SMX London – Converting Paid Traffic & Search Engine Stats

Analysing and Converting Paid Traffic

paid-traffic-andy

Andy Atkins-Krüger – WebCertain

In his session Andy looked at the range of ways both a PPC and organic SEO a campaign could be broken down to measure how effective each stage was performing. Aspects such as number of visits, pages views, dwell time and bounce rate were all seen as important elements to measure.

Andy also suggested that rather than take the traditional approach of looking to only improve the final stage of the shopping funnel (i.e. optimising the buy page) improving who gets onto the website in the first instance was equally important.

So to recap, whilst people typically look to the shopping cart for initial conversion improvement—Andy advocated starting at the other end of the chain and at keywords.

New Report Shows Decline for PPC Advertising in Q1

By Peter Young

The first part of 2009 has been interesting, very interesting. The global recession shows no current signs of recovery in the short term, and much of this has been reflected in advertising budgets worldwide. In particular, the retail sector has been one of the hardest hit, and this has been reflected in Rimm-Kaufman’s early first quarter 2009 PPC data.

The report took data from around 40 of their largest retail clients, and compares the first part of Q1 against performance data from the preceding 7 months or so. For summary purposes, we have included a number of the key points below

  • Sales from search ads have declined by around 20% since week 27 2008 (around July last year)

Is Search Weathering the Recession Storm?

By Peter Young

Depending on who you decide to subscribe to it appears to have been a bit of a mixed bag for search spend during the final quarter of 2008. Recent reports by both Covario and Efficient Frontier have both released slightly differing reports on how search has fared, however there is one consistency that seems to be common to be both—search in comparison to nearly every other channel appears to be holding its own, in what can only be described as extremely trying times.

According to a report by online analytics firm Covario, search spend actually ‘surged’ during the final quarter of 2008, 43% YOY increase over the same period in 2007—a 7.2% gain over 3rd quarter 2008 spending. Such figures are all the more impressive given the circumstances experienced during the latter part of last year. It however should be noted this report was based on 12 of Covario’s U.S.-based high tech and consumer electronics customers—and thus is fairly limited in terms of scope.

Ka-Pow! Google Packs a Punch with TV Ads

Google TV Ads Header Graphic
Google seem to be on a roll with upbeat ideas recently. However one of the programs that may have slipped past some in the search space, is Google TV Ads.

At this year’s Pubcon conference I was fortunate enough to bump into Stephanie Duchaine of Google, and discovered why Google TV Ads are something every marketer should know about.

The link between TV and search

The latest data from Google shows that 37% of online users who perform a search, as a result of exposure to offline content, do so from seeing a Television Ad.