strategy.

Google Analytics, Know your website, one hour a day

  • Never let your data be lonely. Pair up your data with other data.
  • Industry benchmarks - when you choose to share your data with the rest of the world, you get to see their data too.
  • Goal Conversion tab - segmentation. How well does direct traffic do with “goals” we’ve set.
  • Bounce isn’t always bad. If you’re a blog, they read 10 posts and leave. If bounce rate is 100%, you have to take it in context.
  • Setup Google Analytics filters to follow the analytics of paths you want your users to take.

For more summaries of Google Adwords, SEO, the new paradigm of marketing, and the joy of CMS, please keep reading :).

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08NTC: Day 2, Intro to Google AdWords

Frederick Vallaeys, Google

  • Many ways to search: Banner ads, search marketing
  • Search Marketing reaches users at the exact right time. Best use of your time to achieve your goals.
  • Efficient in terms of cost.
    • Direct mail - $70
    • $8.5 for a direct search
    • 10x less expensive than most other mediums
  • Measurable
  • Concept is getting in front of the right customer, at the right time, with the right message
    1. Decision and purchase cycle
    2. “Sponsor a child in India” is likely to reach someone on the verge of spending money
    3. Retention is key “annual giving”

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