Category Archives: Tools

Check Out Squidoo

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Squidoo is a free tool to publish any content you like. Take a look at Squidoo.

You can quickly, very quickly, publish and article about anything. With little to no knowledge of programming at all you can quickly create an amazing page of content, what they call a “lens”. Not only can you quickly publish content, but you can easily incorporate content from the webs best sites and services. You can easily add delicious links, Flickr photos, RSS feeds, Google blog search results and much more. Moving around these modules is extremely simple, just drag and drop. Take a look at this Domain Lens I created in just minutes, and just as fast created a GoDaddy Promo Code List. There is much more that can be added, so do not judge the usefulness of Squidoo on that one test lens I created.

Google Conversion Optimizer

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If you have not tried the Google Conversion Optimizer with AdWords you may want to give it a try. As opposed to monitoring your bids daily, you can try to let Google monitor them for you. I say you may want to try it as you should always not just blindly believe anything will work without first testing it.

How it Works
That being said, here is how it works, you set the maximum cost per acquisition (CPA) that you would like to pay. Instead of constantly monitoring your ad campaigns and adjust your cost per click (CPC) you let the conversion optimizer monitor and adjust for you while attempting to maintain your CPA.

The conversion optimizer has access to data you do not have. From that data it is able to predict your likelihood of obtaining a conversion. It looks at the search query of the user utilizing past history of conversions for you, the location of the user, and conversion history of particular sites. Therefore these factors that allowed you to obtain past conversions are weighed before your ad is placed and the ad is only placed if the factors lead the optimizer to believe a conversion is possible at or below your CPA.

Requirements
First you have to be using the AdWords conversion tracking, the code AdWords provides that is placed on the page after a successful conversion on your site alerting AdWords of a conversion. Secondly, you must have received conversions already, the optimizer needs past data to be able to start predicting the likelihood of success. Once you have at least 30 conversions in 30 days you can utilize the conversion optimizer. Lastly, your conversions must be at or near a similar rate for the past couple of days.

It is worth giving it a try, first you obtain conversions yourself and be sure you are using the conversion tracking code. Then after you have data and stable data, you can utilize the conversion optimizer.

Wordtracker Free Trial and Videos

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WordTracker is an amazing tool. Whether you spend your time on search engine optimization or search engine marketing, picking the right keywords is essential.

With a Wordtracker subscription, you will be able to:

  • Optimize your website content by using the most popular keywords for your product and services
  • Generate thousands of relevant keywords to improve your organic and PPC search campaigns
  • Research online markets, find niche opportunities and exploit them before your competitors






Wordtracker is offering a 7 day free trial of the keyword tool and 7 videos to assist, always worth a try. Click the banner above.



Google Keyword Tool

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Google has a nice keyword tool. You can enter a keyword and have additional similar keywords found, very helpful for search engine marketing with new keywords, also for search engine optimization of pages with these keywords.

Another interesting feature is the ability to add a web page URL and have keywords generated. Take a look, easy, simple and quick: Google keyword tool.

Understanding Google AdWords and Google Analytics for Conversion Tracking and Business Intelligence

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I find metrics and business intelligence to be extremely telling and cannot live without them. The ability to test, optimize, re-test and ultimately obtain the desired action of a user or customer at the best possible price is something only afforded to online advertising and marketing as long as you use the right tools.

I am sure you have heard of conversion tracking, and Google’s tools within AdWords and Analytics make it very easy. Here is my guide to setting up, finding the data, and understanding the differences between Google AdWords Conversions and Google Analytics Goals and Filters.

First Setup Google AdWords to talk to Google Analytics

Be sure to tie your Google AdWords account to your Google Analytics account. To do so you need to have the email that you use as your AdWords login the same as an email of a user of your Google Analytics. Once you have an email that is the same for both AdWords and Analytics you login to your Google Adwords account. On the top menu click the Analytics tab (see graphic below).

Google Analytics Tab Picture

The Analytics account will be listed as long as your Analytics has a user with the same email as your AdWords account. Follow the steps and you will then see your Analytics reports available via the “Analytics” tab within Google AdWords.

How to Setup Conversion Tracking within Google AdWords

To set up the conversion tracking within Google AdWords click on the “Conversion Tracking” submenu underneath the “Campaign Management” tab.

You then “Create a New Action” and you need to name it, such as “Registrations”, other data can be associated to it also. Once you save the action you will be given code to put on the page.

You copy the code and paste it into the page that the user will see after they take your desired action. For example if you have a registration page named “register.php” and it collects their name and email with a button to “register” and the next page once registered is “welcome.php” then you put the code on the “welcome.php” page.

Example of how the flow of data works with AdWords: an individual searches on your keyword within Google, the Google network, or Content Network (depending on how you set up your AdWords campaign) then they see one of your advertisements (you can create many different variations) and go to your landing page, submit the information to register with you, then the next page which has the Conversion Tracking code is presented to the user “Thanks for Registering” and the code pings Google AdWords to register a conversion.

You will now see which Campaign, AdGroup, Keyword and Advertisement within Google AdWords generated that conversion. Cost per conversion and other useful information is provided as well.

How to Setup Conversion Tracking within Google Analytics

To set up the conversion tracking with Google Analytics you create what they call “Goals”. To set up a goal you first look under the “Website Profiles” and next to your Domain you will see the “View Reports” and “Edit” under “Settings”.

Google Settings Picture

You will see under the “Conversion Goals and Funnel” heading a list of Goal Names, starting with sequential numbering of G1 G2 G3 etc. Click the “Edit” link under settings to set up a Goal.

Note: What is different about the Google Analytic Goal tracking code as opposed to Google AdWords Conversion Tracking is that you do not need to set up code on your pages for the Goal Tracking. However, you must have the generic Google Analytics code on all your pages for it to work.

There are a list of fields to fill out, the question marks provide information on what is needed. Two main items to understand, Goals and Funnels. Goals are set up by simply putting the URL of the page that as the Goal page. Every visit to that page will be counted so you need to be careful and assure that is a unique page that can only be accessed the way you want. For example if the Goal page is your home page because a new registrant is taken to the home page after registering you will not only have the total of new registrants but it will also show the total number of visits to the home page for that day. The total will be inflated. This is the major difference between the accuracy of the AdWords Conversion tracking and the Google Analytics Goal tracking. However, the Funnels, which are optional, assist in removing the inflated Goal counts.

To utilize Filters, which are incredibly helpful and powerful, you define the path you would like to see a person take. In other words your Goal may show 10 registrants, however you may want to know if they went to the Goal page by first going to the registration page as this would remove all the inflated visitors. For example, if the Goal shows 20 visits to the Goal page and only 10 came from the registration page then you know there were 10 registrants. Utilizing filters can be used for many purposes.

Here are two powerful uses of the Goals and Filters, for internal site development and optimization as well as external advertising campaign testing.

First, internally you can use the filters to show the paths that are taken to registration. Is it home page –> registration or content page –> registration, any path you may suspect or see within Analytics you can filter here.

Also, internally if you have a multi-page sign up process you can determine exactly which pages potential registrants drop off. You may have individuals drop off when you ask certain questions or on certain pages, great to be able to test.

Second, to monitor external advertising campaigns that use unique landing pages you create, you can show filtering from page1 –> registration or page2 –> registration etc. This is a great way to determine, in a process of pages, which campaigns work best.

Where to Find the AdWords Conversions within Google AdWords

You can also find the AdWords conversion data within AdWords. Total number of Conversions are listed by Campaign Name, by Ad Group Name within the Campaign, by Advertisement Variation and by Keywords. The data will always be listed under the “Conversions” column.

Where to Find the AdWords Conversions and Goals within Google Analytics

Before we discuss how to use the Goal and Conversions, here is where you find the data with Google Analytics. The image on the left shows the data for AdWords is found under the “Traffic Sources” menu item. While the image on the right shows the Goals information is shown under the “Goals” tab, a lot of great information.

Now You’re Ready!
That’s it, now you are up and running and know the differences between the Google Conversion tracking with AdWords and the Google Analytics Goals and Funnels. The above is meant to get you started, however does not even begin to touch on the various ways in which you can use the data. Begin to use the tools, use your imagination and you will be wondering why you never used them before.


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Guard Against Click Fraud with Click Forensics

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You may be able to regain part of your marketing spend on pay per click search engines. If you have been defrauded, not by the search engine but by others fraudulently clicking your advertisements, you may be able to get a refund but how?

To learn more about click fraud see our previous article here.

A product that over 4,000 advertisers are using is called Click Forensics to be their voice in the fight against click fraud. You can obtain a free trial subscription here.

It is simple to set up as they walk you through the process. For example to set up Google Adwords they explained the simple steps of:

  • log into adwords
  • click the upper right tab “Account”
  • then the sub link “Account Preferences”
  • then choose the “edit” link next to the word Tracking
  • then choose the Auto Tag option and hit save
  • then you grab the code they request you use and paste before your “body” link, if you do not maintain the code you simply enter your programmers email and the code is sent to them

It was that simple.

You can use their reports to send to the search engine and request a refund on any fraudulent activity. You can obtain a free trial subscription here.


Click Fraud Network : Losing Money on Clicks

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Get the most from your advertising and marketing campaigns, particularly cost per click advertising. Protect yourself from click fraud. There is a new site that is empowering the little guy to assist in auditing and keeping the large networks honest. In all honestly it is not the networks defrauding anyone but those who are clicking on advertisements fraudulently.






Click Fraud
The Click Fraud Network is here and the benefits are below. You can join their network for free and keep up to date.

  • Create a community of advertisers to pool information, resources and ideas. This is the genesis of the Click Fraud Network. Members can discuss solutions, take advantage of free reports using their patent pending algorithm to track click fraud threat levels. The network will publish the Click Fraud Index, a site dedicated to educating advertisers on industry trends and information. They believe it does take a community to address the issue of click fraud.
  • Define the industry standards for what an unwanted click looks like. They believe that there are certain characteristics or attributes that are common to a large percentage of click fraud. They are working with publishers and advertisers to agree on common ground and work together to expose it. Once this is developed it should be published so that the entire community can benefit from it.
  • Agree on a format to submit reports to search providers. If they can improve the process of communication between the advertiser and the search provider, they believe that unwanted clicks can be identified much sooner. This process would allow for improved identification of those trying to beat the system as well as a fair forum to be sure advertisers are getting what they pay for.

They provide useful services such as:

Click Fraud Network Index:

They aggregate data anonymous data collected from our members and aggregated for the purpose of tracking industry trends.

Click Fraud Network Blog:

Articles and engage in discussion with other members of the Click Fraud Network.

If you are deciding whether or not to join take a look at these stats that they publish, you can join for free The here.

  • The overall industry average click fraud rate was 16.2 percent for Q3 2007. This is an increase from 13.8 percent for the same quarter in 2006 and from 15.8 percent for Q2 2007.
  • The average click fraud rate of PPC advertisements appearing on search engine content networks, including Google AdSense and the Yahoo Publisher Network, was 28.1 percent in Q3 2007. That’s up from 25.6 percent for Q2 2007, 21.9 percent for Q1 2007 and 19.2 percent for Q4 of 2006.
  • Over 60 percent of traffic from parked domains and made for ad sites was click fraud

These stats alone are reason enough to join and read about the Click Fraud Network Forensics click fraud tracking service to determine if you are being unfairly charged for fraudulent clicks.