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Efficient Frontier

Using Google’s ACE landing page testing with minimal risk

Digital Advertising, Digital Marketing · By Efficient Frontier On July 15, 2011 · Add Comment

In this month’s Search Engine Land col­umn, I take a look at using Google’s AdWords Cam­paign Exper­i­ments (ACE) for land­ing page test­ing. While land­ing page test­ing can be done in sev­eral clever ways in the AdWords inter­face, ACE makes it rel­a­tively easy to design, test and ana­lyze these tests.

http://​searchengineland​.com/​h​o​w​-​t​o​-​u​s​e​-​a​c​e​-​f​o​r​-​l​a​n​d​i​n​g​-​p​a​g​e​-​t​e​s​t​i​n​g​-​w​i​t​h​-​m​i​n​i​m​a​l​-​r​i​s​k​-​8​3​940

Dr. Sid­dharth Shah

Senior Direc­tor, Busi­ness...

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Efficient Frontier & Context Optional release first joint quarterly State of Digital Marketing Report for Q2 2011

Digital Advertising, Digital Marketing, Social Media · By Efficient Frontier On July 12, 2011 · Add Comment

Today marks an impor­tant mile­stone for Effi­cient Fron­tier and Con­text Optional with the release of our first joint quar­terly State of Dig­i­tal Mar­ket­ing Report for Q2 2011. While Effi­cient Frontier’s quar­terly reports have long been a trusted source of data in the dig­i­tal mar­ket­ing indus­try, we are excited to add even more valu­able insights to...

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June CPCs: Finance CPCs up 21% YoY while auto and retail sectors show slight decline

Digital Advertising, Digital Marketing · By Efficient Frontier On July 11, 2011 · 1 Comment

CPCs moved upwards in finance by 1.4% MoM, but were down by 1.8% and 2.1% in auto­mo­tive and retail cat­e­gories respec­tively. On a YoY basis, finance CPCs con­tin­ued to be up more than 20%. How­ever, the auto­mo­tive and retail sec­tors are see­ing a –6.8% and –6.1% decline.

Spoiler alert: Stay...

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Google+ — An Advertiser’s Perspective

Digital Advertising, Digital Marketing · By Efficient Frontier On July 1, 2011 · Add Comment

Search mar­ket­ing is unprece­dented in its effi­ciency. It makes it very easy for adver­tis­ers to build cam­paigns and deliv­ers excel­lent return on invest­ment. And among the Search plat­forms, Google is King. While one can argue the var­i­ous rea­sons why Google is the leader, the biggest rea­son is most peo­ple (80% as per our data) use...

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Efficient Frontier’s perspective on the Facebook ad marketplace on the Wedbush conference call

Digital Advertising, Digital Marketing · By Efficient Frontier On June 30, 2011 · Add Comment

Yes­ter­day, Justin Mer­ickel, our VP of Mar­ket­ing and New Prod­uct Development, joined  Lou Kerner of Wed­bush for the call, “Face­book: The State of the State.” Justin kicked off the call and was fol­lowed by rep­re­sen­ta­tives from Epic Social, 8th Bridge, and Crowd­star. The speak­ers focused on cur­rent cli­mate of Face­book adver­tis­ing, video, and gam­ing, and looked...

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Dining and dishing: We host our first media dinner where colleagues share insights on effectively marketing on Facebook

Digital Advertising, Digital Marketing, Social Media · By Efficient Frontier On June 29, 2011 · Add Comment

This past week, we had the plea­sure of host­ing what we hope will be the first of many inti­mate gath­er­ings with col­leagues and mem­bers of the press. It’s been a whirl­wind few months for Effi­cient Fron­tier, in no small part due to our acqui­si­tion of Con­text Optional, a leader in enter­prise social mar­ket­ing solu­tions. With...

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Catching the Wave: Tips for Maximizing Travel Seasonality

Digital Advertising, Digital Marketing · By Efficient Frontier On June 16, 2011 · Add Comment

It’s June, which means the sum­mer is here, which means it’s almost time to use up that sum­mer vaca­tion you’ve been stock­pil­ing. Yes!

But what does this mean for travel clients?

Here are three tips for mar­keters to max­i­mize des­ti­na­tion seasonality:

1)     Know Thy Spikes

2)     Know Thy Word Order

3)     Know Thy Betas

Know Thy Spikes

This...

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Social Ads – The Chicken or The Egg Dilemma

Digital Advertising, Digital Marketing, Social Media · By Efficient Frontier On June 8, 2011 · Add Comment

At Effi­cient Fron­tier, we’re pretty big believ­ers in the value of the social click on Facebook. Social clicks are clicks on ads that include a social endorse­ment from a con­nec­tion, and we’ve seen that clicks have grow­ing impor­tance on cam­paign suc­cess.  We’re also huge fans of Spon­sored Sto­ries on Face­book (we have all seven types inte­grated...

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Search Updates from Seattle — YaBing! Style

Digital Advertising, Digital Marketing · By Efficient Frontier On June 8, 2011 · Add Comment

I recently attended the Yahoo! Search and Bing Cus­tomer Forum in Seat­tle, WA, a pre­cur­sor to SMX Advanced. Rob Wilk, Senior Direc­tor, Account Man­age­ment, Yahoo! and David Ku, Cor­po­rate Vice Pres­i­dent, Ad Plat­form, Microsoft, pro­vided the open­ing remarks and called to order a day of  insight­ful presentations.

The first few hours included:

“Bing Con­sumer...

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May CPCs: Steady numbers across the board

Digital Advertising, Digital Marketing · By Efficient Frontier On June 2, 2011 · Add Comment

In May, CPCs increased by 3 to 4% in the Auto­mo­tive and Retail ver­ti­cals as Finance CPCs declined slightly by 4% MoM. On a YoY basis, how­ever, Finance CPCs are up 40%, indi­cat­ing the con­tin­u­ing strength in the sec­tor. We will report June CPCs when the sec­ond quar­ter rounds up.

Dr....

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