1. Seven Deadly Sins
Of Digital Marketer
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2. I want to sell
everything in one
copy
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3. What fails your search
advertising?
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4. PPC Text Ads
Specification
15 Chinese characters in
1 the title
38 Chinese characters in
2 the rest of the ad texts
35 single-byte characters
3 URL
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5. Q
CPC CTR Score
Ad1 $1 0.02% 0.02
3
Ad2 $0.8 0.05% 0.04
2
Ad3 $0.5 0.1% 0.05
1
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6. Q
CPC CTR Score
Ad1 $1 0.02% 0.0002
3
Ad2 $0.8 0.05% 0.0004
2
Ad3 $0.5 0.1% 0.0005
1
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7. I never understand
my web analytics
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8. Web Analytics
Do you want the number?
Or do you want the
answer?
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9. Dimensions
and
Segments
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10. A dimension is a fact of a page
in your website.
Views
Action
Visitor Type
Country
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11. A dimension is an attribute of
the visitor(s) to your website.
Keywords
Pages Visited
No. Of Visits
Country
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12. A segment contains a group of
rows from one or more
dimensions.
Dimension Condition
Shanghai Region matches exactly Shanghai
Time >30 Time spent on site greater than 30
sec.
Bounced visits Bounces rate is less than 50%
Page Depth >3 Page depth is greater than 3
t.sina.com.cn Source contains t.sina.com.cn
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13. Global Analytics Benchmark
Metrics
Conversion Rate: First Time Visitors 2.7%
Conversion Rate: Repeat Visitors 1.8%
Conversion Rate: Keywords 2.5%
Conversion Rate: Emails 3.2%
Conversion Rate: Affiliates 8.4%
Average Session Length (pages) 9.9
Average Session Duration (min) 4.6
Average Page Display Time (sec) 3.9
Average Page Read Time (sec) 21.5
Cart Abandonment Rate 72.4%
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14. I want to collect
everything in one
shoot
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19. Other
Considerations
Layout test, try flipping the entire
1 page.
Copy test, try bolding and
2 italicizing keywords and headings.
Color and font, you’d be surprised
3 what a font can do to incite mood
4 Incentive, Privilege, Limited Offer
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20. I hate people give me
negative comment
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21. Social Media change
journalism.
Communications become
faster and more visible.
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35. Search marketing is
not about how many
people are searching;
it is about how much
information that
people can find with
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36. The value of the
information on
the web
basically
comprises 2
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37. Relevancy
and
Popularity
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44. 1 Baidu is not for export
B2B.
Taobao.com accounted for
2 80% of China’s e-
commerce market in 2010.
Taobao has better
3 accuracy for indicating
consumer trends.
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45. I am the best
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46. What is
usability?
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47. It is the answer
for user patience.
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48. Google; 0.5 second
1 slower resulted in a 20%
loss in advertisement
revenue
Yahoo; 0.4 second
2 slower resulted in a 5-9%
user loss before
complete page loaded
Amazon; 0.1 second
3 slower resulted in a 1%
customer loss
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49. Less thinking, Less
frustration
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50. More about them, Less about
us
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