Previously, I covered the basic steps involved in setting up a Google Analytics account. In this column, I’ll focus on four GA reports to help you better manage your PPC campaigns. If you are like most search marketers, you’ve often wished for more insight into your campaigns than what AdWords alone can provide. You may […]
Running effective PPC campaigns in B2B markets is a competitive task that can be extremely expensive. That’s why it is so important for search marketers to run efficient campaigns that create maximum value for those high-cost clicks. So what can you do to be more competitive and increase ROI even as these tough economic times are shredding your budgets?
B2B marketers, how would you address the following question from your client or boss: “Why should I invest in a branded PPC campaign when I rank well organically?” This is a very legitimate question, particularly in this economic climate where companies are looking to cut corner Consider, too, that this becomes a stickier wicket when […]