July 12, 2017 72% of marketers are spending less than 15% of their budget on social. Are you part of that 72%? Facebook continues to lead the charge in social advertising, but there are many up and coming platforms that you should be paying attention to and adding to your marketing mix. Although many marketers […]
Barry Schwartz Barry Schwartz is Search Engine Land’s News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry can be followed on social media at @rustybrick, +BarrySchwartz and Facebook. For more background information on Barry, see his full bio and
Google menu list, Bing popular content & paid mistakes Read More »
Here’s a common scenario in the B2B marketing space: You’re a member of your B2B company’s marketing team. As part of that team, you’ve become accomplished in a variety of marketing channels, including email marketing, content marketing, organic search, trade shows and so forth. But your team hasn’t yet taken the company into the paid
5 common mistakes made by B2B paid search novices Read More »
Mike Grehan, chief marketing officer and managing director at Acronym Media, and chairman of Sempo – the global trade association for search marketers – has been on the marketing scene for over three decades. Talking to The Drum on what is next for search and his upcoming appointment as a judge for the Search Awards
When measuring the effectiveness of paid advertising, you’re often presented with an overwhelming array of choices. Where do you start, and which metrics should you focus on? What is your true north? In this article, I segment key paid marketing metrics into three different categories. Each set of metrics contributes to the funnel differently and
Seventy-four percent of consumers rely on social media to help them make purchasing decisions. And the influencers on social media are the ones affecting those decisions. Trust in brands is declining, while the power of influencers is on the rise. So why aren’t more marketers putting money into their influencer marketing programs? Many feel influencers
Should You Pay for Social Influencers? The Pros and Cons of Paid Promotions Read More »
No, “customer profiling” doesn’t involve mugshots or lineups. It’s your best best for figuring out who the heck your consumer is and how you’re going to find them. Takeaways Successful customer profiling goes beyond demographic data to include specific audience motivators and barriers. A how-to guide from our friends at Help Scout offers a road
How to Use Paid Targeting to Align with Your Customer Profiles Read More »
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Marketers say search engine marketing and social media advertising are the most effective paid channels for distributing content, according to recent research from Ascend2. The report was based on data from a survey of 243 marketers (57% work for B2B-focused firms, 27% for B2C-focused firms, and 16% for hybrid firms). Some 63% say search engine
The Most Effective Paid Channels for Content Distribution Read More »
One of my favorite aspects of SMX Advanced is the guarantee of emerging with a list of new tests to try out, along with pointers given by the industry’s top experts. SMX Advanced 2017 was no exception! Maximizing Performance With AdWords Campaign Drafts And Experiments Michael Elkins’ session, “Maximizing Performance With AdWords Campaign Drafts And Experiments,”
