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Web Advertising & Google Analytics

Friday, 15 January 2010

Joel's musings.

Did you know that only 28% of websites make use of Google Web Analytics!? To be completely honest, when I first saw this figure, I was barely surprised. It seems there are very few businesses who see the value in web analytics.

Let me briefly explain. Without Google Analytics and Conversion Tracking, you are essentially bringing traffic through to your website, crossing your fingers, and hoping you may receive emails and phone calls. A bit like operating a checkout register and serving customers blind folded. Google Analytics allows all your advertising to be measured and optimised based upon the results achieved.

Here are a few questions which you, or your web advertising manager should be able to easily answer:

How did customers find my website? What percentage of traffic came through from Google? How about the Yellow Pages?

How much time did customers who came through to my website spend there?

Which Google keywords keep people on my website for the greatest amount of time?

What pages within my website are most popular?

What page on my website do the greatest number of people leave from?

What times of the day does the greatest number of customers come and look at my website?

What countries and states does traffic come from?

All this analytical data allows more informed advertising decisions to be made, and ensure that highest ROI is being achieved.

Here's the article from factual.com (http://blog.factual.com/very-large-websites-table-now-on-factual)

Like most respectable geeks, we at Factual get pretty excited about data. And sometimes we get so excited about something that we want to make sure our data geek brethren are aware of it. Today we have something that falls into that category. CommonCrawl.org, a non-profit web crawler, provided a data set of about 4 million websites (primarily hosted at Top Level Domains as well as some popular subdomains) with 30 various attributes. That's about 350MB -- not a shabby corpus of data to be made available to the public. The attributes on these 4 million websites include information on what's on the page (i.e., “contains a Twitter link”), what technology was used (i.e., "server"), and what crawling rules are set-up (i.e., "excludes GoogleBot"). The websites come from the CommonCrawl repository, which consists of over 3 billion URLs, and is a reasonable representation of the Internet, not to mention an interesting slice of what's happening on the Web.

A couple of interesting things we noticed were...

28% of websites have Google Analytics –- pretty impressive, while 12% of the sites have AdSense. (Side note: we're using the count of GetContentResults=Http-200 for the denominator, since it's not fair to count the sites that CommonCrawl was unable to get content from.)

5% of websites have a Twitter link and 5% have a Facebook URL, yet only 2% have both a Twitter and a Facebook URL. It'll be interesting to see how this changes over time.

The top five versions of Apache discovered are 2.2.11 (210,984 instances), 2.2.3 (200,065 instances), 1.3.41 (168,660 instances), 2.2.14 (166,644), and 2.0.52 (97,004 instances).

A bunch of very long names had enough linkage to get included in the crawl. Here's a fun one: http://iwillusegooglebeforeaskingdumbquestions.com/. Apparently they don't use Google Analytics.

You can check out the specific regular expression list on the table, just click on the "Discuss" tab. If you have any suggestions or see something wrong, chime in on the thread and let us know!

Since this data set is now on Factual, it is open for the world to share, collaborate, and mash. That's how our data sets roll! However, unlike most of the tables on Factual, this table is read-only, meaning cells can't be edited by inputting new data. Since this is CommonCrawl's analysis, it made more sense to place restrictions on who could change/add to the data.

Of course, there's still plenty of things you can do with the data. And if you want to join or merge data from another table to this one, this won't impact the original table; you simply have to do a "save as" and effectively fork it. However, if you do this, we suggest that you mention it as a thread in the "Discuss" tab. That way the community can track the various related data sets.

All of the data is available through the Factual API and anyone with some programming skills can build innovative apps on top of this table and/or any related ones. The sky's the limit. Indeed, as large as this data set already is, this is just the beginning of life for this table. Hopefully we'll see it grow and improve, and potentially power exciting products.

We believe that open and collaborative data is not only important unto itself, it also drives innovation. Removing the hassles associated with data licensing and data curation (verification, de-duping, updating) can free folks to concentrate on building the apps themselves. Perhaps over time, developers will see data as another layer in the open solution stack. Like the other open software elements in the stack, if others give back to the community, the resources can multiply and quickly surpass closed enterprise versions.

When we shared it with Creative Commons, their CTO Mike Linksvayer emailed us this response: "I am wildly enthusiastic about collaborative, web-scale analysis of the web itself, which is likely the best path to a more complete understanding and appreciation of the impact of Creative Commons. CommonCrawl and Factual are each extremely interesting in this regard, for providing web-scale data and a unique take on collaborative data curation." We couldn't have said it better ourselves.

If you have any suggested attributes or just general questions on how you can use the table, feel free to start a thread on the Factual Developer Google Group.




Online Ads Work Wonders, Research Finds

Wednesday, 9 December 2009

Online advertising is an effective tool in raising brand and industry awareness and influencing consumers purchase behaviour. The Google Content network provides huge potential for businesses to reach prospective customers and clients before they even begin to run searches for specific keywords, by allowing text and image ads to be contextually targeted into traditional online content. These ads are relevant to the content and can be displayed on news stories, speciality and niche websites, forums, and social networking sites through the vast network of Google Advertising partners.

Have a read of the article below from the SMH (or visit the link below).
Online ads work wonders, research finds.

PAUL MCINTYRE
November 13, 2009

http://www.smh.com.au/technology/biz-tech/online-ads-work-wonders-research-finds-20091113-idmn.html

YOU might think all those online ads you thought you never noticed are never noticed but new research is forcing even the experts to think again.

According to a study of 100,000 Australians by Nielsen Online, a surprisingly high number of users can recall online ads and admit they are more inclined to buy those products.
But, in a strange twist, people who were unable to recall an ad, despite Nielsen knowing they had seen it using its online tracking technology, are equally influenced with their buying patterns.

"That's a real positive," said Nielsen Online's research director for the Asia-Pacific, Tony Marlow. "It means you can get your message through to people without being intrusive or annoying."

The figures from Nielsen show a third of online users who have seen an ad are able to recall it when asked, a result other researchers say is surprisingly strong.

"That's a bloody good result if it's delayed recall," said Brian Fine, the chairman of STW's Online Research Unit. "If there's a 24-hour gap between when the person saw the ad and they were asked to recall it, that is a lot higher than TV but not as high as cinema. If there is no time gap then it's like sitting someone down in a shopping centre, showing them a TV ad and then asking if they can remember it."

Mr Marlow said the time delay was "completely random", meaning respondents could be asked within three minutes of seeing the ad and up to three months later. "The [time lag] mix is all weighted," he said.

Whatever the research complexities, the online industry is already looking to exploit the favourable findings with a renewed assault on rival media sectors for a higher share of the $12 billion advertising market. The Interactive Advertising Bureau's chief executive, Paul Fisher, said the online advertising industry had doubled its market share gains against other media sectors in the first six months of this year to 14.5 per cent and could top 16 per cent for the December half.

In the six months to June 30 last year online publishers took 11.9 per cent of total advertising spending in Australia, Commercial Economic Advisory Service of Australia said.
"This is only going to accelerate the fact that online is one of the most effective advertising platforms," Mr Fisher said.

http://www.smh.com.au/technology/biz-tech/online-ads-work-wonders-research-finds-20091113-idmn.html



Google Keywords Unlock Sales

Monday, 24 August 2009

Business owners are increasingly becoming aware of the importance of exposure on Google, and how this translates into sales, even for business owners who don't use the internet regularly themselves. Here is a recent article from the SMH (please see below for the full link).

Google keywords unlock sales

Julia Talevski - June 30, 2009

Advertising is a key part of many small businesses, particularly when, like catering company On Tap Beverage Catering, a business operates in only one sector of the market.

The mobile beverage caterer has seen most of its advertising success derive from the online space, predominantly through Google AdWords. The company has two full-time staff and more than 100 casual bar staff.

Owner Drew Davies spends all of his marketing budget online and worked with a Google AdWords company to develop his company's online marketing campaign.

"We're in a bit of niche spot in the market, Davies says.

"We run bars for events, and go to unlicensed venues such as people's homes, workplaces, surf clubs, beaches, parks and other venues.

"I purchased the business in 2006 and have put a lot of time, effort and money into it.

"The results so far have been really good; it's grown at a really high rate."

"The traditional telephone directory books are getting a bit old these days and people need a quick answer.

"They're going to the internet, Google and the like, to search for services," he says.

To help keep in contact with past clients, Davies also sends out electronic newsletters.

When Davies first ventured into online marketing, there was a bit of trial and error involved with getting the key search words right.

"You can't expect results to happen. You've got to test those key words, see if your market is responding to them and then just keep changing, to try and improve the key words until you're happy with it," he says.

Businesses considering stepping into the online marketing space should work out who their target market is and try to find out if the market is going online to search for the business, Davies advises.

"It's really important to have a presence," he says.

"Just test your key words and put yourself into your client's head to see what they would type in. The results will come after a bit of time."

For the full article, please see: http://www.smh.com.au/technology/biz-tech/google-keywords-unlock-sales-20090629-d2g9.html



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