Avinash Kaushik, Google’s Analytics Evangelist - says 25% of search queries a day, Google has never seen before. Avinash is on Board of Advisers of Click Equations. He had 50k visits and 9.5k keywords.
Head and Long Tail Searches but if you don’t get an enhanced listing, your not focusing on it enough.
Avinash said most people are spending money on the head of the Long Tail instead of the tail. In fact, at the tail, people haven’t been convinced yet, while those at the head, know who you are.
Avinash said hire interns and give them a few head keywords to obsess over; he goes over a few Google Analytics reports.
Interestingly, Avinash Kaushik is on the advisory board of several companies, beyond Click Equations (that’s an interesting place to be, because he has an indirect, but real stake, in what gets developed by these companies.
Attribution - (days and visits to purchase report)
Wister Walcott - Marin Software - Search Marketing Analytics
- set search strategy and design around visitor patterns. Look at volume and spending trends.
- manage campaigns
Marin application, a number of filtering options. Next comes Snippet Analysis, this is clearly something which an automated tool would do, but Marin’s Software will do the analysis across ad groups and creative.
If a lead is worth ten bucks but some keywords that do better, you can do a scatter chart and take the extra money and the competitive leads that cost more money.
Look at the elasticity of your terms (if you pay more, will you get more traffic)? If you build a chart, only take those in the same positionsfor a 1000 impressions or more.
Richard Zwicky - Enquisite
Segmentation is the key part of analytics. Everything you do with Analytics starts with research and then segmenting based on listening to your customer.
Do you want an exact match, or just contains the words, starts or ends with.
By using Geo targeting properly you can eliminate most click fraud.
note: I have to admit Richard is saying nothing new, nothing I haven’t heard today.
Discover new opportunities, audit and adjust. If you can’t glance at your analytics and know whats happening immediately, if not, you haven’t set it up right.
Need to pay attention to new key phases each month. You also need to see how your keywords perform in each session.
Then you need to audit your selections, adjust, lather, rinse and repeat.
Andrew Goodman - Traffik, Page Zero Media
Measuring Success in your Google AdWords Account. What is your approach to the world.
Quality Score of your keyword (1-10) that indicator of the effectiveness of your campaign. If quality scores start to degrade call your rep.
CPA data of Long Tail Keywords need to be studied as a unit.
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