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  1. Conquering Content Marketing, Step 2: The Content (and Plot) Develops

    All ad campaigns were immediately paused, and budgets were shifted to Twitter and Facebook to try and control the messaging. Over the next few weeks, Lisa supervised the shoot, negotiated ad buys on the sites Don told her to advertise on, and she...

  2. 3 Reasons Why SMBs Should Have a Website-First Marketing Strategy

    If a significant portion of your marketing budget is invested in billboards, television ads, and search marketing campaigns, but you've settled for a poorly designed website, not only is the effectiveness of the overall strategy compromised, but...

  3. Organic Search Noticeably Absent From Google Analytics 2013 Summit

    Display: The display-ad content and campaigns from which traffic originated The emphasis of metrics over the entire data set of audience, behaviors, and conversions was framed in the discussion of campaigns.

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

    But today, many mobile campaigns are measured based on the assumption that conversions related to mobile advertising should occur in-device. Ad creative would then focus on an offline call to action relevant to the various brick and mortar...

  5. What on Earth is a Nexialist and Why Are They So Good at Link Building?

    But fear of being wrong didn’t stop marketers from capitalizing on the forbidding idea with movies, television programs, and ad campaigns. Dan Hurley is Director of Search Strategy at Terakeet Corporation, “One of our more successful campaigns...

  6. How to Avoid Bid Overlap in Google Shopping Product Listing Ads Ad Groups

    Here’s an outline of how AdWords ad group bidding overlap occurs in Google Shopping on PLA campaigns, and how to avoid it. In the first image above (the screenshot from AdWords), you'll notice the All Products bid is set at the lowest cost per...

  7. Social Media ROI: 14 Formulas to Measure Social Media Benefits

    Tip: Use the Triangle of Relevance Methodology to strategically achieve "magnetic" campaigns. When it comes to calculating "wins" for campaigns, these two formulas are most commonly used: GOAL: Grow Awareness, Reduce Ad Costs event-related online...

  8. Nomenclature: The Industry Case For and Against SEO

    While this doesn't spell the death of SEO by any means, it marks a fundamental shift in how SEOs need to approach campaigns. It’s been revisited over and over and over again, ad nauseam. The foray into marketing was a natural one over a period of...

  9. 7 Tips for Landing Page Greatness

    In addition, you’ll be able to attach ROI measurements to your various marketing campaigns. As you test and refine your campaigns, this insight into their net values will enable you to become more efficient and effective at driving down costs per...