Paid Search Marketing

The Role of E-commerce in a Post-COVID World

Stores may be reopening across the country, but that doesn’t mean brands should pull back on e-commerce. The sudden arrival of the Novel Coronavirus has caused many brands to fast track their online shopping capabilities, making e-commerce a necessity for millions of businesses who may not have had online selling in their plans before COVID-19. …

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Four Ways Businesses Can Succeed in 2020

Businesses in nearly every category have experienced some drop in revenue, facing a future that will look different than anyone expected just four weeks ago. Consumer behaviors will change dramatically, influenced by many weeks of staying indoors, online shopping, working from home, and not working at all. Yet, people are resilient. Throughout history, people have …

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Integrating Paid Search and Social

2020 is almost here! In the increasingly-connected digital ecosystem, that means your marketing channels need to be increasingly-integrated. Traditional media, out-of-home, digital, social – they all need to work together in order to efficiently spend your budget, and optimize around reach, frequency, and conversion. Among all these channels, paid search and paid social are two …

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5 Tips on Using Tumblr for Business

You should add Tumblr to your Social Media Marketing strategy if you’re trying to reach a new audience with creative content.  It appeals to a younger demographic that enjoys sharing content rather than creating it, so why not give your business a chance to go viral? There are 194.6 million blogs on Tumblr, as well …

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3 Steps to Better Ad Testing

A/B split testing is the foundation for all direct response marketing and the tools available to paid search marketers make this channel especially appealing. Creating a test takes just seconds and can yield big gains in account performance. Unfortunately, while these tests are easy to run, running them well can be challenging. Here are 3 …

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AdWords Enhanced Campaigns: Google Continues their Pledge to Relevance

Google’s latest upgrade to AdWords, “AdWords Enhanced Campaigns,” alters the way that campaigns are managed across multiple devices. Google has recognized that users are “multi-screeners,” meaning that, or “media time,” is being spent in front of multiple screens, simultaneously including mobile, tablet, laptop and television. This makes it challenging to recognize one device from another. …

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How to Custom Schedule AdWords Campaigns

Timing is crucial in converting with Google AdWords at a minimum cost. The majority of campaigns quickly develop converting trends throughout different times of the day and day of the week. What happens is a unique “window of opportunity,” this is achieved. The timing in which Google AdWords Campaigns run is crucial to succeeding with the …

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Yahoo's New Cost-Per-Lead Advertising

Before BING Ads and Google Ad Words management, there was Yahoo Sponsored Search (YSS).  For veteran Boston Pay per Click marketers and digital advertisers worldwide, all that changed with the merger of YSS and MSN a few years back. I feel old saying this, but I remember when Yahoo meant something, and was a really …

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Reviewing Your Google AdWords Display Campaign for Optimization Purpose

Following the launch of your Google AdWords Display Campaign, it is regular practice to go back and optimize it in about 2-3 weeks. You should be checking on performance daily.  By two weeks there should be a large amount of data about your customers. For example, if an ad group is converting very well, move …

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Planning a Google AdWords Display Campaign

Planning a Google AdWords Display Campaign requires five main stages, identification of goals, finding target audience, ad creation, budget and bid setting and understanding management tools and features. Careful planning of what you want to achieve, what your success metrics may be, and what message you want consumers to take away are all key to …

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