January 25, 2012 – 8:14 am
Where do most paid search (PPC) campaigns succeed or fail? Though it’s typical for marketers to invest more time and legwork in the mechanics of search (keywords, bid strategy, campaign structure), I’d argue that the majority of PPC campaigns are won or lost at the close: the landing page. The rewards from making even slight [...]
By Howard Sewell
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Also posted in B2B Marketing, Demand Generation, Inbound marketing, Landing Pages, lead generation, search marketing
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Tagged landing page design, marketo landing pages, ppc best practices, ppc landing pages, search marketing, sem landing pages
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January 31, 2011 – 8:27 am
What does a software company do when their paid search program is working well but just not generating enough leads? That was the issue faced by Navicure, a leading Internet-based (SaaS) medical claims clearinghouse that helps physician practices increase profitability through improved claims reimbursement and staff productivity. By most metrics, Navicure’s paid search campaign was [...]
January 20, 2011 – 9:45 am
Our agency recently developed a report summarizing the results of a B2B marketing survey commissioned by Google and conducted by research company Ipsos OTX. In the survey, more than 600 B2B marketing executives answered questions about their budgets, marketing mix, and key challenges for 2011. You can access a complete copy of the report here [...]
September 20, 2010 – 5:11 pm
In B2B circles, Q4 is historically a time of year when marketing spend picks up. Sales teams need the push to meet year-end numbers, whilst at other companies, spending marketing dollars in Q4 is simply a matter of “use it or lose it.” Even with the recession now officially over, and the economy slowly entering [...]
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 [...]
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.
