Twitter recently launched a keyword targeting option for Twitter Ads.  It’s like Google AdWords-like targeting for Twitter.  I always thought it would make sense for Twitter to implement a keyword sponsorship options for advertisers.

With this new marketing option, advertisers can now promote certain tweets based on keywords that users are searching for on Twitter, on keywords people use in their tweets, or based on keywords found in tweets users recently engaged with or retweeted.  When a match is made, your promoted tweet has an opportunity to win placement (like an Adwords auction) either in a user’s Twitter stream or in the...

There are countless factors involved in the conversion of visitors to your website. Leaving a single one unaccounted for can have disastrous results. Such problems must be quickly accounted for when utilizing pay-per-click advertising. Fortunately this means, inversely, that correcting even one of these factors can result in drastic improvements to your ROI.

Text Ad Copy

The perfect landing page means nothing if your initial copy doesn’t generate valuable visitors. Many pay-per-click campaigns fail at this first step by aiming for generic keywords or by aiming for long tail keywords without properly developing copy that targets and entices the people who would make that search. Weeding out low-converting clicks can also greatly improve profit—any campaign that fails to utilize negative keywords is inevitably wasting at least some marketing funds.

Two factors should be...

Google Analytics is an amazing tool that can track all types of data related to website usage; from visitor metrics to content metrics and conversion metrics.  By analyzing the data properly and gathering insights, you can make strategic decisions on your marketing strategy, content strategy, and conversion strategy.  This post is not a primer on basic Google analytics, but a look at some key custom reports and metrics that can help you strategize, with a focus on b2b lead generation websites that focus on conversions.

Before we get started, I just wanted to set the record straight regarding definitions, since I am always asked. 

Visits

This is a pure visit to your site, triggered by the Google Analytics tracking code. Everything visitors do on your site is tracked within that visit, until they leave or the session expires (after 30 minutes of...

I’ve been managing multiple SEO campaigns (mostly Philadelphia area based) recently because clients have asked, and I do it well, and in my observations of the practice, I have a word of advice: Get Real.

I say that because the goal of search engine optimization is to drive increased unbranded (terms that do not mention your company name) quality traffic to your website that converts into a desired action; nothing more; nothing less.  That’s my goal with clients.  It’s why you always have to track and optimize your efforts, think about what keywords you are optimized for, and what keywords you SHOULD be optimized for. It’s time to get real with this task, but not over-think it.

When I first assess a client’s strategy, I first have to really understand what the client does, what the goal of the website is, and what the conversion goals are. Following up on my recent post on...