Success in paid search (PPC) is often defined as generating quality clicks and conversions at the lowest possible cost. But just as often, a successful search campaign depends as much on avoiding bad clicks as it does on generating good ones. In fact, any experienced search marketer will tell you that many of the quickest [...]
A client writes: “If we include our company and product names as keywords in our PPC (paid search) campaign, won’t we simply be cannibalizing our SEO effort, i.e. paying for clicks that we otherwise would have generated for free?” Answer: It’s true that you may have generated Web traffic from the same people anyway, but [...]
This issue comes up a lot with tech clients whose products don’t fit neatly into defined or established categories. A client writes (details changed to preserve confidentiality): “Our product is on demand health & wellness software for small businesses and we’re promoting it as a tool for improving productivity, claims prevention, reducing healthcare costs, etc. [...]
February 18, 2009 – 2:15 am
Too often, B2B technology companies fall into the trap of using search advertising (SEM) primarily as a means of capturing prospects in the latter stages of the sales cycle, i.e. those potential buyers actively shopping for a solution. However, search advertising needn’t just be about finding people ready to buy your product. In fact, using [...]
December 2, 2008 – 12:49 am
No, nothing of the sort. But let’s face it – times are tight, budgets are tighter, and companies we talk to are all looking for ways to make their marketing investment go further. Here then, are some recommendations for how and where to spend today’s demand generation dollars for greatest effect. Let me suggest a [...]
By Howard Sewell
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Also posted in B2B Marketing, Blogs, Campaign Measurement, Campaign Strategy, direct marketing, Landing Pages, lead generation, Lead Management, Lead Nurturing, Marketing Automation, SEM
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Tagged landing page optimization, Lead Management, Lead Nurturing, Marketing Automation, paid search, SEM
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Howard J. Sewell is president of Spear Marketing Group and a B2B marketing veteran with more than two decades' experience in direct marketing, demand generation, and lead management.
