What you should measure on your PPC? Many people can quickly tell: "Click-through-rate (CTR)". However, it really depends on why you want to run a PPC campaign. If you only care about traffic to your website brought by the PPC campaign, then it is fine to monitor the CTR; otherwise, you should measure other things. I must say that depending on which industry you are in, you might have to measure different things. I will use the travel industry as an example. Look at the table on the right side. When we look at the CTR, Campaign B apparently performs better than Campaign A because its CTR is 10% while A's CTR is only 5%. Some business owners might be content on this conclusion, but they are wrong. I will continue in “What you should measure on your PPC - Part II”.
Thursday, July 06, 2006
What you should measure on your PPC - Part I.
What you should measure on your PPC? Many people can quickly tell: "Click-through-rate (CTR)". However, it really depends on why you want to run a PPC campaign. If you only care about traffic to your website brought by the PPC campaign, then it is fine to monitor the CTR; otherwise, you should measure other things. I must say that depending on which industry you are in, you might have to measure different things. I will use the travel industry as an example. Look at the table on the right side. When we look at the CTR, Campaign B apparently performs better than Campaign A because its CTR is 10% while A's CTR is only 5%. Some business owners might be content on this conclusion, but they are wrong. I will continue in “What you should measure on your PPC - Part II”.
Wednesday, July 05, 2006
Don't want yourself a lawsuit? Don't bid for others' trademarks!
After Louis Vuitton (LV) won in its court battle with the search engine Google to eliminate online ads of competitors or counterfeiters that show up in searches for the well-known French brand, in France, the number of trademark lawsuits against Google now number more than 40. In addition, a smaller number of cases have been brought in Belgium and Germany. In Australia, Telstra faces possible legal action over its advertisements on Google because it has been caught using the trademark of competitor AAPT to advertise mobile phone deals on Google. The kind of Ambush Marketing practice is the subject of legal action around the world now although there is not a known previous case in Australia. So, if you, as a website owner, want yourself a lawsuit besides earning profits from you PPC marketing, just go ahead to bid for others’ trademarks.
Why your website needs SEO.
A website needs SEO to survive in the powerful current of the information on the Internet! If you think you have a “nice” website, good products, and competitive price, but not enough sales, then it is the time for you to get someone to give your website a thoroughly SEO.
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