Optimize & Prophesize

Category: Search

  • Landing Page Optimization

    Leading up to my panel participation Monday September 25th at OMMA New York on Search and Site Design: When Every Page is a Landing Page; I’ll be sharing a deep dive into some methodologies for landing page optimization. This post begins to explore the role of the keyword query and how that informs landing page…

  • The State of the State: Afterthoughts on SES San Jose

    Online marketing and in particular search is still very much a nascent insurgency. I try to remember that. But at the end of this latest SES, after I had the chance to talk with the leaders in strategy, technology, analytics as well as reps from the engines themselves I walked away (once again) with a…

  • Testing and Optimization for the Holidays

    It’s over 100 degrees today in New York City however my mind is thinking about freezing cold mall parking lots that don’t have a parking space. What does that mean? It means that now is the time to start optimizing for what will likely be the largest online shopping season ever. So, where and how…

  • Branding & Search – Part 2

    Branding Optimization through Search The words optimization and branding have rarely been seen together in a sentence on search engine marketing. I’m out to change that (in fact I just did). Let’s start this conversation by understanding that Search marketers are finding a number of ways to measure branding impact in search. Myself, and others…

  • Synopsis of my July 11th Presentation at SES Latino

    At the heart of what we do online we need to create relevant experiences. It doesn’t matter what vertical you are in. Users will engage when they are presented with data that is relevant to their goals and objectives. When we begin to look at creating relevant experiences for an International audience this becomes more…

  • Intelligence Through Impression Data

    Following my first post in the series on Branding and Search, NY Times has a piece on how Impression data can be used for business intelligence (BI) somewhere buried in this puff piece on John Battelle (who’s his PR guy?) and Google. So I’ve been thinking over the holiday… Why aren’t search impressions valued more?…

  • Branding & Search – Part 1

    Branding Intelligence and Search For more and more of us each day search is the pathway to our experiences with brands and products. If as I believe, brand is ultimately defined by one’s experiences with the product, then the search engine results page is for many the first impression of your brand. Making search and…

  • Testing Ad Creative on Google

    For a long time it has been very difficult if not impossible to determine conversion rates on PPC ads in Google’s AdWords. Times have changed. Using multivariate testing Offermatica’s technology can not only test the conversion rates from each of multiple ads in an AdGroup, but it can tell you the impact each one of…

  • Google’s Landing Page AdsBot

    Since when has Google become landing page experts? Google is claiming that their artificial intelligence AdsBot will determine what users will think about a landing page. This determination will impact your rank and cost-per-click that until now have only been affected by your own bid settings and searcher interest in your ads. Really they are…

  • Rolling Loaded Dice

    Predictions are risky business. The top gamblers in the world, the ones who actually make a living gambling are only right little more then 50% of the time. Branch Rickey, considered by many the greatest baseball mind that ever lived wrote this scouting report, “There have only been two young pitchers I was certain were…

  • Kairos

    In Greek mythology Kairos was the son of Zeus. Aristotle (the first brilliant marketer) referred to kairos in Rhetoric. In essence, kairos it is about timing. Consider the difficulty of getting a laugh when one muffs the punchline of a joke. Consider the difficulty of getting a click when your ad is for reviews and…

  • Searcher Goal Classes

    Why should I care? Why should I care? – Pete Townshend As we understand “the why,” we become relevant. Understanding searcher goals is the single most important element to raise your online marketing ROI. It gives you the knowledge base to craft finely tuned titles and descriptions, the clarity to create display ads that draw…