Jason Fell says, “Build it and they will come, right? Anyone who owns a website knows that’s rarely the case. When it comes to driving traffic to your website there are at least two big options: pay-per-click advertising (PPC) andsearch engine optimization (SEO). For the uninitiated, PPC refers to paying for traffic via advertising programs like Google Adwords. Programs like these enable you to display ads in search results within the sponsored results sections. SEO, on the other hand, refers to specific actions you take within your own site to naturally increase your visibility and... [...]

Matt Byrim says, “With spring comes showers and flowers, and the furry of conference hours. That’s right. It’s that time – conference season. In the last month, it feels like every other email I’ve received has a conference suggestion or round up review asking us to cover it. For those of you that don’t have budget set aside to attend fancy conferences, or just don’t have the time to attend, here’s a round up of the latest marketing conferences and access to all the content to view on your time. And some new ones coming up in case your schedule or funds open up“. PPC... [...]

John Gagnon says, “It’s impossible to read anything about marketing today without running into one big word: Mobile. But here’s something you might not have heard yet: Mobile marketing is practically made for small and medium-sized businesses (SMBs), for two primary reasons: 1. Most mobile searches are for local businesses. Local businesses tend to be SMBs, which means that most mobile searchers are looking for you. 2. Search marketing, whether mobile or otherwise, is the easiest marketing to control. Set your budget where you’re comfortable, start and stop with the click... [...]

Jonathan Dane says, “Multiple tests and research have shown that phone leads have the highest closing rate. I’m here to show you how you get more of them. In case you missed part one of this two part blog series, you can find it here. Have you ever been scratching your head trying to figure out how to get more quality leads that are easier to close? Maybe your marketing channels are already running smoothly. But you know that when you get a prospect on the phone, your charm and wit has a higher chance of making you money compared to your smileys over email. You may have a sales team... [...]

Jonathan Dane says, “Which type of business lead do you close the best? Is it a phone lead or a form lead? Maybe an online chat or a list of leads you’ve bought? Research has shown that phone leads have the highest chance of closing and I’m here to help you get more of them. Are you one of the many, hard-working, lead generating marketers who would rather generate 100 phone leads than 100 form leads? If so, it’s probably because it’s easier for you to seal the deal over phone than it is over email. Preaching to the choir, right? The good thing is that it’s been scientifically... [...]

David Moth says, “Mobile and desktop paid search ads vary wildly in terms of the use case and the UX. Fewer ads are displayed on the mobile screen and advertisers have less copy to work with. Mobile searchers are also in a different frame of mind. They’re more likely to know what they want and are ready to take action rather than browsing. Research shows that three out of four mobile searches trigger follow-up actions, whether that be further research, a store visit, a phone call, a purchase or word-of-mouth sharing. As a result of these differences, marketers need to monitor different KPIs... [...]

Daniel Gilbert says, “PPC is complicated.  There are dozens of interrelated on- and off-site metrics. There are hidden factors like Quality Score and competitor activity. There are unquantifiable, fuzzy influences like user intent and ad quality. And everything varies by time, device, demographic and location. On top of that, anything can be altered over time: not only do features come and go, but trends turn and competitors change. Even if you could set up your campaigns perfectly, you can’t leave them alone and expect to keep raking in the highest possible profits”. You can’t do... [...]

Christina Colon says, “Creating compelling ad copy can be one of the trickiest parts of developing your PPC campaign. Without bidding extremely aggressively all the time (which is expensive and inefficient), you can’t be in the number one position all the time. Even if you are, your ad copy still needs to drive the searcher to click your ad instead of a competitor’s below. Here are some rules to creating eye-catching copy to capitalize on a lower position or capture your audience at a higher average position. Craft a Unique Headline There are tons of advertisers on Google selling the same... [...]

Adam Lundquist says, “Though pay-per-click (PPC) advertising and content marketing appear to be marketing islands unto themselves, many smart marketers use PPC to enhance their content marketing efforts. Both tactics are useful on their own, but when you combine them you create a powerful marketing double-team that allows you to use the reach and targeting benefits of PPC while harnessing the trust-building and thought leadership aspects of content marketing. This article will show you three ways you can use PPC to enhance your content marketing no matter your audience. 1. Use display advertising... [...]

Erin Hogg says, “When a company invests in pay-per-click ads, the return on investment lies in the success of keywords and phrases. Tailoring this messaging can make all the difference in a PPC campaign that drives significant traffic or a campaign with a high cost and low ROI. Namu Travel Group utilizes PPC to drive traffic from searches, but the company was not tracking the customer from PPC ad to the site. Learn how the team implemented Google UTM (Urchin Tracking Module) tracking into their home-grown CRM system to truly discover what worked”. PPC Marketing: 10% decrease in cost per click... [...]