We see a lot in the press about how brands need to manage their online reputation – keeping an eye on what people are saying about them, reacting to it, and trying to encourage consumers to say it on the brands own website – making it easier to deal with! [Read more…] about Online Reputation Management… taking it personally
- Pin Point Targetting – hands down the most important thing for running an effective PPC campaign. Make sure your keywords in every adgroup are extremely closely related, this will mean that your adtexts can be pin pointed to exactly what you are offering, which in turn makes your ad highly relevant to the search query as well as raising your Quality Score and lowering your CPC.
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Interest in Michael Jackson and therefore his work has increased posthumously, and many are capitalising on this by selling memorabilia and music recordings. Michael Jackson’s homepage (ww.michaeljackson.com) increased from position 7827 on 24/6/09, to position 89 on 26/6/09 in the most UK’s most frequently visited websites – moving up a staging 7738 positions following his death, equating to a 17 fold increase in traffic. EBay currently lists 22,353 items relating to Michael Jackson, which I imagine, although I do not have any evidence, is many times higher than this time two months ago.
[Read more…] about Cashing in on bad news – unethical marketing or quickly responding to the public’s needs?
I found this study into faces in images on James Breeze’s Usable World Blog really interesting, and maybe quite surprising. Using eye-tracking software he has shown how image selection is very important and small details can make a huge difference as to whether your message is getting across. [Read more…] about Do you always get your message across in your artwork?
The 5 Top Website Metrics
One of the best things about ecommerce is that almost everything is measurable and it is possible to track both website and online marketing performance. This allows continuous optimisation of both to ensure the profitability of the business and the customers experience are continually improved. With so many performance metrics available, it can be difficult knowing where to focus your attention and which metrics should be monitored the most frequently. Below, are the top five metrics you should focus on.
- The most important metric is on site conversion rate as it dramatically affects the return on investment you receive from all online activity. A low conversion rate can highlight a wide range of issues from competitor activity to technical problems with the site.
[Read more…] about Top 5 Website Metrics