Web Analytics Industry Confronts Cookie-Deletion Trend
E-Commerce News:Jupiter Research study on cookie deletion struck at the heart of the Web analytics industry. Released in March, the report said 39 percent of Web users acknowledged deleting cookies at least once a month, with smaller but still significant numbers eliminating them from their computers daily or weekly.
"The tempest caused by the Jupiter Research report showing widespread deletion of cookies was not surprising considering how important cookies are to tracking Web users. Without them, data on how many unique visitors a site was getting could be called into question, which in turn casts doubt on marketing moves and other decisions based on that data...
Jupiter's Petersen said the solution shows that the Web industry is seeking creative alternatives to the cookie dilemma. For his part, the analyst believes the best long-term solutions will be those that are "user-friendly" and "describe to the consumer what the site is trying to do and why." "
Create New Pages for PPC Search Landing Pages
www.clickz.com : "Create New Pages for PPC Search Landing Pages By Kevin Lee - Pay-per-click search's control is a gift. By not exercising that control, you hand it to your competition. ...10 reasons your existing Web site may be completely wrong for your PPC search landing pages...
Considers:
Call to action.
Copy
Navigation
Animation
Personalization
Merchandising
Offer testing
Microsites
Domain name
Ambiguity
Concludes: If you didn't set aside a separate budget or additional internal resources to take your site beyond what's necessary for organic SEO, look closer and imagine the characteristics of the perfect landing page for each power keyword in your campaign. If those landing pages don't exist, create them.
Keyword Prices Up In April
Search Ad Prices Up In April: "The average price for search ads increased 11 percent during the month of April. In March, the average keyword cost $1.75; in April, it was $1.95. That's according to the Fathom Online Keyword Price Index (KPI)...Seasonal trends caused some fluctuation in ad rates, though Fathom often advises taking advantage of off-season rates."
The Number One Rule of Pay-Per-Click :: It's about buying conversions
www.searchengineguide.com: "The Number One Rule of Pay-Per-Click By Jennifer Laycock - May 09, 2005
I can't count the number of times that I've spoken with clients, potential clients, or folks in discussion forums that are absolutely thrilled with the "success" of their pay-per-click campaigns. "We're getting so much traffic now" ...Unfortunately, they just don't get it. They don't understand that while they know how to set up a campaign, manage bids, and have even been able to see a rise in sales or leads, they are still breaking the number one rule of pay-per-click. They just don't get that it's not about buying traffic.
It's about buying conversions...
I'd say no less than 75% of the time that I speak to someone that's running their own pay-per-click campaign they can answer two questions for me almost immediately.
How many visitors did you buy last month?
How much did those visitors cost you?
That's an excellent start, but
what these business owners really need to be able to answer are questions like these:
How many clients did you buy last month?
How much did each client cost you?
Which keywords buy your best clients?
Which keywords do you plan to stop bidding on, or drop your bid prices on?
What I usually get in response to these questions is a blank stare....
Pay-per-click campaigns are about buying customers. They are about finding the phrases that deliver buyers to your Web site and knowing how much money you make off of each buyer. Pay-per-click gives advertisers an opportunity to fine tune their marketing dollars so that they are spending their money in a way that delivers the most value.....
Adding thousands of keyword phrases to a campaign and then simply setting back and celebrating because you received more traffic doesn't make any sense. Take the time to find out which visitors are worth the most to you and then make changes to your campaign. Realize that the only number that matters in pay-per-click is your ROI, not your hit counter..."
Online Advertising And Marketing Forecast Spend To Reach $26 Billion By 2010
Forrester Research: Technology research and advice.: "Forrester Research Releases US Online Advertising And Marketing Forecast Market To Reach $26 Billion By 2010: Survey Finds That 84 Percent Of Marketers Plan To Increase US Online Ad Budgets In 2005 "
