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  1. The Challenge of Enterprise Link-Building in a Content Marketing World

    One of the big challenges with content that attracts links for enterprise companies is that it isn’t always focused on the end consumer. If you can secure a paid search or display advertising budget to promote the content, that can also be very...

  2. Navigating Secure Search: From Keywords to Content [BrightEdge Share 14]

    Remember, "look-back" periods should match the consumer’s decision-making time, he said. There was speculation that Google was trying to push marketers to paid advertising, but Kasteler thinks the real reason is to get SEOs to start thinking about...

  3. Google: Top Search Ads Increase Brand Awareness by 6.6% [Study]

    They were then shown either a control search engine results page (SERP) or Test SERP spotlighting one of the 12 categories: apparel and durables, auto, B2B, classified and local, consumer packaged goods (CPG), education, financial services...

  4. Top Manufacturers of Consumer Goods Using PPC for Brand Awareness

    Some of the top manufacturers of consumer packaged goods (CPG) – those products like soda, candy, liquor, and toothpaste – are using paid search not for direct sales, but for brand awareness – just like they would television ads.

  5. Microsoft Opens Online Scroogled Merchandise Store

    Last month, Microsoft claimed the anti-Google television spots were working and tarnishing the Google's image in the consumer's mind while Bing's went up. Their Scroogled campaign, targets Google for what they see as privacy related issues with...

  6. Smartphone vs. Tablet Commerce: 3 Essential Behaviors You May Be Overlooking

    Mobile Consumer Preferences: Smartphone vs. This difference in typical usage location leads to a different type of user intent related to consumer expectation of distance. But today, many mobile campaigns are measured based on the assumption that...

  7. As Digital Ad Effectiveness Measurement Improves, Are Branding Ad Dollars Ready to Follow?

    When campaigns are evaluated on a served impression basis, the reported lift metrics are diluted by all of the impressions that were delivered but never seen and therefore had no ability to influence consumer behavior.

  8. Mobile Marketing: Connecting With Your Audience on the Move

    A good experience for a consumer can change brand preference. Other’ conversions: Instead of direct response metrics, on mobile there are other ways to ‘convert’ such as buy on device, call, download app, sequential usage and in store purchase.