How To: SEM

Attribution: What It Is And Why It’s Important

Dec 28, 2009 at 4:11pm ET by Adam Goldberg

Forrester Research, Inc. recently released their Interactive Attribution Q4: 2009 report, a 44-criteria evaluation of interactive attribution vendors. The report opens with a statement of why accurate, interactive attribution is so crucial: "The de facto industry standard of measuring the value of campaigns or media placements by the most recent click or interaction is ripe for change." The report continues by defining interactive attribution as "the practice of measuring the correct partial value of each interactive ad that drove a desired outcome." Reading the report will give you [...]

Filed in: How To: Analytics, How To: SEM

Five Ways To Amp Up Holiday Shopping Season Results

Nov 9, 2009 at 12:47am ET by Ken Godskind

Despite indications that the U.S. economy is starting to turn around, low consumer confidence will undoubtedly have an impact on retail sales this holiday season, making every consumer's online search, browsing and buying experience more critical than ever. The challenge for online retailers is not only to get shoppers to your site, but keep them there and entice them to make a purchase. Niraj Shah recently gave helpful search marketing tips for the holidays, and Stephan Spencer shared advice on SEO during the upcoming shopping season. Both stress the importance of strategic search engine m [...]

Filed in: How To: SEM

5 Social Media Lessons For Paid Search Landing Pages

Oct 22, 2009 at 3:25pm ET by Scott Brinker

Can you apply the spirit of social media to other marketing channels? At this year's SMX East, after my presentation on Landing Page Usefulness—emphasizing a "usefulness" mission over "usability" tactics—it struck me: great landing pages can bring many of the ideals of social media to paid search marketing campaigns. Here are five principles of social media marketing that can energize your landing page program: 1. Engage in specific conversations, not generic one-size-fits-all talk. When a company engages in social media, the worst thing it can do is echo canned, cut-an [...]

Filed in: How To: PPC, How To: SEM, Search Ads: General

Five Rules For Running A Successful Pay-Per-Call Campaign

Oct 16, 2009 at 3:09pm ET by Rich Rosen

Although it's been around for years, pay-per-call advertising may be finally hitting its stride. Greg Sterling, a Contributing Editor at Search Engine Land, recently wrote: We've long known that calls are much more valuable than clicks to small businesses in particular, but also to many larger entities with call-center sales operations. However... it's taken PPCall much longer to get going than I originally anticipated. Sterling sees pay-per-call growth in traditional media and mobile. He also notes that pay-per-call programs are now increasingly being used in print Yellow Page dir [...]

Filed in: How To: SEM, Search Ads: Pay Per Call

How To Use Google’s Sidewiki For Maximum SEM Benefit

Oct 14, 2009 at 6:03pm ET by Kevin Gibbons

Google's Sidewiki is here and it's not hard to see that it could be big, that it could change the way we use the internet. However, it has some frankly scary implications for website proprietors. People can visit your pages and leave messages, whether you want them to or not. Dell Homepage with Google SideWiki - Image credit: Flickr I think the best description I've seen to date was on Econsultancy, describing it as "a way to graffitti websites." How can we web marketers respond? Have we lost control of our own websites and those of our clients? There have already been several inst [...]

Filed in: Features: General, Google: Sidewiki, How To: SEM

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