Category: Digital Advertising

Using Adobe Analytics for Organic Search Keyword Reporting

With Google now limiting access to organic search keyword referral data, advertisers who use Adobe Analytics can no longer rely on Adobe’s standard natural search reports to identify the keywords that visitors use to enter the site. While Adobe Analytics still reports natural search terms from Bing and other engines, the gap left by the excluded Google data is significant and not usually covered by data from other sources.

The following sample Adobe Analytics natural search report is filtered to show only Google referrals. Notice that more than 80% of the organic search referrals are categorized as ‘keyword unavailable,’ and data is provided for only a few specific keywords.

Adobe Analytics Keyword Unavailable

To work around this limitation, Google recommends using data from Google Webmaster Tools, internal search, paid search and web analytics, including landing page popularity and traffic flow. To approximate the data in Adobe Analytics, you can use two reports: the Internal Search and Paid Search reports.

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Unauthorized Use of Trademarks in Google AdWords

Many organizations have discovered the unauthorized use of their trademarks in paid search advertisements. Google AdWords is at the center of discussion for many trademark owners. The AdWords platform allows advertisers to place text ads above and alongside natural search results when a user’s query matches their campaign keywords. On occasion, advertisers will use trademarked terms in ad copy even if they are not the trademark owner. This has become a concern, as it can cause confusion in the marketplace, negatively impact business and dilute brand strength for trademark owners.

Google’s current policy stipulates that advertisers are allowed to bid on any keyword, regardless of its trademark status. However, Google reserves the right to enforce restrictions on the use of a trademark term in ads. In these murky waters, what is a trademark owner to do if misuse occurs? Here are a few options:

  1. Reach out directly to offending advertisers and establish agreements not to advertise on each other’s marks or use each other’s marks in ad copy.
  2. File an official complaint with Google regarding the use of your marks in other advertisers’ ads.
  3. Send cease and desist letters from your legal team to the offending advertisers.

Of these options, we find that the first can be the most powerful. Even if a complaint is filed with Google, they may not investigate or place restrictions around the term’s use in ad copy.

How has Google’s trademark policy affected you? How have you dealt with trademark misuse? Tell us about your experiences in the comments.

Let’s Talk: Tracking Phone Leads Online

For local businesses, marketing success is often measured by how often the phone rings. Local businesses like pest control, lawn service and home improvement contractors live or die by generating quality leads. Typically these companies prefer phone leads over trading emails with potential customers because they can build rapport, ask questions, and provide personalized recommendations.  In other words, they can close more business.

Of course, competition is stiff. For every well-known, well-funded national competitor, there may be 100 other local and regional competitors to contend with. Having a strong presence in search engines and social media and a usable website that drives leads isn’t easy, but many companies do it well enough. We often find that the missing piece is optics into which marketing channels most efficiently drive leads and revenue. This information is essential to businesses and their agency partners for prioritizing, budgeting and making better decisions.

While web leads are easier to measure, they might only represent 5-10% of total leads.  Understanding what drives phone leads really matters.  So how do we get there?

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Paid Search Marketing Requires More Attention Than You Might Think

The following is a post from Kevin Hofmaenner, our Search Engine Marketing Manager at RepEquity.

Last month we discussed Why Online Reputation Management is Never Complete. The same concept holds true for pay-per-click (PPC) search marketing. For many companies, PPC can easily become set it and forget it, but by doing so you may leave money on the table. Continuous analysis and optimization leads to better results and can save you on media costs.

Account Structure

Make sure your account structure has the correct hierarchal flow so the search engines can efficiently understand and rate your account content. This serves multiple purposes, but the most direct is a higher quality score. In recent years, all major search engines have implemented quality score initiatives that measure how relevant your keywords, ads and landing pages are to a person seeing your ad. The higher the quality score, the lower the cost per click (CPC) and higher the average position of the ad. Optimizing your account structure can effectively reduce your cost to obtain traffic.

Keyword Buckets (Ad Groups)

Correctly organize keywords into appropriate buckets (ad groups). By having tightly themed ad groups filled with very similar keywords, the ads become much more targeted, which leads to higher click through rates (CTR). CTR is a major factor in determining quality score and ultimately CPC. Optimizing ad groups also ensures more accurate reporting and prevents keyword cannibalization, where similar keywords in different ad groups compete for impressions.

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Your Brand’s Highest Calling

At the recent Inc. 500 conference, we heard Simon Sinek share his idea of the Golden Circle, which explains why some people and organizations are more innovative, more influential, command greater loyalty and can repeat their success over and over.  Whether it’s a Fortune 500 brand or your own personal brand, those that succeed look beyond what they do and how they do it, to why the brands exist in the first place.  We think of this as a brand’s highest calling.

For example, our client Town and Country Bank in central Illinois exists to remove the stress and anxiety of managing money for their customers.  Sure, they offer checking accounts, home mortgages and retirement planning – the “what”.  And they do it with a smile over a cup of coffee – the “how”.  But ultimately, they exist to help their customers – their friends and neighbors in Springfield – reduce the anxiety of financial management.  This higher calling drives their marketing, interior design, and virtually every other aspect of their brand.  It starts at the top with their CEO, who lives their brand’s values every day.

Once you discover your brand’s highest calling, your purpose comes into focus.  Wildly important goals that are in line with this purpose suddenly trump short-term deadlines.  And explaining what your company does – whether to your great aunt or a prospective client – becomes easier.

How do you get there?

It isn’t easy, but it starts with asking the right questions of the right people, including your customers.  Many companies hire objective consultants to help with the research and process.  A consultant might ask:

  • Think about your best day.  Who did you help and how did they benefit?
  • When your customers go home at night, what impact did you have on their day?
  • Think about Maslow’s hierarchy of needs.  What needs does your company fulfill, and how far up the pyramid are they?

At RepEquity, we help brands define and live up to their highest calling online.

What is your brand’s highest calling?  Call us and let’s talk about it.

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