Successful PPC management isn’t a product of luck, high-end software (sorry, Marin), or a huge team of people. It’s derived from immersion. Results come as a product of a deep understanding of the campaigns, how they interact with the marketplace (essentially a finger on the pulse), and a feel for the impact potential changes would have on the account. Regardless of the product, service or company being marketed, these capabilities take months, if not years, of PPC management experience to refine and master. Continue reading
Yesterday Instagram announced a change to the way posts are displayed marking a move away from a chronological user experience to one that is algorithm based. If you’re a user of the platform, you start to see what Instagram deems important to you first, rather than seeing what was posted most recently. Continue reading
Take a moment and picture a large city with a memorable skyline that you’ve either called home or visited on a regular basis. Think about the skyline from the outside looking in and consider which buildings you visualize to the right or left of center. Continue reading
As search engine algorithms continue to adjust and place a greater and greater emphasis on user experience, the need for robust insight into how human beings, not robots or spiders, interact with the websites they visit. For many website owners, it can be difficult or intimidating to collect the information needed to gain true insight into their sites’ effectiveness. Focus groups, eye tracking studies and user surveys are great at collecting this type of information but they have several drawbacks. Cost is typically a concern as it can be difficult to generate participation without some sort of financial incentive. User bias also comes into play for people who know that they have influence over the user experience. Continue reading
Don’t think search marketing is an essential influencing factor of consumer behavior? Think again.
Once a consumer begins experiencing a pain point, they begin researching possible solutions. This particular step in the buying journey is known as the consideration or research stage. While consumers have been turning to outside sources for product information for a long time, search engines with their accessible product specs, reviews, and more, have revolutionized this stage of making a purchase. In fact, a staggering 72% of consumers turn to Google for their research. Continue reading
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