More speaking Gigs. Next Tuesday, March 18th, for the U.S. Bancorp Piper Jaffray Search Symposium: 2003 and Beyond.



Normally I'm sharing SEM and SEO tips with marketers, this time the audience is analysts, investors and other interested parties.

COOL!

Today I have the opportunity to speak at the Direct Marketing Club of NY's lunch event on search engine marketing. I love the speaker circuit ;-)

Jerk DeJour.

One of my insurance industry clients coined this great phrase for the dumb advertisers that sign up for Overture and then stick all their listings in top position till they figure out there is no way they can convert business at a rate to justify that price.

In some industries there are more Jerk DeJour's than others. Imagine some mid-sized organization's marketing manager discovers paid search, signs up for Overture and $15,000 dollars later realizes they made $2567 in revenue from the media spend. It's sad.

However the larger businesses are not immune. Some of them start to act like the Jerk DeJour when they have a position-focused campaign. They have deeper pockets and so may burn cash a lot longer.

So, if you are wondering how to track your Google Adwords content inventory and distinguish it from your pure search traffic, there is a way. Let's hope you are running a log analysis program. Look for googlesyndication.com in your referrer portion of your log file and that will be your content originated traffic. Then you can measure it to see how it converts and behaves.

I covered this in my marketing zine.