It’s time for our first weekly roundup of December and we’re kicking it off with some great resources to help you wrap up 2011 with profitable campaigns, new PPC knowledge and less marketing stress during the holidays.
Thanks to all who joined us for our special webinar with Trada we held yesterday! If you didn’t sign up, not to worry, you can grab a recording of the presentation as well as the slides on the Trada webinar page.
We weren’t the only ones hosting a helpful webinar this week, and there are more in the pipeline, ready for registration. Search Marketing Now is hosting a webinar next Tuesday, December 6 entitled “Marketing Along the Buyer’s Journey”, centering around the fact that more than 70% of B2B purchase cycles are self-directed and invisible to vendors and suppliers. How do you reach these 70% to influence buying decisions when they haven’t yet visited your site? Erez Barak of Optify and Christine Crandell will help to answer that question at 1PM EST. You can register for the webinar here.
Let’s take a look at some other topics of interest in the world of search this week.
As you may have heard, participated in, or unsuccessfully attempted to avoid, this past Monday was Cyber Monday, the biggest U.S. online spending day in history, as showcased by Search Engine Watch. This year’s holiday spending went up a whopping 15 percent compared to last year, clocking in at $15 billion so far, with approximately $1.25 billion on Monday alone. While this seems like a staggering figure, it’s important to recognize just how much mobile shopping has improved in the past year, and what a significant role search is continuing to play on e-commerce.
Speaking of holiday shopping, Search Engine Land’s Paul Bruemmer posted a great article outlining how social-local-mobile tactics are driving retail success this year. He advises to capitalize on this trend with “a Google+ business page, ecommerce mobile pages and traditional local search optimization or automated local SEO with digital storefront software for multiple-location brands”. The article continues with tips for online retailers looking to expand their efforts into mobile territory, with guidance for testing, highlighting just how important a role local search plays.
Continuing with local search, Hubspot has you covered this week in their post “Everything You Need to Know to Dominate Local Search”, offering a great selection of tips and tricks for optimizing for local search both on your website and off.
Still feeling confused or frustrated by the recent changes in Google’s algorithms? Get up to date transparent clarification on a number of the ongoing tweaks on Google’s official search blog.
Did you participate in the SEO Moustache Competition during Movember? Bing’s Duane Forester and Google’s Matt Cutts faced off and raised $17,000 for the campaign. You can read more about the Search for the Cure team on Search Engine Land.
It wouldn’t be a solid weekly PPC roundup without at least one infographic! This week’s infographic comes from the KISSmetrics, as posted on the WordStream blog, with 9 Steps to a Better Conversion Rate. What are they? The first four are: 1. Determine your strategy and goals, 2.Analyze existing traffic sources, 3. Analyze your visitors (especially those that don’t convert), and 4. Study your marketplace. To find out the rest, head on over to the WordStream blog, or view the original 9 Steps to Better Conversions infographic at the source.
Okay, we’ll give you ONE more infographic to get you through the weekend. This one comes from the folks at Monetate and is called “Who’s Your Chief Conversion Officer?“. Learn some of the reasons why guesswork doesn’t cut it when it comes to conversions, and find some tips for how to change your approach and get more conversions.
That’s it for this week’s PPC roundup! If you have any resources to add or questions or comments, leave us a note below or catch up with us on twitter. Thanks for reading and have a great weekend!