2012-04-02 – 6:12 PM / ET: Lopez Negrete Communications consigue un doble logro en la entrega del Premio Ogilvy de la ARF en 2012
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I haven’t spent much time on offering resources on my blog lately, so here are some nice ones about SEO en Español.
I also must say that these sources come from Bill Slawski on SEOMoz. gotta get my sources in!
I used to be fond of cookies. In fact, when I was in elementary school, I would trade an entire lunch for someone’s cookie, confident that I had just duped them into taking my icky meatloaf in exchange for a little piece of heaven. That would explain the onslaught of dental visits before I was even 10.
Fast forward a couple, maybe 3 decades, and here I am loathing the little suckers. What cruel joke made someone give such an endearing name to the most annoying technical issue I deal with on a daily basis? By definition, a cookie is a small text file of information that certain web sites save onto a user’s computer while the user is browsing the Web site. A Cookie can contain information such as user ID, user preferences, archive shopping cart information, etc. …
Now the cookie really isn’t what I hate the most, but it is guilty by association, because I need it to work with pixels, my real nemesis!
What is a pixel? It is a small piece of HTML code which is placed in the advertiser’s confirmation page. This causes a clear, single pixel GIF image (1X1) to be loaded by our servers and count the action if a corresponding tracking cookie exists on the visitors computer. In other words, pixels and cookies, together, allow us to record actions like sales, leads and clicks that need to record to establish online campaign metrics.
For the past 7 years or so there hasn’t been one day that has gone by that I haven’t been asked things like:
Did they place the pixel right?
Send me the pixel.
The pixel didn’t fire, where is the source code?
Will your pixel fire mine?
The list goes on, and those of you who know what I am talking about get it. It is the most loathed part of my day, because, in reality, anyone can troubleshoot it and there are only so many things that can affect it, usually something ridiculously easy that was overseen by the very same people who deal with them daily, including myself.
Nuff said. I also love them, because without them, my business would be VERY different.
My point is, I miss cookies that are soft, moist and have lot’s of chocolate morsels. There really was no need to associate them with technology.
We all hear it, whether from an affiliate or a client or a colleague. The solution to all CPA woes, “The offer is not working. Raise the payout.” While raising the payout is sometimes inevitable, it does not always ring true as the solution. Testing an offer is incredibly essential and something that is so overlooked, I”m surprised how some companies make it. There are so many variables including email from lines, subject lines and creative, banners, landing page optimization, upsells, reg-paths, follow-ups, and the list goes on. Sometimes, the cheesiest email creative can yield the most amazing results. Likewise, there are times when the creative must be extremely sleek and toned down. There is no one-size-fits-all solution, although the general rule is that creative needs to be associated to the target audience. Moms will respond better to an image of a family and 18-24 boys are a shoe-in for scantily clad women in provocative poses. It is what it is. Before you make a definite decision about the performance of an offer, all of the creative pieces should be tested with several versions to see what is most effective. Saying the payout is the only thing that can make an offer better is just oversimplifying online marketing.