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”.

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.

Using hidden frames to rank high in Google!

Although many people treat using frames as an evil for SEO, you can use hidden frames to achieve a better position in Google because Google index frames as well as NOFRAMES body text. Here is the example: http://www.ptw.com.au/index_ptw.asp. Check the page code. The secret is simple: to add a complete web page within the NOFRAMES tag including appropriate keyword rich headings and text, and include a navigation menu that have all the links to the important internal pages of your website.

Data mining is everywhere!

(Left: This is the note that Lehmann got).

Woorld Cup 2006: Keeper Jens Lehmann was handed notes before each kick to give him an edge in Germany's shootout win over Argentina, according to BBC.

Lehmann, who saved two penalties, was given a slip of paper before each kick detailing where the kicker was likely to put it.

Coach Oliver Bierhoff said: "He watched videos of all the penalties Argentina have taken in the last two years.

"He then consulted notes with our goalkeeping coach because you don't know who's on the list until the time."

Bierhoff added: "Before our knockout games against Sweden and Argentina we gave Lehmann information on the possible penalty takers.

"We then just told him to save two penalties, in case he forgot."

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So how many SEO experts do data mining before they optimize others' websites?