Call Tracking Enabled in Yield Web Marketing Suite

Marchex Integration Now Live and Available

This morning we officially announced the availability of a new call tracking feature in our Yield Web Marketing Suite for Advertisers and for Agencies through an integration with Marchex Call Analytics.  This is a feature many of our users have been eagerly awaiting so we’re pretty excited to announce that it’s live for all users.  For those who don’t know about Marchex, what this means is search marketers and their agencies can now track and optimize sales and conversions from search engine pay-per-click (PPC) ads or natural search results that lead to a telephone call as opposed to an online transaction.

For many of our users, a call to a telephone number is the conversion event inspired by their search engine ad or natural search result.  By integrating with Marchex, the leader in call…

The Positives of Being Negative

We are excited to announce that we just launched our patent-pending Negative Keyword Recommendation Engine as part of both the Yield Web Marketing Suite and Yield Web Marketing Suite for Agencies. This new feature is now available to all new and existing customers.

The Negative Keyword Recommendation Engine analyzes volumes of your historical traffic segmented by keyword, ad group and campaign. It then aggregates data based on common terms and uses sophisticated algorithms based on a variety of criteria including search volume, bounce rate and conversion rate to automatically recommend negative keywords for addition to each of your campaigns and ad groups.

While there are many facets of a search marketing campaign that are critical for success, many search engine marketers forget to pay enough attention to one of the most important aspects of their campaign. You launch your…

Evaluating Your 2009 Marketing Efforts

Now that 2009 is coming to a close in just a few short weeks, it’s time to develop marketing plans and budgets for the coming year. Before making any plans however, it pays to assess your 2009 marketing efforts – what worked, what didn’t, and what did you want to implement but never had the time or resources to do so.

We here at Yield Software are going through the same process – and it definitely takes more than one staff meeting or a “back of the napkin” approach! Here are some of the strategies we’ve used to help us make plans for 2010 and beyond:

1. Get your entire team involved

Small companies have one advantage big companies don’t have – the ability to hold company-wide meetings and solicit people’s feedback and insights. It’s best if you…

Funnel Vision

What Are the Most Important PPC Metrics?

Our current subscribers to the Yield Web Marketing Suite will see a new feature when they log on today: the new Yield Customer Acquisition Funnel.  This groovy new feature is a very visual way to instantly see how each of your pay-per-click (PPC) campaigns are doing.

We frequently get two key questions from folks regarding their PPC campaigns:

How can I tell if my campaign is doing well?

What are the metrics I should be paying attention to?

Depending on the campaign, the response is often not a simple one. And accurately concluding how your campaign is doing pivots off of what sort of results you want from your campaign.  Our system provides a variety of both simple and more complex reports to gain insight to these questions, but we heard from our customers…

Why the Cost-per-Click Metric Can Be the Wrong Metric to Measure

…and an Argument for Measuring CPA

My co-worker, Jenae, recently sent me this email:

“I can’t tell you how many calls I have with folks who are hung up on cost per click (CPC). It’s the main metric they focus on when they start to dig into their campaigns and what they think they want to use Yield Software to optimize. It takes me a couple of discussions and lots of detailed examples to help them understand that while CPC is a tempting metric, having a low CPC doesn’t necessarily translate into a successful campaign — especially if you want conversions or are more ROI-driven.”

Search engine marketing comprises a number of tactics – online and offline – including pay-per-click (PPC) advertising, organic search, branding, and the various methods used to funnel traffic to your Website landing pages.

Too…