Why Does It Matters
Understanding where there are gaps between your paid search campaigns (or any performance marketing: RTB or Display) and your website content is import for making sure you’re creating harmony between the two initiatives. Running campaigns for site content that doesn’t exist anymore or on the reverse, having site content that doesn’t have a campaign for a key service that your startup provides is a missed opportunity. A GAP analysis will also help you make sure you’re directing traffic to the appropriate page on your website and that page has the correct content.
How To Do It
Creating a basic GAP analysis is easier than it sounds. Once created, you’ll have a better understanding of where gaps between your site’s content and your PPC campaigns. You should do a GAP analysis report at least once a year, if not a couple times a year if you update your website frequently.
Being over here in London the last 14 months, you see how high street brands embrace socialmedia a lot more than brands back home Canada. Despite what some might say about Google+, Topman has been a major high street brand at the forefront of embracing the platform (they also love their Pinterest).
With the show ending this past Wednesday, it’ll be great to see how well the platform faired for the brands as we kick off 2014. Will this be the year more brands embrace Google+?
Want to know what people truly think about your brand across social media platforms? Check out hshtags – the engine searches Twitter, Instagram, Tumblr, YouTube, Facebook, Vimeo and Flickr – for all your ethnographic needs.
The battle rages on between search, display and social. Everyone is fighting for the same piece of the pie. I’ve often felt it’s never black and while or one channel over another. It’s about all channels working towards a common gaol, that makes sense and is SMART.
We find that display ads significantly increase search conversion. Both search and display ads also exhibit significant dynamics that improve their effectiveness and ROI over time. Finally, in addition to increasing search conversion, display ad exposure also increases search clicks, thereby increasing search advertising costs. After accounting for these three effects, we find that each $1 invested in display and search leads to a return of $1.24 for display and $1.75 for search ads, which contrasts sharply with the estimated returns based on standard metrics.
If you work in paid search or display, then this is some required reading this weekend.
2012 has been a transforming year for me. I’ve called 3 different countries (Australia, Canada and United Kingdom) home while I look to shape a life that’s moving forward and letting me understand new cultures.
Canada is my nationality and though Australia and the United Kingdom are both commonwealth countries, they each have unique traits that make each one truly a different species to understand and study. Every day I’m learning new little things that make each country tick and compare them to the life I had in Toronto.
Google just released their yearly zeitgeist 2012 report on search and what people are searching for around the world. I thought it’d be interesting to see how each of these countries faired and how something as simple as unlimited mobile data plans in the UK might effect how people search, if at all.
The Problem 2016. There are more startups than money, talent or consumers can support or even VC money can fund. We’re reaching a point where the pendulum is swinging back in the other direction for […]