Consumers don’t always make a purchase within the same day or even the same week that they click on an ad, but that doesn’t mean the ad didn’t drive a sale. Many online marketers see significant latency between a paid click on an online ad and a purchase. Moreover, your most valuable customers are the […]
Bing has made a splash in the media recently – but now that the hype has faded, what will be the real impact of the new search engine for search marketers in the trenches? Most professional search marketers are now used to the perpetual changes in algorithms, bidding systems, performance metrics, and ad center tools […]
Too often, PPC campaigns are managed as though clicks and conversions take place within a vacuum, disconnected and unrelated to the customer engagement that occurs through other mediums and at other times. But PPC campaigns are tightly interwoven with broader marketing programs that reach customers over the entire customer lifecycle—across the web, in store, via […]
Successful paid search marketing is an ever-moving target: bid prices and placements are constantly changing, auction rules shift from one day to the next, and your keyword mix is constantly in flux due to seasonality, new promotions, and changing campaign needs. It’s no wonder your search engine marketing ROI also fluctuates with all this confusion. […]