Tracking offline conversions for search engine optimization will become more important as Google, Yahoo and Bing increasingly integrate local, social signals. The industry saw the dedication, at least for Google, through the reassignment of search VP Marissa Mayer to focus on local. The post details types of offline advertising to track, structuring campaigns, how to track them, custom URLs, and more.
Matt Silverman explains how small businesses can benefit from Google AdWords campaigns. He highlights some success stories from MightNest.com and Say It Visually, among others. Each story provides a tip and a specific focus, from SEO to optimization. There's room for improvement even in the most successful AdWords campaigns producing quality leads, Silverman writes.
Richard Baxter challenged himself to cobble together a quick strategy, weeding out "low quality" pages based on Google's recent algorithm update. There are eight steps to the process and a "PRO Tip" at the end. Good Luck!
Evan Williams writes in a blog post that he will remains on its board of directors, but hints at life after Twitter. "It's time to pick up a whiteboard marker and think fresh," he writes. "While I doubt I'll get so lucky a third time, as my good friend Biz Stone likes to say, 'Creativity is a renewable resource.' Let's see what happens." Williams may have stepped aside, but Twitter cofounder Jack Dorsey returned as head of product.
No fooling. Twitter has posted the proper etiquette on retweeting tweets, and reserves the right to suspend anyone who doesn't follow the rules. Dave Larson runs through some common errors -- such as when a tweet should be favored rather than retweeted.
Cathy Halligan takes us back to 2002, the year Google made a push to support companies in retail. That's the year the engine demonstrated product search and shopping would become a meaningful part of its business. So, she explores signs that suggest Google could become the consumers' choice for shopping, as well as searching, straight from the search engine results page.
Kristi Hines has tips for marketers tapping into Facebook Fan pages to support paid search strategies. The tips range from highlighting photos or "Like" (s) on Fan pages, to how to encourage Fans to engage with the page.
The 100 adExcellence Exam takes about 90 minutes to take and cost $50, according to Bethany Bey. She tell us why paid search marketers should take the examine and provides instructions on how to study for it. Bey also points to two resources to help marketers study: MSN's training videos and Elizabeth Marsten's adExcellence exam series on Portent Interactive.
Bradd Libby set out to determine if Google exploits Neuromarketing when reporting quality scores, suggesting the scoring system could be just a ploy to gain mind share. He starts by explaining how the quality score works. To make his point, Libby provides an example in which marketers spent about $1 million per month on paid search advertising for a specific length of time. He defines the number system, why the results only represent exact-match terms, and presents the biggest lessons learned from the example.
Manny Rivas tells marketers how to get videos indexed and displayed in the top search engines for important keyword searches. He explains why some videos get sourced more than others by Google and Bing, and whether other platforms matter when it comes to ranking in universal search engine results pages (SERPs). Charts and screen shots highlight his points.