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Why Steve R Gibson would make a valuable contribution to Skinit.com

Steve R Gibson as SEO SEM Manager for skinit.com

 

  1. How, Where, How Much you have increased sales and conversion through SEO/SEM?

Lexingtonlaw.com

  • Increased sales 200% through the use of PPC (SEM) marketing with Google, Yahoo (Overture) and other PPC devices.
  • PPC (SEM) became 70% of our online marketing expenditure.
  • Daily spend on PPC (SEM) was approximately $5000 a day between all networks.
  • Increased conversion rate by 5% with Google and 7% with Yahoo (Overture)
  • Achieved and maintained a Cost Per Acquisition (CPA) of $35.00. Previous CPA was $70.00.
  • Developed and managed over 10,000 key terms (exact match) across multiple PPC networks.
  • Maintained top positioning in a fiercely competitive market where key words/terms averaged $5.00 to $15.00 per click.
  • Achieved top natural search rankings for high performing, competitive keywords on Google and Yahoo.
  • Developed and moderated display and banner campaigns that met or exceeded CPA requirements.
  • Optimized website architecture, landing pages, lead collectors, visitor flow, check out process, faq’s, and other site functions and content via in depth analytics monitoring and testing.

UpperDeck

  • Increased online conversion rates to e-commerce store by 8% in the first 3 months of optimization.
  • Managed key word/term campaigns on Google, Yahoo and MSN for multiple and diverse product lines including:
    • Sports related (NFL, NHL, NBA, MLB, Golf, Boxing, UFC)
    • Entertainment related (World of Warcraft, Jonas Brothers, Marvel)
  • Maintained a variable CPA for a diverse range of products that were priced from $10.00 (Cards) to $10,000 (autographed Jordan, Tiger, Kobe items)
  • Developed a flexible and fast online marketing strategy that increased or attenuated our PPC spends and key word/term positioning based on variables such as:
    • Team winning or losing.
    • Particular players performance (or lack of).
    • Awards or recognition given to players (Jordan, Lebron, etc…)
    • Scandals or negative PR (Tiger, etc)
    • New movie announced (Marvel – Iron Man, X-men, etc…)
  • Developed SEO strategy that included blog development and content (http://upperdeckblog.com/), Play Marvel (http://www.playmarvel.com/) and others.
  • Increased SEO positions on hundreds of products and product category key word/terms on Google, Yahoo and MSN (Bing)
  • Set up and managed PPC campaigns on Facebook for products, players, categories and promotions.
  • Orchestrated, developed or managed most social media efforts in conjunction with department heads and product managers.
    http://stevergibson.com/2009/12/14/upper-deck-social-media-ranked-1/
  1. Where, When have you built, managed, optimized, reported results on large PPC campaigns?

 

  • Lexington Law 2001 to 2006
  • Upper Deck 2008 to 2010
    • Contractual Positions (Not quite as large in terms of spend)
      • Special Ops Paintball
      • POW (Stan Lee)
      • XtremeFit and Krav Maga USA
  1. What is your experience with third-party PPC bid-management applications? Which ones?

I have utilized multiple PPC bid-management tools over the course of my career. There is a vibrant debate within the community concerning the effectiveness and level of control bid tools deliver. In the early days of PPC (Overture), bid management tools were the only way to go unless you had a large and well trained staff.

At present, I believe bid management tools are effective as part of your arsenal but should not be relied on completely for positioning. The most significant and actionable data bid tool delivers are metrics across multiple campaigns, accounts and ad groups. This is data that you can only get through the use of a bid tool or PPC monitoring tool as it pulls and interprets data from different networks.

Some of the bid tools I have used are:

  • Bidmax
  • Omniture (primarily for monitoring)
  • Searchforce
  • Acquisio (briefly)
  • KeywordMax
  • Clicksweeper
  • A half dozen others that have been bought up by other companies or closed.
  1. What is your experience with web analytics?

I have extensive experience with web analytics, data mining, pattern recognition, website analysis, business performance metrics, trending reports, click stream paths, visitor insights, site experience improvement, segmentation, filters, demographic relevance, attribution analysis, automation, A/B testing and so on.

In my view, analytics are the most important aspect of any online business.

Some of the analytical tools I have used include:

  • HBX
  • Omniture
  • Social Sphere Analytics
  • Clicktracks
  • Coremetrics
  • Google Analytics
  • Yahoo Web Analytics
  • Comscore.com
  • Nielsen NetRatings
  • Quantcast.com
  • Compete.com
  • Hitwise
  • Microsoft adCenter Analytics
  • Web Trends

Most of the above are great tools and will deliver a mountain of data. I am a proponent of focusing on actionable insights. In other words, data that can be tested and optimized to increase sales.

I have worked in and with organizations that spent hundreds of thousands on analytic tools and services but were focused on data collection/reporting instead of optimization. The most significant increases I have achieved have came from refocusing teams/companies on finding insights they can test, measure and optimize.

  1. Have you managed in-store search? Where?

Yes:

The best reference I have ever received!

  • What was the nature of your relationship with the candidate/consultant at your Company?

Steve pioneered our affiliate marketing back before “affiliate marketing” really existed and I’m pretty sure that we were one of the first companies to capitalize on the use of affiliates.  Without a doubt, Steve made our company many millions of dollars and set us up to go on to dominate the affiliate marketing channel in our industry to this day.  Today, our company is a roughly $20 million enterprise, based almost entirely on internet marketing.  Since leaving us, Steve has served as a regular consultant  on internet marketing channels such as social media marketing.

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Confucius

“By three methods we may learn wisdom; First by reflection, which is noblest; Second by imitation, which is easiest; and third by experience, which is bitterest.”

Alaska Malamutes

amplogo

Large Dog Breeder located in Alaska specializing in Giant Malamutes.

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Sunrise Balloons

sunriseballoonslogo

Ongoing Project 2007 – Present

Developed website and multiple marketing avenues.

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UpperDeck

upperdlogo

SENIOR ONLINE MARKETING MANAGER , 2008 – 2010
UPPER DECK – Carlsbad, California

Built and maintained all online marketing strategies. Managed a staff of 5 in development of online presence, marketing plans and revenue goals.

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Seth Godin – This is broken

Excellent presentation by Seth.

Seth Godin at Gel 2006 from Gel Conference on Vimeo.

How has social media and Web 2.0 changed the media landscape?

twopaths

I was recently asked to briefly describe how social media has changed the marketing and advertising landscape. It’s an interesting question and I am glad that companies are starting to ask it.

The advent, adoption and use of Social media has created a new breed of professional consumer (Prosumer). People are empowered to research, share, opine and express. This creates a new challenge for traditional media and PR methods.

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Progress of Communication

wildlife-monkeys-hear-no-evil-see-no-evil-speak-no-evil

Where do we go from here?

Speech gave us communication.
Language gave us structure and identification.
Writing gave us a the ability to transfer knowledge through time.
Printing made the whole thing faster and easier.
Computers gave us non tangible data.
The Internet gave us access to just about anything.
Social networking gave us community and the ability to share.

Mobile gave us “Now”

Whats next?

How to Set Up Twitter Correctly


Thanks to MaryEllen Gibson and all the folks at micro-Business Fanatic.

Smart Idea

Buy and sell Gift cards.

Cardpool is a service that lets you buy gift cards for up to 30% off or sell unwanted gift cards for cash. All orders and transactions include FREE SHIPPING and are covered by our extensive Purchase Guarantee Program.
How does this work?

Cardpool connects the millions of gift card holders around the world to create a marketplace where customers can buy, sell, or trade their gift cards safely and securely. By gathering all the buyers and sellers in one place, Cardpool helps everyone get exactly what they want, whether its a discounted gift card or simply cash.

Check it out at http://cardpool.com/?fp=5d39ef
I strongly suspect we will see many more sites like this.

Smartphones will shake up paid content debate.

Saw this coming as did many others. Sooner than I thought (this year) and very impressive. I think I spend more time on my mobile (iPhone) than I do on my Mac or PC.

—

(Reuters) – Media companies longing to bring a paid-for culture to the Internet might just get what they want if they pay more attention to the smartphone revolution that is changing the way people access the Web.

Read all about it here.

http://www.reuters.com/article/idUKLDE6291AB20100311?type=companyNews&symbol=AMZN.O

Independence and Liberation (3/3)

Today is a day of liberation in several countries and for thousands of people around the world.  Particularly of those in bondage, repressed or under siege.

  • Tsar Alexander the 2nd emancipated the serfs in Russia in 1861.
  • The United States banned the importation of slaves in 1807.
  • The Austrian Civil war ended in 1409
  • The University of South Carolina opens to all races.

We always have a choice in life and it typically comes down to  “one or the other”

Go or Stay – Live or Die – Surrender or Take Stewardship

No matter the odds! Whatever the challenge! To take a stand and say “No More!”

That is real bravery! It is uncommon. It is for but a few. A happy few!


Island Adventure Fitness Hawaii Trip

Whoa! This was an incredible vacation/work trip/exploratory/research assignment.


I got to go as part of the team but you could actually win this trip by registering (for free) with micro-Business Fanatic!!!


Powered by Whrrl



Thank you Jayson Orvis of www.microbusinessfanatic.com.

Doubly Disturbing Also Viewed.

Check out the “Hug Me Pillow” at Overstock


Yes an Arm/Torso pillow is a great gift for lonely women or people really into slasher flicks. But here is the interesting part. Look in the bottom right under (also viewed items) and you will find the Ex 5 piece Knife set.

What does this tell us about cross marketing, analytic modeling and pattern development online? What can we conclude about the shopping preferences of people into half torso, arm pillows? It stands to reason that other pillows would be “also viewed” but why the knifes and more specifically, why the knife set sticking through a man shaped holder?

Yea, it’s funny. Its way funny. It’s also a great example of what I call Pre-search. Any online store that shows “also viewed” items is a great place to start your marketing research.

Lemonade

Excellent Short Film.

Do what you love. Follow your passion.

Dogs earthquake sense

Is this evidence of a dogs heightened senses.


God bless and look after the people of Haiti. Please consider making a donation. Here is a list of organizations.

Google Docs and Common Craft

puzzle

Today’s post is all about two things l use and love.

I love Google Docs and I use it for just about everything. It has more or less replaced MS Office for me. My favorite and most used feature is collaboration. I can create a document or spreadsheet and collaborate with others. I can allow them to edit and view or just view. If I allow them to edit, I can track all changes either of us has made. It’s extremely useful for project management, working with clients, scripting a story, drafting post and anything that benefits from collaboration.

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Lexington Law

lexlaw

DIRECTOR OF ONLINE MARKETING, 2001 – 2004
LEXINGTON LAW FIRM CCS – Bountiful, Utah

Developed and managed all online marketing directives including pay per click, organic search, site design, content development, marketing channels and online media buys.

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Winfire

WinfireLogo-210x50

DIRECTOR OF ONLINE SALES & MARKETING
1999 – 2001 WINFIRE – Irvine, California

Created strategic teams and internal business units to innovate, research, build out and execute marketing functions. Established and managed marketing administration group comprised of department managers and team members.

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