Search Engine Marketing (SEM)

Advertising: Begin with a Plan and Stick to a Budget

by David Addison
03/26/2015

The ‘wild west’ days of mad men is a bygone age. Forty years ago William Bernbach famously said “advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.” Times have changed. Advertising is more science than art today. Brands that segment audiences and personalize their ads develop higher quality relationships and produce quantifiably higher results.  Period!!!  Targeting and personalization come from technology.  But actions are taken by real human beings.  The emotive part of advertising is still very much an art. Here are some advertising tips that work online and off.

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Paid Search Marketing

by Matthew Small
03/20/2014

We are in the age of digital marketing and online advertising. As a business owner it is extremely important to know your options, the audience you’re trying to reach, and what fits with your business model and budget. Paid search ads, banner ads, remarketing, retargeting, dynamic ads, content marketing … the list goes on. What makes sense for you and who can you really trust to provide you with the right advice?

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BingAds: Show Ads on Bing and Display Products or Services

by Matthew Small
08/09/2013

According to a recent comScore study, Microsoft has 18% search engine market share. Combined with Yahoo!, Bing owns nearly 30% of the market. Microsoft’s Bing has been steadily gaining market share with the most recent report showing growth of one-half percentage point. With Google consistently owning two-thirds of the market, it may not seem the highest priority to advertise on BingAds but we think so!

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Google AdWords Editor: A Helpful Tool

by Matthew Small
04/15/2013

Using AdWords and Ads Editors are great efficiency tools for any SEM specialist. Clients call us needing new campaigns to be live as immediate as possible. The Editors help us accomplish our goals. And making edits in the AdWords (and Ads) dashboard gives us the ability to work offline and make edits to campaigns without directly affecting live SEM campaigns.

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Mastering Google AdWords isn't enough, is competitive conquesting the answer?

by Matthew Small
11/26/2012

For the novice who’s never used Google AdWords or Bing Ads, these advertising programs can definitely be a difficult to master, especially when creating a campaign starting from scratch—plus it doesn’t help when AdWords (or Ads) interface changes, and the competitive landscape is ebbing and flowing too (including when a client is being impacted by competitive conquesting, the brand is crowded out, and/or constrains the monthly spend). With the continued challenging economic times, we are seeing greater conquesting activities.

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Advertising in a Soft Economy

by David Addison
01/27/2014

Is the tail-end of the Great Recession a time to advertise? Yes! Should you boost ad spending in 2014? Yes. New opportunities are opening up everywhere. It is a time to experiment with the new digital advertising ecosystems, to continue with Google AdWords, and to stay vested in old-school offline.  Keep advertising or fall behind.

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Banner ads: Increase click-throughs with a well-thought-out call to action

by Jessie Lacey
06/14/2013

Banner ads are important strategy within a paid marketing campaign. The adage matters, you get what you pay for. We provide a couple of examples, showing before/after shots.and data of which medium rectangle banner ads are performing better.

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Why Google AdWords Ad Extensions Are a Must

by Matthew Small
02/05/2013

Google AdWords ad extensions feature is an extremely important in driving the performance of a paid search strategy (PPC strategy). Ad extensions are additional info online users see next to or below an ad, that depending on the ad, will display extra information concerning your business or product. And at no extra cost!

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Visual geo tracking data with batchgeo

by David Addison
06/16/2010

This article demonstrates how BatchGeo, along with Google Maps API, allows you to visually demonstrate geological data.

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