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PPC for Brand Impact

Lisa Raehsler  |  Paid Search

Sep 27, 2013 - The concept of using PPC for branding can make some advertisers uneasy, especially if they have been focused on chasing the conversion, CPAs, and strict ROIs. However, PPC can be very effective for branding, rebranding, and generating awareness of a business, product, or promotion. Comments

Sara Ye  |  Search Marketing

Brand Advertiser and Search in 2011

starbucks21 Jan 10, 2011 - Marketers in China will invest more in brand protection as well as revisit their search ad effectiveness measurement this year. Comments

Matt Harty  |  Asia

The Ugly Truth About Click-Through Rate

ctr Dec 23, 2010 - Is the common practice of optimising banner campaigns based on click-through rates still effective when research shows 84 percent of Web users never click on banners? Comments

Antony Yiu  |  Search Marketing

SEM Performance Evaluation - Think Twice Before Calling It a Game

semevaluationimage2 Dec 14, 2010 - This is how you define the right success metric for your paid search campaign. Comments

Joe Nguyen  |  Analyzing Customer Data

Moving Beyond the Click - How Digital Advertising (Should) Work

marketing Nov 18, 2010 - What will it take to move the industry beyond viewing online as a direct response medium where the click is king? Here's what to remember and forget about the click. Comments

Joshua Maa  |  Media Planning

How to Avoid Click Fraud in Mobile Marketing Campaigns

fraud Nov 9, 2010 - Implementing a performance-based mobile campaign? Start by asking your ad network these questions, Comments

Sara Ye  |  Search Marketing

How Traffic From Hot Social Events Can Increase Relevance in Search

chinanationalday Nov 1, 2010 - If done creatively, search marketing allows you to tap into hot social events to achieve high returns with low investment. Comments

Eric Phu  |  Strategies

Getting the Most Out of Your Agency Relationship

clientvendorrelationship1 Oct 27, 2010 - Six ways to get the most out of the clients versus agency relationship. Comments

Kristin Kovner  |  Media Buying

Six Best Practices to Steal from Native Advertising

mentos Sep 17, 2013 - Six lessons we can learn from the explosive growth in native advertising –and apply to whatever marketing we do, native or not. Comments

Jim Sterne  |  Verifying Business Value

Conversion Optimization Prioritization

to-do-listnow Aug 15, 2013 - There's no end to the data you can collect. There's no end to the tests you can run. There's no end to the analysis you can toy with. Comments

Matt Kapko  |  Social Media

Facebook Ad Revenue Doubles Amid Mobile Surge

facebook-money-bags Jul 25, 2013 - How important is mobile to Facebook? Consider this: mobile ads represented about 41 percent of the company's advertising revenue and mobile usage accounted for 71 percent of monthly active users (MAUs) during its latest quarter. "When it comes to... Comments

Adaline Lau  |  Media Planning

Yahoo and Millward Brown to Lift ROI for Branding Campaigns Across Asia

yahoo Jun 20, 2013 - The partnership will allow advertisers to measure online campaign effectiveness beyond the CTR. Comments

Meera Chopra  |  Mobile

Cutting Through the Clutter of Accidental Clicks With Better Metrics for Mobile

fatfinger May 31, 2013 - As advertisers shift their focus to mobile marketing, a new standard of measurement is desperately needed to tackle the fat finger phenomenon. Comments

Mark Kum  |  Search Marketing

Applying the Principles of Economics in Paid Search

Jul 6, 2012 - Four examples of how the principles of economics can be applied to paid search. Comments

Eric Phu  |  Strategies

Five Things to Ban for Better Creative Work

bannedsign Aug 23, 2011 - Read this if you're asking for a viral video in your brief. Comments

Antony Yiu  |  Search Marketing

The Good and the Evil of Branded Keywords

keywords Apr 4, 2011 - If you're a company with multiple product lines, consider these solutions to avoid outbidding one another. Comments

Sara Ye  |  Search Marketing

Search Is a Gold Mine for Brand Advertisers, Can You Dig It?

goldmine Mar 15, 2011 - Half the battle is won when you select the right keywords; here's how. Comments

Antony Yiu  |  Mobile

Mobile Search 101: Ins and Outs of Mobile Search

localsearch Jan 31, 2011 - Google AdWords has made it easy for marketers to launch mobile search campaigns but you should consider these steps to dramatically improve your performance. Comments

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