“Why should I pay for something that I’ll probably get for free anyways?” This is a common question marketers ask themselves about paying for their branded terms in paid search. However, these terms are essential to an effective paid search strategy. Let’s take a look at why. Why It’s Worth Paying For Brand Terms Many […]
While sibling rivalry can push kids to grow and achieve, the constant squabbling and jockeying for position can adversely affect the family as a whole. Similarly, B2B organizations with competing internal brands suffer from the same type of dynamic, especially when it comes to paid search. Risky business Clearly, a B2B enterprise with competing internal […]
To say that 2009 has been a challenging year for B2B marketers would be an understatement at best. Over the past twelve months, we have seen conversion rates drop as searchers do more and more research, but aren’t quite ready to do business. While everyone is hopeful for economic improvement next year, there are measures […]
Search marketers often benefit from the “last ad clicked” model because search is far down the purchase funnel. But limiting your analysis to just that is like operating with blinders on: it doesn’t exactly give you the full picture of what’s happening. Instead, B2B marketers should perform attribution modeling across their marketing channels. Today it […]
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 […]
For many B2B marketers, social media is still a bridge too far. Because it’s a broad concept—there are so many different ways to use social media—its amorphous nature can impede implementation. But a good way to get beyond this obstacle and jumpstart your social media efforts is to start small and aim to get some […]
If you’re a B2B search marketer, chances are that measuring return on investment is key for you. Considering that, why would you ever want to go down the social marketing path where success is just as unclear as how to measure it? Moreover, social marketing is something predominately used by B2C companies for engagement purposes, […]
Despite the black blindfold tightly cinched around my head, I desperately tried to see through it and giggled with anticipation. But then they began to spin me. Dizzy with excitement and determined to take my best shot, I lunged forward. Amid the howls of laughter erupting from my friends huddled around me, I anxiously tore […]
Admit it. You know you’ve thought about it. Yet you hesitate. Chances are, you’re probably conflicted, wondering if it’s morally right, or if you really want to “go there” – even if it is legal. Well, you’re not alone. Many search marketers grapple with this decision at one time or another. The issue? Bidding on […]