Tag Archives: SEM

JW Player Logo

Video Tech Company Leverages SEM to Drive Enterprise Leads

Started in 2008 as the world’s first open source video player, JW Player pioneered video on the Web and today has customers in 193 countries, ranging from Fortune 500 companies to individual bloggers. The company’s flagship product, JW Player, is live on more than 2 million sites with more than… Read More

Paid Search Tips

Failing at Paid Search? Maybe You’re Just Measuring It Wrong.

The lack of an appropriate and complete tracking system is one of the most common errors, or omissions, that B2B marketers make in setting up a paid search program. It’s easy to see why. Google, for example, provides basic tracking services – impressions, clicks, cost per click – automatically and… Read More

Google Quality Score

5 Simple PPC Landing Page Changes that May Improve Your Quality Score

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

Ego Bidding: Why Paying for #1 Position on Google Costs You More Than You Think

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

How One SaaS Company Doubled their Lead Volume from Paid Search

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,… Read More

26 Must-Have Negative Keywords for B2B PPC Campaigns

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… Read More