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On the advanced Search Academy we didn't dwell too much on the editorial policies of the engines, but if you're planning to put in double listings for the same keyword then this needs to be checked out clearly. When we ran the masterclass level Search Academy in Warsaw, it was clear that the team were all real familiar with these sort of issues, but for those less experienced in your group, or for those who are reading this and have not been on one of our Advanced Search Academy programmes, the advice is to check out the best practice with the engine and your county as it varies greatly.

Remember that the great thing about search engine advertising is the accountability, so don't be shy in checking out those issues and getting a test lined up. Classic split-run testing can be a great way to understand the implications of different types of online advertising effectiveness. Look for a model where you have a clear set of control data and then introduce one other variable. Do it in a way that you can record and track the effectiveness all the way through your activity. Include the final effect on sales and (ideally) customer lifetime value in your model. Remember that in classic direct marketing you’re running A/B split-run tests in almost every occasion. But in online it’s cost effective to take the same approach and run way more: A/B/C/D/E split run tests.

If you’d like more on testing then try out some of the ideas in the Digital Web Analytics Academy.

Danny Meadows-Klue, Academy Director, Digital Training Academy

BRANDING AND SEARCH: A NEW ERA

The metrics you use to measure a campaign might need to be a little broader than you think. Here's an example…. In search engine advertising it's normally all about the direct response, the immediate sales and the customers that are acquired. However, from 2005 onwards it's clear that lots of marketers began to explore the value of search engines as a brand building tool, using the listings to boost key metrics such awareness. On the Search Academy we explore how Carling's sponsorships of music venues around the UK have helped deliver this – their example is one of the most extensive strategies we came across in 2006 - but any brand can benefit from a top ranking that everyone sees.

The classic four groups of brand metrics are:

- Brand awareness – either prompted or unprompted
- Brand attributes – or 'image statements' (all unique for each brand)
- Advertising recall – measuring the awareness of the specific advertising creative you have
- Purchase intent – or 'brand favourability'
Think about the ones that are right for you, and if you need advice on how to use these in practice then get in touch.

SEO: ADVANTAGES OVER OTHER FORMS OF ONLINE MARKETING

Here are some of the key reasons why SEO is so popular

- You only pay once (or in batches)
- You can enjoy free advertising (no media space)
- You can get more value from your web investments because the principles in SEO also help with great web design
- You can optimise thousands of words across the whole of your site and unlock greater richness and depth from your existing content
- You can set budget limits, but there's an element to which this needs to be built in at

PPC: ADVANTAGES OVER OTHER FORMS OF ONLINE

Here are some of the key reasons why pay-per-click (PPC) is so popular

- You only pay for the traffic that you get
- You can set it up quickly
- You can get to the top of listings immediately
- You can turn it on and off when you want
- You can set budget limits
- You can measure the ROI easily
- You can transfer what you learn to your overall marketing strategy

Hello everyone,

Why no comments yet? Probably someone has to start the discussion.

My attention was drawn to the statistics showing that generic position gives 20 clicks, paid (AdWords) gives 10 and combination of both (I understand if the ad and search result are on the same page) gives 60... This is rather surprising...

Google does not recommend (me neither so far) to post two ads for the same keyword (from different accounts of course), as this increases the cost.

Assuming the 20+10 = 60, if say from the 60 clicks above, 40 are search result clicks and 20 are sponsored link clicks, means that the additional 10 clicks cost 1/3 of the price because they "bring" 20 more clicks of the generic results, so it decreases the cost (by 50%).

Does anyone have experience in testing it? My intuition say that rather it should be "10+20=25" and not "10+20=60" and I rather use the keywords where the site appears in search results as negative, especially if the budget is limited.

Witold Wrodarczyk

http://www.CEstaffing.co.uk
http://www.jobland.pl