Warning: Ignore These 3 Core Geo-Targeting Aspects at Your Own Risk
John A. Lee | Paid Search |       |  | If you've been in the PPC game long, you've had the importance of geo-targeting thrown at you from every direction, time and again. It's to be expected, as the proper use of geo-targeting is fundamentally important to the long term success of your PPC campaigns. I've learned there are three core aspects to successful geo-targeting; let's walk through each and to see how they helped me boost a client's conversion performance. Start by Getting It Right at the Macro Level Let's... |
Adweek 2013: Marissa Mayer Reflects on First Year at Yahoo With Charlie Rose
Matt Kapko | Search Marketing | |  | Marissa Mayer says she never dreamed of becoming a chief executive, but of course that all changed when the opportunity came knocking at Yahoo last summer. "I was ready to do something new and learn again… and that's what's been really fun at Yahoo," she tells interviewer extraordinaire Charlie Rose at the conclusion of IAB MIXX. Her decision to join Yahoo after 13 years at Google seemed to come easy. "It was everything I've worked on every day of my career," she says. "It was... |
PPC for Brand Impact
Lisa Raehsler | Paid Search | |  | When we think of branding, we usually think of traditional media for owning a place in consumers' consideration set. But not all advertisers have the budget for big brand campaigns, TV, or fancy celebrity endorsers. In fact, many advertisers have been shifting their focus to efforts in the digital realm where consumers are constantly engaging in social media or searching via search engines. This makes pay-per-click (PPC) advertising in search or social the perfect option to reach their... |
Voice Search SEO: Preparing for the Future
Christian Arno | SEO | |  | If you've been keeping an eye on future trends, voice search will already be on your radar. If not, be prepared. The increase in voice-activated searches will have a significant impact on the way web users find information and interact with search engines. Using voice to search might seem a novel concept to those of us used to attracting web traffic via the words people type. However, in many ways it's a natural evolution of the world's growing passion for the mobile web. After all,... |
Gaining Better Insights Through Segmentation
Benjamin Spiegel | Search Marketing | |  | Let's talk about an important component of developing actionable insights from your search data; namely, segmenting your keyphrases and assets. It might sound simple but you would be surprised— almost nobody is doing it. Let me break it down for you. Generally: In organic search, people report on the rankings and performance of individual terms and phrases in relation to content and assets In paid search we look at the average position, CPC and quality score by term, campaign... |
Achoo By Kleenex Helps Consumers Predict When They’ll Get Sick
Kleenex says Achoo allows consumers to better prepare for cold and flu season.
Lisa Lacy | Strategies | Print version Bebe #be9to5 Campaign Reinforces Confident, Less ‘Trashy’ Image
Once considered the darling of the sexy office wear segment, fashion brand Bebe is seeking to recapture its luster with an interactive campaign that asks young women to share what they do during the "new 9 to 5" - 9 PM to 5 AM.
Mary Lisbeth D'Amico | Strategies | Print version YouTube's Upgrades Its Comment System: 7 Ways Video Marketers Can Seize the Opportunity
In addition to creating videos that are unique, compelling, and entertaining or informative, make sure you're also dedicating time to interact with your audience, developing relationships with top contributors, responding to comments, and much more.
Greg Jarboe | Video | Print version QVC Launches Social Shopping Site ToGather
Home shopping network QVC has announced a new social shopping platform called ToGather, designed to extend its shopping-as-entertainment ethos to a digital community.
Mary Lisbeth D'Amico | Social Commerce | Print version Demand Generation + Social + Mobile = BFFs
How do you make it easier for your social audience to engage with your brand? See tips from a recent IBM campaign.
Michelle Killebrew | Social Media | Print version 3 Steps to Getting Over Analysis Paralysis with Structured Email Campaign Prioritization
Learn to quickly and methodically evaluate the best opportunities to pursue in your email campaigns, without falling into analysis paralysis.
Justin Williams | Email Marketing | Print version In Marketing, Overwhelmed is the New Normal
Marketers are in digital distress, according to new research from Adobe. Are you investing in your brand's success?
Robin Neifield | Strategies | Print version The Mobile Opportunity, From the Mouths of Marketers [Study]
IAB and research firm Ovum share insights from the Marketer Perceptions of Mobile Advertising 2013 report.
Anna Bager | Mobile | Print version 3 Critical & Consistent Elements in a Customer Journey Framework
The customer journey is unique to each brand, product and service; however, these 3 critical, consistent elements will help you better empathize with and understand your customers.
Andrea Fishman | Data-Driven Marketing | Print version Are View-Through Conversions the Last Line of Defense for Banner Advertising?
Here are the issues around view-through conversions and three ways to determine if it's a valid metric for your brand.
Charlie Wang | Display Advertising | Print version |
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