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As most PPC advertisers already know, Google’s Quality Score measures what Google perceives to be the quality of your keyword ads. Every keyword in a campaign receives a quality score, ranked on a scale from 1-10, that, in combination with other factors – not all of which Google discloses –… Read More
It seems only yesterday that “PPC advertising” was synonymous with Google AdWords. Google still dominates search advertising – at last count, it handles roughly two-thirds of all Web search queries, a market share that won’t be decreasing any time soon. Its top 25 US-based search advertisers alone spent more than… Read More
It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Here are my candidates for 10 strategies that offer real potential for low risk/high reward: 1. Improve campaign measurement. Measuring opens and clicks may tell you something about email performance, but… Read More
You see a lot of so-called “benchmark reports” in B2B marketing circles, and most of them are, well: complete rubbish. The reason many of these reports are worthless, in my view, is that they’re based on non-randomized surveys, and thus the results are influenced heavily by who chooses to respond…. Read More
Earlier this week, San Francisco-based Demandbase announced its “Company Targeted Advertising,” a new platform that allows B2B marketers to target online display advertising either to specific companies (by name) or those that meet specific corporate attributes (company size for example, or vertical industries). The introduction follows on the heels of… Read More
In the process of managing search marketing campaigns for clients, we occasionally run into situations where client management is dictating that their company “own” certain key search terms on Google. Additionally, if that domination can’t quickly or easily be achieved through organic means (via Search Engine Optimization), then at minimum… Read More
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… Read More