Archive for Fredrick Marckini

Showing 47 items

• Local Search: Convert and Win
  Sometimes best conversion opportunity is to target keywords that convert offline. Nov 10, 2005
• PPC Advertising Connects to Conversion Rate
  How paid search bid prices are connected to conversion rates. May 16, 2005
• Search Advertising and Conversion Lag Times
  Many products have conversion lag times. Yet overanxious marketers correct their course too quickly and leave money on the table. May 2, 2005
• How Affiliate Programs Can Affect Search Rankings
  Your affiliates link to you in ways search engines can follow. Their links influence your ranking, for better or worse. Apr 18, 2005
• Seasonality and SEM Campaigns
  Seasonality requires a new bidding strategy, not just a bigger budget. Apr 4, 2005
• Local Search: Convert and Win
  Sometimes best conversion opportunity is to target keywords that convert offline. Mar 21, 2005
• Nonconverting Keywords and the Search Continuum, Part 2
  How much is a nonconverting keyword worth? Much more than you think. Part two of a two-part series. Mar 7, 2005
• Nonconverting Keywords and the Search Continuum, Part 1
  How much is a nonconverting keyword worth? Much more than you think. Part one of a two-part series. Feb 7, 2005
• Keywords: Speak Your Audience's Language
  Your Web site isn't the focus of your SEM campaign. Your audience is. Jan 24, 2005
• The SEM CEO's Predictions, Part 2
  Where's search going in 2005? Our expert (and a few readers) gaze into their crystal balls. Jan 10, 2005
• The SEM CEO's Predictions, Part 1
  A look back on the accuracy of last year's predictions for 2004 in part one of a two-part series. Dec 27, 2004
• Search-Engine Ready Corporate Communications
  Media coverage leaves a trail of breadcrumbs. Do you know which ones search engines can follow? Dec 13, 2004
• SEO's Multiplying Effect on Paid Inclusion
  Pairing paid inclusion with SEO can significantly increase your ROI. Nov 29, 2004
• Single-Word Searches Aren't Dead Yet
  Keywords are the heart of an SEM campaign. Some important stats on how they're used. Nov 15, 2004
• Google's Desktop Search Could Change SEM Forever
  Desktop search will change the way people use computers. That makes it a trend worth watching. Nov 1, 2004
• When Client/SEM Communications Break Down
  Three major communication breakdowns that can demolish SEM campaign results. Oct 18, 2004
• Paid Inclusion Beats PPC in Many Markets
  Paid inclusion is often much cheaper than PPC search ads. Most marketers should use both for maximum ROI. Oct 4, 2004
• SEM Wants to Embrace the CMO
  Search has earned its way up the corporate food chain, from Webmaster to marketing coordinator to director of online marketing and VP of online marketing. It's time to claim the CMO as our own. Sep 20, 2004
• Why Nonconverting Keywords Will Drive Search Ad Spend
  As any brand marketer will tell you, conversion isn't always the goal. There's ROI in nonconverting keywords, too. Aug 23, 2004
• PPC Advertising Connects to Conversion Rate
  How paid search bid prices are connected to conversion rates. Aug 9, 2004
• SEO and Paid Search Campaigns: Share the Data!
  Failing to inform a natural search campaign with findings from a search advertising campaign (or vice versa) means a high lost-opportunity cost. Jul 26, 2004
• Affiliate Marketing and SEM Revisited
  Nothing flies in the face of common wisdom quite like integrating affiliate marketing with SEM. Jul 12, 2004
• SEM and Reputation Management
  Identifying flame sites is only the beginning. How to win reputation management battles with smart SEM. Jun 28, 2004
• Is Your Search Marketing Campaign Lopsided?
  What are more important, paid or organic listings? New research indicates it may depend on who's searching. Jun 14, 2004
• "Cheap" and "Free" Keywords: Not Always a Bargain
  SEM mathematics: More often costs less, so long as 'cheap' and 'free' aren't part of your keyword strategy. May 17, 2004
• The One-Two Punch: SEO and PPC
  A new study stresses the importance of combining SEO with paid search ads. May 3, 2004
• NetIQ Quietly Changes SEM -- Forever
  NetIQ quietly creates and corners a market overnight. Apr 19, 2004
• Subtle PPC Differences Can Boost ROI
  If you know how to use to your advantage, seemingly small differences between Google and Overture's paid ad programs can make big improvements to your bottom line. Apr 5, 2004
• Ass-Backwards SEM
  Marketers seeking results through PPC search advertising have it upside down. Mar 22, 2004
• Legal Clause Limits SEM Campaigns Before They Start
  A single clause can hobble your SEM campaign before it ever starts. Mar 8, 2004
• Using Paid Inclusion to Get to the Next Level, Part 2
  Understanding (multi) keyword targeting, XML feeds, and the differences between paid inclusion and crawler-based search engines. Feb 23, 2004
• Using Paid Inclusion to Get to the Next Level, Part 1
  What one e-tailer did when organic SEO wasn't enough -- and someadvice from Inktomi. Feb 9, 2004
• Build Brand Equity for Search
  SEM: not just direct marketing. Jan 26, 2004
• Yahoo! Drops Google (Get Out Your Wallets)
  On your mark, get set, raise your SEM budget. A lot. Jan 12, 2004
• SEM Predictions for 2004 (The SEM CEO's View)
  Who has the better crystal ball, our SEM CEO or our industry analyst? Time, of course, will tell. Dec 29, 2003
• Connecting Offline Sales to SEM: A Case Study
  Think someone's spending crazy amounts on a keyword? Maybe she's driving sales offline. Dec 15, 2003
• 'Tis the Season: Build a Search Engine Marketing Budget
  To build your first SEM budget, you may first have to engage in SEM to determine volume and performance. But some forecasting is possible. Dec 1, 2003
• It's Good to Compete With Your Affiliates in PPC Search
  Interactive marketing's most counterintuitive idea? Encourage your affiliates to compete against you. Nov 17, 2003
• Why an SEM RFP Is a Mistake, Part 2
  RFPs won't help most companies select the best SEM vendor. There's a better way. Last of a two-part series. Nov 3, 2003
• Why an SEM RFP Is a Mistake, Part 1
  RFPs won't help most companies select the best SEM vendor. There's a better way. Oct 27, 2003
• Relevant Links Begin In Directories
  'There's a lady who knows/All that glitters is gold/And she's buying a page rank of seven...' Oct 20, 2003
• Contextual Advertising, Part 2 of 2
  Why contextual ads? Why now? And, why there's no offline equivalent. Last of a 2-part series. Oct 13, 2003
• Contextual Advertising, Part 1 of 2
  Why contextual ads? Why now? And, why there's no offline equivalent. Oct 6, 2003
• The Coming Search Engine War, Part 2
  Three potential tactics for Google to thwart the Redmond giant. Sep 29, 2003
• The Coming Search Engine War, Part 1
  How Microsoft can win and how Google must battle back. Sep 22, 2003
• Natural Search: The Overlooked Strategy
  It's easier to buy a listing than earn it. But not ranking in natural search results benefits no one -- except your competitors. Sep 15, 2003
• Inquiry Marketing Fulfills SEM's Promise
  If you're just thinking about keywords, clicks, and conversions, you may be missing out on search's potential. Sep 8, 2003

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