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Digital Marketing Blog

Education and commentary on current trends in digital marketing and technology.

Google recently discontinued Google Website Optimizer (GWO) and replaced it with Analytics Content Experiments. Unlike GWO, Content Experiments does not have an option for multi-variate experiments, only allowing A/B tests. Multivariate experiments usually did not collect enough data to finish in a reasonable time period, unless you defined a conversion as an intermediate step to a sale. Our clients are interested in increasing sales and leads directly, so we did not usually implement multivariate tests. But there...

Pure Visibility’s Search Engine Optimization Lead, Jeremy Lopatin, presented at eCommerce Ann Arbor on August 20, 2012. Jeremy shared some real examples on how to maximize your search engine visibility for e-commerce. He also gave time to the audience to ask their own questions about performing SEO for e-commerce sites. As is often the case with SEO and with presentations about Google’s services, one item in the agenda was out of date by the time the presentation rolled around!...

One often overlooked component of AdWords campaigns is the account structure. Which keywords should be bundled together in an ad group? What ad groups should make up a campaign? These are important questions to answer, especially when it comes to settings made at the campaign level. Ad extensions and location targeting can play a major role in the success of your account. AdWords accounts can have a dozen ad groups per campaign. Others call for only one...

Google AdWords and Microsoft adCenter paid search platforms have similar trademark policies, here are the policy summaries: Summary of AdWords policy Summary of adCenter policy Policies vary by the country of interest, but the gist of it for the U.S. is that you can bid on competitors’ trademarks, but you cannot use those trademarks in the ad text. You are responsible for bidding on trademarked keywords, but AdWords and adCenter actively investigate trademarked terms used in ad...

R is a programming environment that implements the S language. It is typically used for statistical analysis. When I was in college, quite a while back now, we used to use MATLAB a lot and R kind of reminded me of MATLAB (I have since used MATLAB all of zero times). Unlike MATLAB, R is free! Anyone can download and get started with documentation — and the price is right. If you manage a Google AdWords account,...

Okay, confession time. I only went with this blog title so I could include a picture of a ferret. So, here it is… Now that the important business is out of the way, on to the Spam. Occasionally, you might find that there are visits to your site that are spam, and you will want to take those out before doing any analysis. It can be tricky to find the spam though, so this post will take you...

Reddit’s survival is based on keeping the community full of entertaining content, and free of spam and bots. This means that Reddit’s engineers are actively ensuring that companies who wish to bypass the community aspect of the website and only promote themselves are prevented from doing so. If their algorithm thinks your account is too spammy or self-promoting, they will blacklist you. It really is as simple as that. As a business, this is not necessarily bad...

Those of us who are native Michiganders are known for holding up our hands as makeshift maps to show others where we are located within the state. For example, the Mackinac Bridge is just off the tip of your middle finger, Ann Arbor is located just below the center of your palm, and Detroit is a little closer to the base of your thumb. Speaking of thumbs, our opposable digits also make for a handy mnemonic device for SEO...

I bet you thought that once you graduated school that you were done with having to worry about people evaluating and grading your writing. Well, think again! Google evaluates and classifies the reading level for each of your pages into one of the following three buckets: Basic Intermediate Advanced The classifications are intended to describe the level of reading comprehension needed to understand the content on the page. For example, scientific research papers would be more likely...

We’re developing Instructor Resources for our Internet Marketing Start to Finish book. It has been a fun project. Yet, because several of our chapters describe data analysis, any exercises for students require… well… data. And since we’re describing how to use web analytics data, creating exercises for using Google Analytics seems like the right first step. All perfectly logical, except it lands us in a quandary. How do we create exercises for these chapters without knowing whether the...

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