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Customer Growth: Use Question and Statement Keywords in Your Paid Search

dirty-Harry

Why Does It Matters
Depending on the services your nonprofits offers. Many people search asking questions (What is a postback in Appsflyer?, How do I add x service to Google Doc?), or make a statement (I hate using IE or How to track data in an app). Understanding how people search is important to understanding the people who use your services.

How To Do It
Use the Internal Site Search Analysis report you created in the last section. Look through the list and see if people are using the search box to type in questions or statement. An important thing to note is that questions don’t always have the question mark after them, so it’s important to carefully look through the list. The other option is to use Google’s Keyword Tool (adwords.google.com/o/KeywordTool) and see what questions or statements are related to your service(s).

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Seoul Metro Digital View Stations

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Daum’s interactive HD touchscreens can be found in major subway stations around Seoul, Korea. Since 2010, all Seoul Metro stations feature the world’s largest digital signage service, which are 46″ touchscreen kiosk featuring a combination of advertising, transit information and local area maps. Similar to the digital screens in Kuala Lampur.

What’s interesting about these ones is the three screens:

Small Screen: Used for advertising & ordering items mainly.

Middle Screen: You’ll find local maps, transit information, basketball & sports video replays and tourist information at the touch of a button. It’s interactive, so you can find information you need about the area if you’re lost in Seoul, which is pretty hard to do.

Large Billboard: Mainstream advertising for major movies, car and TV shows I found.

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Hong Kong Station has an Internet Booth

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Hong Kong Station, think Union Station in Toronto or Penn Station in New York, is a major hub for transportation around Hong Kong and getting people out to the airport. I was there checking in a day early for my flight out to Seoul when I came across this free internet station setup in the middle of the underground. There is another 3 screens on the other side of the booth, which was being used by a number of people as I walked around to get pictures and check out the system for myself.

Use Internal Site Search Data to Improve Your Marketing

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Why Does It Matters
The internal search box on your website is an opportunity for you to learn about the people who use your website and what they search for. The data you obtain from internal search analytics is essentially a resource that tells you what your visitors can not find on your site or might be too busy to hunt for on your website.

For example, if you sell clothing and you have hundreds of searches for “pink ball gowns” but you don’t sell them, it might just be worth looking into selling pink ball gowns. If you receive a lot of searches for pink ball gowns, but you have a link to your pink ball gowns category right on your navigation bar, then there’s a good chance there’s something wrong with your sites navigation and effectiveness. There are four main sources of knowledge that your internal search box can tell you:

Current services
Looking over the search terms that people are using on your website, can tell you how people view and what they call your services. Are you using the same terminology as your customers? It’s important to use the same terminology as your visitors. This leads to more people finding out about your services and driving more traffic to your website.

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Mobile Is Eating the World As We Know It

Slide deck from Andreesen Horowitz analyst Benedict Evans; overview of how mobile technology is changing our definition of technology itself, how it’s coming to supplant the things that we previously took for granted as established elements of the technological landscape.

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