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  1. What is SEM? Depends on Who You Ask

    I think most in 'the biz' think paid when referring to SEM," said Elmer Boutin, associate director of search strategy at Rockfish, and marketing and IT blogger. SEM often uses pay-per-click (PPC), a bidding model that charges advertisers only when...

  2. 3 PPC Power Plays: Monday Mornings, Luxury Hotels & Online Education

    A few quick considerations when implementing this strategy: Spending 30 minutes thinking through your sitelink strategy can yield results. While their competition was bidding $40 all day, these marketers used a base bid of $30, but hit $50 in the...

  3. Consumer Packaged Goods Keyword Strategies Offer Lessons for All Paid Search Marketers

    And while this strategy may be perfectly in line with the brand’s tagline “The secret to movie night,” it is unexpected that a snack brand would be sponsoring many of the same keywords as Netflix. While the reasoning behind this strategy may be...

  4. Future of Paid Search: Think Target Audiences, Not Just Keywords

    When you've got that in your head comfortably you will be able to see how search fits in a modern strategy, and start looking for those same audiences across the web. How should you be bidding? Keywords offer us a lot of granularity (giving us a...

  5. Learn With Google: 10 Mobile Marketing Tips from Googlers at #SESSF

    Focus on Strategy Rather Than Spinning Your Wheels in Tasks That Can be Automated In order to make marketing more scalable and efficient, marketers must be able to spend time on strategy and analysis instead of getting bogged down in repetitive tasks.

  6. Facebook Mobile App Install Ads: Optimize Beyond Clicks to Drive Higher ROI

    After integrating new data points and adjusting its automated bidding strategy, the client saw lifts across the board in downloads, revenue, and lifetime value. As marketers continue to test new ways to drive awareness, engagement and sales via...