Engaging the Info Shopper
In his January 2009 piece for the Wall Street Journal, researcher and author Mark Penn profiled a major market segment he called “New Info Shoppers.” According to Penn’s research, this segment, which...
View ArticleWhy Visits Are a Bad Success Metric for PPC
There’s no shortage of brands lacking a defined search marketing strategy. It’s common for a marketing manager to be handed a budget for this “new-fangled” search marketing thing, without any clearly...
View ArticleAnother Reason Why You Need Tangible Conversion Goals for PPC
I just spoke with one of our biz dev people this morning about realistic PPC goals for a new prospect. Our conversation reminded me of Monday’s post where I talked about why visits are a bad success...
View ArticleHow Much Should I Spend on Pay Per Click Advertising?
The question I hear more than anything else when we discuss PPC with a new client is “How much should we spend?” It’s an understandable question. If you don’t know any better, PPC (i.e. “paid search”,...
View ArticleConducting a Google AdWords PPC Audit to Improve Campaign Performance
There are many businesses that have successfully created a Google AdWords Pay-Per-Click campaign on their own. But, for some businesses, campaigns have not been as successful, either due to the lack of...
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