By Liz Farquhar January 25th, 2017 As the paid search landscape has become more competitive, Google has simultaneously made campaigns increasingly more complicated and more expensive. While intent-driven core keywords are considered the Holy Grail for results-driven paid search campaigns, there are often better (less expensive) long tail keywords that have far reaching benefits for … Continue reading Top 3 Ways To Identify Long Tail, Intent Driven Keywords For PPC
by Mike Azzara, December 8, 2016, What if you knew the concerns that were uppermost in your customer’s mind, right now? Or, which of the folks in your Eloqua database are most intensively researching the topic of the white paper you’re about to blast out — this week? Or, best of all: Which Fortune 1000 … Continue reading Surfing Intent Data Waves To Read Audiences’ Minds
Don’t look for shortcuts. Columnist Drew Eastmead explains why you shouldn’t rely too much on social media to drive website traffic to your business. Drew Eastmead on December 6, 2016 at 9:37 am I recently presented content marketing workshops to two clients in different states. Each company had a large staff of writers to produce … Continue reading User intent: Why organic content trumps social media
Politics aside, data from the 2016 US Presidential election illustrates that intent-driven search data “trumps” demographics-based polling data. Brian Ussery on November 23, 2016 During the hotly contested and seemingly never-ending campaign season running up to the 2016 US Presidential elections, Americans were exposed to more demographics-based “polling data” than at any other time … Continue reading US Presidential election data: searcher intent vs. demographic polling
Dan Shewan — November 10, 2016 — November 10, 2016 The other day, I was searching for an image of a still from David Cronenberg’s 1981 science-fiction horror classic, Scanners (don’t ask). Fortunately, Google served up the image I needed – and if you’ve seen the movie, you can probably guess what it was – … Continue reading 6 Ways to Optimize Images for Commercial Intent Searches
Want to reach search engine users in their moments of need? Columnist Thomas Stern explains his process for mapping keywords and content to the customer’s path to purchase. Thomas Stern on October 31, 2016 Google introduced the concept of micro-moments over a year ago, and since then, the company has consistently published supporting information as … Continue reading Micro-moments and beyond: Understanding and optimizing for consumer intent
by Laurie Sullivan@lauriesullivan, September 21, 2016 Heineken has an always on search strategy, even when buying display ads. Not just the paid ad kind running on Google, Bing and Yahoo, but the search for city landmarks to improve American structures and neighborhoods. Its latest Cities project took the beverage company to the abandoned Miami Marine … Continue reading Heineken Finds 4.3% In-Store Sales Increase Through Intent Targeting
by Orinna WeaverSeptember 13, 2016 Intent data is one of the latest buzzworthy trends in predictive marketing, yet many companies in the predictive space have very different viewpoints about the pros and cons of leveraging intent data. Predictive companies that offer intent data usually position it as the most important factor to reach prospects, while … Continue reading Intent Data Is Just One Piece Of The Predictive Puzzle
by Dan Shewan July 26, 2016July 26, 2016 We often talk about the importance of user intent. However, these discussions are typically framed within a PPC or SEO/content marketing context; we talk a great deal about assessing user intent with regard to the audiences we’re targeting with our paid search campaigns, our content, or our … Continue reading From Spam to BAM! Leveraging User Intent in Email Optimization
by Tony Zambito July 21, 2016 Follow @tonyzambitoJuly 21, 2016 Transformation by Yu Luck People and professionals in organizations can have different intentions while working towards the accomplishment of organizational, as well as, individual goals. Understanding the difference between intent-driven and goal-driven behaviors allows for deeper levels of understanding buyers (customers). Leading to more effective … Continue reading How Understanding The Goals And Intent Of Buyers Can Transform Marketing
