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How to Write Content-Caliber Ad Copy

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Pay-per-click (PPC) advertising continues to spread to more and more social networks (think Facebook, LinkedIn, Twitter, Instagram, Pinterest, etc.) and native ad formats (think Yahoo Gemini and the new Bing Native Ads announced last week.) With so many PPC ads shown for something other than a response to a keyword-based search, advertisers need to up […]

The Ultimate Guide to a High-Converting 404 Page

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Most 404 pages fall into one of two categories: 1. An afterthought, with a boring, bordering-on-punitive message written by a developer. It’s either full of technical jargon or blames the visitor for landing there, like this one: 2. Or a cutesy page built by a designer that’s supposed to reinforce the brand and make the […]

My PPC Dating Profile

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Not that long ago, an industry acquaintance whom I’ve known for a while quite seriously asked on Facebook if anybody were interested in dating her.  Her post spurred a lively discussion…some serious and some humorous (including my stating that I wanted to date her but my wife wouldn’t let me).  But, thinking about what she […]

The digital marketing landscape is huge; here’s how to draw your map

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Digital marketing’s emphasis on data and campaign ROI means that it’s relatively easy for marketers to prioritize spend – at least, far easier than with traditional media, which left you relying on ringing phones and faulty memories about how people found your business. And digital marketing can be easily scaled up or even paused with […]

3 reasons you shouldn’t always bid on your own brand

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I have previously explained why I believe you should bid on your own brand in AdWords. I did, however, mention that it does not always pay off. In this article, I will describe three cases where you could consider not bidding on your own brand name. 1. You have many users who visit your site […]

3 Myths about Affiliate Marketing

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When we think of digital marketing, we think PPC, SEO, SEM, Landing Page Optimization, paid social, and many others channels, but the one we tend to overlook is affiliate marketing. That’s because affiliate marketing is a behind-the-scenes channel; you don’t see us but we’re there, sending you traffic and sales from all over the web, […]

PPC Esoteria

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“I cannot say the word eye any more . . . . when I speak this word eye, it is as if I am speaking of somebody’s eye that I faintly remember . . . . there is no eye — there is only a series of mouths — long live the mouths . . […]

How-To: Use Google Analytics to Support Content Marketing

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We’re all about content marketing, but it has to be measurable. There are a number of specialized tools for content marketers, but Google Analytics is often the first tool we use to set the foundation.  With GA’s features we can leverage nearly every point in the content creation process, from brainstorming and targeting to campaign […]

Craft Content Marketing Campaigns to Increase Consumer Education

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Consumer education is one of the most critical ways of serving customers and attracting others. Competition in the world today means every company wants to be the best in the industry. Effective content marketing programs incorporate very robust consumer education strategies. It’s one of the ways of connecting with the audience, building a brand, and […]

Keep Your Partners Close, But Your Competitors Closer

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When companies go through growing pains during its early stages (particularly when venturing into a new space), there are many factors that come into play in how a company’s SEM program may perform. This includes, but isn’t limited to, things like new landing page production affecting conversion rates or recent press affecting search volume. While […]