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Tim Peter Thinks

Tim Peter

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April 25, 2011

Search is still king for travel marketing | Eyefortravel

April 25, 2011 | By | No Comments

EyeForTravel says search still rules travel marketing. According to the article,

“A massive 60% of Travel industry marketing gurus still rank search as the number 1 way to drive traffic.

Globally, organic search is the most influential marketing channel for online travel marketing followed by paid search, then good old email marketing, social media, meta search and lastly mobile marketing.”

So, while social is on the rise (and is becoming increasingly important for organic search rankings), search still is on top of the world.

Tim Peter

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April 11, 2011

Tim Peter

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April 11, 2011

First Look: Hotel Price Ads In Google.com Search Results

April 11, 2011 | By | No Comments

Search Engine Land has a “First Look” at Hotel Price Ads In Google.com Search Results. Their paid ads with hotel rates have appeared on Google Maps for several months. Are they coming to the main search engine results pages, too?

Tim Peter

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May 13, 2009

When should you ignore your metrics?

May 13, 2009 | By | No Comments

Metrics rule courtesy of Life in LDN on FlickrJohn Wanamaker famously said, “Half my advertising fails, I just don’t know which half.” Of course, the mantra of digital marketing is its ability to measure everything. So, why did two outstanding digital marketers (and long-time FOT’s[*]) recently point out that killing PPC keywords that don’t convert might be a bad idea? How is it two respected online marketing and e-commerce commentators came to this conclusion? Weren’t they looking at their reports? Couldn’t they see they were wasting money? Or is there something else going on here?

GetElastic’s Linda Bustos is up first, suggesting “failed” keywords contribute to the sales funnel and may help more than they hurt. GrokDotCom’s Jeffrey Eisenberg says that no matter how much we obsess over the data, it’s not the keywords that fail to convert, but what we do with those visitors.

At its core, what they’re both saying is this doesn’t represent a failed strategy, but a failed metric. And they’re right.

Driving traffic to your site, particularly traffic at the top of a purchase funnel, may not turn into a sale on the first visit. And, as Linda points out, cookie deletion, phone orders and the “last click” problem all compound the issue. Metrics – to paraphrase the old saying – are like a bikini: what they reveal is suggestive, but what they conceal is vital. Measuring the contribution of your various channels is difficult. But it’s not impossible. By following best practices for developing your key performance indicators, testing where possible and segmenting your keywords into appropriate ad groups, you can attribute more successfully. The key takeaway is not to ignore your metrics, but to make them work for you.

Think I’m wrong? Should you always trust your metrics? Or, better yet, have you found ways to track that work for you? Tell us about it in the comments below.

* – What’s an FOT? That’s a Friend Of Thinks. Drop us a link, comment or email and be one, too.



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Image credit: Life in LDN via Flickr using Creative Commons Attribution 2.0 Generic.

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Tim Peter

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May 23, 2008

Small Business Ecommerce Link Digest – May 23, 2008

May 23, 2008 | By | No Comments

Obviously, the focus here at thinks is helping you build your business using e-commerce and the internet. But long-time readers may have noticed a not-so-subtle shift lately into talking about search engine marketing (SEM), search engine optimization (SEO) and pay-per-click advertising (PPC). The reason is, today, these tactics dominate how customers find your business online. Want proof? Read on, dear friend.

OK, so search is all well and good today. But, what’s next? The most likely outcome – certainly the most widely touted – is the shift to mobile search. I’m bullish on the growth of mobile search. And, apparently, I’m not the only one: the guys at Read/Write Web have a new Report titled The Mobile Web is the New Hangout that talks about where we’re going. And Search Engine Land talks about how NearbyNow plans to make local (product) search widely available.

Well, folks, that ought to be enough to keep you on your toes this long holiday weekend here in the States (and the early part of next week for those outside the US). Have a great weekend. We’ll see you right back here next week.

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