Search Marketing

It often all begins with search. Are you maximizing your efforts to bring consumers to your site? Do you know what's working and what's not? This column will help you improve your ROI from online marketing campaigns.

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Before Looking to the Future, Here Are 3 AdWords Features You Should Be Using Right Now

Dec 16, 2013 - As the digital world prepares for 2014, there's already much speculation about what the next year will bring. Before we look ahead, however, it's worth pausing to review the current state of paid search advertising. Comments

Connection and Conversion: Getting More Out of Paid Search with Rich Content

PPC Dec 10, 2013 - Paid search is still a numbers game, but the people elevating the game are making a more relevant connection upfront and converting customers with high-quality content after the click. Comments

The Next Wave in Shopper Marketing: Micro-Location in the Retail Space

benspiegeldecshopkick Dec 3, 2013 - iBeacon is a specific implementation of the BLE (Bluetooth Low Energy) Standard. It is a wireless sensor, installed in any physical space that uses Bluetooth Low Energy to transmit data to a compatible mobile device. See how retailers can use this technology to offer highly relevant, in-store offers. Comments

Digital Hospitality, AKA Predictive Personalization

netflix Nov 11, 2013 - Most consumers have no idea why or how they are served digital ads based on their location or searches. However, everyone benefits from strong customer service, which is what brands can deliver online through predictive personalization. Comments

How to Keep Your Search Team in Asia Humming With the Right KPIs

kpi Oct 28, 2013 - As a senior marketer, how do you plan and build team KPIs that could keep the team accountable and motivated while remaining sensitive to the Asian context? Comments

5 Talent Trends in Digital Right Now

audition Oct 27, 2013 - Hiring is not easy in our industry, particularly in Asia. Here's my attempt to understand what the challenges are. Comments

'Not Provided' World Just the Beginning of a Marketer’s Challenge

question Oct 14, 2013 - "Not provided" keyword data makes data analysis difficult, but just wait until cookie tracking becomes virtually nonexistent and we are required instead to rely on Google, Microsoft and Apple's own tracking capabilities in order to access conversion data from multiple sources. Comments

Geo-Location, Geo-Fencing & Creep Factor: The Future of Location Data and Mobile Advertising

creep Oct 11, 2013 - Technologic advances have allowed interactive mobile engagement through ad retargeting and location based push solutions. However, privacy concerns and a lack of understanding among consumers about how retargeting works hold us back. Comments

Determining the Value of Search Marketing to Your Brand

measure-content-social-success Oct 7, 2013 - Discover your search marketing team's unfair advantage to help launch your brand to a leadership position. Comments

Gaining Better Insights Through Segmentation

scientific-market-segmentation Sep 24, 2013 - Segmenting your keyphrases and assets might sound simple, but you would be surprised - almost nobody is doing it. Comments

Foundations of Building an SEO-Friendly Website From the Beginning

seo-analytics Sep 16, 2013 - At the end of the day, your website could be one of the sleekest and best looking on its surface, but if it isn't structured properly behind the scenes and doesn't rank accordingly, what does it matter? Comments

Control the Chaos With Affiliate Partners in PPC

clickz-partners Sep 5, 2013 - At the end of the day, maintaining an effective and profitable affiliate program for you and your partners is all about "chaos control." Comments

What Does the Future of Mobile Search Marketing Look Like?

mobilewebsite Sep 4, 2013 - Why is mobile search marketing still such a challenge for so many brands, agencies, and even the search engines themselves? Comments

Search in China - How Baidu Is Different From Google

baiduppc Aug 19, 2013 - Baidu takes its user behaviors into account and as a result there are a number of differences in the way it operates compared with Google. Comments

Google's Enhanced Campaigns: What We've Seen So Far

largenewgooglelogofinalflat-a Aug 19, 2013 - The key to future success lies in planning ahead for what appears to be Google's push to scale Enhanced Campaigns. Comments

How to Build an Effective YouTube Plan in 6 Steps

youtube2 Aug 12, 2013 - Define your audience, identify priority subjects, define your audience goals, design the campaigns/channels, define the goals and actions per channel/video, and broaden reach and understand demand. Comments

Twitter Ads Have Come a Long Way, Baby

black-twitter-bird Aug 5, 2013 - Twitter's advancements in the ad platform combined with a still growing number of active users means that there's opportunity for any size advertiser for direct response or social media growth. Comments

Local SEO Strategy for the Multi-Location Marketer

local Jul 22, 2013 - It's important to get the foundational elements in place that will help you rank better locally, and be ready to embrace some of the more challenging ongoing local SEO strategies. Comments

The Shift From Commercials to Content

content Jul 15, 2013 - How the new (longer) online video helps advertisers sell. Comments

How to Build a Smart B2B LinkedIn Ads Campaign

linkedinnewlogo Jul 8, 2013 - LinkedIn Ads is far from perfect, but the potential for B2B advertisers to lock on to potential customers with laser-focused targeting is a big deal. Comments

How to Break Enhanced Campaigns (and Why You Shouldn't Bother)

enhanced-campaigns Jul 1, 2013 - Advertisers unhappy with the change have tried to create a workaround that allows them to split their smartphone traffic into separate campaigns, but it is difficult to manage and the benefits are negligible. Comments

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