Two weeks ago I had the privilege of attending Search Marketing Expo (SMX) Advanced in Seattle. There were a ton of great speakers sharing the latest industry trends, best practices, and more. One of the most memorable discussions at SMX centered around micro-moments, fragmented snippets of consumer behavior lived out when people turn to their nearest devices to solve immediate needs. Continue reading
Technology has made international commerce more agile than ever before. An event planner in Atlanta can easily order wine from a vineyard in Italy and have it shipped to a conference in London. An auto mechanic in Switzerland can order parts from a manufacturer in Mexico and have them sent to Toronto. These transactions and many more like them, were once complex logistical challenges but now can be handled in just a few clicks on a website. Many businesses have invested the resources to make international business as seamless as technology permits, but for many, one major challenge remains: Language. Continue reading
The constant evolution of digital marketing necessitates regular revision of what we define as a keyword. In the past, keywords referred to basic phrases that captured a theme someone might find interesting. If you recall the early days of AOL, well-known companies promote their “keyword” to help you find your content on that platform (Ironically not too dissimilar to the way hashtags are used today). Continue reading
Let say you’re trying to use paid search ads promote physical therapy services solely to people who are claiming workman’s comp. Essentially you must reach a group of people who meet a specific requirement. You know the value paid search has in reaching and converting people like those in your target audience, but you have no idea how to limit your reach to people who meet that requirement. Continue reading
As with any developing technology, some people hold misconceptions about PPC keywords. Some are completely false, while others are based on half-truths that simply need some clarification. While I can’t pretend that I’ve seen it all when it comes to misconceptions about pay-per-click (PPC) marketing, there are a few about keywords I want to address. Continue reading
NBA Legend Karl Malone recently gave a pretty eyebrow-raising interview which is currently getting quite a bit of attention. Most of that interest centers on the comments he made about fighting former teammate, Kobe Bryant, but what I want to look at is what he said about the use of analytics in sports. Continue reading
Note: This post was originally published on LinkedIn. Click here to view the original post.
The beginning of the year is a great time to take an in-depth look into your pay-per-click (PPC) accounts and assess its architecture. Much like an annual checkup with a doctor, it’s important to review every component of your account at least once per year. While most marketers make regular optimizations to their campaigns and habitually analyze statistics, some get tunnel vision and forget to look at the whole picture. In doing this, they run the risk of losing out on valuable traffic or missing inefficiencies that damage ROI. Continue reading