When most SMB owners or marketing managers I've met with decide to take the plunge and get started with PPC ads, they're typically under some sort of deadline and want us to run campaigns as soon as possible. As much as we try to accommodate our clients, there's often one factor that can get in the [...]
It's been an eventful year for digital marketing with significant changes and new features rolled out across the ad platforms for Google, Bing, Facebook and others. Also, a surge in the use of video ads has had a major impact on the industry. These changes contribute to the evolution of digital marketing, which continues to become more sophisticated and [...]
I'm a huge believer in the 80/20 rule, i.e., 80% of output results from 20% of your efforts. As much as we try and diversify our marketing channels and revenue sources, it's unavoidable that we find a disparity in results. But that's not to say we should stop trying to branch out beyond the 20%. You [...]
When first launching a new website, most marketers develop an obsession with web traffic. Regardless of where it's coming from, they want to get the numbers up just so they can start measuring behavior on the site and testing out new ideas. The question is where should they focus their attention and marketing dollars? The majority [...]
Let's being with a definition. An attribution model is the set of rules that determines which of the multiple interactions a user has with a website gets credit for converting him/her into a customer. It's a fairly simple concept that is often the subject of much debate within marketing teams at large organizations. Google Analytics offers [...]
Though many companies are hesitant to try advertising on Bing Ads, there are still tens of thousands of media buyers generating customers for their businesses or clients through this ad platform. After extensive research and analysis, I have created this comprehensive list of arguments in favor of running ads on Bing: It's cheaper than Google Now that we've [...]
The latest buzz in the world of search marketing is about how the Federal Trade Commission has sued 1-800 Contacts for allegedly pursuing anti-competitive agreements with with it's rivals. The online retailer is being accused of entering agreements with it's competitors which prevent them from placing ads on search results for each other's brand names. In [...]
If your company has the resources to invest in its growth, then it should be applying budgets to ad campaigns that drive awareness, build up its email list, and generate leads or sales. But what do you do when you have a tiny budget relative to your industry? Should you focus your budgets on branding or [...]
When companies consider trying out new ideas, there's always an inherent built-in risk. For example, if they want to develop a new product, there's a chance that customers will have no interest in it. If they want to raise prices, it's possible they’ll experience a drop in sales that overshadow their increased profits. Even something as [...]
One of the first questions our team asks when on-boarding a client is "what's a customer worth?". It seems like an obvious question, because without knowing how much money your business makes from a typical customer, it's impossible to know how much you can invest in acquiring them. Many startups have a hard time answering this [...]
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