Digital
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Digital
Metrics Shape Become.com’s Keyword Bidding Practices
Within paid search, the Mark Twain quote “The difference between the right word and the almost right word is the difference between lightning and a lightning bug” is especially apt. Consider Become.com, a comparison shopping site which saw one word make a difference when bidding for a profitable paid search term.
“Everybody would like to rank for search terms that have a lot of volume,” says Arpana Tiwari, senior SEO manager at Become.com. “But you have to pick the keywords you can have an impact on in search.”
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Digital
Quidsi Peddles Diapers, Soap and Beauty within Facebook
Shopping within Facebook has so far been a goal rather than an accomplishment. Most of the brands that claim to drive transactions with a Facebook presence actually let Facebook users browse
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Digital
Boost Results With Actively Managed Search
All aglow thus far, the 2010 holiday shopping season has delighted a wide range of marketers, but expectations for holiday success vary widely, just like the metrics that have already hit the newswire.
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Digital
Choose Holiday Keywords With Care
Many shoppers use Black Friday and Cyber Monday terminology in search, expecting to find aggressive deals. Marketers should plan carefully before incorporating these keywords into their portfolios to avoid incurring unwanted costs and non-converting clicks.
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Digital
2011 Planning: Three Concepts to Kick Start the New Year
It isn’t even quite November yet, but already many if not most brands are finishing up planning for 2011. Here’s three sometimes overlooked concepts that every CMO ought to consider
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Digital
International Expansion Through Search Engine Marketing
Search can be a powerful tool for pinpointing global market opportunity and driving high ROI customer acquisition
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Digital
Why CPG Firms Need a Holistic View of Digital Spending
CPG companies on average spend six percent of their marketing budgets on online media, half of what other companies in other industries are spending. Clearly, there is an enormous untapped opportunity for the CPG marketer who gets it right.
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Digital
Increase Accountability With Micro Strategies
As brands increasingly need to control costs and drive results, micro strategies that can make offline channels more affordable and enable smarter, smaller media buys with greater accountability deserve a closer look.
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Digital
Top Paid Search Mistakes—And How to Avoid Them
Paid search is one of the top lead and sales generating techniques for many online marketers. But not optimizing your pay-per-click campaigns, not bidding on enough keywords and not properly tracking your ROI can hurt your results