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Understanding the Underbelly of Online Marketing & Why You’ll Lose if You Don’t

Both Sides of the Table

If you’re a technology startup you need to excel at product, of course. SEO / SEM are promotional techniques for marketing through the Google distribution channel, which have yielded huge benefits to many companies – Yelp being a prime example. Of course reciprocity matters so they would all leap into action.

Marketing 379
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Announcing a Deal I’ve Wanted to Talk About for a Year

Both Sides of the Table

For Ethan it came down to two companies – BuildOnline or Google. ” I proclaimed to Ethan, “Google is at $400 / share. ” So Ethan went to work as a product manager at Google Video. When Ethan was considering leaving Google we talked about it. “No choice at all!”

CTO Coach 359
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Why Misunderstanding Startup Metrics Can Cost You Your Business

Both Sides of the Table

And even when calculated correctly often CAC’s are assumed to be constant but of course they’re not. So if you paid $100 for a customer who converted via a Facebook ad or Google search ad (SEM) that is not your CAC. Of course this is an imprecise science which is why you measure both methods.

Metrics 150
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Sales Kids With Grit – Web 2.0 Paper Routes

InfoChachkie

Search Engine Management (SEM) – Search marketing can be performed by anyone with a rudimentary understanding of Google AdWords. The key to effective SEM is diligent and vigilant review of the keywords and their respective effectiveness. . John is a CPA and holds an M.B.A. from the Wharton School.

Web 2.0 222
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Advertising Wants to be Measurable – An Investment Thesis

Both Sides of the Table

By now we all know that the largest part of the online spend has been SEM (search engine marketing) where people buy CPC (cost per click) links to display alongside the “organic&# search results in the search engine. But of course Google eventually became the massive winner in this category.

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How Startups Can Use Metrics to Drive Success

Both Sides of the Table

You’ll have no idea when you’re off course. How many through SEM? per click on an SEM basis this is NOT your cost to acquire a customer – you need to add conversion rate. of the people who click on Google paid links then your true cost to acquire is actually = $12 ($1.50 / 0.125). How many adds came through organic SEO?

Metrics 346
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How to Decrease the Odds That Your Startup Fails

Both Sides of the Table

In our industry we call that a TAM (total addressable market) and I’m sure you can even Google methods for calculating a TAM. If you look at the structure of the travel industry above – of course we know that the hotel industry is fragmented while the airline industry is reasonable consolidated. Let me be very direct.

Startup 150