May 2010 Search Marketing News in Review

Although May proved to be a busy month in terms of search marketing news, June promises to heat things up with the rumored Google Mayday update due to arrive at any time.  The Mayday update is promised to provide higher quality search results for long tail search queries.  Look for more on the Google Mayday update in coming posts, but for now, here is how May 2010 shaped up for online marketing: Continue reading May 2010 Search Marketing News in Review

February 2010 search marketing news in review

This February, I’m going to start a new recurring monthly post of recent news and events in the search marketing industry.  These are a collection of links to articles that I’ve collected over the month that I think are valuable resources to online marketing and can range from paid search, to SEO, to analytics, and social media. Continue reading February 2010 search marketing news in review

PPC-Advice.com Best Posts of 2009

It’s that time of year again.  Time to look back at the last twelve months and reflect on what was a roller coaster year on PPC-Advice.com.  There were good times and there were bad, there were times a few articles were stumbled and dug, and some articles that just plain sucked.  Before we ring in the new year, and possibly a new site (OMG teaser…) let’s go over a few of my favorite posts, a few of your favorite posts, and a few odd-ball articles you may want to revisit. Continue reading PPC-Advice.com Best Posts of 2009

Persona marketing applied: PPC ad crafting vs landing page analysis

marketing personasPersona marketing, by definition, is the application of fictional psychological and/or demographic profiles to anyone that might use a site or product.  In online marketing, we’re blessed with possibly the best quality data available compared to the rest of the discipline, because we can often accurately profile anyone including prospects, clients, internal stakeholders – any visitor in fact.  When we narrow the scope of online marketing to paid search or “pay-per-click” we often need to strike a balance between traffic quality and quantity.  Persona marketing can help one of two ways, through the ads we craft to capture an audience, and the landing page we create to convert visitors. Continue reading Persona marketing applied: PPC ad crafting vs landing page analysis

Lazy Search Marketers, Prepare to be Called out!

Lazy CatHere’s a quick quiz: what are the easiest keywords to win in both SEO and paid search campaigns?  What are the toughest keywords to win in SEO and the most expensive to buy in PPC?  This isn’t a trick question and the answers are obvious: your company’s or client’s brand name keywords should always be the easiest to win, and the two or three keyword generic phrases are always the toughest.  So why do some SEO’s and PPC campaign managers think last click attribution should give them unearned credit on brand names?  Could it be laziness? Continue reading Lazy Search Marketers, Prepare to be Called out!

Day 2: No longer a newbie, still a female and keeping her clothes on

Having gone down the rabbit hole last night as well, I wasn’t surprised the first session was a bit of a snoozer in terms of attendance. Even with a promising session title: “Igniting Viral Campaigns: From Links to Generated Content”, the absenteeism was sharply felt, just like the fricking cold air cutting through the entire venue. Good thing I picked up an “I’m with Stupid” Shirt from StupidSEO.com to keep from slipping into hypothermia. Continue reading Day 2: No longer a newbie, still a female and keeping her clothes on

SES San Jose 2009: A look back at Day 1: from the perspective of a female newbie

Feeling fresh, alert and green coming off of EST and attending my first SES conference, I was met with a sluggish start to SES. This means low energy attendees, no freebies as was advertised from previous years’ attendees and worse of all, no brekkie! Even the coffee was weak. Those who needed more of a jolt had to make a trek to the Starbucks in the hotel next door or feed themselves with the $10 dollar fruit plate from the adjacent hotel. Continue reading SES San Jose 2009: A look back at Day 1: from the perspective of a female newbie

True Conversion and Return on Investment BS (ROIBS!)

One of the hardest tasks online marketers and web analysts face on a daily basis is proving true returns on marketing efforts, or even the opportunity costs or labor.  You may have a definitive set of criteria handed down by managerial or executive teams such as orders or return on ad spend (ROAS), but finding and reporting on those conversion points can be difficult.  What about businesses that don’t rely on conversions that occur online?  Better yet, do you have a vendor or partner that assures you the numbers are great even though accounting is ready to pull the plug?  What are the true conversion numbers? Continue reading True Conversion and Return on Investment BS (ROIBS!)

Solid Online Marketing Tips for a Shaky Economy

richter-scaleWith all the talk lately about new and emerging technologies, social spheres, and potential easy wins in online marketing, it’s hard to decipher the signal from the noise.  A shaky economy doesn’t help matters, because many companies are moving to either increase short-term gains or foster long-term strategy and right the boat.  Fragmented advice is easy to come by, so I present to you one cohesive strategy of online marketing with a few tactical real-world examples of how you might implement change. Continue reading Solid Online Marketing Tips for a Shaky Economy

SES Toronto Pre-Show Interview: Janice Hatch, Google

janice-hatch-photoContinuing my pre-show coverage of Search Engine Strategies Toronto, I have the privilege of introducing Janice Hatch of Google Canada.  Janice is scheduled to speak on Day 2 of the conference in a session called “Campaign Performance Tracking” and was nice enough to spare some time to answer a few questions that relate to Google Adwords and the future of search marketing. Continue reading SES Toronto Pre-Show Interview: Janice Hatch, Google