For those of you following Google Analytics developments, the last few days were pretty big.  Google Analytics has rolled out a few new features that anyone in the analytics space should be excited about:

• Up to 20 Goals per profile (the previous limit of 4 was severely limiting)
• New Goal Types: Time on site, pages per visit
  
• Custom Alerts:  Get notified when something important happens on your web site
• Improved filtering on tables and reports (yay)
  

For all the details on this, here are some of the main videos:

• “Expanded and Engagement Goals”
• Analytics Intelligence and Custom Alerts
• “Advanced Table Filters

Congrats to the Analytics team at Google.

It never ceases to amaze me how many organizations are merrily running Google AdWords campaigns without taking full advantage of the built-in reporting capabilities. We recently helped a few clients optimize their AdWords performance, and while their businesses were targeting very different audiences, they had one  thing in common: they had NEVER looked at the Google AdWords Report Center beyond the basic keyword performance report. Aaargh…
Easily the most useful report in the Report Center:

• The Search Query Performance Report: It shows you the actual keyword queries that triggered your ads, rather than ‘just’ your keyword buys.  This is particularly useful when your campaign contains the infamous ‘broad’ match keyword types.  You’d be amazed at the actual queries that triggered your ads.  The insight is dramatic

• Identify negative keywords (free, shareware,…)
• Identify high performing keyword phrases and create new ad groups for them.
• Refine your keyword buys with additional match types and corresponding focused text ads.

Of course, there are a few caveats:

• Some search queries can’t be identified ‘x unique queries’ may have triggered your ads. Simply filter them out of your analysis
• Don’t forget your other reports: Placement performance (if you run content ads) etc.

The Google AdWords program continues to be one of the most effective drivers of targeted traffic and leads.  However, make sure you don’t waste your money on irrelevant clicks!

As many of you know, I’ve been a major fan of two web analytics tools: Google Analytics, because it’s free and pretty powerful, and Clicktracks, because of the unique insights it presents in easily digestible form.

Today, Google Analytics Version 2.0 was released.  From what I can see so far: Amazing! 

 I’m looking forward to seeing it in action with our clients.  And here are the details: Google Analytics V2

Yesterday, Google announced that it added a few new features to its Local Business Center, allowing businesses to enter custom information that shows up on Google Maps. 

Here are just some of the innovations.  Businesses now can

• Add logos or other relevant photos to your company listing,
• Specify custom attributes that further describe your business,
• See how often your listing was viewed in the maps.

Simply put: go to the Google Local Business Center and get listed.  Even if you don’t have a web site, this one is a no-brainer.

With all this talk about Search engine optimization and search engine marketing (SEO & PPC as they’re otherwise called), it’s sometimes easy to overlook the basics. 

Successful Internet Marketing can be summed up with three Bees:

• Be Found:  In Search Engines or otherwise, when people either search for your products and services, or when they are reading about them on related sites.
• Be Convincing: Once visitors arrive on your site, make sure that they don’t just hit the back button.  You want them to take action.  Before you even design your site, consider your target audience: who are they, what do they want, what makes you compelling.  And then make sure that your site architecture aligns, and that call to actions are obvious.
• Be Analytical: I’m always amazed at how many web site owners don’t measure what’s going on.  One of the main benefits of Internet Marketing tactics is the simple fact that you can measure just about everything.  It doesn’t have to be complicated!  You can do Web Analytics in an Hour a Day

BTW - Be Found, Be Convincing, Be Analytical™ happens to be the extended tagline of SearchingWorks Inc. 

Coincidence?  I think not ;-> 

I’m often asked about basic Search Engine Optimization Tips.  This SEO video, posted on Youtube by Eric Holter of Newfangled, does a great job at explaining some of the basics.

Enjoy.

One of my favorite publications, MarketingSherpa has just published its Annual ad:tech Study.  In it, some 332 marketers share their observations and budget intents for online marketing tactics.

Some interesting findings stand out for me:

• SEO, PPC and email get the highest marks for ROI in 2006. 
• Budget increases are planned for Paid Search (Pay-per-Click), Email Marketing to Inhouse lists, SEO and Rich media (this may in fact represent the rise of podcasting and video broadcasting (vodcasting))
• It is reassuring to see that analytics are firmly entrenched in these marketers’ toolboxes.  Without Analytics, Internet Marketing is flying blind.
• Among the emerging tactics, adding RSS feeds and inhouse blogs received high votes.

For the full details on the study, read the ad:tech study at MarketingSherpa

After acquiring Gatineau, Quebec based DeepMetrix Corporation last year, Microsoft is working on its own version of a free analytics offering - aptly code-named “Gatineau”, to be released sometime in 2007.

My take: Bring ‘em on.  Every site owner should use a form of analytics that goes beyond the often pathetic offerings that are provided by the various ISPs as part of a hosting package.  Competition is healthy, but - judging by earlier efforts - Microsoft has their work cut out for them.  AdCenter, for one, despite having the benefit of hindsight, is stil lagging behind Google AdWords in many aspects.

For marketers, this is definitely great news…

Chris

It is no secret that Google makes a ton of money not just by displaying ads on its search engine results pages, but also by syndicating them to related content pages via Google Adsense.  This, in turn, has helped a large number of web sites turn a profit, since they get a share of revenue whenever one of their site visitors clicks on a Google Ad.  (Note: both of these venues can be highly effective for advertisers as well - more on that in a later post….)

Until now, Microsoft has not actively promoted their alternative to Google AdSense.  This may change shortly.  I just came across this nifty review of Microsoft ‘AdSense‘ - (Better known as the Microsoft AdCenter). From what it appears, they still have a lot of catching up to before they can hope to make any serious inroads into Google’s dominance. 

It looks like they haven’t quite figured out how web site owners will make more money with the Microsoft way of doing things.  Until then, Google has nothing to fear…

Time will tell.

This just in… As InfoWorld reports in its newest issue, Google can now be used to search existing patents from the US Patent and Trademark Office (USPTO).  Although there are still some limitations to Google’s Patent search engine, it is a big step forward for would-be inventors. 

Speaking from personal experience, I am happy to see the power and usability of Google’s search engine being brought to bear on the large repository of US Patents.  Patent searching is a key activity for any budding inventor, and Google should be of tremendous help in this process.

You can find the Google patent search engine here.