Columns > Back To Basics
Mar. 11, 2008 at 7:25am by Matt Lester
10 Tips For A More Effective Paid Search Campaign
Chances are, if you're reading this you're either running a cost-per-click (CPC) advertising campaign or are considering it. You probably know that CPC advertising involves selecting a set of keywords and writing an ad to appear when someone searches for that keyword in the major search engines. And you're...
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Jan. 29, 2008 at 12:25pm by Glen Allsopp
15 Fundamental Truths About Social Media Marketing
In September 2007, I was offered the role of 'Social Media Manager' at a company in Cape Town, South Africa, which I took without much hesitation. I knew my job would focus on the 'general' projects such as proposals, running campaigns, and devising social strategies for clients who had...
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Jan. 23, 2008 at 7:52am by Julie Mason
Building Smarter Landing Pages For Stronger Leads
My December article, Think Beyond The Click: How To Build Landing Pages That Convert, received some great feedback, and raised some questions, so I've decided to address a few more important topics about landing pages. Readers commented that the success of a landing page depends on its audience and...
See Related Stories In: Back To Basics, Search Marketing: Landing Pages
Dec. 21, 2007 at 11:01am by John Ellis
If Paid Search Isn't Working Then You're Doing Something Wrong
The Nielsen Company recently completed a survey asking consumers their opinions on advertising, including offline and online. When asked “To What Extent Do You Trust the Following Forms of Advertising?”, paid search ads were ranked near the bottom compared to other forms of advertising. This should not come to...
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Dec. 14, 2007 at 12:41pm by Julie Mason
Think Beyond The Click: How To Build Landing Pages That Convert
Landing pages are an important tool in any online marketing campaign. They are one of the best ways to convert web clicks into clients, and can help to maximize your online performance. Here are some tips for getting started and building an effective landing page that meets the needs...
See Related Stories In: Back To Basics, SEO: Writing & Body Copy, Search Marketing: Landing Pages
Dec. 14, 2007 at 12:39pm by Chris Sherman
Back To Basics: New Column From Search Engine Land
Our newest Search Engine Land column, Back To Basics, launches today. Back To Basics focuses on the core elements of search engine marketing, from keyword research to understanding web logs, basic search advertising techniques, and more. In today's debut article, Julie Mason looks beyond the click to the landing...
