Mar 09 in Search Marketing
Written by: Heather Rast
Read the tweet stream from the bottom up.
Session One: By Brian Eisenberg (@thegrok) titled “Always Be Testing“
#aaos10 Resource recco 69 free tools to improve your website from @thegrok
#aaos10 Every day make the right decisions, and act on them. Fail faster. Learn from failure and adapt. Do something now.
#aaos10 Move beyond reports. Make an action plan. Where can you easily gain the most value quickly?
#aaos10 First, test your top 5 highest bounce rate pages. Then your top 5 high exit pages. Then top 5 lowest time spent pages.
#aaos10 Magic 3 conversion cycle: relevance, value, calls to action
#aaos10 Data -70% average checkout abandonment rate.
#aaos10 On forms, visually tie benefit next to the form. Remind customers why they’re bothering to fill it out.
#aaos10 Reinforce what dragged a visitor to your site from the ad – reinforce it throughout the site repeatedly.
#aaos10 10-15% of visitors bonce after first click.
#aaos10 Understand information scent. Site visitors are goal-driven. Help them reach their goals.
#aaos10 Keywords don’t fail to convert. The biz does. Understand visitor intent and be relevant to their query
#aaos10 Bucket keywords into ad groups according to target personas to better deliver on expectations and convert.
#aaos10 Use personas to build models to better understand your customers.
RT @clickequations: “The only one who gets paid per click is Google.” @thegrok at #aaos10.
#aaos10 Cost of click- ur paying for initiation of a conversation. Extend that conversation on the landing page. Pay Per Conversation
#aaos10 What do you serve up in response to a search query? Are the keywords a good match for the searchers interest?
#aaos10 Give non-converters stronger reasons to buy. Small changes have huge impact on customer experience w/ the site.
#aaos10 You don’t have a traffic problem. You have a conversion problem.
#aaos10 Search process: impressions>clicks>browsers>checkouts>completed purchase. Bring in traffic, then satisfy it.
#aaos10 Continual process improvement is a driving force of online marketing advantage. Plan, Measure, Improve. repeat.
#aaos10 Learn how to execute rapidly. Respond to opportunity, create others yourself.
#aaos10 No ‘set it and forget it’ with Adwords, keywords, landing pages. Change along w/ Google and before competition.
#aaos10 There’s one constant in business today: change. Constantly monitor Adwords to avoid abyss.
Attending #aaos10 with @TheGrok. Going to learn lots about adwords optimization
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