Strictly Business

PPC Segmentation: 4 Tips To Better Target Customers

Jun 17, 2009 at 10:33am ET by Michelle Stern

Any marketer will tell you that the more you know about your audience, the better you can speak to it. That's why research is so essential in paid search -- it can help you choose the right keywords, match them up to the best copy, and ultimately, help you better speak to your audience. But what happens when you have multiple audiences for the same product or service? Moreover, how can a PPC campaign best address that issue? Segmentation is the answer. Understanding the situation Having multiple audiences for the same product or service often occurs when a company has an offering that me [...]

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Benefits Of Geo-Targeting A National PPC Campaign

Jun 10, 2009 at 7:00am ET by Doug Drees

In today’s tough economy, B2B Marketers are looking for ways to improve the efficiency of pay-per-click (PPC) campaigns. If you need to squeeze more juice out of your search marketing budget, consider implementing two proven techniques designed to better utilize limited funds and improve marketing ROI: geographic targeting and ad scheduling. In this two-part series, I’ll explain how to implement each of these campaign targeting techniques. Today’s column focuses on the benefits of geographic targeting—even for a U.S. based national PPC programs. Analyze results based on sea [...]

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Capturing the Value of Content Marketing

Jun 3, 2009 at 7:00am ET by Galen DeYoung

Click on one of your shortened URLs in Twitter, and your analytics may show a referral from Twitter. But if you click on that same shortened URL in a Twitter client like TweetDeck, the click-through will probably show up as a direct visit, because TweetDeck doesn't pass along the referrer string in the URL. How many other sources of your traffic are like this? Probably more than you think. Content marketing is very effective for B2B marketers. Think about all of the case studies, white papers, brochures, technical papers, newsletters you have. Likely, many of these assets are in pdf form. T [...]

Filed in: Strictly Business

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