Paid search has been an important channel in a comprehensive marketing strategy for years now. But we’ve also seen some major shifts in the way that PPC works, and as with most technological things, the pace of change isn’t slowing anytime soon. That’s why it’s important for marketers and business owners to be forward-thinking. Noting […]
The search landscape has always been one that is evolving. Right now the big discussion is around Google’s control on how much search traffic goes to publishers vs. stays on Google.com. This might end up being a really big point for Google when it comes down to challenging the long-held point of view that competition
Walmart made headlines last week by announcing that it would fold Jet.com into its Walmart ecommerce operations, less than three years after the $3.3 billion acquisition. But, in fact, a closer look at the performance of both sites’ leads reveals: This shouldn’t be a surprise, because this has been Walmart’s plan all along, and Despite
Decommissioning Jet: Two charts proving Walmart planned to ground Jet all along Read More »
One of the biggest advantages of running a paid search campaign is the ability to bid on keywords that would be difficult (if not impossible) for your website to rank for organically. The best example of this is bidding on competitors’ brand or product names. For example, if you’re in the athletic shoe/apparel industry, you’d
How to run a successful competitor-focused paid campaign Read More »
When you’ve worked in paid search for as long as I have, you’ve undoubtedly received emails from your clients that all go a little something like the one given below. Hi [insert your name here], Revenue is looking a little lighter than usual this month versus last year. What can we do to close the
Making the case for more non-brand funding in paid search Read More »
When you have a smaller digital marketing budget, every dollar counts, and you often need to get creative to make sure your ads show where you want. In this post, I’ll walk through a few important tactics to utilize if you are launching a new program or if you have an established program with a
Five things to do on a small digital marketing budget Read More »
As digital advertisers, driving strong performance is at the heart of what we do. But, what is the true goal of paid search ad copy? If clicks, conversions, and demand generation are what is most imperative to client success and satisfaction, do you really need fresh ad copy to accomplish these goals? At first glance,
There have been an abundance of hand-wringing articles published that wonder if the era of the phone call is over, not to mention speculation that millennials would give up the option to make a phone call altogether if it meant unlimited data. But actually, the rise of direct dialing through voice assistants and click to
Cost per leads (or cost per sale, cost per acquisition) is what you as an account manager are optimizing towards. You and your client have a set goal of what you think you can hit to remain profitable. You may also find yourself in a position where you are not hitting your CPL threshold and
Having worked across paid search strategies in all kinds of industries, you get to learn they all have their individual quirks: high CPCs, certain keywords that just don’t work, and other things that just drive you mad. When it comes to B2B and lead generation strategies that are no different, in fact, it’s probably a
