Cheryl does her best to read the minds of all online searchers day in and day out, ensuring each finds the product or service they need or in some cases don’t even know they need! An advocate of ‘thoughtless conversions’, she is passionately committed to providing searchers with effortless paths to their desired goals through paid and non-paid search marketing methods. ROI is her main motivator in the ever-changing, data driven world of online marketing.
She also has bragging rights as the longest standing Metric Marketing social committee member and not just because she had to fire the only other member for incompetency.
Her favourite takeaways from days 2 + 3:
Adwords + umbrellas (or shovels in Winnipeg):
Advertisers can use Adwords scripts to adjust bids based on the weather! In practice, if you sell shovels in Winnipeg, whenever it snowed, the bids on your ads would increase making your company more visible to more searchers at the right time.
‘Buzzwords’ are flying around here:
Using a set of rules to determine how you want to assign credit for sales or goal conversion. Google Analytics by default attributes credit to the last click. However, [...] Read more
DAY 1 - #CZLNY
Although not a shopping/pub crawl in Soho, still a very enjoyable day! Here are the blaringly obvious things I will be on the soapbox for…
Retargeting for brand awareness, conversion and upselling!
Attribution modelling. The last click didn’t do it alone. Don’t make uneducated decisions with your valuable marketing dollars.
Here are just a couple sound bytes…
- Segment, EVERYONE
- Consider the lifetime value of your visitors and upsell.
- Make sure all reporting in Google Analytics has dollar values in it.
- Measure macro and micro conversions. Buying cycles are not linear.
- Track all exit events. So a visitor doesn’t fill out your two question form on the way out, you’re no better off.
- Retargeting doesn’t stop at the sale, the message just [...] Read more
Like many other SEMs descending on New York this week for the ClickZ Live Search Conference, I am anticipating walking away with an arsenal of fresh ideas and new tactics I can dazzle my clients and team with. Look out ROI, I’m coming after you!
So, here’s what I’m looking forward to:
Old Friends Teaching New Tactics
It’s been 11 years since I attended my first SES NY conference. It would be hard not to meet a few new friends along the way. I was lucky enough to cross paths with @LaurenV a good few years back. This time around she will be leading the ‘retargeting’ workshop on Monday morning. Canne wait!
I have a few challenges in mind I’m eager to hear other search professionals take on. My sidekick Meghan will often hear me [...] Read more
Today is International Women's Day!
Having worked in an industry dominated by men for the last 10 years, I thought I would take the opportunity to acknowledge the many amazing women in the digital space and say thank you to some I've been lucky enough to be inspired by, engage with and be-friend during this time.
Lisa D Myers - Founder of Verve Search - Oh how far we have come from becoming aware of eachother through online channels to meeting face to face in the ladies washroom at the Wynn in Las Vegas. Do women really meet any other way?
Julie Joyce - Owner of Link Fish Media - It's been soooo long since that Bavarian Style Pubcon Networking Event at the Hofbrauhaus! I'm sure rocking out to some of our fave tunes at a dodgy bar is in our near future.
Jill [...] Read more
For those of you that couldn’t be with us Tuesday for our Google Engage Connect Event, here are some of the highlights...
I'll throw one of my first personal highlights into the hat first, it was when the livestream music started during our sales director’s welcome speech, it was reminiscent of the Oscars... there’s the music; you’re done Kevin; yep, Kevin, wind it down; your time’s up; etc. He took it well.
The first speaker via YouTube livestream, was Lisa Gevelber, Google’s VP of Americas Marketing. She spoke about how the world is changing, specifically how people are interacting with eachother online and with brands.
Marketing has changed from a family gathering around the tv to a family gathering around the entertainment system, with [...] Read more