Pay Per Click (PPC) marketing, also known as Search Engine Marketing (SEM), can be an extremely effective advertising channel.  It gives you one of the top spots in search when people are actively looking for the products and services you provide. It can also be complex.  There is a multitude… Read More

One of the most important parts of a search marketing program is selecting keywords. You need to find relevant keywords to use in your pay-per-click advertisements so you can attract searchers who are looking for what you offer. Negative keywords, meaning keywords that will not display your ads, are equally… Read More

Online advertising of any kind requires tracking and measuring the results. Local advertising should have the return-on-investment (ROI) measured as a separate marketing channel so that you can know how well the local community responds to your ads. If you own a small or medium B2B focused business within your… Read More

AdWords and Analytics, both among the most popular services offered by Google, can each be valuable tools for B2B marketers. Taken separately, they have their own individual strengths and potential payoffs. It’s when you put them together, though, that you can realize the true benefits. We suspect most business-to-business (B2B)… Read More

Display advertising can play a critical role in helping marketers achieve several of their top-priority goals. Traditionally, marketers have focused on display advertising’s value as a brand awareness tool. And it can certainly be useful in that regard, by keeping your company and its message prominent in buyers’ minds at… Read More

Business-to-business marketers know that it is critical to tailor their online advertising content and approach to the specific leads there are targeting. Fortunately, that is now easier than ever before, thanks to the wealth of tools and platforms available to marketers today. Social media platforms are making a major push… Read More

To get the best return on your investment for online advertising campaigns, make retargeting a high priority. Retargeting means tracking the actions and interests of individual visitors or prospects, and then using that insight to show those people ads most likely to interest them. Retargeting effectively requires a delicate balancing… Read More

Do you have “leaky” landing pages? Most businesses do, whether they realize it or not. Leaks refer to points or moments when visitors to your page will become distracted or frustrated and turn their attention elsewhere before converting or performing the action you are trying to get them to take.… Read More

In the quest to access a greater number of high-value leads, you might say that many marketers are venturing over into the dark side. That’s because they are excited about the prospect of gaining entry to dark social data. The term “dark social” is relatively new, and might also be thought… Read More

Remarketing is one of the most popular tactics for online advertising campaigns. It can also be among the most effective, when implemented correctly. Not all leads are created equal then it comes to remarketing. The fact is, not everyone who visits your site or interacts with your brand will convert,… Read More