Monday, November 30, 2009

The AdWords New Ad Formats Initiative

Black Friday may be behind us, but Cyber Monday, one of the busiest days of the year for online retailers, has just begun. And just as users' searches for Cyber Monday deals and information have increased over time, so have their expectations about the types of information they want from the ads.

Last week, the Official Google Blog provided an overview of some of the new search ad formats we've introduced over the last few months. These new formats are part of our AdWords New Ad Formats Initiative and showcase the ways we've worked to include richer types of information in our ads. This initiative is Google's next chapter in search advertising and over the next year it'll be a major focus for AdWords, so we'd like to give you an idea of what to expect.

The AdWords New Ad Formats Initiative has two themes: ad extensions and new ad models.
  • Ad extensions offer you the ability to enhance your existing text ads with additional relevant information. Some examples of ad extensions include Ad Sitelinks which allow you to provide additional links pointing to specific information on your site and Product Extensions which allow you to show images and prices of relevant products from your Google Merchant Center account. By putting the most salient information directly wiithin the ad, ad extensions are designed to help users more quickly and easily find the products and services they seek on Google.
  • New ad models are formats that offer better solutions to more complicated queries. For example, Comparison Ads enable users to specify the exact product or service they're looking for and compare multiple offers in a single location. New ad models also offer advertisers new pricing models, like cost per action for Product Listing Ads. Our new ad models are designed to make it easier for users to find exactly what they want and for you to reach more users with better information.
The AdWords New Ad Formats Initiative is part of our core mission to deliver the right information to the right user at the right time. As more and more users come online searching for products and services, we'll continue to test new ad extensions and new ad models that make it easier for them to find the information they're searching for.

We hope you have a successful Cyber Monday and look forward to working with you to make AdWords even better in the new year.

An Adventure in Product Development

Today I head off on an adventure....in product development and travel.

I am heading to Kuala Lumpur, Malaysia to be the keynote speaker at a conference for Asian bankers on product development.

The adventure will be in two parts....the journey and back and the interaction with bankers from 1/2 a world away.  One thing that I have learned from all of my international travels is that banking is banking, regardless of the geography.  The timing of issues may be different, but the issues are widely the same!

So, I am delivering a comprehensive set of sessions on the product development and management process that keys on customer communication, internal engagement, and meeting the needs of your targets...universal topics that are mission critical to product mangement.

I will keep everyone posted on my travels and adventures...

Cheers!

Bruce Clapp

Wednesday, November 25, 2009

Planning to Shop on Cyber Monday? Be Very, Very Careful!

While the economy continues to suffer, many Americans will still visit shopping malls across the country the day after Thanksgiving, also known as the busiest shopping day of the year or Black Friday. But for those of you who wait for Cyber Monday, the busiest ONLINE shopping day of the year, you need to be aware that cyber criminals are waiting for you.

According to market researchers with comScore Networks, approximately 58% of workers do most of their online shopping while at work. This can create a number of problems. This web activity can increase bandwidth consumption, can result in a loss of productivity, and can lead to increased spam and phishing attacks. But, despite these risks, most companies do nothing to stop online shopping during work hours. A recent survey conducted by St. Bernard found that 76% of companies do NOT block their employees’ Internet access to online shopping sites during work hours.

If companies do not have policies against their employees using work computers for online commerce, be aware that IT departments may still be on alert. Cyber criminals are creating fake ecommerce sites with the hope that visitors share their credit card information, and surfers may encounter malicious links near the top of search results when searching for popular products.

A solution might be to have one designated PC for employees to use, but have you ever received the following email from your CEO at 9am on the Monday after Thanksgiving?

“Dear employees, I hope you had a great Thanksgiving. To thank you for your great work all year long, we have designated one computer in the lunch room for your Cyber Monday shopping. Please be considerate of your fellow employees and only shop for 15 minutes. Thank you.”

Probably not.

While Cyber Monday marks the busiest time of the year for consumers, retailers, and cyber criminals, the best solution is to surf ecommerce sites from home, use effective virus protection and firewall (hardware, software, or both), only visit reputable websites, and only share credit card information on encrypted sites. Sometimes, a product’s price is so enticing that we can easily forget these simple rules – until it’s too late – and our credit card information has been stolen. Happy and safe shopping!

Episode # 3 - Rapid Fire Web Analytics Q and A with Avinash and Nick

This is the third video in our recent Rapid Fire series where you share your most burning questions via the Google Analytics Google Moderator site and we answer them!

Generally we want to focus on your questions about key metrics and analysis techniques, but this week we get a little technical.

In this episode we discuss:
  • How to group referrals from common sources
  • How to setup Google Analytics to track multiple web sites and view all the aggregate data in one profile
  • Strategies to track websites that support different languages
  • The value of using Google Analytics on You Tube partner channels
  • Troubleshooting discrepancies in Google Analytics Data
  • Best practices for implementing E-commerce tracking for E-commerce sites
  • Simplifying customizing the date range in GA
  • How to track segments of users who interact with internal referrals/cross sell campaigns
  • Tracking Social Media campaigns



Here are links to resources we discussed in the video:
If you found this helpful, we'd love to hear your comments.

If you have a question you would like us to answer, please submit a question or vote for your favorite question in our public Google Moderator site. Avinash and I will answer your latest questions in a couple of weeks with yet another entertaining video.

Please add your thoughts about the Q&A via comments below. Thanks!

Tuesday, November 24, 2009

Product extensions available to all U.S. advertisers

Beginning today, all U.S. advertisers can get started with a new feature of AdWords called product extensions. Like Ad Sitelinks, which we introduced earlier this month, product extensions are a way for you to enrich your existing AdWords ads with more relevant and specific information. Product extensions allow you to use your existing Google Merchant Center account to highlight your products directly in your search ads. When your AdWords text ad appears, and your Google Merchant Center account contains products that are relevant to the searcher’s query, product extensions show the images, titles, and prices of your products in a plusbox under your ad.


With product extensions you can show users the products from your site that are most relevant to their current query. You're charged the same cost-per-click (CPC) whether a user clicks on your main text ad or any of the offers within the product extensions plusbox; however, you won't be charged if a user simply expands the plusbox without clicking through to your site. Advertisers who implemented product extensions during our beta found that the additional product information helped improve the performance of their search campaigns. For example, Zeta interactive, who manages advertising for SonyStyle.com, reported seeing over a 10% increase in clickthrough rate (CTR) for their ads with product extensions.

Like Product Listing Ads, which we announced as a limited beta earlier this month, product extensions are part of our effort to make ads more useful and relevant for shopping-related queries by allowing advertisers to include relevant product information directly within the ad. However, unlike Product Listing Ads, which are automatically targeted and priced on a cost-per-action (CPA) basis, product extensions are priced on a cost per click (CPC) basis and will only display when your ad is triggered by one of the keywords in your product extensions enabled campaigns. What's more, product extensions give you the option to prefer which products are displayed when a user’s query triggers your ads. For example, you may sell dozens of laptop computers but you want to promote the newest or best selling inventory using product extensions when a user searches for 'laptop computer' on Google.com. By making a simple addition to your Merchant Center account, you can easily control the products that display for certain queries. Of course, you can always use automatic targeting, and let AdWords determine the most relevant products in your account to a user’s query.

It's easy to get started with product extensions. First, log in to Google Merchant Center and add your Adwords customer ID to your account. Then, simply visit the campaign settings tab in your AdWords account, find the 'Ad extensions' heading and select the option to "Use product images and information from my Google Merchant Center account." No need to create new campaigns or ad groups, update your keywords or change your ad text. Product extensions are available now to all U.S. advertisers, but remain in a limited beta outside the U.S. Over time, we hope to offer product extensions to all advertisers globally.

Monday, November 23, 2009

Think2010: Experimentation is worth the risk

When it comes to testing and experimentation, there's always a risk-reward scenario to play out. You could go with what you know and what feels comfortable -- or you could try something new and see how it fares. It could really pay off, but it could also flop. If you're responsible for cooking a big Thanksgiving feast this week, you may feel that lots of experimentation is clearly not worth the risk. When you think about your approach to marketing in 2010 however, testing and experimentation should be key elements.

With digital marketing, testing is a low-cost, fast way to learn. The ability to start, stop, or change your approach is easy and actually applying what you learn -- so you can capture the greatest opportunity -- can happen very quickly.

When you market online, the cycle of launching, measuring, and optimizing happens quickly and continuously. The more nimbly you manage this cycle, the stronger your results will be. Don't be afraid to try and possibly fail -- whether you're testing a new creative message, a new communication platform, a new promotion, or another strategy. The long term benefits of successful testing can quickly and easily outweigh the short term costs.

Brett Keller, CMO of Priceline.com, echoes these thoughts on the value of experimentation.

Here are a few testing ideas to apply in 2010:
  1. Use Website Optimizer to test content (e.g. headline, copy, images) or design alternatives for your landing page. This tool will help you quickly identify and implement the combinations that drive most conversions.
  2. Use YouTube as a focus group. Beyond monitoring views, ratings, and comments, use YouTube Insight to learn what's resonating, and where. Based on what you learn, invest in your 'winning' content by driving traffic via sponsored videos, altering your associated messaging in search campaigns, and ramping up geo-targeting in the areas where your video over-indexes in popularity. You may even consider testing that video as a TV spot (e.g. via Google TV Ads).
  3. If you're not yet using display ads, commit to testing them. Use Display Ad Builder to build display, rich media, and video ads in minutes by incorporating your own text, images, and logo into one of our professionally designed templates. This allows you to test a creative message and learn what is working before investing in a deeper level of creative support.

Instant Issue Technology as a Total Marketing Tool

Instant issue technolgy for debit cards is a meaningful tool for community banks. With Capital One advertising the concept for you ( you know, "I want my mother's picture on my card") the ability to create and issue debit cards on the spot is a tool that we would expect only the largest of banks would be able to implement affordably. Not true! This piece of technolgy coupled with an imaginative marketing program, can truly be the foundation for new sources of income for the bank.

You can issue debit cards that are totally personalized for each customer (how fun!) . Your customer can upload the photo they want on their card (family, baby, pets, whatever). And they get their card today instead of 2 weeks from today so they can be using the card sooner (which makes you more money). And they get replacement cards sooner, so you don't have 2 weeks of downtown with no card usage. The biggest banks can't do this across a large distribution network without spending a large hunk of money... not likely to happen with their financial positions today. This can be a real competitive advantage for community banks and credit unions. Your cost to implement will depend on whether you want one central location that can print the cards or one in each banking office, but a single location can be implemented for between $20-30,000.

But even more than this, you can create affinity card programs with local schools, universities, major employers, and much more. These local relationships can be coupled wtih some creative sponsorship opportunities and marketing programs to create true, local partnerships that will move the market share needle in your market for some time to come. Loyalty becomes a given and competing with the big banks is made EZ.


If you are thinking about implementing instant issue technology and a creative marketing program with it, you may want some outside assistance. At Market Match, we can help you through the maize of creating a fail safe program. Read how others are doing this at http://www.instantissuance.com/. Call me, I would love to have a discussion about how these programs work with you. Find me at www.marketmatch.com.

Have a great week!
Sharon

Friday, November 20, 2009

Direct Mail - Is it still effective?

Each of us probably receives several direct mail solicitations for credit cards every week. Something like 2 billion pieces of credit card mail was sent in 2008.



How has the proliferation of credit card mailing impacted the effectiveness of your institutions direct mail?



Are your direct mail programs generating a sufficient MROI?



Sure, the credit card industry has impacted response rates. A good response rate on prospect mail use to be 75 basis points and now institutions should expect prospect mail to generate a response rate of 35 - 45 basis points. Customer response rates have dropped also but a well planned customer campaign can still generate a 100 basis point (or higher) response rate.



There are three components of a direct mail program: target audience, relevant offer and creative.



What drives the response rate? 70% of response is tied to selecting the best population or target audience for the mailing. 20% of response is tied to the offer and the remaining 10% or response is driven by the creative.



Unfortunately, many institutions spend to much time and money on the creative and creative has the least impact on response. Creative needs to be "on brand", clearly defined the offer and have a specific "call to action." That's it!



Put the bulk of your effort into defining the target audience! Make sure you have a relevant offer!



Direct mail can still drive balances and revenue if done properly!



Have a great weekend!



Mike

"Socialnomics"

I have a new favorite video about social media ROI for businesses:
Socialnomics!

Thursday, November 19, 2009

Depth and Discovery: Powering Visualizations with the Google Analytics API

We're always really excited to see what developers are building with Google Analytics. Here's an amazing visualization using the API from our friends at Juice Analytics. Now, this is what we're talking about when we say this stuff is "Off the charts!" (The API team t-shirt slogan). :-)

At Juice, we work with web analytics APIs large and small, from Google, comScore and Omniture. The Google Analytics API is our favorite. It powers the world's best, most widely deployed analytics site. And it powers Juice products like Concentrate (innovative search analytics) and Vasco de Gapi (a tool for exploring the Google Analytics API).

We were approached by the Google Analytics API team to explore new ways of looking at data with the API, and we were excited by the possibilities. We've been working on our own visualization framework, JuiceKit, that integrates the power of the Flare Visualization Library with Adobe Flex.

The result is Analytics Visualizations, two visualizations powered by the Google Analytics API that are free to use. You just need a Google account with access to Google Analytics data to explore your own data. Here are the details about the visualizations, called Referrer Flow and Keyword Tree.

Referrer Flow

Curious about what sites are linking to you and what content is benefitting the most? The Referrer Flow visualization answers those question and shows how results change over time. It's a stream of daily treemaps showing pageviews and bounce rates for various groupings of your website's pages. You can group by combinations of page title, referrer and url.
Here is a brief video introduction:



Clicking on the treemap will filter all the data by the page, referrer or url that you clicked on. Click again to clear your filter.

Keyword Tree

A list of top keywords isn't enough to really understand how people are searching and finding your site. The Keyword Tree visualization displays the most frequently used search keywords and how they are used together. Here's a video overview:



You'll see a frequently used search term at the center and the words and phrases that are most often used in combination with that word. Pick a different starting word by typing into the box in the upper right or selecting from the top word across the bottom of the screen. The words are sized by their frequency of use and colored by bounce rate (or % new visitors or average time on site). Roll over a word to see details about that combination of connected words.

Depth and Discovery

In designing these visualizations we focused on the question: how can we let users uncover the unexpected? That means designing targeted visualizations focused on limited well-defined issues. The Referrer Flow monomaniacally focuses on a single question "What pages are people viewing on your site and where are they coming from?" The Keyword Tree is laser-focused on word ordering and what that means for keyword performance.


The Google Analytics reporting tool is a great general-purpose reporting solution. It gives the advanced users everything they need to answer specific questions. However, its generality means it has limited ability to focus on two issues; depth and discovery.

The Google Analytics API is Google's solution to this problem. It's an opportunity both for businesses like ours that can create new ways of analyzing data, and for large sites that can use the API for integration, custom analytics, and more.


Thanks, Juice! We continue to be impressed by the new solutions developers are bringing to market by leveraging the Google Analytics Platform. If you have developed a useful new tool or integration on top of Google Analytics, drop us an email at analytics-api@google.com. If it's innovative and useful we'll highlight it to our readers on this blog.


Wednesday, November 18, 2009

Take advantage of advanced reports

For a long time, the Report Center has been the place to go to find detailed data about your campaign performance. Reports with dimensions like geographic performance and time of day can give you new insights through metrics that aren't available on the campaigns tab.

But there can be drawbacks to using the Report Center: customized reports take time to set up and run, and you have to navigate back to the Campaigns tab to take action on any insights you discover.

We're addressing these issues by better integrating advanced performance data into campaign management. Now, instead of running a placement performance report, you can manage your automatic placements on the Networks tab. Rather than run a search query report, you can use the "See search terms" option on the Keywords tab to see which searches are bringing up your ads. And if you prefer to look at your reports in a spreadsheet program, you now have the option to download nearly every table in your account (look under the "More actions..." menu above each table).

You can also use new segmentation functions to slice and dice your data directly within campaign management. Click on the "Filter and views" menu above your statistics, then choose the "Segment by" option to see different the levels of detail available for display.


The segmentation options available to you differ depending on whether you're looking at keywords, ad groups or campaigns. If you're looking at keywords, you can segment by match type. If you're looking at campaigns or ad groups, you can segment by network to quickly compare your performance on Google and search partner sites to your performance on the Content Network.

In addition to these segmentation options, we've recently introduced time-based segmentation for your campaigns, ad groups and keywords. Now you can break out statistics by day, week, month, quarter or year to isolate changes in your performance. For example, if your performance summary graphs show a sharp decrease in clicks, segmenting by day can show you changes in other statistics that might explain why your drop in traffic occurred.

You can also segment by day of the week. This option is helpful if you're looking for help with ad scheduling. Try segmenting your performance for the past few months: if your performance is dramatically different on a given day of the week, you can modify your bids to account for the change in user behavior.

We'll be bringing even more data from the Report Center into the Campaigns tab over the coming months. So next time you're searching for insights you can use to improve your performance, you won't have to look very far.

Posted by Dan Friedman, Inside AdWords crew

Tuesday, November 17, 2009

An Integration With Feedburner

The FeedBurner team has just announced an integration with Google Analytics. We know what many of you are saying. "About time!" We'll take it.

If you are using both Google Analytics and FeedBurner, you will automatically see campaign attribution for item clicks tracked by your AdSense For Feeds or your Google FeedBurner account. To read more and get details, please see the blog post here and take a look at the below image:

It works in the same way as URL tagging. You can see how many people click through to your site from the content sent by you in your feeds. FeedBurner is now automatically inserting Google Analytics tracking codes into the URLs of your items, or content. For instance, if you publish a blog and a subscriber reads it and then clicks through to your site, you will see that the source of that visit is Feedburner. And as you can see, it gives even more granular information, such as the type of feed reading software or email.

Taking a step back. What is a feed? From the help article, feeds "are a way for websites large and small to distribute their content well beyond just visitors using browsers. Feeds permit subscription to regular updates, delivered automatically via a web portal, news reader, or in some cases good old email. Feeds also make it possible for site content to be packaged into "widgets," "gadgets," mobile devices, and other bite-sized technologies that make it possible to display blogs, podcasts, and major news/sports/weather/whatever headlines just about anywhere." The most popular types of feed formats are RSS and Atom feeds.

If you're publishing content like this blog, then feeds are probably half the story. Feed subscribers are a very important audience to be aware of. If people are really interested in what you have to say, they'll subscribe to your feed or RSS so they can be automatically updated every time you publish new content. They don't want to miss it, and don't want to have to keep visiting your page to check if you've published new content. FeedBurner is the way you can measure how many people are using your feed and who they are. It's could be called Google Analytics for feeds :-) Or Google Analytics could be called web...analytics...burner?

Anyway, FeedBurner shows you not only how many subscribers your feed has, but also metrics like geography and reach, with a breakdown by each piece of content (or "item") you publish. It also tells whether they clicked on a link in that content or went to the actual piece of content on your site. You can also see where the subscriber is reading your feed; whether in email or some kind of feed reader, such as Google Reader.

Another thing to be aware of is AdSense For Feeds, which allows you to monetize your feeds by placing AdSense ads in them.

This integration is the first step towards using these two very similar tools together. You still need to log in to FeedBurner to actually see how many subscribers you have and the rich detail around your feed usage FeedBurner provides.

Think2010: Recap of the Four Winning Moves webinar

Last week, Google’s US Managing Director Bonita Stewart hosted the 2nd webinar in the Think2010 series, entitled “Think2010: Four Winning Moves for 2010.” She discussed tools and strategies that you can use to differentiate your offerings, increase competitive advantage, and ultimately seize opportunities as the economy recovers. Below are the four key takeaways from the webinar:

1) Use precision - Flexibility yields stealing share: Utilizing precision through search can serve as the world’s largest focus group and allow you to understand how consumers want to engage with brands. Tools like Google Analytics and Insights for Search can help you increase this precision.

2) Develop deeper connections - Consumers want to connect: Understand your audience and how they are communicating, then develop marketing campaigns to target your ideal consumers. Utilizing new communication technologies within ad creatives can make your advertising more interactive. Advertising on community centric mediums like YouTube can help to increase brand engagement and ultimately help you develop deeper connections with consumers.

3) Innovate - Marry the art and the science: News and optimism about the economic recovery have increased over the past few months. Business leaders across the globe are thinking forward and seizing the opportunity to throw out old marketing rules and embrace innovation as they gear up for 2010. Large brands like GM and JetBlue, for example, are coming up with new digital strategies to act nimbly and ensure they're prepared for the opportunities the recovery will offer.

4) Be relevant - Consumers don’t stop searching: It’s important for you to stay engaged and in touch with consumer demands. Keeping a pulse on search trends is a live, real-time way for you to stay up to date on consumer interest and sentiment.

If you missed this webinar and would like to learn more, please visit the Google Business Channel on YouTube to see the recorded version. Also, be sure to stay engaged with the Think2010 series at www.google.com/think2010 where you can view videos, blog posts and future webinars.

Hispanic Income Trends: Implications for Marketing


The median income of Hispanic households has lagged behind the overall population of the United States for a long time and does not seem to be getting better. The largest difference since 1980 was in 1996 when the disparity was of $14,465 dollars (in 2008 dollars), according to the U.S. Census Bureau, Current Population Survey, Annual Social and Economic Supplements. Since 1980 the smallest gap occurred in 1981 with a difference of $8,573. The latest figures available are for 2008 show a difference of $12,390, a gap similar to gaps in the 1990's. See the historical trends table on the left.

The current gap probably reflects some of the social and economic issues that resulted from the downturn of the economy between 2007 and 2009. But there are uplifting news. My analysis of the American Community Survey data of 2008 shows that income differences are not evenly distributed in the population as shown below:

It is interesting to observe that the gaps between the overall population median income and that of Hispanics is largest at the higher income levels, and interestingly there are more Hispanics in the middle income categories than in the overall population. This is very revealing because for the majority of consumer products income levels between $25,000 and $60,000 are ideal, and that is the range in which there are more Hispanics proportional to their population. This alone is a very important reason for marketers to pay attention to Latinos.

Clearly, the fact that proportionally Hispanics have some more households in the lower end of the distribution and fewer in the upper end is not desirable. Nevertheless, where the sweet spot of most marketers resides, that is in the middle, Hispanics have higher representation. This is surprising and uplifting, and helps understand that Hispanics are not generally poorer but they are better represented where it counts for marketers.

The content in this blog may be copied and distributed but credit must be given to the author.

Monday, November 16, 2009

Build the Box!


Greetings...

I had some great friends share a quote that they saw while enjoying the sites in Chicago... it goes:

"Don't think outside the box...build the box."

I LOVE the quote.  As a firm, our specialty is helping banks and credit unions Focus their efforts, build Momentum in their market and generate Results for their institution.  Our process has always been described as thinking INSIDE the box, as the information, key brand differences, etc. are all there, you just need our expertise to unlock it and make it all tangible.

The concept of "building the box" is a game changer to me...

Instead of accepting the realities you face (competition, economy, budget, etc.) we HAVE to create a new reality....in this case a new box...in which we can oeprate.

Think Starbucks.... did they operate within the confines of the coffee norms...49 cent bottomless cups of coffee, 25 cent refills....NO.  They created their own box.

Think American Express... did they operate within the confines of the credit card norms...gold cards, retail customers, corporate spending cards...NO. They created their own box.

Now....your challenge this fine Monday is to create your OWN new sense of reality, your own new box. For yourself as a marketer (outside the confines of budgets, media, staffing, etc.) and for your institution.

Find the NEW BOX that allows you the freedom to maximize your strengths, minimize competitive pressures, and increase success.

It's there...we just need to build it!

Have a great day!

Bruce Clapp

Sunday, November 15, 2009

The Marriage of LinkedIn and Twitter – Is a Divorce Possible?

By now, the fact that LinkedIn and Twitter partnered to provide cross-posts is old news. Reuters broke the story on November 9. But, there is something that has not been openly discussed. Everyone may be excited about the new capability to cross-post 140-character updates through LinkedIn to Twitter and vice-versa, but what has been unspoken is the most basic tenet of marketing – that invaluable lesson about “knowing your audience.”

The audiences and uses of LinkedIn and Twitter are different, so why would someone want to connect the two? Most LinkedIn users provide a wealth of information to build their personal brands (aka, their professional identity) with the goal of building business contacts: their name, location, photo, expertise, current and previous jobs, job duties, education, contacts, group affiliations, links to portfolios, links to presentations, links to blogs, etc. A LinkedIn user must provide specific details in order to establish an account. By contrast, Twitter users do not need to show their photos, professional backgrounds, telephone numbers, websites, or even use a real name. Twitter exists and succeeds as a micro-blog where users discuss areas of specialty, opinions, news, and initiate and engage in conversations – all in 140-characters or less.

Representatives for both LinkedIn and Twitter stated that an immediate benefit will be for users of both social media sites to increase their audiences for Tweets and LinkedIn updates. But, without the unique audience component built into each social media site, there will be an overwhelming amount of information posted to both sites that will cause information overload. The entire purpose of creating and capitalizing on social media conversations will be impaired. So, my question is, how long until LinkedIn and Twitter divorce?

Friday, November 13, 2009

New Feature Spotlight: Analytics Intelligence

How would you like to have 24-hour a day access to a dedicated assistant who is focused exclusively on your site's analytics? Your assistant would be so diligent and detailed that they wouldn't miss a thing. Sound too good to be true? We're giving you one. Say "Hello" to Analytics Intelligence.

Your new hardworking assistant, Analytics Intelligence, can't replace you or a professional analyst. But, it can find key information for you and your professional analysts -- so that your team can focus on making strategic decisions, instead of sifting through an endless sea of data.

Analytics Intelligence constantly monitors your website's traffic. Anytime something significant happens, it adds an automatic alert in your Intelligence reports. If your bounce rate suddenly jumps on one of your referrals, Analytics Intelligence creates an alert. Of course, it's up to you to go find out that the bounce rate jumped because someone inadvertently changed the landing page. But you might not have noticed that there was a problem that needed fixing if your trusty assistant hadn't alerted you.


Behind Analytics Intelligence is a sophisticated algorithmic intelligence engine that detects any anomalies in your traffic patterns. That means it's smart enough to know the difference between a change that's actually part of a larger trend versus a change that you might need to look into. But, from a user perspective, Analytics Intelligence couldn't be simpler.

Navigate to the Intelligence reports and you'll see three reports -- Daily Alerts, Weekly Alerts, Monthly Alerts. Daily Alerts contains all the alerts that are based on daily data. Weekly Alerts contains alerts based on weekly data. Monthly Alerts contains, you guessed it, alerts based on monthly data.

When you look at your alerts, you'll notice that your trusty assistant has already gone through your historical data and posted alerts. This highlights a key feature of Analytics Intelligence: you don't have to do anything -- alerts automatically get posted to your account.

The best way to come up to speed on Analytics Intelligence is to take a look at the alerts that are being created for your data. You can learn everything you need to know about how to interpret your alerts in this 2-minute video.

You can also instruct your assistant to be on the lookout for specific things that you want to monitor. Let's say you are running a billboard campaign in New York's Times Square. You want to be proactively informed regarding how the campaign is impacting traffic from New York. To do this, go the Manage Intelligence Alerts page,


and set up a custom alert (see the example, below).


You might even want to set up a second alert that checks for decreasing New York traffic, so you can see if the campaign is starting to wind down.

You'll then receive a custom alert, posted in your Daily Alerts, whenever one of these things happens. You can be notified by email as well, so you'll know what's going on even if you're not checking your reports.

If you're ever unsure about how to set up an alert, try starting with one of the templates on the Manage Intelligence Alerts page. Just click Copy, and then modify and rename the alert to fit your needs.



As with automatic alerts, the best way to learn about custom alerts is to try them out on your own data. You can also refer to the articles on Analytics Intelligence in the Google Analytics Help Center.

Sign in to your account to try it out. It's time to meet your new assistant!

Magnet States for Hispanics in 2008: Marketing Implications

My analysis of the American Community Survey of the US Census Bureau for 2008 reveals that there are key states that experienced net in-migration of Hispanics from other States in the prior year. This is the most up-to-date information of what States Hispanics are moving to, and what States Hispanics are leaving behind. At the top of the gaining list are Texas, Colorado, Utah, North Carolina, Washington State, New Mexico, Oklahoma, South Carolina, Mississippi, Pennsylvania, Louisiana, Virginia, Arizona, Missouri, Indiana, Iowa, Massachusetts, Kentucky, Maine, and Maryland, in that order.

The States with the largest out-migration of Hispanics, in order of loss to other States, were: California, New York, Florida, New Jersey, Alaska, Illinois, Michigan, Rhode Island, Connecticut, District of Columbia, Nevada, Georgia, Ohio, Delaware, Nebraska, and New Hampshire.

These trends appear to confirm the continued dispersion of Hispanics throughout the United States to places that were not typically attractive to Hispanics in the recent past. Growth in States like Utah, North Carolina, Oklahoma, South Carolina, Mississippi, and Louisiana seems to uphold the trend that Hispanics are moving to States that offer job opportunities and a reasonable cost of living, even if these States were not atop of the Hispanic agenda in the past.

Those States losing Hispanics to other States are those who have experienced severe economic difficulties in the recent recession and/or are also expensive to live in, for example: California, New York, Florida, New Jersey, Nevada, Alaska, Illinois, and Michigan.

This analysis, however, does not include in-migration from other countries. Thus, one can not conclude from these data that there is no actual Hispanic growth in some States that are losing Hispanics to other States. The problem in conducting this type of analysis is that the American Community Survey does measure people coming in from other countries but not people leaving the country. That is because the US Census Bureau only interviews or administers questionnaires to people in the United States.

The list of States with largest in-migration, and that with the highest out-migration, with their respective net gains and losses are found below.

These tables can be reproduced and circulated but the analysis must be credited to this author.

Top Hispanic Gaining States from Other States

Top States Losing Hispanics to Other States


The implications for marketers are that marketing efforts dedicated to Hispanics will continue to be more at a National level instead of in just a few major markets. While those major markets are still large and worthy of much attention, smaller emerging Hispanic enclaves need to be considered and planned for. Further, as Hispanics continue to disperse in the United States their tastes and preferences will further contribute to the Latinization of the US. At the same time, however, more of these important consumers will be establishing contact with members of non-Hispanic communities and being exposed to touch-points that they did not attend to before.

Also, it should be noticed that States that welcome Hispanics will continue to benefit from their hard labor and work ethic. Those States who have ostracized them under the pretext of undocumented immigration are likely to continue to lose their attractiveness and the benefits that Hispanic presence brings.

While the culture and in many cases the language of Hispanics will continue to be of great importance to connect with these consumers, marketers will also need to understand the dynamics of evolution and change in the Hispanic community.

Upgrade to AdWords Editor 7.6.1

AdWords Editor version 7.6.1 is now available for Windows and Mac. This new version includes support for ad scheduling, advanced location targeting, YouTube Promoted Video ads, and other features. For a complete list of changes and instructions, visit our release notes.

If you're already using AdWords Editor, you'll be prompted to upgrade automatically. If you're not already using it, you can visit our website to download AdWords Editor. To learn more, take a look at our AdWords Editor Help Center.


Thursday, November 12, 2009

Should You Blog?

Blogs have been around since the early 1990’s, but should you have one?

According to Wikipedia, a blog is a type of website that is usually maintained by an individual or individuals with regular entries of commentary, event descriptions, graphics, or video. Entries are often displayed in reverse-chronological order, and unlike corporate websites, visitors can post their comments in an interactive format. The community of blogs is referred to as the “blogosphere,” and as of December 2007, the blog search engine Technorati tracked more than 112 million blogs.

There are three types of blogs:
• Corporate blogs – created by companies for marketing or brand-building purposes
• Personal blogs – created by individuals as a forum for expression
• Genre blogs – created for any topic (examples include travel blogs, education blogs, music blogs, book club blogs, animal blogs, etc.)

Over the years, Blogs have become more mainstream:
• By 2004, politicians, news outlets, and political consultants used blogs to express opinions and increase outreach (for example, Howard Dean and Wesley Clark)
• In 2004, blog posts were instrumental in the Dan Rather “Rathergate” scandal that led to his resignation as anchor of the CBS Evening News
• In 2008, Israel established an official government blog, and questions and answers from a world-wide press conference were posted on the blog

What could a Blog do for your business?
• Build a two-way relationship with customers
• Build brand awareness
• Promote your company’s products or services
• Provide a forum for customers to provide feedback about products or services and/or make recommendations for improvement
• Keep a pulse on your industry in real-time – if your company needs to act, it can do so quickly
• Increase traffic to corporate website – improve search engine optimization campaigns
• Showcase your company’s expertise to a large audience

Once you set up a Blog, find your voice. If you are an individual, write as you speak. If a company, determine your company’s voice and make sure that the senior management team approves. Second, develop a timeline for updating your Blog. Daily may be too much work – weekly or monthly may be better options. Third, create a strategy for content. Decide on key themes or topics. Future topics will be derived from visitor feedback, and research industry-specific venues for additional ideas. Now, start blogging!

The "Top 10" Types of Interviews

With the national unemployment rate hovering at 10%, many Americans have a new job: job-searching. As part of the search process, they need to survive the job interview. To assist applicants as they navigate the job-search waters, here is a list of the top 10 types of interviews. Armed with an understanding of the top 10 types of interviews, applicants can quickly identify the type of interview they find themselves in and how to move forward.

“Over or Under”
In this type of interview, the applicant is either over-qualified or under-qualified. This occurs because the applicant did not read the original ad thoroughly or because the employer changed the parameters of the job without informing the applicant. I once had an interview with a manufacturer and was told by the President, “Since we never attract applicants of your caliber, we just wanted to meet you.”

“Someone Else”
Within the first few moments of the interview, the interviewer explains that the position would best be filled by someone with a different college degree, by someone with different industry experience, or some other ridiculous excuse. The real truth may be that the interviewer plans to hire a distant relative or friend, so he/she tries to highlight the applicant’s shortcomings in an effort to dissuade the applicant from pursuing the position.

“No One Will Be Hired”
During this type of interview or set of interviews, the applicant has so many interviews with one company that he/she doubts anyone will ever be hired. Despite several interviews with a company over several months, I was eventually told that the company had instituted a hiring freeze.

“Too Many Cooks Spoil the Broth”
At this type of interview, the applicant meets with so many people at the first, second, or third interview, that the objective of determining the most qualified applicant takes a back seat to the probability of creating personality conflicts. This can also happen at a panel-style interview when an applicant sits at a conference table surrounded by a firing squad or 10, I mean 10 interviewers.

“Pad the HR Files”
While some leaders in the human resources/personnel/human capital industry are demonstrating their worth at the C-level roundtable, many HR professionals are still unsure how to interview, develop talent, and improve employee morale. This type of interview exists solely to attract highly qualified applicants with no intent to hire them, but instead, to make the HR Department look good.

“The Filter”
During this type of interview, an applicant meets with members of a company’s human resources department. This is always the first interview with a company, and the objective is to determine if the applicant is a breathing human being, appears at the interview fully clothed, does not show up with his/her parents, and is not a convicted felon. Other than those criteria, the HR folks have no specifics about the job in question. So when the applicant asks questions, the HR person’s response is always, “I don’t know.”

“The Applicant Must Be Lying”
This type of interview is difficult because the possibility exists that a ridiculous comment made by an interviewer may actually test the applicant and his/her response. At one interview, the interviewer reviewed my portfolio and when he saw a paper with my name on it, he asked, “Did you write this?”

“The Interviewer Does Not Know How to Interview”
No matter what is discussed during this type of interview, the interviewer will not or cannot pay attention. He/she will either look out windows, fiddle with a pen, use the telephone, send emails or text messages, draw, etc.

“Discrimination”
In this type of interview, the applicant has no recourse. While there may be illegal questions that cannot be asked during interviews, how many people actually leave an interview because someone asked “Are you married?” and then walk to a lawyer’s office, hire a lawyer, and then sue the company? This just doesn’t happen. This type of interview happens as a result of interviewers’ prejudices (gender, ethnicity, education, etc.) as opposed to an applicant’s ability or inability to perform the described job duties.

“We Cannot Hire You Because We Are Stupid”
This type of interview is, perhaps, the worst scenario. On paper, the position looks interesting, and the company looks interesting. However, once the interview begins, everything reeks of the Titanic. During an interview with a software company, I once asked a President where he saw the company in five years, and his response was “I don’t know.”

Do we really know the markets we serve?

If you were to ask the President of a Community Bank or Credit Union, "how well do you know the market that your institution serves?" Chances are the vast majority would tell you that they know their markets "inside out." To their credit, they really do believe their response to be true.

Unfortunately, most of the time, their perception of the markets they serve is based on observations and intuition and do not accurately reflect the true composition of their market.

Fortunately, the cost of obtaining market data has decreased significantly over the last couple of years enabling community banks and credits unions to gain access to the same data that their regional/national competitors have had for years.

Through market segmentation, management has the capability to look at the composition of their markets, identify those household with the highest propensity to purchase specific products, gain knowledge of the balances those households maintain, and can even determine the delivery channel they prefer and how best to reach those households with a pertinent offer.

Sometimes this type of analysis confirms how management views their markets, but most of the time this type of analysis is a real "eye opener."

Using this type of analysis as the basis for strategic planning enables the institution to set quantifiable, achievable goals. Being able to communicate how the goals were set, makes it easier for management to get "buy in" from the individuals responsible for achieving those goals.

Do we really understand the market we serve? If we take advantage to the tools that are available, the answer can be a resounding "yes"!

Have a great week/weekend!

Mike

Wednesday, November 11, 2009

AdWords system maintenance on November 14th

On Saturday, November 14th, 2009 the AdWords system will be unavailable from approximately 10AM to 2PM PST, for maintenance. While you won't be able to sign in to your accounts during this time, your campaigns will continue to run as usual.

AdWords system maintenance typically occurs on the second Saturday of each month from 10AM to 2PM.

We'll continue to update you via the blog as we always have, but please make note of the November 14th date and of our scheduled maintenance further down the road.

Posted by Dan Friedman, Inside AdWords crew

Announcing Product Listing Ads

Each day we see many users come to Google.com to research products and find where to buy them. To better serve these users, we've been testing a new feature of AdWords called Product Listing Ads. Product Listing Ads works with an advertiser's Google Merchant Center account to serve highly targeted ads that include richer product information directly in the ad itself - including product image, price, and merchant name. Starting today, U.S. users searching on Google.com may begin to see Product Listing Ads more frequently on their shopping related queries.

Two examples of Product Listing Ads (click for full size image)

Product Listing Ads is part of our effort to simplify the advertising process for merchants with large product inventories. Some of the key features of Product Listing Ads include:
  • Pay only for results: Product Listing Ads are charged on a cost-per-action (CPA) basis, which means that you only pay when a user clicks on your ad and completes a purchase on your site. Because Product Listing Ads is charged on a CPA basis, it offers a risk-free way for you to reach a larger audience on Google.com.
  • List your entire inventory: Product Listing Ads requires no keywords or additional ad text. Whenever a user enters a search query relevant to an item in your Google Merchant Center account, Google will automatically show the most relevant products along with the associated image, price and product name. Product Listing Ads makes it easy for you to promote your entire product inventory on Google.com.
At this time, Product Listing Ads is still a beta feature and is only available to a limited number of retail advertisers. Over time, we'll increase the number of users who see Product Listing Ads as well as the number of advertisers able to participate.

New Feature Spotlight: Advanced Filters

Here is another in-depth look at one of our recently announced new features: Advanced Filters (or Advanced Table Filters), written by the excellent team at LunaMetrics, a Google Analytics Authorized Consultant.

For the daily user, Advanced Filters may be the most useful new feature of the bundle of new features, in terms of streamlining your actual process once you access a report and are actively doing analysis. They are found at the bottom of the table in any report. As a habitual poweruser, I've been clamoring for it for years, and it has made my process so much simpler. It's the equivalent of replacing a screwdriver with a powerdrill.

You no longer need to export your data to slice and dice it to see your desired subsets. Now, you can set a filter while looking at a certain report to get the information you want, without having to exit and create a filter or advanced segment. Within seconds, you can whittle down a massive data table to look at a subset that is important to you.

One example already given in this tutorial video is to show just the keywords that have a low bounce rate (less than 30%) and that referred at least 25 visits. Right away, you've found high value and high traffic keywords. We're using this feature almost every time we look at a data table in a report. It makes you feel much more command over your data.


Here are three more interesting uses of the new Advanced Table Filtering:


Looking for specific non-branded keywords

Sometimes, it helps to see keywords that contain a certain word or phrase, but exclude the brand name. Taking a company called DeLallo Italian Foods, for example. If I wanted to see all the keywords that contain the word Italian food but exclude the brand name DeLallo, I could easily use the advanced filters for this. Previously, I would have done this using regular expressions in the filter:

Filter Keyword: containing ^(?=.*italian food)(?!.*(delallo)).*

No more! Now, we don't need to do this! Now, it is so easy with the advanced filters. Just filter for Keyword containing Italian food and excluding DeLallo.

And presto! Your report is updated. And, at any time, you can edit this filter to further refine it, or delete it altogether.


Landing Pages, Sorted by Bounce Rate


Has this ever happened to you - you're looking at your Top Landing Pages report, and you sort by bounce rate, only to have a bunch of pages with 1 entrance clogging the top of the report? With advanced filters, you can filter out those pages with a low number of entrances to get a better look at which landing pages with significant traffic have a high bounce rate. All you have to do is filter by Entrances greater than 50 (or whatever threshhold floats your bounce-rate-boat).


Top Content, Sorted by $ Index


Another similar use for sites with e-commerce or a goal value enabled is when you're looking at the Top Content report, sorted by $ Index. What you're trying to find are the pages that have the highest value - those that are viewed during a visit that results in a conversion. Again, it's common to get a lot of pages at the top that have a low number of pageviews.


First, it helps to filter out those pages that have a low number of pageviews. But once you do that, you'll likely see the pages with the highest $ Index are pages of your shopping cart or checkout process. We can filter out these pages with the advanced filters too - just add a new condition below your first filter that excludes pages that contain the word cart (or checkout, etc.) in the URL.


These three examples give you a taste of Advanced Table Filtering for your analytics, but they just scratch the surface. Once you explore your own analytics, I’m sure you’ll find many more uses of this flexible and powerful new feature. You'll really notice it's use when you find you're happily lingering for 5 extra minutes, using this new interface feature to easily gain insights and ask questions that would've taken you an hour before and possibly a data export. Pure wizardry. :)

Google Ad Planner: Now even easier to find the right audience for your campaigns

In our ongoing effort to give you in-depth data for your media plan, we've released a number of Google Ad Planner enhancements that provide a more granular view of where your audience can be found.

Subdomain data
We've added subdomain data to Google Ad Planner to give you a more detailed view of sites. This information can help you refine your media plan by providing more information about specific pages.

With subdomain data, you can search for subdomains; view the top subdomains based on total domain traffic for a site; view traffic, demographics and other data for the subdomain itself; and add subdomains to your media plan. Learn how to search for subdomains.

Ad placements
Ad placements are specific sections on a website where advertising can be purchased, such as the middle right section of a page.

Google Ad Planner now offers ad placement data so that you can make better informed decisions about where to target your ads. You can review placement data for sites in the Google Content Network, and beta test publishers using Google Ad Manager. Additional placement data is coming soon. Learn how to search for ad placements in Google Ad Planner.

Reach and relevance at a glance
With our new interactive graph, you can easily see which sites in your plan provide the best reach and relevance. In its default setting, the graph will compare sites in your search results by audience reach and composition index. Sites with the most reach will appear in the top-left quadrant. Sites with the most relevance will appear in the bottom-right quadrant. Sites near the top-right quadrant will have the best combination of both reach and relevance. You can customize the graph to visualize and compare sites in a variety of ways.


In the example above, a graph of sites reaching seniors age 65 or older shows that newsmax.com has the best relevance, facebook.com has the best reach, and nytimes.com has a mix of both.

More detailed publisher data
Publishers and site owners can now use Google Ad Planner to share additional Google Analytics data points such as page views, unique visitors, total visits, average visits per visitor, and average time on site. As a result, you can feel even more confident in the accuracy of Ad Planner data, and make better informed decisions about the sites you include in your media plan.

We hope you will try out these new features, and please send us your feedback so we can continue to improve Google Ad Planner.

Be A Good Host


As I sit here writing the report for a recent competitive shopping report, I thought I'd share some of the "low-lights" and talk about fixing them.

I've done these shops for clients all over the country ... experiencing life as a potential customer who's motivated to switch checking accounts, and the results always amaze me. In every market that I've done this in, from California to Michigan, nearly all of the experiences have been lousy. If I was really in the market for a new checking account, I'd have a hard time finding an institution that I trust. Here are some examples:
  • The "Point and Send": When a teller is handing off a prospect to a new accounts rep - or worse yet, simply sending them to a brochure rack, they simply point in the general direction and say "Go there."
The Fix: Whenever possible, the teller or reception person should walk the prospect to the new accounts person ... preferably after introducing themselves and getting the prospect's name and asking a few basic qualifying questions (where they bank now, what kind of checking account they have now, do they use debit/online banking/bill pay) ... and make a personal introduction to the new account rep and explain the situation to the new account staff.

  • "Bored Guy in Ties": I walked into an empty branch where almost every office was staffed with a bored looking guy plankly staring at his computer ... I can only assume checking his Facebook account or playing solitaire.
The Fix: They could have been doing ANYTHING productive: writing personal, handwritten "Thank You" notes to new accounts, conducting random account reviews then making outbound calls with recommendations to top customers with suggestions for products that may help them ... anything!

  • The "Product Puke": This is my favorite and most common. When the prospect says that they are interested in checking and the teller or new accounts person READS from a sales brochure literally every account with fees and features. I've had folks talk to me about 50+ accounts (and I'm only 38!!!)
The Fix: This ONLY happens when your staff doesn't ask qualifying questions. First find out how the prospect uses their checking (average balance, access needs, etc.) and make a recommendation based on their answers.

The bottom line here is simple:

Treat every customer as you would treat a guest in your home.
  • Shake their hand and welcome them
  • Introduce yourself and others
  • Never "Point and Send" - escort them from place to place
  • Offer a drink of water or coffee if they are sitting to talk to new accounts
  • Find out what they need and make a recommendation - you are the expert!
  • When they are leaving, walk them to the door and thank them for coming in
These basic - common sense - acts will certainly make you stad out from anyone else in your market.

Take care and Happy Veteran's Day,
Eric