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Author Archive
Attribution Management: Good Theory or Good Practice? by Adam Goldberg
Posted December 9th, 2008 under All Blogs, Attribution Management, News, What's New? with No Comments
Most businesses that advertise online set some rule as to what they can and cannot afford to pay for a conversion. A common practice is multiplying their average sales price times their average margin and setting that as the maximum cost per acquisition that can be allowed. In our example below, we are looking at Joe's TVs, which has an average sales price of $1,200 and a margin of 35%, ...
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‘Attribution Management Forum’ Presentation by Adam Goldberg by Adam Goldberg
Posted August 19th, 2008 under Analytics, Attribution Management, News, Optimization, Presentations, Webinar, What's New? with No Comments
The Attribution Management Forum has been created to bring together the leading online marketing and advertising minds to work together as a community to help collectively identify, evaluate, vet and ultimately recommend the best attribution valuation practices and methodologies. We have invited recognized leaders in Internet Marketing to join us at a kick-off Webinar of the Forum on October 28, 2008 at 1pm EST. Click here to register.
The ...
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Responses to 2 Unanswered Questions at SMX Advanced Seattle by Adam Goldberg
Posted July 11th, 2008 under All Blogs, News, Optimization, PPC, What's New? with No Comments
Recently, I spoke at the SMX Advanced Seattle conference and had the opportunity to attend the other sessions. One of the sessions I was most excited to attend was titled, 'What You Should Be Measuring & But Aren't'.
There were four speakers on the panel, the Director of Marketing at the Rimm-Kauffman Group, the Director of Search Marketing at ZAAZ, the President at KeyRelevance, and the Senior Internet Marketing Manager from ...
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How Interactive Agencies and SEMs Can Justify Their Advertising Analytics Investment by Adam Goldberg
Posted July 3rd, 2008 under All Blogs, Analytics, News, Optimization, Uncategorized, What's New? with No Comments
Interactive agencies can gain a competitive advantage by implementing an advertising analytics solution that allows them to:
Make their clients more profitable
Increase the efficiency of their staff
Utilize superior technology
Create new revenue streams
An advertising analytics solution provides functionality beyond what most agency home-grown applications and excel spreadsheets provide. As with any technology solution, however, the business benefits and expected returns should be analyzed before making an uninformed investment in an advertising ...
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Website Analytics vs. Advertising Analytics by Adam Goldberg
Posted May 22nd, 2008 under All Blogs, PPC with No Comments
It is possible to use Outlook as a CRM tool, but most companies choose an application like Salesforce or Siebel. It's possible to use PowerPoint to do graphics, but most companies choose Photoshop for their graphics needs. PowerPoint can create charts, but most companies find Excel is better suited for that. While it is possible to use Excel for accounting, most companies use an accounting-specific package like QuickBooks or ...
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8 Critical Features to Consider When Purchasing an Online Advertising Analytics Solution by Adam Goldberg
Posted May 6th, 2008 under All Blogs, PPC, What's New? with No Comments
As the world of online marketing has grown, so have the number of companies that develop advertising analytics technologies to meet the needs of online marketers. These technologies fall into two camps: those that provide their own tracking code for you to implement on your site, and those who rely solely on pulling data from the API's of various ad sources, and thus, do not require you to put tracking ...
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The Death of the Address Bar & What This Means to Search Engine Marketers by Adam Goldberg
Posted April 24th, 2008 under All Blogs, Optimization, PPC, What's New? with One Comment
Remember when you used to navigate to a Web site by typing the URL into the address bar? You'd start by typing 'http://www.xyz.com'. Then, you evolved and skipped using the 'http://' and just entered 'www.xyz.com'. Now, you simply go to the search engine of your choice and type the company name you are looking for.
Why did this happen?
1. People Trust Search Engines To Deliver Accurate Results
Back in the day, search ...
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How do I know when to increase my max CPC on search engines? by Adam Goldberg
Posted April 8th, 2008 under All Blogs, PPC with One Comment
The only known fact about moving your ad higher up on a search engine's results page is that it will cost more money per click than your current position. What is unknown about moving higher than your current ad position are the effects it will have on your other metrics, such as CTR, conversions, conversion rate, clicks, impressions and most importantly, profit.
Proving if it is worth paying a higher CPC ...
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Knowing the Battle vs. Solving the Battle by Adam Goldberg
Posted April 2nd, 2008 under All Blogs, Optimization, PPC with No Comments
Recently, Sapient put out their annual Interactive Marketing Study, which surveyed senior level marketers to uncover problems they face.
The answers in this survey reminded me of a reoccurring segment in the GI Joe cartoons from the 1980's, where a GI Joe member would encounter a kid engaged in risky behavior and point out the risks. The kid would always say, “Now I know and knowing is half the battle.”Based on ...
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Lower Your ‘Click Through’ Rate to Achieve Better Performance by Adam Goldberg
Posted January 23rd, 2008 under All Blogs, PPC with No Comments
Since the beginning of search engine marketing, search engines have been training their users to focus on achieving a higher click through rate (CTR). The search engines say that an ad with a higher CTR is more 'relevant' and more 'compelling' to searchers, thus it will perform better. Read below to see exactly how the Top 3 search engines speak to this:
MSN: The relevance of your ads affects ...
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Do You Have the Right Data Feed Provider for Your Shopping Comparison Engines? by Adam Goldberg
Posted March 21st, 2007 under All Blogs, Comparison Shopping Engines with No Comments
Many companies advertise low budget services for sending your data feeds to the Comparison Shopping Engines (CSE's). Each engine has its own file format, and the value proposition of these companies is that you only need to create one feed and they will handle sending that feed to all the engines. At a high level, all of the feed provider vendors have the same value proposition. However, ...
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