The ROI Revolution Blog

Facebook Advertising Success

February 23, 2010

Facebook Logo.gifJust how big is Facebook, really?

According to TechCrunch, big enough to encroach on Yahoo’s position of “third largest Web property in the world”, trailing none other than Google (#1) & Microsoft (#2).

In the U.S., Facebook already has the second highest number of unique visitors per month – surpassing Yahoo for the first time in January. Compete.com also reports that of all time spent online in January, 11.6% was on Facebook, compared to less than 5% on Yahoo and Google each.

What does this mean to you?

Well, I don’t have the answer to that question, but I can tell you what it now means to some of our clients for whom we’ve recently started advertising on Facebook –> more qualified customer leads + a desirable cost = more $$$ for them.

The following story is about a lead generation client (Client A, for anonymity), but Facebook would certainly be worth testing if you’re in an e-commerce space too.

State Popularity: the latest addition to the GARE

February 22, 2010

patchwork-US-map.gifWe have another new addition to the Google Analytics Report Enhancer, thanks to Ophir Prusak of Google Analytics Authorized Consulting firm POP. This metric helps to interpret the significance of visit counts at the US State level. You can hear the rest of the story by reading Ophir’s excellent post on the metric.

Now that State Popularity has joined the GARE family, it’s a great time to download the latest version of the Report Enhancer. Here are the steps:

  1. Get Firefox
  2. Get Greasemonkey
  3. Get the GARE

In addition to the new metric, I’ve also been able to improve the way additional metrics are added to tables, including better sorting and handling of advanced segments and compare to past.

So how is State Popularity calculated anyway? I’m glad you asked!

Boost Online Sales with Google Checkout

February 17, 2010

checkout_logo.gifDo you remember way back when the Internet was new and it seemed scary to buy things online? The fear of identity fraud and other security violations was very real, especially when horror stories were broadcast all over the news and spreading like wildfire.

Despite all this, there are now over 1.25 billion Internet users around the globe, so the sky is the limit for online retailers who can do a good job of catering to their target market’s needs.

If you’re already selling products on the Net, then you are probably well aware that credibility is KING with consumers in the information age. People (whether consciously or unconsciously) are constantly looking for little security checkpoints in a site that tell them “Not to worry…your money is safe being spent here.”

How can you be sure that your visitors feel safe buying from your site? That’s a multiple answer question, but some of the lowest hanging fruit in terms of establishing your online checkout credibility is using common identifiers that people can recognize, like PayPal, VeriSign, and especially a trustworthy checkout process like Google Checkout.

Using Google Insights for Search for Seasonality Trends

February 10, 2010

vdayflowers.jpgUse the Google Insights for Search tool to check the seasonality of your major keywords. This tool also shows you countries, states, and metro areas that search highly for your terms.

According to Google, Insights for Search is a tool where users “can compare search volume patterns across specific regions, categories, time frames, and properties.”

To use this tool, you need to visit www.google.com/insights/search/.

Insights for Search will show you when a search phrase is most popular during the year. If you are an advertiser with a seasonal product, it is very beneficial to be able to see when the peaks in your search traffic usually start and when you should turn your seasonal campaigns on.

Custom Variables in Google Analytics

February 2, 2010

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Last fall Google announced the release of the much anticipated Custom Variables in Google Analytics. Previously the only out of the box way to segment visitors on your site using custom metrics was to use the User Defined variable. While the User Defined method was useful for segmenting traffic into members vs non members, and for things like Michael’s Exact Keyword Tracking script, Analytics users requested more options, customizations, and more control. Well, Google listened.

Unlike the User Defined variable, the Custom Variables allow you to determine the scope of the visitor engagement. Basically that means in addition to setting just a visitor level segment, you can also set session level segments, which will persist while the visitor is active on the site, and page level segments, which correspond to pageviews and events on the site. This allows you to get much more detailed with the information you’re gathering and storing in the custom variable. For example, you could separate different sections of the site by using the page level scope, or you could track if a visitor has completed a particular action during their session with the session level scope.

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