April 2nd, 2009
Our grand experiment has come to an end and the results are in. If you haven’t read my first post about Google’s offer to optimize our AdWords campaign for free, let me bring you up to speed. Google contacted us and offered to put together an “optimized” campaign aimed at boosting results. During email and phone conversations with the team assigned to our account, we were very clear about the definition of results; success was lower cost conversions. Full stop.
We were asked to allow the campaign to run for two weeks. After two weeks, we saw the following:
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March 10th, 2009
A decent chunk of our marketing expenditure goes to paid click advertising and the vast majority of that spend is through Google’s AdWords system. While many conversion types are possible on our website, the only one that matters with Google is a successful paid customer conversion. This is, in fact, the only conversion we track using the AdWords ‘conversion tracking’ feature. Over the past year or so we have systematically attempted to drop our cost per conversion by implementing and testing a variety of methodologies. We have relied most heavily on the advice from Perry Marshall and his AdWords course. Just a few of the things we’ve done include:
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January 8th, 2009
Ah, the webinar – a great way to have your cake and eat it too. Seriously, you can attend a webinar and eat cake at the same time. In the “olden-days”, during actual in-person seminars, it would have been considered quite rude to scoff down cake whilst a pundit shared his or her insights. But now, nobody is the wiser.
One of my favorite activities is to join a webinar during the lunch hour. Not only does it transform downtime into useful time, but I can ask questions with my mouth full. And there’s another reason too; good webinars can provide valuable information that you can put to work right away.
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