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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Posted in B2B Marketing, Demand Generation, Inbound marketing, Landing Pages, lead generation, search marketing, SEM
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Also tagged landing page design, marketo landing pages, ppc best practices, ppc landing pages, sem landing pages
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According to various industry statistics, a large percentage of consumer search activity is related to location. By one account, more than 97 percent of all consumers use the Internet when researching products or services in their local area, of whom 90 percent use search engines. If, like me, you’re one of those consumers who googles [...]
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 [...]
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 [...]
October 14, 2009 – 8:30 am
Do search campaigns demand a different approach to offer strategy compared to other demand generation programs, say emails? Answer: yes. Remember, there are two fundamental truths about someone arriving at your landing page via a search ad: 1. He/she received very little information about your company in the ad (105 characters to be precise, including [...]
By Howard Sewell
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Posted in B2B Marketing, Demand Generation, Landing Pages, Offer Strategy, search marketing, SEM
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Also tagged b2b demand generation, b2b lead generation, Landing Pages, paid search, PPC, 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.
