No Comments since January 21st, 2008
Last week I had the pleasure of attending, and presenting at SES Paris. It was held on January 15, 16, 2008, and somewhere in excess of 200 people were there.
The conference was broken into two tracks, and with one exception - Search Around the World, everything was done in French. I had the honor of being the only presenter for the Click Fraud & Campaign Audit Session. 1:15 minutes of presentation, and Q&A, all in French. That was fun, and I’ll admit I was nervous, but people told me they learned at lot.
This conference was very different from most of the other search conferences I’ve participated in, as in every session, the Q&A periods were much more active than usual. There was no shortage of audience participation. I think almost every session ran late due to overwhelming response in the Q&A. I’d say from a participants perspective, SES Paris was very successful. I don’t have firsthand knowledge of previous SES Paris shows, so I can’t compare them beyond mentioning that attendees who had been there in previous years said this one was a step up.
I also moderated four other sessions. They were a lot of fun. Here’s a quick summary of all the sessions. First off, day 1:
1) Optimiser son site pour les moteurs de recherche
This is the standard SES Fundamentals track session on how to optimize a web site. There were four presenters Maxime Grandchamp from Trellian Europe, Rodrigo Sepulveda Schulz from vpod.tv, Didier Durand from Publicitas, and David Cohen from CVFM. Their various presentations were strong and to the point. Lots of good questions, it went off smoothly.
2) Meandres de la Recherche Universelle
The universal search panel. I was particularly interested in this one as I’d presented on the topic at SES Chicago and SES San Jose in 2007. This time out it was a European perspective on the subject. The presenters were Jean Veronis, a professor from Universite Aix-Marseille, Philippe Yonnet from @position, and Sebastien Billard from Relevant Traffic. Jean Veronis’s presentation about the history of search leading up to Universal Search was interesting, and his slides on what he thought Universal Search results should look like unique. Philippe & Sebastien’s presentations were more about the implication of Universal Search for SEM’s. I threw in a couple of slides at the end which showed some additional data. I’m going to use that info in a post at another blog this week. It’s been sitting in the can for 2 weeks, and I’m way behind in posting there. The Q&A was solid.
3) Clinique - “Optimisation de site web”
The always entertaining site clinic. This was a blast. We had David Degrelle from SEMPO & 1e Position, Walid Elias Kai from Google-Kai, and Yann Lemort from Pole Positioning. A lot of times in site clinics people are shy about having their site critiqued. Sometimes we even ask people to put up a competitor’s site so that they can get insights, and observe some opportunities. Not here. No one was shy. (this seemed to be quite standard in Paris, no one was shy!). We had people putting up sites they had built, new clients, problem clients. It was great, and I think people learned a heck of a lot.
On Day 2 of the conference I did the Click Fraud session, and moderated one other;
4) Click Fraud - clics frauduleux.
This was fun! I was the only speaker on click fraud (and the moderator). I tried to give a very balanced view on the issue, and recounted data that’s been publicly used at conferences and in discussions, as well as information we’ve discovered in our analysis. Then I focused on auditing your PPC campaigns, and ways to minimize your exposure to click fraud. I think this is an important point. Google and Yahoo! overwhelmingly represent the majority of the PPC marketplace. They offer great tools which allow you to minimize your exposure to Click Fraud, by really tightening down your campaign parameters. Unfortunately, most people don’t take advantage of these tools. I did quote from Andy Beal’s article from Click Fraud last year, using this chart to explain Google’s view of how prevalent Click Fraud is, and how it overlaps with invalid clicks;
To add a little humor to a topic which is both serious, and dry, I mentioned that this chart looks oddly similar to another image in common culture which is doubtlessly recognized by many of us. Ironically, this comparison brings a whole new perspective to “do no evil.” Certainly an unwitting comparison.
5) Strategies d’echanges de liens en 2008
Linking strategies. I had the always entertaining David Degrelle on this panel again, along with David Durand-Pichard an independent blogger, and Aurelien Bardon from Atregos, Of course some of the discussion dealt with the paid links update from last year. There’s still a lot of confusion on that, and and many people commented on how they got whacked and don’t sell or buy links. Of course, bugs are being worked out, but some people are still getting hurt. Good info on link-baiting, and David Degrelle tood a picture from the stage which he said he’ll blog about to get link bait from the audience. Similar questions to the ones we get in the U.S., but in my discussions with participants it appears that simpler techniques still work well, as the markets smaller, and not quite as competitive. I found this interesting, as it presents an opportunity as well.
This last session ended the conference for me.
Outside of the sessions, participant feedback and general observations, I enoountered quite a few people making negative comments about Google. I was surprised, but also found them interesting. On the one hand the French love Google. Our own data shows the Google’s marketshare there dwarfs shares in many other markets. All the marketers in the sessions just seem to use Google, and Google’s tools for research; in fact, they don’t really seem to use the other engines’ tools, or at least they didn’t mention them. For link analysis in particular I found this quite surprising, but I understand that each market is different, and habits are habits. Quite strange. I wasn’t quite sure what to make of it. The people supported Google, use Google, yet also somehow resent it.
In summary, was SES Paris worth it? If you wanted to learn a lot about SEO & PPC strategies, management and issues, definitely.
Posted under Analytics, Click Fraud, Enquisite Search Metrics, Google, PPC Assurance, Search Engines, Yahoo
No Comments since December 17th, 2007
In my earlier post over the weekend, I used an analogy to explain what PPC Assurance is. Today, I’d like to expand on that thought and explain some of the extras included in (what we think is) our revolutionary paid-search advertising product. One of our user’s favorite features is the one click refund service for PPC (pay per click) advertisers.
PPC Assurance is more than the next step in the evolution of advertising verification services. Unlike the click fraud companies which garner lots of attention by selling fear, PPC Assurance provides you with resolution.
The product name “PPC Assurance” explains a major aspect of our service: Assurance; know what’s happening, and what you can do about it.
Present click fraud services are not assurance services. They attempt to discern whether or not the pattern of behavior of a visitor “seemed” normal. Some of them let you define the parameters of fraud. This is a poor methodology, because it allows for lots of “false positives.” These false positives are a big issue, because you’re essentially making false claims. They are a disservice to you, and to your ad network.
PPC Assurance does not use any subjective measurement techniques. In fact, we’ve ascertained that most of the real fraud that does occur arrives at your site without triggering JavaScript loggers and is thus invisible to most of the click fraud companies out there.
Realizing this, we consulted with the ad networks themselves and figured out a means to coordinate resolving this issue. Expect a major announcement on that front in January.
Here’s how PPC Assurance works. PPC Assurance examines your account configuration, and compares it to the actual traffic you’ve received. Using a simple and easy to understand graphical report, we identify what was good and what wasn’t, (charges for undesired / not good traffic). We also offer you a one-click refund claim submission for the errant clicks.
Many click fraud prevention companies count mistakes in campaign execution as click fraud. I’ve heard innumerable people say, “If my ad runs in China, and I only wanted traffic from Chicago, it must be fraud.” In reality, it’s not fraud. It’s a mistake. But it’s one you should not pay for, and we help ensure you won’t ever have to pay for such mistake clicks again. We’re the only company which provides this one click refund service.
As a search marketer, or even an independent businessperson who is running a PPC campaign, you don’t want to spend time monitoring and verifying every single click that you receive. You would like to know that you’re only paying for the traffic you wanted, and not for the traffic you didn’t. You don’t have time to manage this process but proper business practices require that you do so. PPC Assurance is designed for you.
Small business owners can’t afford to spend the time to verify your traffic. Until now, they have trusted the networks blindly, and wondering why their ROI is fluctuating. Articles in Businessweek, Forbes, Fortune and a myriad of other news sources discuss the impact of click fraud, making small business owners wonder about their own exposure. Unfortunately, “mistakes” - such as an ad targeting New York appearing in Delhi is really not click fraud, although it’s been classified as such. Now, you can minimize your exposure, and get your money back, without having to spend valuable work time monitoring the problem.
Search marketers are pressed for time with multiple accounts all needing support, advice, management, updates and reporting. The reporting tools used up until now cannot answer the simple questions relating to invalid click activity.
“I see traffic coming in from China, but my campaign was supposed to be in California: how did this happen, and did I pay for it??”
Now you’ll know, AND you’ll know if you paid for it or not. If you did end up paying for clicks you hadn’t asked for, press the “submit claim” button, and get the ad network to refund you for those clicks.
Having taken a unique approach to click-stream analysis, we are proud of our PPC Assurance product because it is the only PPC click protection service out there that fully strives to understand your traffic stream from a search technologists’ perspective. It is also the only product with an instant refund reporting option. It’s that simple.
Posted under Analytics, Ask, Click Fraud, Enquisite Search Metrics, Google, MSN, PPC Assurance, Search Engines, Yahoo
No Comments since December 15th, 2007
Yes the title is right. Have you ever thought about Page 2 SEO?
Having been an SEO, I know everyone focuses on Page 1. But have you thought about focusing on page 2 listings, or page 3, 4, 5? Ludicruous you say? Nope, hear me out.
Three different people in the last two weeks have told me they are using Enquisite’s free analytics reports for this very purpose. The first who mentioned it was Eric Enge from Stone Temple. He mentioned it to me at SES Chicago, where we were both speaking. I have to admit it, but I’d never thought about it the way Eric and two others since have suggested. I’d looked at it from a different perspective, but never as actively as Eric has.
Enquisite allows you to see which web pages are getting traffic from whch pages within the search results. If a page is getting relevant traffic from page 1, you probably don’t want to mess with it, even if it’s not your primary phrase. But how to choose which pages to work with?
Using Enquisite you can identify web pages that get traffic from page 2, 3, 4, 5 etc. Focus your optimization work on those pages. These are the pages which can give you the biggest upside in any campaign.
The reason is simple. Over 90% of search engine referral traffic comes from page 1 in the search results. The web pages found on page 2+ of the search results are almost good enough for page 1. Almost. They’re not seen as being quite as relevant enough to be found on page 1. But imagine you focus your optimization work on those pages. They will move up. Do it right, and all your pages move up, as the overall site authority increases.
Get more pages on page 1, and your traffic skyrockets. How? Implement page 2 SEO strategies.
Posted under Analytics, Enquisite Search Metrics, Google, MSN, Ranking Reports, Search Engines, Search Metrics, Yahoo
No Comments since December 15th, 2007
We released PPC Assurance a little while ago. People still ask me the question “what is PPC Assurance?” Here’s how I’ve taken to explaining it lately, using comparison as the best analogy.
When radio arrived, and people started advertising on stations around the country, they needed a way to verify did my ads run where I wanted, on the station I wanted, at the time I wanted, and not anywhere else? A company called Arbitron emerged which verified that ads ran when, where and how the advertiser commissioned them. Not too many years ago I walked into an office which was filled with people listening to the radio; They were performing the ad verification service.
When Television arrived, advertising took another leap forward. Nielsen emerged, and one of their services was as a advertising verification service. Did ads run where, when, and how they were commissioned.
PPC Assurance is the next step in the evolution of advertising verification services.
Unlike the past however, it’s no longer just about where or when your ads appeared, but more about whether or not you paid for that display. You only pay for ad displays when your ad network provider actually bills you for a clickthrough. So PPC Assurance focuses on analyzing if the ads you paid for matched the terms and conditions of your agreement with your ad network provider (Google / Yahoo today, MSN soon…).
Unlike click fraud companies which attempt to discern whether or not the pattern of behavior of a visitor seemed normal, we don’t use any subjective measurement techniques. In fact, we’ve ascertained that most of the real fraud that does occur arrives at your site without triggering JavaScript loggers, and thus is invisible to most of the click fraud companies out there. But I’ll examine this issue in a later post.
We examine your account configuration, and compare it to the actual traffic you’ve received. We identify through a simple and easy to understand graphical report what was good, and what wasn’t (you paid for undesired / not good traffic). Plus, we offer you a one-click refund claim submission for the errant clicks.
We’re the only company which provides this one click refund service. You’ll love it.
Posted under Analytics, Click Fraud, Enquisite Search Metrics, Google, MSN, PPC Assurance, Search Engines, Yahoo
No Comments since November 22nd, 2007
Next week I will be in Chicago for the Search Engine Strategies SES conference. I will also be in Las Vegas for PubCon, most likely late on Thursday and most of Friday, but possibly also on Tuesday. If you’ll be there and want to meet, please email me.
At SES I will be appearing on two panels, please come check them out, and say hello. I’d love to heard from you! The two panels in question will be Search Marketers on Click Fraud, on Thursday morning, and User Behavior on Wednesday. The format for the panels has changed considerably from previous SES conferences.
In August I presented on User Behavior at SES San Jose. I believe each panelist had 10 to 12 minutes to present, followed by audience questions. This time, presentations are only 5 minutes long, followed by 20 minutes of moderated discussions, and then 20 minutes of audience questions. It’s going to be quite an adjustment to try and make a 5 minute presentation. I hope all of you in attendance will enjoy what I bring forward.
I’ve already laid out my presentations for the conference. Not the final versions, but the outline. For the User Behavior session, I’m thinking of spending time on two things. 1) User trends in so far as clickthrough and conversion rates from different pages within search results, and how local, images & video search behavior is different from web search; 2) language variations. I’ll also share a couple of quick tips on how to optimize a SEO or SEM campaign to succeed as Universal Search becomes the default.
On the Click Fraud panel I risk being a very presenter from the other panelists. I’ll go into some of the science around improper billings, what to look for, and how to lower the time you spend searching for undesired clicks and managing PPC customer reporting, while increasing your effectiveness at identifying the improper billings which often get labeled as click fraud.
As our firm has built PPC Assurance, and I’ve written a couple of patents on Click Fraud detection, I might also have time share some interesting insights into why a lot of the problems are not being properly dealt with.
If you are in Chicago, you’ll really enjoy the Click Fraud session. I know it’s always very well attended, and I’m excited to be there. I know you’ll walk away with lots of answers, and also a lot of questions. Please feel free to ask them. A lot of people are afraid to ask. Don’t be. It’s why we attend and speak at the conferences.
Finally, if there are some specific issues around either User Behavior or Click Fraud which you would like to see me address, please email me. I’ll attempt to include answers to questions in my presentation. These sessions are designed to be more interactive than ever. I think that’s a good thing.
Posted under Analytics, Click Fraud, Enquisite Search Metrics, Google, MSN, PPC Assurance, Ranking Reports, Search Engines, Search Metrics, Yahoo
