Use Transient PPC Campaigns To Support Branding Efforts

Oct 28, 2009 at 12:30pm ET by Marty Weintraub

In today’s real-time brand management world, separate teams often control strategy and channel tactics for SEO, PPC, public relations, online reputation management and social media. In many cases, however, out-of-box thinking and creative silo-breaking to cross traditional boundaries can yield sweet marketing fruit. Today I'm going to explore the systematic use of paid channels like AdWords and Facebook ads as channels for intervening in quickly moving public relations incidents. Ads can play an important role as powerful tools for supporting the usual tactics of social media and reputat [...]

Filed in: Brand Aid, Search Marketing: Branding, Search Marketing: Public Relations

WSJ: Advertisers Doing More And Less With Search

Oct 22, 2009 at 6:07pm ET by Greg Sterling

In case you didn't see it there was an article in the Wall Street Journal this morning that seeks to capture a kind of shift or broadening of advertisers' attitudes toward search marketing. Formerly search was something of an island and not well integrated into wider marketing campaigns. Many search + display studies and several years later it appears that marketers have developed a somewhat more nuanced view of search in the context of broader consumer behavior. Here are some bits from the article: Sprint is buying the top ads tied to phrases consumers tend to search for when they are clo [...]

Filed in: Google: AdWords, Google: DoubleClick, Search Ads: General, Search Marketing: Branding, Search Marketing: General

Affiliates: Trusted Allies Or Conniving Cannibals?

Jun 12, 2009 at 1:46pm ET by Ross Barnes

It is not uncommon for businesses to find that the relationship they have with their affiliates is one of the most difficult to handle. On the one hand, affiliates can be valuable partners that provide leads and sales for your company. But on the other hand, they are independent entities which require compensation for their services and have their hearts equally divided between your best interest and their own. But if you stop and think about it, this is not an unusual situation: your business probably relies on a number of providers and suppliers with whom it has built a relationship of trust [...]

Filed in: How To: SEM, Legal: Trademarks, Search Marketing: Branding

Paid Search: Building Brand Loyalty Two Seconds At A Time

Apr 8, 2009 at 12:10pm ET by Brian Yamada

There's no question that the vast majority of brand loyalty is created post click—once consumers are brought to a landing page with relevant offers and other brand messaging.   However, what happens in that 2-3 second window prior to the click?  A lot more brand building than you think. First impressions count Search marketers spend countless hours figuring out how to connect consumers to a brand/product, and then articulate that in an ad that won't get more than a mere glance.  But despite its short lifespan, an ad must be truthful, deliver value, and resonate with consumers. [...]

Filed in: Brand Aid, How To: PPC, How To: SEM, Search Marketing: Branding

SEMPO Releases Survey Data Revealing State Of SEM

Apr 8, 2009 at 10:04am ET by Greg Sterling

SEMPO formally released data on the state of search engine marketing, its annual survey of agencies and marketers. This year's survey consisted of 800 respondents from all over the globle. However 68 percent of respondents were from the US, with 20 percent coming from a range of countries. Seven percent of respondents were from Canada and 5 percent from the UK. The respondents/clients represented a range of industries. The top sectors were "retail, business services, electronics manufacturing and financial services." As part of the findings and related report SEMPO forecast that SEM spen [...]

Filed in: SEM Industry: General, SEM Industry: Stats, Search Ads: Behavioral Targeting, Search Marketing: Branding, Search Marketing: General, Top News

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