Archive for February, 2010
I talk a lot about the importance of PPC campaign metrics such as CPA (cost per acquisition) and conversion rate (percentage of clicks that turn into conversions), but at the heart of these metrics is the actual conversion. As defined by Google:
“A conversion occurs when a click on your ad leads directly to user behavior you deem valuable.”
This user behavior may be a purchase, a whitepaper download, or a page view in an important area of your site. As with your other marketing media, PPC is a channel that needs to be tracked.
Tags: conversion tracking, ppc campaign conversions
Posted in: Search marketing | 2 Comments »
Google AdWords is an amazing advertising platform but, like most things, there is always room for improvement. I will take a look at various AdWords features and voice my concerns while explaining why improvements are necessary. As a precursor, I have spoken with my Google representative about my concerns and she has assured me that they are being taken into consideration.
Tags: ad sitelinks, Google AdWords, Pay-Per-Click (PPC)
Posted in: Search marketing | 6 Comments »
Get In the Mood – The benefits of mood boards in the design process
Posted by: sbabb
February 5th, 2010
If you have participated in taking a website in a new design direction, you may have noticed the difficulty in separating the form from the function. Here at PixelMEDIA, we employ a useful deliverable know as a mood board. In its simplest form, a mood board combines numerous elements into a collage that establishes an overall tone and creative direction. In many cases, we use it when a brand “refresh” is needed or if there is a lack of defined brand guidelines for the web channel. If you are currently working on a complete rebrand, you may consider this method as way to explore and establish typography, a color palette, or a style of a photography or illustration.
Tags: Creative, design, Experience Design, Website design
Posted in: Brand identity, User interface design, Website design | No Comments »
For the majority of my career I’ve worked on and around e-commerce sites, and I’ve seen a broad range of database designs and site architectures. Within that broad range I’ve seen many good and bad practices, and one of the worst is to design an e-commerce site that can’t scale to meet the business’s future needs. These sites tend to be havens for odd bugs and are likely to become maintenance nightmares. Read More…
Tags: Application development, ecommerce, scalability, system architecture
Posted in: Application development, Strategic planning | No Comments »