An Interview With Erin Sagin

How To Spend Your Remarketing Budget Wisely: An Interview With Erin Sagin

At Pubcon 2014 in Las Vegas, the SEJ team had the opportunity to catch up Erin Sagin of Wordstream to talk about remarketing with PPC ads.

Loren Baker talks with Erin Sagin, Customer Success Manager at WordStream, during Pubcon in Las Vegas about PPC remarketing.

Erin answers these questions in the video below:

Google Adwords conversion rate averages by industry

Wordstream have published some useful research for benchmarking paid search marketing at a high level. If you’re considering paid search it gives you an idea of the conversion rates you can expect when making the business case. Of course, a test will show you rates specific to your market and your site, but this gives an indication.

The Average Click Thru Rate on AdWords Varies For Search And Display

In any given industry, the click through rate of Google’s ads in Google Search were always higher than the click through rate on the Google Display Network. However, the average Google Display Network click through rate of any industry was still significantly higher than a Facebook ad.

The Average Cost Per Click on AdWords Revealed Conversion Opportunities

In our analysis we found a lot of industry verticals where Google’s Display Network had lower average cost per click and higher average conversion rates than Google Search ads. Yes, you heard that right. There are industries where Google Display Ads are being undervalued because they are cheaper and convert better than your bread and butter search ads.

We believe this might be due to the effectiveness of Google remarketing, and the trend may even increase once dynamic remarketing becomes more widely adopted!

This infographic is based on advertisers across industries using their AdWords performance grader over one billion dollars of spend.

Here’s a summary of the main findings taken

  • Average conversion rate for the search network in Q3 2012: 5.63%
  • Average conversion rate from the display network in Q3 2012: 4.68%
  • The Travel industry has the lowest conversion rates
  • Internet / Telecoms has the highest conversion rates across search & display.
  • The display network (ads outside of Google on publisher sites useful for generating awareness) generates 5x the volume of impressions but 1/5 of the clicks compared to the search network (searches within Google and its partners). 
  • Clickthrough rates are not covered by this research, but Wordstream suggest an average 2% to 5% paid search clickthrough rate for competitive industries and a 5%+ click-through rate for non-competitive industries for top positions with brand terms higher.

(view original post).

Web Analysts Match

This infographic, inspired by an analysis of how our solutions are used, gives an idea of a web analyst’s everyday life. It compares how French and German web analysts use our tools.

The differences are surprising at times, as they go beyond the framework of the web analyst role to reveal behaviours typical of our respective cultures and identities. See for yourself!

Info-Match-FR-DE_Final_EN

 

Relaunch SEO Checklist Points

Search engine optimization adherence in the website relaunch/redesign process is a topic

We may now know what to consider during the redesign phase and how to remedy issues, but we must follow these items below to have a truly effective relaunch…at the time of pressing go. Some of these checklist items reflect technical SEO considerations for content visibility to search engines and users, items pertaining to on-page SEO, and also analytical tracking items you don’t want to overlook.

  • Redirect Mapping  – Ensure that the development team and content team are in a cohesive understanding of the intended new page naming conventions and URL structure.
  • Exclusion Migration - While your new site is transitioning from a staging site to production, you may have placed proper exclusion efforts to rid search engine crawling in the staging area such as a full staging site robots.txt disallow or Meta Robots usage within individual page source code.
  • On-Page SEO Transition – While your mind may be focused on your new design and how great the new site will look, don’t forget that optimized on-page elements need to transition into the new site, too. You must ensure that the title elements from the staging site will transition to the new site
  • Internal Linking – A redesigned site close to launch can be rife with internal linking flaws. Before the site goes live you should do manual review of important links.
  • Code Review - Review the code to ensure there are not any old CSS or JS server side referenced file requests that will not be used in the new site. You will want to make sure you retain Open Graph and Twitter Card tagging if you currently have this on the live site.
  • Look and Feel (Compatibility) - You must ensure that your new design will provide the same experience for every user based on their browser and browser version.
  • Analytical Considerations - The first consideration is tracking coverage. Ensure that every page features the same analytical tracking that the existing site has.

 

 

LinkedIn Giving Their Members More Control

LinkedIn announced today that it is giving users more control over their data on the network.

The most interesting new feature is the ability for users to export personal data, including the ads they have clicked and the targeting criteria LinkedIn uses to show people ads.

Here’s the full list of what you’ll get within 72 hours of requesting your LinkedIn data:

  • Registration information
  • Login history including IP records
  • Email address history and statuses
  • Account history including account closures and reopens
  • Name information including the current name on your account and any previous name changes
  • A list of your 1st degree connections
  • Photos that have been uploaded to your account
  • Endorsements you’ve received
  • List of skills on your profile
  • Recommendations given and received
  • Group contribution
  • Your search history
  • Content you’ve posted, shared, liked, or commented on
  • Mobile apps you’ve installed
  • Ads you’ve clicked on
  • The targeting criteria LinkedIn uses to show you ads