Elisa Gabbert Posts from the Internet Marketing Blog

Last Chance! Use Code JUNE15 to Save 15% on the Keyword Research Suite

For a limited time, we are offering a 15% discount on any subscription to our Keyword Research Suite. You'll save $50 when you purchase a standard subscription to the Keyword Research Suite by June 18 with code JUNE15. That's less than $1 a day for unlimited access to WordStream's full suite of best-in-class keyword tools, including: The Keyword Suggestion Tool: Leverage our huge database to find large numbers of keywords fast The Keyword Niche Finder: Find profitable new niches and clusters of related keywords to target The Keyword Grouper: Quickly turn a disorganized list into a manageable, actionable structure The Keyword Research Suite gives you access to way more keywords than free tools like Google's AdWords Keyword Tool.

For example, if you search on the term "ba... > Read more

June 17, 2011     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 0

Everyone Wants You to Fail: Groupon's Bad Press Keeps Up with Its Losses

On TechCrunch, Rocky Agrawal has been writing a series of posts about Groupon – which as you surely know recently filed for a $750 million IPO. But Agrawal is not writing about Groupon’s rapid ascent to success, but rather its, in his mind, inevitable downfall. In fact many in the tech industry believe that the company’s growth and business model are completely unsustainable.

In his latest post, “Why Groupon Is Poised for Collapse,” Agrawal argues that Groupon is “the equivalent of a loan sharking business”: Businesses are being sold incredibly expensive advertising campaigns that are disguised as “no risk” ways to acquire new customers. In reality, there’s a lot of risk. With a newspaper ad, the maximum you can lose is the amount... > Read more

June 17, 2011     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 2

Business Lessons from New Yorker Cartoons: What's Your Universal Caption?

For years the New Yorker has been running a caption contest on its back page, where readers submit captions to go with a punchline-less cartoon. Winners receive a signed print of the final cartoon. It’s a brilliant, sticky content gimmick, especially for a print magazine – it’s interactive and addictive and keeps people coming back for more.

(How many people subscribe to the magazine but only read the cartoons?) In May, the magazine put out a call for a universal caption that could fit any New Yorker cartoon, and this week they rounded up some of their favorite submissions. You may remember that last year, Charles Lavoie proposed “Christ, what an asshole” as the universal caption for all New Yorker cartoons, and frankly, most of the new submissions don’t... > Read more

June 10, 2011     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 1

Sales Intelligence: 10 Metrics to Track on Closed Deals

“Conversions” can mean many things for a business, but the most important conversions are sales. Your marketing and sales teams can learn a lot by doing some dedicated reporting around closed deals. It’s great to know what activities are attracting interest (traffic, leads), but even more compelling and valuable to know what activities result in new customers in the books.

Here are 10 metrics to track on closed deals, if you’re not already gathering intelligence on those all-important conversion. 1. Lead source – You likely have at least a handful of ways of getting leads into your sales funnel. Which lead channel results in the most actual sales? PPC? Organic search? Referred traffic? Conferences? Social media (Twitter, Facebook, LinkedIn)? Can you pour more... > Read more

June 06, 2011     |   Written by: Elisa Gabbert   |   Posted In: Analytics   |   Comments: 2

URLs: Who Needs 'Em?

With a ridiculous click-baiting title that made me laugh out loud ("Is Social Sexier Than Sex?"), Fast Company uses the auctioning of the domain Social.com as a jumping-off point for a really interesting question: Is the URL on its way out? Sex.com sold for $13 million in 2010. Now Social.com is up for sale and the bids open at $5 million, so it could easily surpass the cost of Sex, hence Fast Company's clever title.

Writer Kit Eaton, however, thinks hubbub over domains may soon be a thing of the past: A huge fuss erupted online last week because Google finally made good on its promise to adjust the Chrome browser so that the URL address bar could be removed. It's a style thing for now, freeing up more real-estate on the screen for the actual web content you're trying to access r... > Read more

June 03, 2011     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 9

AdWords Quality Score FAQ Continued: 5 More Questions About Quality Score

We received the following questions during our recent webinar, "Improving Quality Score." For more help with understanding and improving AdWords Quality Score, check out these resources:Quality Score Toolkit (this free kit includes a Quality Score worksheet, cheat sheet, white paper, and video)Quality Score FAQImproving Quality Score (webinar recording)Ultimate Guide to Quality Score (15 experts on Quality Score)Do site links improve CTR and Quality Score? According to data from Bigmouth Media, "ads that run with Ad Sitelinks typically result in an average click through rate increase of 30%.

" RKG reported similar results: "To take seasonal shifts out of the picture, I looked at the brand performance since the links were launched, and compared this data to the same time period last year. We... > Read more

June 01, 2011     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 2

May Blog Highlights: WordStream's Best of the Month

The weather in Boston this month was really starting to get to me; it felt like most of May was rainy and unseasonably cool. But I went out of town for the long weekend and came back to the first sweltering weather of the year. We didn't get back to our apartment till 1:30 a.m. on Sunday night, entirely exhausted, and we still installed our air conditioner right then because there was no way we were going to get to sleep in an 85-degree apartment.

So, yeah, it's still technically spring, but nonetheless, I say welcome to summer!! And now it's time to kick back with an iced coffee in the cool breeze of the AC and enjoy our top 10 posts from the month of May: Five Ways to Lower Your PPC Campaign's Cost Per Action: Tom did a series of great posts this month on five ways to meet key PPC ... > Read more

May 31, 2011     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 0

Infographic Marketing: An Interview with Brian Wallace of NowSourcing

Brian Wallace is the founder of NowSourcing, a social media marketing firm based in Louisville, KY. NowSourcing offers infographics, WordPress consulting, online reputation management, SEO, PPC and other Internet marketing services. You can follow Brian on Twitter.Why do you think infographics have become so popular in the past couple of years from a marketing perspective? How do they differ from other forms of linkbait (aside from the obvious graphical element, of course)? Even though it seems that infographics are a fairly recent trend, they have been in the print world for some time.

I often think of USA Today – it ran a bunch of infographic equivalents for years before I ever saw anything like that on the web. Why they’ve become popular is for a few reasons:You’d be hard pressed ... > Read more

May 26, 2011     |   Written by: Elisa Gabbert   |   Posted In: Interview Series   |   Comments: 4

Know a PPC Expert Looking for a Job? There Could Be a Grand In It For You

WordStream is growing fast, so we're looking to add an enthusiastic and experienced Paid Search Specialist to our team of in-house AdWords experts. If you know someone who fits the below description, there could be $1,000 $2500 in it for you.Our ideal candidate for the Paid Search Specialist position will:Be passionate, ambitious, and ready to roll up their sleeves and immediately dive into managing paid search accountsHave at least two to three years of experience and demonstrated success in managing PPC campaigns and other search marketing initiativesHave comprehensive knowledge of building and optimizing PPC campaigns in Google AdWords as well as hands-on experience with content and display networks, phone tracking, and bid managementThe Paid Search Specialist will be responsible f... > Read more

May 25, 2011     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 0

Keywords vs. Search Queries: What's the Difference?

In casual conversation, the terms "keyword" and "search query" are often used interchangeably, but there is actually a difference. So what is the difference between a keyword and a search query? A keyword is sort of like the Platonic ideal of a search query – it's an abstraction that we extrapolate from multiple search queries.

A search query, the actual word or string of words that a search engine user types into the search box, is the real-world application of a keyword – it may be misspelled, out of order or have other words tacked on to it, or conversely it might be identical to the keyword. As search marketers, what we target are keywords. In SEO, we target these abstractions by optimizing on-page content (using the keywords in URLs, title tags, bo... > Read more

May 25, 2011     |   Written by: Elisa Gabbert   |   Posted In: Keyword Marketing   |   Comments: 22

Web Analytics Strategies: An Interview with Performable CEO David Cancel

David Cancel is a serial entrepreneur with a twelve-year record of building businesses in online marketing technology, social media, and scaling large data systems. Prior to becoming the CEO of Performable, David was the co-founder and CTO of Lookery, and before that, he was a founder and CTO at Compete, which was acquired by WPP(LON:WPP).

Prior to his seven years at Compete, he was the CTO of BuyerZone, which was acquired by Reed Elsevier (NYSE: RUK). In the late 90s, David was part of the founding team of Bolt.com and part of Lycos. He sits on the advisory boards of Visible Measures, Sonian Networks, Yottaa and Shareaholic. David is originally from New York City and now lives in the Boston area with his wife and five-year-old daughter. He likes to grow vegetables, make pizza from scratch... > Read more

May 23, 2011     |   Written by: Elisa Gabbert   |   Posted In: Analytics   |   Comments: 0

Adapt or Die: Guilt Is Not a Business Model. Neither Is Whining.

I read a great post this week on Andy Sernovitz’s blog, Damn! I Wish I’d Thought of That!: “It’s not about the competition. It’s about not sucking.” Andy is talking about the perceived threat from competitors – especially new kinds of competitors that emerge as technology and culture changes – and how businesses kick and scream about the new competition rather than making changes to ensure they’ll survive.

Here’s a hefty excerpt: [M]ovie theaters are in a constant panic about competition from DVDs and on-demand options. Which is the wrong thing to be paying attention to. It’s not an either-or choice. If a home movie is pleasant, you’ll do that. If the theater experience is worth 10 bucks, you’ll do that too... > Read more

May 20, 2011     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 1

Linkbait Case Study: How We Got on the Front Page of Mashable

Back in December we launched an infographic centered around the Internet and the environment. It didn't do as well as our previous infographics, which didn't particularly surprise us – we weren't completely happy with how it came out, and we didn't put as much effort into promoting it. A couple of weeks ago, we relaunched the infographic (see below; click to enlarge), after giving it a complete overhaul, to coincide with Earth Day.

This time around, it got the traction we had hoped for, attracting over 150 new links, including several high-value links from new domains like the LA Times and the Atlantic, and giving us a big spike in referred traffic. So what did we do differently? Why did the infographic perform so much better the second time around? Here are three reasons why I thin... > Read more

May 16, 2011     |   Written by: Elisa Gabbert   |   Posted In: Link Building   |   Comments: 1

SEO Title Tags vs. Witty Headlines: Is There Room for Puns in Online News?

You know I can’t resist commenting when the mainstream media talks about “S.E.O.” (as the New York Times would have it). This week, The Atlantic is throwing its hat in the ring with a piece called "'Google Doesn't Laugh': Saving Witty Headlines in the Age of SEO," and subtitled “If online searches are literal, what happens to headlines that involve word play? Copy editors* fear they're going the way of the classified ad.

”Unsurprisingly – since this is a mainstream magazine we’re talking about – the topic is nothing new. Journalists have been wringing their hands over the supposed loss of the clever headline since SEO first started, well, making headlines (making waves? making hearts go pitty-pat?) five or six years ago.According to David Wheeler at the Atlantic, headline wr... > Read more

May 13, 2011     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 6

Marketing Profs Virtual Conference: This Friday (It's Free!)

Got plans for Friday, May 13? Now you do! Join us for Digital Marketing World: Search Marketing, a FREE virtual conference presented by MarketingProfs. Three Info-Packed Sessions Today's Top 5 SEO Essentials Integrated Search and Social The Future of Search: Top Trends to Watch Check out the complete program and session times here.

More Good Stuff Register now and get access to: Live Q&A time with the speakers Search marketing resources Professional networking opportunities On-demand recordings (available for the next three months) You'll also have the opportunity to meet search marketing experts and participate in virtual roundtable discussions with your peers in the Digital Marketing World exhibit hall. As one of this month's sponsors, we'll be there ... > Read more

May 11, 2011     |   Written by: Elisa Gabbert   |   Posted In: Search Engine Marketing   |   Comments: 0

Commonly Used PPC Metrics: What They Will and Won't Tell You

ImpressionsAn impression, in online advertising, is an appearance of an ad on a web page. In search engine marketing, an impression constitutes an appearance of a text ad on a search engine results page. Internet advertising costs are sometimes measured in cost per impression. An impression will tell you how many people have been exposed to your brand or product.

What impressions won’t tell you: If that exposure actually left “an impression.” Search behavior tends to be a fast and reactive experience. Often users only look at one or two results on a page. Even if your ad is at the top of the list, it may be missed.Click-Through Rate (CTR)Your PPC click-through rate is the percentage of people who view your ad (impressions) that actually go on to click the ad. You can view your cl... > Read more

May 10, 2011     |   Written by: Elisa Gabbert   |   Posted In: Analytics   |   Comments: 2

What the Heck Is a Sales Letter? Old School Direct Marketing Techniques

I was doing a little research on copywriting blogs recently, and noticed that many of the renowned veteran copywriters who got their start in direct (i.e., offline) marketing would often make reference to “sales letters.” I wasn’t born in the ‘90s or anything (I know who Osama bin Laden is), but my response to this was, What the H is a sales letter?A sales letter, of course, is the “letter” you receive in direct marketing mailings, which begins “Dear ________” and informs you of all the reasons you should give the sender your money.

Believe it or not, young ones, direct marketing still exists – and even works. According to a recent Marketing Sherpa survey of B2B marketers, 79% of respondents found direct mailing “somewhat” or “very” effective.This is top of m... > Read more

May 06, 2011     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 1

Webinar: Winning the Keyword Research Game

A couple of weeks ago Larry Kim gave a webinar on keyword research, revealing his three-step process for discovering keywords. You can watch a recording of the webinar, as well as view the slides, below. You'll learn:How to dominate a search category for your brandWhy keyword niches are more important than single keywordsHow to apply your keyword research in on-page SEOAnd don't forget to sign up for our next webinar, Improving Quality Scores, on Wednesday, May 18.

Webinar: Winning with Keyword ResearchTo try the keyword tools demonstrated in the presentation, take a test drive today! ... > Read more

May 04, 2011     |   Written by: Elisa Gabbert   |   Posted In: Keyword Marketing   |   Comments: 4

The Art of the Terrible Analogy: How SEO Is Like Bacon, Sex & World of Warcraft

Sometimes, the best thing I read over the week has nothing to do with Internet marketing. But I really want to share it with you, so by God, I make it have something to do with Internet marketing. This week, that thing was this list of the worst analogies written by high school students, originally published in the Washington Post.

The source above ("The Lost Eyeball") calls them the "worst/best" because many are actually quite brilliant – if I was a high school teacher and one my students wrote these gems, I’d give them a king-size gold star. To further qualify the list, the source says the paper “held a contest in which high school teachers sent in the ‘worst’ analogies they’d encountered in grading their students’ papers over... > Read more

April 29, 2011     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 5

Best of the Month: WordStream's April Highlights

April is over, you've paid your taxes, and now you're waiting for your tax return. Oh, the miserable wait: What to do in the meantime??? How about catching up on our best blog posts from the month? Is the Internet Bad for the Environment?: In honor of Earth Day we published this infographic detailing what kind of damage we're doing with our Internet addictions, as well as how the Internet is good for the planet.

Crayola Colored Bubbles: Reputation Management for a 1-Star Disaster: Worst product ever? Read some of the hilarious reviews for this mess of a product (literally) and learn what to do if this happens to your company. Understanding the Differences Between Google and Bing Match Types: This guest post by Bethany Bey from Hanapin Marketing explains the differences betwee... > Read more

April 28, 2011     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 0
 
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