Google Analytics Goal Value

Goal Value: The Most Underloved Metric in Google Analytics

There are many KPIs and metrics available that people use to measure digital marketing success. I consider many of them to be useless in determining whether anything is going right. Does a high number of pages views or sessions mean a site is great? Not really. I would gladly take a site with 100 views…

Cost CPL with Conversion Optimization

Use Conversion Optimization to Lower Your School’s CPL

Many students complain of increasing tuition rates for higher education. Many marketing managers for higher ed institutions complain about the rising cost for paid search (PPC) and overall cost per lead in their highly competitive industry. This raises a couple of questions: “Why is PPC for higher education so expensive?” and “What do I do…

Targeting Your High Tech Competitors Branded Terms with Paid Search Blog Graphic

Targeting Your High Tech Competitors Branded Terms with Paid Search

Targeting of competitors names and products with paid search campaigns is a commonly employed strategy for High Tech Businesses in Niche Markets. If implemented haphazardly, this practice can result in extremely poor performance and exceptionally high costs. On the other hand, if implemented with great care and a strong competitive strategy these campaigns can be…

Marketing for Startups Part One Blog Graphic

Marketing for Startups – Part One: Market Penetration

My experience in helping startups with their digital marketing strategies has shown me that business needs and goals change drastically as a startup matures.  As a marketing consultant, my strategy has to accurately reflect those needs in order for the investment in Wakefly to provide full value to my client. In order to more accurately…