Asif Anwar is a Search, Social, & Internet Marketing Consultant/Specialist working in Bangladesh (In Indian Subcontinent aka South Asia). Professionally consulting and helping small businesses on Search Engine Optimization (SEO) since 2003 and actively learning about Search Marketing trends from 2001. Passionate about SEM (Search Engine Marketing), SMM (Social Media Marketing), and PPC (Pay Per Click).
When you see abnormally high direct traffic in Google Analytics or other web analytics tools, then there is not much you can do, since most direct traffic is only shown as a number of views. With search engine and referral traffic, it is pretty easy to find out what happened. But it becomes quite hard to understand what really happened behind direct traffic.
Referred visitors come through search engines and referring sites. And Web Analytics Solutions like: Statcounter, Google Analytics, Awstat, etc. can provide you good insights in understanding the behavior of your visitors as well as the performance of your online marketing campaigns. However, direct visitors may not be a strange phenomenon. It can also be the karma of your direct marketing effort, online branding, email marketing, and it may also result from returning visitors to your site. If you see any abnormal direct traffic then you should understand that the direct traffic is coming as a result of:
Placing an advertisement on a billboard in a high traffic area will surely bring results. Measuring it however, can be a tough job. For each marketing campaign, measuring performance is crucial. Measuring the efficiency of a advertisement depends on 2 things:
For a billboard, Clickthrough Rate refers to the percentage of the desired action from impressions. Unless eye and camera tracking technology improves, it is not possible to monitor the clickthrough rate for a billboard.
However, monitoring the return on marketing investment or ROI from a billboard is very much possible - If you know your traffic sources. But, to ensure the tracking and measuring ROI of a billboard you have to turn it into an internet marketing campaign involving call to action using internet technology.
If you invest in Billboard Advertising, then you can take some initiatives to make your display more interactive while effectively measuring it’s ROI. viz.
SEO or Organic Search Marketing and PPC or Paid Search Marketing/Advertisement, both have same goal to get your site found through keyword search in varios search engines. So, is the goal so common that they should get married? Or should SEO and PPC date, or just stay single?
Let’s define marriage first:
Marriage is about mutual understanding and about the economy of utilizing the limited combined resources in an efficient way for better life, if not, better future.
Well, that’s not a perfect one, but in Economics, it should sound like that. If I translate that for corporate language than it would be this:
If SEO and PPC are operating differently, then they are learning in different ways. This can mean doing the same homework over and over again. Not doing the homework separately is very healthy for the economy. That’s why we see the giant companies acquiring (or marrying) the small companies. So that, the homework is not done again in the same economy. Even though, the giants have the setup to do it all over again. But, that’s bad for the industry. You are increasing the competition without adding any value to the economy.
So, whoever the husband between SEO or PPC is, both of their understanding can help each other greatly. PPC can use the learning from SEO and vice versa to reduce marketing cost and increase ROI. Isn’t that what the companies and advertisers are looking for? With mutual understanding, they can mutually reduce their homework and add value to the economy.
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