Going Deep: Using Search Term Reports to Find Ad Group Ideas

Closely monitoring Search Term Reports during the preliminary months of an AdWords campaign is critical for negative keyword additions along with the unveiling of new Ad Group/Keyword segments.  By displaying the actual queries that resulted in a click on your ad, you can gain insights into underdeveloped niches of your campaign that may have been overlooked during the initial Keyword research and Ad Group build.I find Search Term Reports most useful for adding long-tail, [exact] and “phrase match” Keywords, which generally have lower competition and cost-per-clicks. Everybody has their personal favorite method for reviewing Search Term Reports.  The following is a report that I like to create once every few months (in addition to weekly monitoring) to ensure I have not neglected any terms.  Although it seems like a lengthy process, it may reveal a few diamonds in the Search Term rough .

Step 1: Run a Search Term Report and Export the Data to Microsoft Excel

Search term reports can be ran at the Keyword, Ad Group and Campaign level.  To achieve a better understanding of the relationship between the overall Ad Groups and Search Terms, I prefer pulling this data at the Campaign level:

1. Sign into your AdWords account
2. Click on the “Campaigns” tab.
3. Click the specific campaign you would like to run the Search Term Report for
4. Click the “Dimensions” tab.
5. Select “Search Terms” from the “View” drop-down menu to analyze the search terms for all keywords in your Campaign that have received a click.
   

   #5: Search term report drop down menu

6. Then click the “Download Report” button to export into Excel as a .CSV

Now you’ll have the data in an easy-to-format spreadsheet.  So the next question is what to do with this data.  While segregating each Ad Group into it’s own Excel sheet and searching for high occurrences/CTRs of related search terms is an option for new Ad Group/Keyword ideas, this can be very time consuming (especially with large campaigns or ad groups that contain many broad match keywords).  An alternative method is to utilize the PivotTable function in Excel, which will save time and effort.

Step 2: Separate the Search Terms Into an Easy-to-Read List of Individual Words

By breaking the list of Search Terms down into a “# of word occurrences” list, you can discover new Ad Group and Keyword divisions derived from Search Term word variations.

1. Copy and paste the entire data set into a new sheet.  This will give you the original Search Term Report data, along with the new sheet’s data, which we will be editing.
2. On the new sheet, highlight the entire column of Search Terms – this will most likely be column “A”.
3. Click on the “Data” tab in Excel, and then click the “Text to Columns”function.
   

   #3: Text to columns function in Excel

4. Choose the “Delimited” Radio button (characters such as commas or tabs separate each field) and click “Next”
5. Then choose the “Space” Delimiters checkbox and verify the “Treat consecutive delimiters as one” checkbox is selected as well. Click “Next”
6. Click the “Text” radio button under “Column data format”. Then click “Next >”, and “OK” when asked to replace the contents of the selected cells

The spreadsheet will then be reformatted into a similar manner to the screenshot below – each word for every Search Term will now be in it’s own cell.  This reformatting will remove AdWord metrics (Clicks, Impr, CTR, etc), but don’t worry, as these are not the metrics we’re concerned with.  We’re purely searching for the frequency of individual word occurrences in the Search Term Report, which will be used to find variations of these words (in relation to their original Search Term) later on.

Search terms segmented by word

The next sub-step is to combine all of the columns into a single column.  This can be achieved by cutting/pasting each column beneath the first column or the subroutine below can be copied and pasted into Excel Visual Basic Editor (props to “Gary E” in the Yahoo! Answers Software Forum).  Allow your computer a few minutes to render this script:

Sub Stack()
Dim iRow, iCol, iTargetRow, iMaxRow As Long
iMaxRow = XXXX
iTargetRow = 1
Columns(XX).Clear
For iCol = 1 To XX
For iRow = 1 To iMaxRow
‘If Cells(iRow, iCol) > “” Then
Cells(iTargetRow, XX) = Cells(iRow, iCol)
iTargetRow = iTargetRow + 1
‘Else: Exit For
‘End If
Next
Next
End Sub

• Edit iMaxRow = to the maximum row for your data in the first column
• Edit For iCol = 1 To the maximum column for your data (e.g. if your longest Search Term goes to column F, then enter 6)
• Edit Columns(XX).Clear: To the next column after your longest search term (e.g. if your longest Search Term goes to Column F, then enter 7)
• Edit Cells(iTargetRow, XX) = Cells(iRow, iCol) to the next column after your longest search term (use the same # as the “Columns(XX).Clear” line above)

You should now have one column of data that includes every word from the Search Term report (see screenshot below).  Sort the Column A-Z to view a clean list of each word.

Alphabetical list of Search Term words (duplicates included)

Step 3: Use PivotTables to Reformat the Column of Individual Words

PivotTables are one of my favorite tools in Excel.  They can be used to cross reference everything from Geographic Reports to Day of Week>Hour of Day reports.  In this instance we will be using PivotTables to find the actual # of occurrences for each word in the Search Term Report.

1. Click the “Data” tab in the Excel Toolbar
2. Under the “Analysis” heading, click the drop-down menu for “PivotTable” and click “Create Manual PivotTable…”
   

   #2: Manual PivotTable function in Excel

3. Then select “OK” for both radio buttons upon the “Create PivotTable” confirmation pop-up.
4. The “PivotTable Builder” menu will then appear.  Make sure you drag the “Field Name” into both the “Row Labels” and “Values”areas, which will then render a PivotTable similar to the one below – with the actual Search Term Report words in the left column and the Total # of occurrences in the right column.  Ignore the title of “Count of 1st word” in the screenshot.  This column contains the count of EVERY word in the report.  There will obviously be many useless conjunctions and prepositions (e.g “and”, “the”) in this report, but ignore these and focus on possible Keywords.
   

   #4: Drag and drop fields into appropriate areas

5. To highlight the words that occur the most frequently in the report, use the “Conditional Formatting” tool in Excel to highlight cells greater than “5″ for example (in the “Total” Column). Doing this will allow you to pinpoint the words to possibly build Ad Groups or Keyword additions around.  For example, I may want to focus on an “accessories” or “affordable” segment in this specific Campaign (per the “Total” column above), since these words appear in a variety of user Search Terms.

Step 4: Cross Reference the Original Search Term Report with the # of Word Occurrences PivotTable

The final step in this method is the most vital, as it will divulge the user Search Terms to focus on.  Refer back to the original Search Term Report with the AdWord metrics to segment areas based on your PivotTable data.

1. Isolate the highlighted, most searched-for words (per your PivotTable) in the Search Term Report by using the “Conditional Formatting” tool in Excel (“Highlight Cells Rule” > “Text that Contains” > “the word with high frequency”).
2. Then apply a “Filter” to the column and filter by the highlighted cell color.  This will then give you all of the Search Terms that contain the specific word(s) you want to focus on.
3. Repeat for desired Word(s)/Search Term(s) and segment each into it’s own Excel sheet.

And there you have it – an organized spreadsheet with potential Ad Group  and Keyword additions.   As I stated earlier, this is by no means an end-all Search Term Report analysis, but more of an exploratory, quarterly report to clean up neglected terms.  Shoot me your opinions and/or suggestions concerning this reporting method at mburkarth@webtalentmarketing.com

Google+ For Marketing Professionals – 4 Things You Should Be Doing

Come to Google+…..

Ok, so you’re heard all of the buzz: Google+ isn’t going anywhere – make your company visible on there ASAP and develop a content strategy already! This is great advice – Google dominates search on the Internet and is going to do everything it can to promote its own service. But ROI aside, Google+ offers a wealth of tools that every marketing professional can take advantage of.

1. Right Now – It’s ALL Marketing Professionals Posting on Google+

Don’t think any of the sites you care about are using Google+ yet? Think again! In fact, that’s another piece of Google+’s awesomeness – your family members and friends aren’t here yet, but the marketing community is. Avoid the baby pictures, and focus on the useful stuff!

I’m still angry over Google’s announcement to kill Google Reader, but Google+ is why they did it. As a replacement for my Reader, I simply set up a few circles on my Google+ Page and started following some folks in my interest groups. I pop in there at any time and click on my ‘SEO’ circle, or my ‘Sports’ circle, and check out the latest from the authors and websites I care about.

In addition, their ‘Explore’ feature throws down the best, most shared content about the topics I’m interested in – so I don’t miss anything important.

Want a list of marketing and SEO insiders to follow – just ask me at +Matt Riggleman

2. Google+ Authorship is a Search Visibility Enhancer and a Resume Builder

This is what it looks like when you use the authorship tag correctly in Google

Google is the best at organizing and classifying information, and their new authorship tag opens a new frontier for this. They literally patented the technology  for organizing information by particular thought leaders across the Internet and in turn, using that to influence search results. With properly implemented authorship tags, and the associated markup in your Google+ profile, you can create a map to all of the content, on all of the websites, you’ve contributed to. Imagine the day when you can go to a job interview and tell them to search for your authorship tag for a list of your copy references. As a side benefit – it makes it easier to brand individuals within your business: simply another direction to help turn the conversion needle. And it’s cumulative: as you gain more notoriety, authority and visibility, the Google patent indicates it may prioritize your listings. Just remember, when you guest post – request the authorship markup!

3. GoToMeeting Without the Cost

Great, economically optimized businesses are always looking for ways to trim costs. Well remember that collaboration, teleconference, or meeting software you’ve been paying for since the early 2000s? Dump it in favor of Google+’s free Hangouts feature. Hangouts allow you to share and collaborate on items from Google Drive, share your screen, and video chat. The only caveat is the fact that each participant has to be a Google+ member. Why not turn that into an advantage? Throw all meeting participants in a unique circle for follow-up later. At the least, use it to collaborate among your own staff.

4. Because, Like You, Every Business is Waiting for Google+ Engagement

Hey Boss! We got a review on Google+!!!!!

I loved this post by David Mihm on ‘Barnacle Reviews‘. To put it simply – you can act as your business’s page and leave reviews on other Google+ Pages. I know what you’re thinking: no one is using this thing – what’s the point of placing a review? But in this case, that’s exactly the point! In offices across the country, you have one lonely content manager looking for a sign of life on the company Google+ page – now, more then ever, you can stand out in a crowd simply by placing a solid review! Receive great service from the restaurant next to your office? Jump on their Google+ page as your business and drop a quick line – it’s quick, simple, and they’ll love you for it. Relationships are the new SEO – what better place to start your strategy than within Google’s own Brainchild?

As always, if you have any questions, feel free to contact me on Google+ at +MattRiggleman. Thanks!

Facebook Jumps Into Local Search With New Mobile Update

Facebook is the latest to jump in the local search game with the upcoming release of an update to its’ “Nearby” feature on the iOS and Android mobile apps.  The Nearby feature is similar to FourSquare, where users check-in to their favorite businesses or places.  Facebook’s Nearby function works by displaying where your friends have checked-in at your nearby location.  The update to the feature will perform the same function but will also display nearby businesses and places of interest ranked by various factors.  Users of the Nearby feature will be able to search or browse for nearby locations by either name or a specific category.

Businesses or locations will be shown by a number of different factors:  Likes, New 5 Star Rating System, Check-Ins and Recommendations.  Your social network on Facebook will determine the outcome of the search results based on your interests, activities, Likes, friends and other interactions.  If your social network filter can not determine nearby businesses or places, Facebook will determine the best results for your local search by evaluating the engagement of the business or place you are searching for.

Ratings will be determined by a five point scale system available anytime after a user has checked-in to the location to prevent fraudulent ratings.  Users are not required to rate a location when nearby the location, they can do so at anytime and anywhere after they have checked-in.

The help section in Facebook provides tips on how to update your page with the proper information to ensure your Facebook page will be found in the new local feature.  Similar to local listings in Google, Bing and Yahoo, include the correct, essential and ever important NAP (name, address, phone) as well as other additional information such as hours and details about your business.  Also, choose a correct category for your business to be easily found by users searching for your business.  Like your local listings, encourage customers and visitors to check-in, like, rate and recommend your business.  Below are two links to Facebook’s help section detailing on how to properly update your Facebook page:

Editing Your Facebook Page

Editing Your Facebook Page’s Category

The major advantages of a Facebook page over the local listings of Google, Yahoo, Bing and Yelp will be:

• Super easy & user friendly user interface
• Endless information businesses will be able to share with their audience
• Interact with their audience directly and instantaneously with comments and messages
• Update your Facebook page on the go with your mobile device

Facebook will be relying on its’ own database of pages to provide the search results for their users.  With that said, if you don’t have a Facebook page, you won’t show up.  If a business hasn’t already created a Facebook page, now would be the time to create it no matter how small they are or they simply won’t show up on local results.  This should be a must for ANY business big or small in order to be found in their Nearby feature.  It has been lately reported by Google that there are as many as 600 million monthly active mobile users.

Followerwonk – The Social Analytics Tool for Twitter

I came across a really cool social tool the other day that I can’t believe more people are not using. It’s called Followerwonk and is a miracle tool for cultivating influential bloggers, guest blogging opportunities, and socially authoritative websites. The tool has both a free and paid version based on usage and can be accessed by using your twitter account. The tool has four main purposes and allows you to export your findings to a CSV file and saves your recent searches.

One of my very favorite parts of this tool is the ability to search for twitter users by keyword and compare them based on different metrics (influence, followers, following, age, etc). In practice, if you were looking to connect with authoritative social media bloggers to  promote your content, this tool will let your search, sort, and download them based on the keywords you selected. You can also follow them on Twitter right from the application. Followerwonk also shows you if your account is following the selected twitter profiles or if they are following you.

Once you have selected a short-list of highly authoritative and relevant bloggers, or websites, you can dive deeper into their twitter statistics and then start to analyze their followers (or whom they are following) to help narrow down cream of the crop. There are a ton of metrics to take into account such as the average age, language of their followers, and how active and authoritative they are.

Lastly, Followerwonk offers user twitter analytics to help monitor the progress (or struggles) of your growing, authoritative followers. Using this feature within the tool can provide a closer look at your twitter account’s followers. It can also identify your most influential followers which is a vital aspect to any social media campaign since they are your lowest hanging fruit. You can also identify followers that are recent additions or recent loses. My suggestion would be to periodically pull up your followers that have chosen to unfollow you, identify authoritative users, and then attempt to retain.

For a social media consultant like me, Followerwonk is a great addition to the social media tools we are currently usiong at Web Talent Marketing. Of course no tool has ever created a winning social media campaign. A custom stratagy and solid reporting metrics often work hand in hand to help acheive long term success within social media – but tools like this help out a whole lot!

The Changing Faces of Google Analytics

By Lorianna Sprague, SEO Specialist

Some of you may have noticed, beginning in May of this year, that Google Analytics began changing the look and feel of their user interface. They ran a series of webinars to introduce both website owners and agencies to the new layout. Check them out for a seriously detailed tutorial (seriously means 6 videos at an hour a piece).

So, what’s changed? Here’s a quick list of the most obvious differences in the analytics interface:

• Visitor and Goal Flow Visualization – using Sankey diagrams
• Multi-Channel Funnels – to see what channels your customers interacted with in the 30 days prior to converting
• Real Time Reporting – updates your site’s activity continuously so you can see the results of your campaigns unfold in real time
• Mobile Reporting – gives you a more detailed look at how mobile users are interacting with your site so you can optimize for those users and improve conversions over time
• Integration with Webmaster Tools – which gives website owners and agencies access to the top 1000 keywords that landed people on a website over a 30 day period; this is the work around for the lack of access to keyword data through the Traffic Sources section of Analytics (see below)
• Limited Display of Keyword Traffic Sources – (based Google users who are logged in while searching) the good news is that what you lost in “keyword’ Traffic Sources, you have gained back in Webmaster Tools; if you have not integrated your Webmaster Tools account with your Analytics, now’s the time
• Advanced Segmentation – and the ability to define your own segments based on what matters, such as removing brand terms, or creating a segment to view traffic for only visitors who know about your company or brand
• Site Speed
• Social Interactions
• Better reports, and so much more.

Web Talent’s Lancaster, PA SEO Meet Up will be discussing the New Google Analytics in 2012. Join the Meet Up and comment here to let us know what parts of the new Google Analytics you would like us to explore.

Google Analytics Intelligence: An Underused Asset for SEOs

In 2009, Google quietly released its intelligence module for Google Analytics. This feature allows SEOs and webmasters to create custom alerts for a wide variety of metrics and segments. It is my experience that most Internet marketers are not using this feature to its full potential. There are many benefits that one can obtain from early warnings that allow marketers to respond quickly to changes in their digital landscape.

Monitoring Changes in Traffic

By setting up a custom alert, SEOs can be notified about gross changes in traffic, both positive and negative. You can segment these to cover both organic and paid mediums while  being alerted of traffic changes as well. A useful scenario would be implementing the alerts to detect large-scale traffic drops from keywords week-to-week or day-to-day. We have used intelligence reporting to track visits and conversion changes from targeted keywords and to alert us about changes in algorithms (like Panda).

Monitoring Changes in Conversion

Monitoring conversion rates amongst all or selected traffic sources can help identify daily changes indicating a potentially devastating set of circumstances or a tremendous market opportunity. With custom email alerts, Google intelligence reports could notify you when your conversion rate decreases by massive amounts (like 60%!). This allows you you access your analytics easily to fix any potential problems and address potential issues in traffic quality or quantity at first notice, rather than letting days or weeks pass before you notice a problem.

Monitoring Brand Impact

With Custom Alerts you can quickly monitor your brand’s impact on the web. This is pretty easy to setup in analytics by creating a weekly report to show changes in brand related keyword searches (or any specific keyword for that matter). You can set up the account to email you when metrics experience a heavy spike or decline. This could also be a great metric that can be correlated with your company’s online reputation management efforts.

Monitoring decrease in ROI or Revenues

Revenues are at the heart of every online business. Having a daily or weekly alert set up to monitor massive changes in cost per conversion, ROAS or generated revenue could also be a helpful way to stay ahead of the curb. Once an alert is dispatched your company can pull resources and address any potential problem or get an early warning to secure inventory if there is a spike in demand for your product or service.

You have nothing to lose!

It’s amazing that most people aren’t taking advantage of this free feature in Analytics. The UI is very simple to use and the module has a pretty low learning curve.  The Google intelligence feature allows marketers and SEOs to be proactive and hyper reactive to changes affecting their client’s business and search marketing efforts.  To learn more about how to use Google Intelligence I recommend reading some of the advanced Analytics help that Google has on their website.

Video Marketing Is More Important For Your Business Than You May Think

Video is sometimes a topic that many business owners are instantly skeptical about implementing as a seriously advantageous tool for their company. This is mostly because it is often associated with amateur viral clips rather than valuable content. However, video is extremely important to a website because it shows potential customers that you are an actual breathing human being, and that you are passionate about what you sell. Here are some tips on what type of content to include when thinking about making a video, and how to make it accomplish something: bring in customers and generate business!

What type of video content is right for your company? How can you make it succeed?

1. Make sure that your video content satisfies a customer’s need—capture attention and create interest by meeting the information need of your audience. Don’t know what kind of video you want to make? Consider these creative options:

 

• Product Review and Demonstration Video- Show how to use the product you sell, what the best parts about it are, or what it does that makes it worth the customer’s dollar. What’s new or different about it than your competitor’s version? Creating project demonstration videos can impress potential customers forever. There is an increasing audience for video tutorials—for all of the “do-it-yourself” fans out there, you can feed their appetite for personal assistance while also showing them you are a real person behind your website because you know how to create, use, and fix what you sell.
• Post-Sale Support and Maintenance Video- Make a video that shows your customer troubleshooting tips that he or she may run into upon setup, how they could fix a simple problem they may run into. More importantly, it is always helpful to create a maintenance video that simply shows how to keep the product in its best condition or gives advice on how to avoid future dilemmas.
• Success Story (Case Study) Video- Nothing convinces a viewer more that you are a reputable and successful business then the accounts of those who have entrusted in your services and left satisfied. Upload video testimonials of happy customers. Use real customers and their first-hand experiences; they will carry more weight than text ever could. They will serve as a success story that highlights what your company provides. Think of them as an authentic walking and talking case study! Tip: Consider interviewing satisfied customers for video content to engage a conversation if you think your customer cannot sing your praises eloquently without some form of guidance.
• Video-Submission Contest- Sponsoring a contest is inexpensive and free publicity if your customers are submitting their video to you and posting it elsewhere on the web. Contests promote brand awareness and get video creators talking about your business. Even if you only have a few submissions, those video creators are spending time on your site and spreading word of mouth about their new project that they’re working on for your company.
• Man-In-The-Street Interview- Show real people and what they want, do or don’t like, how they’ve been treated by other companies, etc… transition to how your company can save the world! Just kidding, but you could switch over to showing how your business alleviates their previous struggles and satisfies what they’ve been looking for. Customers enjoy seeing ordinary people just like themselves incorporated into a video because it shows that your business aims to please the average Joe with cordiality as its primary concern.
• Event, Conference & Trade Show Communications- Show what your company does when its not servicing customers. Showing prospective customers how hard you work to research your area of business in order to stay ahead of the curve will show you are sincere about your business goals and prove once again that you are a real person selling a service or product—not a face-less website.
• Video Press Release- Have something new and important to say that you want to get out to your customers in a personable and quick way? Need we say anything more?
• Email Newsletter Video- Sending out a video to your email mailing list will help elicit specific conversion through a purpose-built video if you offer something in the video that the customer needs. You can track the responses that you get from whatever you offer in the video, and see how many people are watching what your posting, and how greatly the video has attributed to an increase in business.

 

2. If you post your video on YouTube, understand the power of demographic profiling. YouTube has analytic software that gives you invaluable data regarding who watches your video and what that viewer searched to come across your video. Small and large businesses can leverage demographic information from video statistics to better understand their customers in the real world. Not to mention, a YouTube video tells you and the customer how many times the video has been watched, which can entice the viewer to watch, and also help you better understand if the video is gaining success or hitting a plateau.

 

3. Encourage users to subscribe to your YouTube channel or company email newsletter at the end of your video. Take advantage of the fact that they are already interested in what your company does since they’ve clicked play and watched until the end of the video. Now, show them how they can stay connected to your company with special offers.

 

4. Think about posting or stating some type of promotion somewhere on your site, like “Print the step-by-step instructions for (whatever your video content is about) to receive 10% off our in-house evaluation by visiting www.mysite.com/youtube”. The customer’s action will translate into your value because a unique URL with the incentive of a discount equates to a measurable way to determine the success of your video.

 

5. Encourage a discussion—have someone in your company post a comment under the video to spark conversation. The more comments below a video, the more worthy of debate it appears, and the more important it looks.

 

6. PUSH PUSH PUSH! You ultimately want your video to be viewed by as many people as possible, because the more its viewed the more important it appears, giving prospective viewers the incentive to click “play” and learn more about your business. At some point in your video, market your company directly. After making the video, post it everywhere—your Facebook business fan page, your Twitter profile, your blog, your website, and any other social media network that you use.

Apple’s Thoughts on Adobe Flash

New open standards created in the mobile era, such as HTML5, will win on mobile devices (and PCs too). Perhaps Adobe should focus more on creating great HTML5 tools for the future, and less on criticizing Apple for leaving the past behind.

We have all been asking ourselves why Flash hasn’t been available on Apple’s mobile devices and when it will become available. The answer is in this article. I don’t know about you but it make sense to me. I also sense a little Adobe Apple tension.

Read the full article here

Do you let users post comments on your blog?

Webworkerdaily.com released a good article discussing the pros and cons of letting users post comments on your blog.

Read the full article here: http://webworkerdaily.com/2010/02/04/are-blog-comments-worth-it/

Advertising Tracking… Learn what works!

When your telephone rings do you know where the caller originated from? What campaign, what made them call and what is the probability they will purchase?

More than ever before, tracking advertising efforts has become incredibly important. In today’s economic times you do not have the ad budget to hope for the best. In general, advertising is very uncertain. You allocate funds where you *think* the best returns will be. However, you rarely know how many phone calls or website hits you receive from a single ad campaign.

New technology allows us to track our ad campaigns in a way that removes virtually ALL THE UNCERTAINTIES of advertising. If you know where your revenue is coming from you can better maximize the benefit from that ad campaign.

Imagine having a Google Pay-Per-Click campaign with 200 phrases. Your total budget is $1000 per month. You spend on average $4 per click and get about 250 clicks per month spread between 200 phrases. Currently you only know that the campaign gets clicks and brings traffic to your site – perhaps you track how many people submit email forms for more information. Ad Track allows you to accurately and effectively determine which of your 200 phrases are bringing the most phone calls that ultimately turn into sales.

After running the Ad Track system for a couple months you would have enough data to eliminate a portion of your 200 keyword list, freeing up more dollars for the phrases that produce sales. Imagine if your list went from 200 to 25 high producing phrases – you would now get almost 10 clicks per phrases (before you were getting 1.25 clicks per phrase). Where you were getting 1 phone call you could be getting 10.

What if you could track phone calls that originated from various Internet Marketing campaigns?

What if you could record the call to better anticipate and prepare for pre-sales questions, aid in sales training efforts and much more?

What if you knew 80% of calls from Google Organic lead to sales and 60% of calls from Google Pay-Per-Click lead to sales – or vice versa?

What if you knew phone book advertising only brings 10 calls per year and only 20% turn into sales?

We like to call it Advertising Accountability and Advertising Forensics.

The time is now to start strategically measuring the performance of virtually every advertising campaign you deploy.