by Oren Netzer, Op-Ed Contributor, July 19, 2016 Part 3 of this series examines whether the impressions and clicks generated by long-tail keywords are incremental to the impressions and clicks already being driven by the pre-existing keywords, or whether they are at the expense of the pre-existing keywords. In other words, are you creating … Continue reading Why Long-Tail Keywords Are Your Biggest Missed Opportunity – Part III
Digital marketing is more complicated in some industries than in others, as anyone who works finance, retail, education or pharmaceuticals knows. In her five-part series, contributor Lori Weiman will explain how advertisers can thrive in these highly regulated industries. Lori Weiman on June 28, 2016 Are you a marketer or affiliate … Continue reading How to manage your ad partners in regulated industries (part 1 of 5)
by Scott Barnett July 12, 2016 Follow @scottabarnettJuly 12, 2016 In May, we wrote about Facebook’s news feed and how they prioritize posts. Following their annual F8 conference, Facebook themselves revealed details how they prioritize what shows up in user’s news feeds. Our conclusion was confirmed that if you were a business owner or a … Continue reading Facebooks News Feed, Part II
by David Grow, Op-Ed Contributor, July 18, 2016, 4:45 PM Negative keywords are a great tool that marketers can use to optimize their account performance by limiting the ads served for irrelevant searches, thereby reducing costs. Here I provide an overview of match types, negative lists and account limits. The second part to this series … Continue reading Comprehensive Guide To Negative Keywords: Part I
by Loren Bors June 29, 2016June 29, 2016 Using their Deliverables Intro: More than just a few good conversations and a slide deck Consultants can get a bad reputation for good reason. Not everything we do is truly necessary or important, not every prediction we make comes true and not every binder or thumb drive … Continue reading 5 Ways Startups Can Use Consultants Well: Part 2
by Oren Netzer, Op-Ed Contributor, June 27, 2016 Part I of this series showed how bidding directly on mid-tail and long-tail Exact match keywords can significantly improve click-through rates, average position and cost per click. The study revealed that this is likely due to a better match between user intent (as expressed through the search … Continue reading Why Long-Tail Keywords Are Your Biggest Missed Opportunity – Part II
by Ari Gillam June 24, 2016June 24, 2016 Mobile optimization is more than being mobile-friendly, but making a solid first impression with a mobile-friendly site is the first step to generating more mobile conversions. Last week, we went over the importance of your mobile optimization efforts. Today, we are tackling the first metric in your … Continue reading Mobile Conversion Optimization, Part 2: How to Reduce Your Bounce Rate
by Loren Bors June 27, 2016June 27, 2016 Working With Consultants Not just for the big fish Startups are revered in our culture. They’re the middle finger to large corporations who can’t keep up with the times or who blow off customers because they’ve secured some near-monopoly on a product or service. Large corporations are … Continue reading 5 Ways Startups Can Use Consultants Well: Part 1
by Oren Netzer, Op-Ed Contributor, June 22, 2016, 2:22 PM Long-tail keywords represent 70%-80% of search query volume. Because of the complexity involved in targeting them directly, search marketers have historically resorted to targeting long-tail keywords using phrase match or broad-match modified (BMMs) keywords. Marketers often ask whether bidding on Phrase matches and Broad Match … Continue reading Why Long-Tail Keywords Are Your Biggest Missed Opportunity – Part I
Columnist Andrew Waber dives into the performance metrics for Instagram and discusses how advertisers can take advantage of this increasingly promising channel. Andrew Waber on June 22, 2016 Chukcha / Shutterstock.com Six months have passed since my last Instagram-focused column, so it’s a good time to provide an update on the ecosystem in terms … Continue reading Instagram advertising: What’s working? Part 2
