Archive for 'PPC'

Jul31

Kyle Grant

3

PPC Best Practices (Part 3 of 4)

This is the third installment of the 4-part series on key PPC best practices (PPC Best Practices Part 1, Part 2). So far we’ve introduced the basics in the planning and measurement involved with the setup of a PPC campaign in addition to conversion path analysis. This week we’ll get into testing, demographic targeting, and vertical engines. Don’t Guess… Test With a PPC campaign, testing is the campaign manager’s best friend. Testing is a constant, iterative process that must be followed to refine the effectiveness of your Search Engine Marketing (SEM) campaigns. Multivariate testing can be as complex as developing [...]

Jul30

Jody Nimetz

3

PPC or SEO: Which Should You Invest Into First?

Article wriiten by Jody Nimetz and Kyle Grant While attending the SMX Advanced Tradeshow in Seattle a great question was asked and sparked an interesting debate: “Where do you invest your first marketing dollar? In SEO or PPC?” This is a very interesting question and not an easy one to answer. The answer basically comes back to performing a gap analysis. A Gap analysis is simply a measure of where you are now and where you need to be. Looking at your campaign objectives and goals we can easily determine what your end goal is. What is it that you are looking [...]

Jul23

Kyle Grant

4

Key PPC Best Practices (Part 2 of 4)

Last week, I started wrote a post on some of the key PPC best practices (Go to Part 1). This is the second installment of the 4 part series.   Plan to Measure; then Measure the Plan As you move forward with your PPC campaign, ensure you are able to effectively measure your KPIs through your analytics tracking. With several of our clients, we are using keyword-level ROI to ensure we can accurately spend the budget where we are making the highest returns. This measurement includes being able to merge data from several sources in order to accurately measure the [...]

Jul15

Kyle Grant

4

Key PPC Best Practices (Part 1 of 4)

Stop Thinking PPC, Start Thinking Consumer-Initiated Marketing Over the past year, several new options (and the list keeps growing) have been made available for online advertisers to create more sophisticated online marketing campaigns. We’ve seen the implementation of display advertising through Pay Per Click (PPC) providers as well as a significant movement towards local and mobile advertising. This movement in the market represents a paradigm shift, from simply a PPC-focused strategy, to thinking about all the channels associated with consumer-initiated marketing conversations. Several of these options include display advertisements, paid inclusion, local listings and Pay Per Action (PPA). With each [...]

Jun13

Karl Hourigan

0

Instant Noodles, Burnt Pot

  What’s the best thing about instant noodles? It’s that they’re instant. Would you still like them if they took all day to prepare? Probably not. But we love instant noodles because they’re quick and they’re satisfying. Sponsored search, aka PPC, can be kind of like instant noodles, too. You can get satisfying results fairly quickly. That’s because with PPC you can measure your results, figure out what’s working and what’s not, make adjustments, measure again, and keep focusing your ad campaign until it’s working the way you want. For marketers, it’s an awesome tool because you can measure the [...]

May16

admin

1

Marketers Would Increase Budget for Behavioral Targeting

Four out of five advertisers are willing to increase their online advertising budget in order to add behavioral targeting to their pay-per-click campaigns, according to SEMPO, (Search Engine Marketing Professional Organization), http://www.sempo.org/, which conducted a 2007 state of the market survey of 867 search engine advertisers and search engine marketing agencies. I had a quick chat with the Chairperson of SEMPO, Dana Todd regarding the latest interest in behavioral targeting and the need to include it in a company’s online marketing strategy. Listen to the podcast of our conversation below:     powered by ODEO Rest of the press release: [...]

Nov09

Jody Nimetz

3

Can Facebook Ads Work for You?

Original Post: Facebook Ads: Will They Work for You? from SEO-Space  Earlier this week Facebook unveiled their new Facebook Ads platform. According to Facebook founder and CEO Mark Zuckerberg, Facebook Ads are essentially an ad platform for businesses to connect with users and target advertising to the exact audiences they want. In the past we have discussed the business benefits of Facebook, this new ad platform takes it to a whole new level. They key to this ad platform? The users are in control. They decide if they will endorse or "evangelize" a brand and as a result their friends [...]

Sep20

Jody Nimetz

1

What are Google Gadget Ads?

Widgets continue to be all the rage on the Internet. The popularity of them is pretty amazing and the viral spread of widgets is pretty impressive as well. Widgets are kind of like Gremlins, you don't want to get water on them or feed them after midnight… For those who don't know what a widget is, a widget is simply a piece of embeddable code that can be found on one site, and embedded in another that can be used to promote your own site, blog or brand. We have discussed widget marketing a number of times in the past. [...]

Jun28

Gord Hotchkiss

6

“Doing Search” Only Counts if You’re Seen

I'm not making any friends with Ontario Tourism. Two weeks ago I said in this column they weren't using search. I was quickly corrected by Nick Pedota, who told me my claim was "wildly inaccurate" and that they in fact have "an extensive search program". But based on the following searches I did while in Toronto, they didn't show: Ontario vacations, Ontario resorts, Toronto vacations, Ontario getaways and Ontario holidays. According to Google Trends and their keyword research tool, these are the most common searches, by a substantial margin. If You're Not Seen, You're Not Doing Search Here's the reality [...]

Apr19

Jody Nimetz

2

Ten Ways B2B Marketers Can Become Cutting Edge with Online Marketing

Over the past few years, as online options have increased, the world of B2B marketing has reinvented itself—several times. In order to be competitive, particularly in the Web 2.0 environment, businesses have to be ahead of the trends. Marketers need to evaluate and utilize cutting edge online marketing strategies to keep up with the winds of change.

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