Transparency In Advertising

Advertising can seem complicated to the untrained marketer. Certainly, many advertising tasks take years of learning and practice to master. But that does not mean you can’t understand the business, how it functions and become an effective advertiser. A key to becoming successful in the field is transparency in advertising. Even if you know little about advertising ask questions and continue to probe. As Steve Jobs said “Stay hungry. Stay foolish. Never let go of your appetite to go after new ideas, new experiences, and new adventures.”  Approach your advertising education in a similar manner. Don’t be afraid to ask [...]

Pay Less and Rank Higher on Google Ads

One of the most common misconceptions about Paid Search is that the top positions only go to the top bidder. While Google’s paid search placements are done on an auction basis, rankings are determined on a more sophisticated and egalitarian basis, allowing a smart advertiser to pay less and rank higher on Google. You can do this whether you are using an advertising agency or doing it yourself. Ad Rank Google determines the ad ranking of paid search on 3 criteria, the bid amount, the Quality Score of the advertiser and the expected click-through rate. According to Google, Quality Score [...]

By |2021-02-24T20:21:21+00:0002/24/21|Advertising Agency, Digital Marketing, Google, SEM|

Marketing Metrics You Must Measure

We all realize the necessity of a good web presence for business. Whether you are running an organic campaign or paying for traffic you need to measure your results if you want to be successful. If you don’t know your metrics, you will waste money and potentially hurt your business. This is true whether your advertising is done online or traditionally. As a business owner it is difficult to find the time. The following list is a good place to start, and many of the marketing metrics can be applied to digital or traditional advertising. Website Traffic The traffic that [...]

5 Cost-Effective Ways to Write a Blog With What You Already Have

Blogs are good for your SEO (or so they say) Every marketing guru we know advises business owners to use a website blog to gain traction in Google searches.  They’re not wrong. Blogs can help you increase your web traffic and raise your Google search rankings. They’re also valuable resources for answering the questions that make prospects and customers hesitate before purchasing. However, we’ve found that clients are often resistant to blogging. It’s time-consuming. It’s costly. And it’s hard to come up with original content ideas. But in fact you probably have plenty of material for your blog right [...]

Thought Leadership Today

Thought Leadership is a marketing objective pursued by many in business today. The goal usually is to stand out from one’s peers so that we get increased exposure with others in our industry and drive revenue for our company. It is very easy to get caught up in attempting to elevate oneself but thought leadership today is about much more than ourselves. To be effective you must first benefit your audience. Definition Thought Leadership is more than podcasts, videos and newsletters. It is sharing your unique way of thinking with others. You must guide and offer insight to others. It [...]

Common B2B Marketing Mistakes

Business to Business marketing is becoming increasingly complex. And with so many things to remember mistakes are easier to make. Because the value of a client in B2B is often quite high, advertising errors can be costly. Eliminating common B2B marketing mistakes can save money and increase revenue. The acronym ABM (Account Based Marketing) is often misunderstood. The purpose of ABM is for marketing to work with sales to identify high-value prospects and focus on that segment. The idea is that marketing will generate the kinds of leads the sales team wants. Content and campaigns are dedicated to a specific [...]

Advertising Without The Cookie

For many years digital advertisers have relied on the cookie for audience targeting. But, at the beginning of the year Google announced that it was eliminating cookies completely over the next two years. This sent shockwaves through the industry. How will digital advertising survive without the cookie? Marketers have been using cookies to track customer behavior for almost as long as digital advertising has existed. At one time, nearly all online advertising relied on cookies for targeting, retargeting, display advertising and behavioral marketing in general. What Is A Cookie Cookies are tracking code that is placed on your browser by [...]

By |2020-11-11T20:30:22+00:0011/11/20|Digital Advertising, Digital Marketing, Google|

B2B Leads With PPC

Business to consumer (B2C) advertisers have long found that Pay-Per-Click (PPC) advertising is a great way to generate leads and customers. For some time Business to Business advertisers (B2B) have resisted PPC. As B2B advertisers have come to recognize that search engines and social media are used by business-people and consumers alike, PPC has grown in popularity. More companies get B2B leads with PPC. It is estimated that over 70% of B2B buyers use search engines when researching their next purchase. Because targeting options are now so refined, using Google and Facebook for lead generation has become more efficient. And [...]

Choosing Search or Display

When starting a digital marketing campaign, the question often arises, search or display? Choosing incorrectly can be an expensive mistake. Both search and display are important components of online advertising. But which one is better and how do you choose? Understanding how each works is the first step in selecting the right ad format. When we think of search most of us think of Google. They are far and away the largest search engine. One way to utilize search is by optimizing your website to show better organically. In some cases that is sufficient. But if you are in a [...]

By |2020-10-07T16:25:32+00:0010/07/20|Advertising, Digital Marketing, SEM|

Combining Inbound and Outbound Marketing

A topic of hot debate these days is whether you should use inbound of outbound marketing for your Lead Generation. For those of us in marketing you know that we love to throw around buzz words. That should not be a surprise from a profession that gets people to buy things based on language. In this case, it is more than jargon. Both are legitimate strategies for Lead Generation. Which should you choose? How about combining Inbound and Outbound marketing to maximize results. Outbound Marketing What are Inbound and Outbound marketing anyway? Outbound marketing is what was called “marketing” or [...]

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