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Archives for September 2011

Search marketing tools and tips from Google – Search Engine Marketing New England

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  • More dynamic and measurable than traditional marketing methods, search marketing tools can quickly and inexpensively answer questions on how to effectively market to your target audience.

Using smart search practices, you can target appropriate audiences, communicate and share insights, and gain measurable results.

Jordan Rost, agency lead at Google, provided Search Engine Marketing New England attendees valuable skills and tools on how search tools can inform key marketing decisions.

Search marketing tools

Google Correlate

Mobile

  • “It’s not too late to be early on mobile”
  • Use Google Analytics to detect platforms people are using when accessing your site

YouTube Insight Tool

  • Shows how make video more measurable and drive engagement
  • Guides users to making video more actionable

Tips

  • Look at your sector first, rather than specifics: The McRib vs Whopper
  • Look at bigger now versus last year, or compared to competitors

A work in progress

  • Search is constantly evolving
  • Google is in the process of re-branding tools to make them clearer and more usable
  • Within the next few months, search tools such as these will be further streamlined and will become even more crucial

Search marketing tools are inexpensive, relatively easy, and great for marketing strategies. Invest some time and energy into utilizing search to enhance your campaign.

For further discussion, join the SEMNE group on LinkedIn

Thanks for your tweets @jillwhalen, @McRibWatch, @Linztm, @katiehoke, @dan_shure, @ReikiArthur, @davematson

Testing websites improves conversions digital experiences – OMMA Metrics

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How do marketers know how to create the perfect page for a business?

This OMMA Metrics panel, moderated by Mark Simpson, founder and president of Maxymiser Inc., leads a creative group of CEOs and directors on multivariate testing – a way to create the best digital experience for your business objectives.

This panel further breaks down multivariate testing to explain how to plan, measure, and analyze tests to improve site conversion and revenue for a webpage.

Panelists

Live broadcasting by Ustream

What is multivariate testing?

  • Multivariate testing studies more elements than standard A/B testing or Champion/Challenger testing.
  • It studies colors, creative, animation, calls to action, and other website components to measure user experience.
  • After multivariate testing, marketers are able to determine the best way to improve a website for a business’ benefit.

Testing tips:  You can’t improve what you can’t measure

Testing is not a strategy nor an end goal

  • Learn from tests
  • Utilize tests to inform strategic choices
  • Evaluate and contrast ideas
  • Look at how your testing fits alongside competitors’ behaviors

Start a test

  • Form a hypothesis
  • Form a learning agenda
  • Test what’s worthwhile
  • Be timely – Articles, the primary media product, has a lifespan of 7 hours ~ @DennisMortensen

Customer-centric testing

  • Stay focused on customers, not IT / infrastructure ~ @dbrussin
  • Audience audit = how site traffic indexes against certain categories or behaviors – can be revealing for media buys and audience prospecting
  • Optimization requires an understanding of CRM interactions, retail catalog & products ~ @dbrussin

Which elements should be tested for multivariate testing?

  • Content
  • Headline
  • Image

A/B vs. Multivariate Testing

  • Knowing the difference between them is not the issue
  • It’s knowing WHEN to use them to get the best results

Know what key performance indicators (KPIs) you seek

  • Not just click-throughs but return visitation
  • Testing click-through is tip of iceberg. Measuring scenario completion, what generates revenue
  • CTR & conversions are only aspects of optimization
  • Move toward conversion indicators/success events
  • Segmentation can be driven by clicks and mentions

Testing & social media

  • Helps brand form their identities
  • Learn how brand is viewed, where it can be found
  • Create landing pages

Why testing matters

  • Similar to what gets measured gets done, what gets tested should get learned ~ Art Muldoon
  • Use multivariate testing to ensure marketing efforts/assets are optimally invested.
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