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  1. Pre-PPC Strategies For Launching a New Product

    If I'm thinking about offering a vegan meal delivery service, I can create very different products depending on who my market is. After the first few interviews from a given ad campaign, you'll be able to tell if you've gotten the selection...

  2. Stimulate Your Search Marketing Creativity With the Random Input Technique

    Let's say I'm selling a local organic vegan food delivery service. I've been writing and rewriting ads and copy around these benefits for a while, and the campaign is stalled and I'm feeling stale. We've tried all the ad angles we can think of, and...

  3. Click to Call, Cross-Device Conversions Deliver AdWords Revenue Lift for 1-800-Flowers

    If someone is searching for roses for the upcoming Valentine's holiday and has a question about delivery to a business location, the customer can quickly search on Google, use the CTC extension on the ad copy and get the question answered before...

  4. How B2B Advertisers Can Win on Facebook, Just Like Salesforce

    Think of the social actions as a bonus, and on-going community building and content delivery because, well, Facebook distribution of your content just ain’t what it used to be. In the case study, Facebook showed Salesforce’s News Feed ad campaign...

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

    The methods of evaluating the delivery and performance of campaigns are rapidly improving as we consider three aspects of measurement: ad viewability, branding lift, and sales lift. Over the years, the digital ad industry has had the ability to tie...

  6. Win Earned, Owned and Even ‘Paid’ Links With Content

    Content flow: Work on how to ensure consistency of delivery and that what you deliver has variation to ensure it is engaging and retaining. Breaking the actual link earning process down is a really useful way of structuring the idea creation...

  7. Why Effectively Measuring Lead Performance in Mobile is Essential

    Now imagine if mobile campaign measurement for a coffee house was judged on the same secondary action metrics as a pizza delivery business! Effective reach measurements are typically straightforward and are easy to measure as the data deals with...