When Search Marketing Works Quickly Hint-PPC

May 21st, 2010

by Laura Thieme

Often times, I get a new client lead and they tell me they “need help quickly with leads”, which is then followed by the question, “What can you do to help me?”

For some, they think SEO is the answer. But I quickly correct them. That is not the quick way to increase leads. PPC - or paid search campaign management is.

Let me tell you the story of a recent new client who came to me about 6-8 weeks ago.

They’re in the service business. They serve the consumer market. They also have a recent product business, and that business is hurting.

They weren’t getting much previously in terms of leads. They allowed me to review their paid search account in Adwords over the initial phone call. They were a client referral. There was already a level of trust from Day One.

We had the initial meeting. They called me the next morning and asked me to move forward immediately. I “needed to increase leads immediately.”

As of this month, as I looked at their Adwords account, we have brought them 40 accurately tracked leads & online orders, with a lead/online order acquisition cost of approximately $32.

We’re talking next steps about starting a more extensive project for them. So what did we do to increase leads immediately?

1) Pulled data into Bizwatch for historical trend analysis
2) Reviewed and edited campaign settings
3) Changed geo-target settings
4) Changed hours that ads that ran
5) Realized within first couple of weeks that conversions had not been setup accurately; despite their statement they could do it themselves. They made the common mistake of assessing a value with a page view, or a download video. In paid search, there are two real types of conversions, an ecommerce order, or quote request/lead form submission. Not a page view. Define your page views or downloads as Goals in Google Analytics, but not in Adwords.
6) Ensured conversions were tracking accurately.
7) Updated ad copy
8) Reviewed competitors, landing pages, ad copy, pricing
9) Updated ad copy again
10) Reviewed “search query data” in Adwords - LOVE this data
11) Reviewed top converting keywords, with high conversion rates, and lower cost of acquisition (Bizwatch helps with this)
12) Updated keywords
13) Frequent client communication every 2-3 days during initial 3-4 weeks, then weekly after that
14) Measured paid search PPC campaign management success

Results:
1) Went from 1-2 leads per month to 40 quality leads/online orders per month
2) Client has mentioned inventory concerns - ha - love when that becomes the problem - but that is a serious problem we’ve dealt with before - be prepared to handle leads and online orders, and ensure inventory can be addressed rapidly if lead volume increases quickly
3) Cost of acquisition for each lead is very acceptable to the client, but knowing their average online order, I’d like to lower it slightly over the coming months
4) Asking for more business from them - we’re discussing a full contract as a result of our first month of work

Next, we’ll write about what to do when search doesn’t work as quickly as one would hope, or in the form that we’d hope - in terms of lead gen or online sales/ecommerce orders.

Posted in Paid Search Tools, Search Analytics. No Comments »

 

Search Analytics : SMX Analytics Toronto 2009

March 22nd, 2009

by Laura Thieme
Presenting at Search Marketing Expo’s (SMX) Analytics Show Toronto 2009

I will be in Toronto to speak at the SMX Analytics Conference. This is the first Search Analytics show - kudos to Danny Sullivan and Chris Sherman for daring to make a conference all about search analytics. I of course wonder how attendance will be affected by the economy, its location in Toronto and its themed analytics focus. There is also a Sydney Australia SMX show the next day after the Toronto conference ends.

But the economy is just the reason that search marketers should be investing in this particular search marketing conference. The bottom line, and proving that you are at least breaking even if not making money is crucial right now. You have to prove leads are occurring from your web marketing efforts, and if you can’t prove leads are resulting, you’re likely to see a change in vocational venue.

Bizresearch began developing a search analytics platform a year ago, Bizwatch. Our team of programmers created a web-based console where you could track and analyze organic (SEO), paid search (PPC/CPC), and web analytics data trends in one place. There is an extraordinary amount of data to sort through in tools that focus on a particular search marketing vertical arena. We counted the number of tools that our employees would need to use to do their job, MS Office included - there were at least 35 tools to manage approximately six search marketing accounts.

That number of tools is largely due in part to there being organic search marketing tools, paid search tools, bid management tools, website analytics tools, keyword research tools, competitor analyses tools, and yes, Dreamweaver or HTML editing tools. Don’t forget other tools that include rank position checkers for SEO positions in Google, Yahoo & MSN such as WebPositionGold, or keyword density tools, or link checker tools. Then you add on that the ability to use MS Excel to import/export data, set up master spreadsheets, or Powerpoint - oh - and of course there are two versions that people use today - MS Office XP and Vista - that creates another level of challenges. SO much learning curve required for employees new to search marketing, new to various accounts, and yes, new to website analytics regardless of whether they are agency-side, or freelancers, or in-house corporate marketers.

I often found as an employer, and recently, as an OSU Marketing 754 instructor, that the number of tools for search marketers and web analytics were frustrating to the point of discouraging tenure within the industry. Long-time search marketers were getting so frustrated that they had to learn data-centric tools, many of which they found to be counter-intuitive, that they often left as they felt their creative juices were stymied by the requirement to analyze so much data. In fact, reporting became the main focus of some search marketers. Thus, we decided to update our old patent-pending (withdrawn a month ago due to new Bilski patent ruling) system with a new platform, which is created in Java, Bizwatch(TM) with an all-in-one search analytics reporting system.

We use mostly API licenses for SEO, paid search (CPC), bid management, and web analytics and then create what we consider are the most important data analyses that marketers need to be focused on - and yes, while we have visitor trend data, that’s not the most important part of what you’ll see. Come to Search Analytics : SMX Analytics Toronto 2009 : and hear me speak on March 31, 2009 at 4:30 p.m.

Interested in Bizwatch(TM)?

Posted in SMX - Search Engine Land Conferences, Search Analytics. No Comments »

 

Bizresearch on Twitter

October 9th, 2008

by Laura Thieme
October 9, 2008

At the recent SMX East Search Marketing Expo in NYC earlier this week, some of us were asked in sessions if we were using Twitter. Only a handful of people raised their hands. I was one of a few in the room raising mine. This is still a growing phenom. We’ve been on Twitter for just three months or so.

If you want to follow us on Twitter updates, visit our Bizresearch profile.

You can have Twitter updates come in via mobile devices, including your cell phone, or visit your Twitter page for updates on a daily basis.

Twitter accounts are great for news media, or news media consumers who want to stay up on all that’s happening, quickly.

It is also a great way to distribute information quickly to a large group of people, via the Web and their cell phones.

We’ll review your Twitter updates, if you post your link below and tell us what you’re using Twitter for? Thanks.

Posted in Uncategorized. No Comments »

 

So How’s That Twitter Thing Working Out For You?

August 21st, 2008

by Laura Thieme

So in the event you’re wondering how that Twitter thing is working out for me, let me share the news updates. Honestly, I had forgotten about Twitter for the past 10 days or so, because when I’m not working at the office, catching up with client projects at home, and dialing into conference calls with clients up until 11:30 P.M. LATELY, I’ve been working on something kinda special.

MY NURSERY FOR BABY GIRL MELINA!

Yes, warm glow - sighs - breathe deep. I’ve noticed now that the room is painted lilac, and the daybed has arrived to sleep beside her, and to welcome all those nice guests who are coming into help me the first few weeks, I seem to stare off into space, or into lilac space, for several minutes at a time. Then, it’s organizing time - again, and again. Then it’s measurement time - okay - here’s where the crib is going to go - no, that won’t work - how ’bout here? Yeah, I think I’m beginning to chirp like a nesting bird preparing for her little one(s) to arrive.

So when I’m not working on the nursery, I’m working and thus, not Twittering much. Until I saw that in the past week, people I didn’t know started to “follow me” on Twitter. A man I don’t know, a magazine, called Derf Magazine - now this is kinda funny because they know where all the hip parties are in Cincinnati. I’m not sure how much of a worthwhile news source I’ll be on that, but in terms of promoting their site and service - uh, well, good to know!! The most recent newsworthy additions in the past two days are Angela on 10TV, in Columbus, Ohio, and 10TV themselves. I’m honored that they chose to “follow” me on Twitter. Very cool.

So why Twitter? Now that more people are asking, ’cause I’m telling them I’m getting followed, and whether that’s cool or not, I have to prepare my answers more carefully. Twitter is a great way to send out a newsworthy mention, or something silly, or non-sensical to your entire network of “followers” from your mobile device, which is tied into your Twitter account. So, I can send 140 character message or less to a specific number, tied to my account, and it updates the web version of www.twitter.com/bizresearchlmt.

How can marketers use Twitter? To send out special announcements to clients, colleagues and various contacts through one quick 140 character notice off of your cell phone, or web account - and it will immediately distribute this information via your “followers” network. Your followers can choose to receive the information via the web, or via their “approved device” such as a cell phone.

News organizations, such as 10TV.com, can set up their Twitter account to disburse newsworthy mentions through their entire database of followers, which could possibly be distributed to people’s mobile devices.

It’s also an ego game - just like with LinkedIn, or Facebook, how many friends or contacts can you get? It’s a numbers game to some, although I choose not to have all my clients, contacts or colleagues/friends in the system - I worked hard for those contacts - I’m not going to share them with everyone. Rolodexes are huge investments for marketers and take time to build. So, despite that, I might want to work on my numbers game at Twitter in my spare time, in between running a business, teaching a class at OSU, having a personal life, and oh, yes, preparing for the arrival of my first child, Melina. But I can’t only have 7 followers, which is all I have right now - shucks!

Okay, I’m back to work, taking care of clients, and working on our new platform - see there is an announcement waiting to happen on Twitter and Facebook and LinkedIn - Bizresearch announces the release of its new search marketing all-in-one reporting platform - well, that’s premature news right now…. but you heard it here first, in the old form of social media marketing that’s now outdated compared to Twitter - it’s just a blog by a girl running a business.

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Women in Search Marketing - Great Blog Post Compilation

July 5th, 2008

Bizresearch’s Laura Thieme (c’est moi) gets a top ranked mention in 100 Blogs About & By Women. We’re in the top two listed, okay it’s alphabetical, out of 19 Women in Search Ranked Blogs, on a page of 100 blogs by and about women. An exhaustive compilation of blogs and a detailed excerpt of what’s good about those blogs. They even included that we have guest writers (indeed, and often OSU students when I teach, or employees, or contractors), and that we let them post about their pets (hee hee). That’s because we can probably all talk about our favorite pet, right? That is, if you’re nice enough to own one.

We were also included in the list because I keep an active blog. Well, active is relative - depends on your perspective, right? I blog as often as I feel like it, and as often as I have something to say or contribute. I also blog at www.laurathieme.com - on the personal side - which rarely references to much about search marketing but talks about other things near and dear to my heart. How often should you blog?

That’s something that people ask me frequently - how often should I blog? Here’s my answer on that: Blog when you have something to talk about - or when an event occurs - or when the news affects your industry or your company - or when you’re having to deal with a repeated customer service issue, or problem in your business. If you have to keep telling people the same thing, over and over, write a blog, or blog series about the topic. Then use email marketing programs, to cross-reference and promote the blog series. There’s a blog mention about when not to blog, and I’ve commented here.

Between my corporate and personal blogs, I typically blog in either place about once a week, unless I’m buried by something going on in business world, or teaching at OSU, or dealing with first-trimester pregnancy or feeling a little less motivated to pontificate. When that happens, I try to get guest bloggers such as the OSU students, or an employee, to write about something that they are passionate about. I’ve noticed these women mentioned below, do the same thing. They apologize when they haven’t blogged in a while. They occasionally reference how often they blog, or not, in their posts but all contribute something worth sharing, something worth passing on to each of you.

Some of my favorites on Jimmy’s top 100 women in blog compilation:

SEO Chicks - Lisa Ditlefsen -

Sugarrae - a little profane but I like her edginess and her slogan - never mess with a woman who can pull rank (search engine rankings that is).

The Link Spiel - a link expert, Debra Mastaler

Vanessa Fox, a former Googler and frequent speaker at SES, SMX, etc.

Barb Coll - WebMama

Anita Chaperon - Are You an Original?

Big Green Purpose - You Go Girl! Diane MacEachern

In Women We Trust - Mary Clare Hunt

LipSticking - Yvonne Divita

WonderBranding - Marketing to Women

What I enjoy most about these women’s blogs - they think, they write, and they are active at something they enjoy! They are doing something, contributing something, and making a difference. Active minds that contribute to society in some meaningful way - that’s what makes a great blogger.

Okay, it’s 7:13 a.m. on Saturday morning. I have been up for two hours, walked my dog, eaten breakfast (my first breakfast and not likely my last today as I’m nearing 5 months pregnancy), and am about to dose off again. I’ve got laundry projects (YUCK), gardening projects (YAY) and work-related projects (SOMEWHAT YAY - OKAY NOT ON A SATURDAY IS IT EVER REALLY YAY) to accomplish today, and of course, a nap (YUMMY) somewhere in between.

My goal today is to make sure my cat, Monroe, doesn’t escape to hide in the basement rafters. I think I’ve taken down his stairwell to asbestos heaven. A pregnant lady climbing up on stools and chairs to get her cat down from the rafters is getting a little bit much on a daily basis. You might think if a cat can get up there, it surely can get down, right? Not!

Monroe Cat - Scaredy Cat - Hiding

Go do something mind-worthy today and then write about it! Take your dog for a walk, nuzzle your kitty cats, and enjoy your freedom. And take in some fireworks somewhere - geez - act like you’re proud to be an American.

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OSU Search Marketing & Analytics (Principles of Electronic Marketing) Student Blog Posts on Bizresearch.com

March 31st, 2008

by Laura Thieme

Hello everyone! The Ohio State Search Marketing & Analytics (Principles of Electronic Marketing) 754 course began last week. 34 students remain as of right now - although over 40 registered. I had 32 students on the first day of class last week, and it was such a joy to begin teaching again. The most enjoyable project thus far is reading the blog posts of the students about anyone of five topics they chose to write about last week. I included a couple of touchy subjects, including voting in this year’s election, climate change and global warming, as well as more benign subjects of your favorite pet, your favorite hobby and what you plan to do upon graduation.

Here are some blog post tips for the students as well as anyone reading this blog post:

1) Write relevant, catchy (when possible) blog titles - search engines read these, some blog software creates keyword embedded URLs from your page titles (this one does not, but www.laurathieme.com does - see the blog post itself, or category pages, etc.)

2) Write blog posts somewhat like an opinonated essay, but offer paragraphs, transitional sentences, and useful information to the reader

3) Link out to relevant websites, deep links to specific pages, categories or topics on other sites - don’t be afraid to lose your reader - if your topic is well-written and useful - you typically won’t lose your reader

4) Link to pictures, embed pics, when possible - use a Flickr (www.flickr.com) account when possible - we have one - www.flickr.com/photos/bizresearch

5) Don’t oversize your pictures - 300 pics is big - perhaps a smaller photo using the Flickr index image if possible - I’ve started doing this recently

6) If you’re writing for a corporate blog, not your own, limit the personally identifiable information that might make someone just a little squeamish - and uncomfortable - or think immediately - TMI - don’t expect that ONE to be published by an administrator

7) If you think I’m talking about you mentioning your dog, your opinions, you’re wrong - it’s the reference to something else, trust me

8) Keep them short - don’t ramble - although I’ve done this upon occasion - but when I write for other journals and search engine websites, I have a word limit and I’m always edited. So, keep that in mind when writing for an outside corporate blog.

9) Add valuable information - cross-reference - I can’t say this enough - and yes, I’ve already said this once…. :-)

10) Typos, typos - are a reflection upon you that someone can easily judge - it means you’re not paying attention and thus, I might not want you working for me in marketing if you can’t spell…….

I’ll continue to publish OSU Search Marketing & Web Analytics 754 (Principles of Electronic Marketing) blog posts throughout the quarter on various topics. This week they have to write about a pleasant or not so pleasant product or service experience. There is an amazing power as a blogger - utilize it!

Posted in Blogging, Ohio State University Fisher College of Business. No Comments »

 

Bizresearch’s Expeditions on Flickr

November 12th, 2007

Bizresearch on Flickr: Photo Compilation of Travels
by Laura Thieme

As I prepare for the voyage to Antarctica, you can imagine that I have a list of equipment to inventory including cameras, camcorders, tripods, satellite phones and much more. I’ve reviewed blogs, video blogs, pictures and will continue to see what others have done to tell their story about their trip to Antarctica.

For those interested in Bizresearch’s photography from conferences, sponsored events, client expeditions, and even a couple of personal photos of my dog and cat, visit www.flickr.com/photos/bizresearch

If you really want to delve into the photography element of our travels around the world, watch the slideshow: http://www.flickr.com/photos/bizresearch/show/

I’m working on organizing the files by “sets”, so it’s clear what’s for clients and what’s for conferences or other events. Of course, I’ll create a set for Antarctica and make sure I’ve got the equipment to automatically upload to this site and many others.

I’m blogging on a near daily basis on www.LauraThieme.com about the Antarctica voyage. Tune in there for more info.

Posted in Blogging. No Comments »