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April 24 2007

Google AdWords New Preferred Cost Option

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According to Google’s blog, InsideAdwords, Google has released a new feature for their advertising platform. Advertisers now have the option of designating an average CPC (cost-per-click) or CPM (cost-per-impression) bid called preferred bidding.

In the past, advertisers had to continually monitor their campaigns to manually adjust their bids to reach an average CPC. The preferred cost feature option could possibly help advertisers control the cost of their advertising dollars by allowing them to specify an average CPC or CPM.

With the new feature, you can simply input the amount you want to target for your bids. Google will automatically work to bring you bids as close as possible to your specified target amount throughout the campaign. As Google adjusts your bids, the position of your ads may fluctuate to reach your target CPC or CPM bid. This new bidding strategy option can be accessed from within the campaign level of an account. However, if you do not opt in for this feature, the existing maximum CPC model will remain enabled. What impact do you think this new pricing system will have on the management of your campaigns? Let me know what you think by posting your comments.

April 23 2007

LOL! Your Date-Range is Backwards!

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A few days ago, my co-worker Jennifer showed me something in Google Analytics that I found very interesting.

When performing a Date-Range Comparison on any number of reports, be very aware of exactly where you put each date or date-range. Google Analytics uses two dates for a Date-Range Comparison: a “First Date” and a “Second Date”. The images below show that I’ve selected February 2007 as my First Date, and March 2007 as my Second Date:

googlecalendar.jpg
Most people, like myself, would think of using the First Date Calendar for the earliest date (as in the Date Range that happened first), and the Second Date Calendar for the latest date (as in the Date Range that happened last). However, look at what happens when you do just that:
googlevisits1.jpg

Do you see that? It lists the First Date (February) below the Second Date (March). This is “backwards”, simply because we are all programmed to read things from top to bottom. It’s also not what we are looking for — the month of March had more Visits and Pageviews per Vist than February, so how was there a -26.17% and -9.70% Change, respectively?

So, if we’re trying to look at a comparison between February and March, to see how March did in comparison to February, you would have to make the First Date your most recent date (March), and your Second Date your oldest date (February). When you do that, your report will then look like this:
googlevisits2.jpg

Now, that’s better! There was a +35.44% increase in Visits, and a +10.74% increase in Pageviews per Visit from February to March.

So, when you want to compare two Date-Ranges, make sure you use your most recent date as your First Date, and your oldest date as your Second Date.

April 19 2007

Latin America Googled

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Latin America is a tempting market for search marketers, with more than 80 million users and ever increasing broadband penetration. Latin America is one of the fastest growing Internet communities in the world,” said Larry Page, co-founder and president of Products, Google Inc.

Search marketing in Latin America is poised to grow to an estimated number of $337 million expenditure in 2009. (Data: SEO Roundtable) Google is the number one search engine by page views.

On March 1, 2007, Google hosted the first-ever Google Code Jam Latin America competition. Registrations definitely exceeded expectations: more than 5,000 eager programmers from around the continent signed up.

This past week, Google opened its third operation base in Buenos Aires, Argentina. “Argentina will be the third-largest headquarters for Google business development in the world, after those in California and Ireland. We would like to capitalize this context in more than one way. One is obvious: business, but we are also very interested in adopting products, users’ sophistication and the increase access to information in general.” says Gonzalo Alonso, General Manager for Spanish Speaking Latin America at Google.

Google’s other offices in the region are in Mexico City, and in the Brazilian cities of Sao Paulo and Belo Horizonte.

No doubt, Google is taking Latin America’s role in the internet world seriously!

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