The selection of negative keywords is every bit as important to the success of your pay-per-click (PPC) campaign as your choice of targeted keywords. Negative keywords act like a gatekeeper for your PPC account – helping protect you from unproductive and wasteful search queries that can drain...Read More >>
There’s a tried and true adage from the advertising community that advises marketers to “Sell the sizzle, not the steak.” Sounds corny but it’s true. The majority of consumers don’t buy based on a rational evaluation of product features and benefits or even on the basis of the lowest...Read More >>
Selecting the most effective strategy to engage and convert prospective customers is perhaps the most important decision you face in designing your company’s overall marketing program. The “push” strategy is the older and probably better known of the two basic marketing methods. This approach...Read More >>
Contrary to a popular misconception held by many marketers, AdWords is actually the name of Google’s paid advertising network which primarily consists of two distinct advertising venues: Google Search and the Google Display Network. Google Search (frequently misidentified as Google AdWords)...Read More >>
An estimated 50 percent of all B2B marketing campaigns fail to deliver the expected results because the message, offer, or technique was not matched with the correct audience. This is as inexcusable as it is preventable, and the underlying problem is usually a lack of proper planning....Read More >>
Inbound marketing is a strategy that brings in prospects to your particular brand who have indicated an interest in your product or service category. In essence, prospects are voluntarily opting in to hear your message. Various techniques are used to educate and inform prospects including search...Read More >>
While inbound marketing should work for any business that uses traditional outbound marketing techniques, the truth of the matter is that it may not be a good fit for certain types of businesses. Inbound marketing is not a quick-fix, set it and forget it proposition. It requires a substantial...Read More >>
The competition within virtually every business niche today is absolutely fierce, and it’s getting harder and harder to stand out from the crowd. Most markets are at a saturation point, and consumers are hard-pressed to be able to distinguish one brand from another. You’ve tried just about...Read More >>
A business persona is a carefully cultivated representation of the image, personality, values, and reputation that marketers want their company to be associated with. For example, IBM is seen as the dorky all-business type with no sense of humor, and Twitter is the cool kid that everyone wants to...Read More >>
With a commanding 67 percent share of the search market, Google has long been the unchallenged leader in pay-per-click (PPC) advertising with its AdWords platform. This market dominance has led many people to associate PPC advertising exclusively with Google, which is as unfair as it is unwise....Read More >>
