To set up the keywords, we need several information. Log-file analysis and page tagging are the most important tools. The log-files are very accurate. They can record every click. So it can test keywords and advertisement we set and tell us how many people are interested in our advertisement. Another tool is page tagging. This tool can track the people who open the picture or vedio. For my client, she has a lot of unique picture. My favorite is the DIY toy car. Irma Freeman Center help people to create what they want. If we track the picture, we can know how many people want to do some DIY. It is really helpful for us to choose the keywords.
Concept2 Key takeaways
After setting the keywords, we should do some test about the keywords. Whether the keywords are effective depends on people's behavior. Optimize user experience can demonstrate ways to influence user behavior so that more successful outcomes are achieved. There 4 ways to test: Listening labs, A/B split testing, Multivariate testing and One-page analytics.
Skill
The assignment of these two weeks is really meaningful. We discussed about the keyword. Setting the keywords is not as easily as we think. Especially the negative keywords. Another importance skill I got is set the client's target. We check all the products and service she supplies. And finally, we found that there is no class for the senior generation. For the Geo-target, we used google map to check her competitor and her location. We found there are more Yoga center and dance center on its south. But there is almost zero competitor on the north. It can be her target area.
http://schurpf.com/6-ways-to-geo-target/
This might be helpful to find target.
Conclusion
The assignment of this week focus more on the group work. For finding keywords and setting target, we use brainstorm method. To make the advertisement, we tried to find a lot of attractive words. It's really great to sit with my group. I hope I can see more examples of data analysis in the next two weeks. Especially the process of collecting data.
Question: Some words like "Yoga classes" has a high Avg. monthly click, some words like "Yoga classes pittsburgh" has a lower Avg. monthly click, but it is more accurate to get the search result, because it set the search location. Which one is better to be the keyword?
Hello Teddy,
ReplyDeleteI really want to know what Log-file analysis is, it's unfamiliar to me. And how you use it. is that free? I will be grateful if you provide these information to us.
why don't you use the keyword planner of google, it's record action of visitors on your website, and accurate too. In your opinion, what do you think about these two tools?
thank you,
Wanying
Teddy,
ReplyDeleteI agree with you that Log Files are extremely important. On one hand they can be seen as an invasion of privacy, but on the other, they are extremely useful to online marketing. I think they are the equivalent of a person physically walking into a store and going around to the different departments, sometimes picking up different items and finally, leaving the store or buying something. How much did they buy? Did they feel welcomed when they came in and were they able to find their items easily? This is my real job, working in retail. So it is easy for me to compare the two. How can you relate this to your experiences?
Hi Teddy,
ReplyDeleteGood points. I agree with what you said in Key Takeaways and the 4 ways to test are clear. But could you introduce each of them in details, such as the Listening labs, A/B split testing, Multivariate testing and One-page analytics.
Moreover, I notice that you seems forgot to raise a question behind each of paragraphs.
Thanks
Good discussions Teddy - i think you should include both yoga keyword phrases. You don't have to just choose one. Included everything and see which ones work more effectively!
ReplyDelete