Adam Goldberg's Articles

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Website Analytics vs. Advertising Analytics It is possible to use Outlook as a CRM tool, but most companies choose an application like Salesforce or Siebel. It's possible to use PowerPoint to do graphics, but most companies choose Photoshop for their graphics needs. Eight Critical Features to Consider When Purchasing an Online Advertising Analytics Solution As the world of online marketing has grown, so have the number of companies that develop advertising analytics technologies to meet the needs of online marketers. The Death of the Address Bar & What This Means to Search Engine Marketers Remember when you used to navigate to a Web site by typing the URL into the address bar? You'd start by typing http. Then, you evolved and skipped using the http and just entered www. Now, you simply go to the search engine of your choice and type the company name you are looking for. Google's Conversion Optimizer, or is it Google's Profit Killer? The Google Conversion Optimizer has been generating a considerable amount of buzz amongst AdWords advertisers. Google continues to lead the other search engines by providing their customers with tools designed to improve the performance of PPC campaigns. This new tool from Google is another step in the right direction; however, it is not for everybody. 'Click Fraud' is Everywhere...So What? 'Click Fraud' occurs in all forms of media. That may sound like an odd statement, but it is true if you accept this definition of click fraud: Click Fraud n 1. Paying a rate for media that's based on an invalid metric. Lower Your Click Through Rate to Achieve Better Performance Tips on achieving a better rate of clicks in online advertising. Understand Critical Customer Buying Behavior and Patterns - Build a Data Warehouse Before I discuss why you should build a data warehouse, let's make sure we are clear what a data warehouse is. I spent several years at Oracle, so I was very familiar with databases and building data warehouses. Cut Through the Complexity and Implement an Alert System Let's first talk about why you should implement an alert system. First, large and sophisticated companies' PPC campaigns probably contain tens of thousands of keywords. Use Profit As Your Guiding Metric - Other Standard Metrics Are Flawed An incredibly important, and often overlooked, aspect of measuring the effectiveness of your online advertising is using profit as your guiding metric. So what does that mean? Use Search Queries As A Basis To Derive New Keywords And Negatives To start off, let's talk about what the ideal strategy would be or what the ideal tool would look like for creating new keywords and negatives. I, personally, would love a tool that could recommend a keyword to me and accurately tell me what the ROI on that keyword is before I implement it. Wouldn't that be ideal? Connect Your Offline Sales To Your Online Advertising All large companies do some percentage of sales over the phone. If you are unable to tell where that phone call came from, and I'm not talking about knowing it came from your Web site or even knowing that it came from Yahoo versus Google, it's not good enough. Job Security Through PPC-CRM Integration PPC-CRM integration can be very effective in matching sales to leads to calculate profitability. Learn how this data can help you identify which ads are responsible for your most profitable sales to help focus on your best keywords. The Perfect Optimization Method For Online Advertising There are many different methods to make investment decisions for your online marketing campaigns. Unfortunately, most of them invariably lead to sub-optimal decisions and results. The following article is a summary of some of the more frequently used methods and an explanation of why they are flawed. Click Path Analysis: Why You Need to Account For All Clicks, Not Just the Last Click Read our conclusions from our click path analysis research. Is Your Conversion Rate What It's Supposed to Be? Standard conversation rates are not standard and can't be compared. Read our article on how using a disciplined approach can influence your conversion rate. Click Fraud Detection Versus Click Fraud Protection Click fraud detection is one of the hottest topics in the online advertising marketplace today. Online advertisers concern themselves with finding ways to prevent click fraud and many other companies cite click fraud as a principle reason why they do not advertise online. The truth of the matter is that after-the-fact click fraud detection does not really help.

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