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  AdWords is a tool Google offers advertisers to help them gain traffic and, ultimately, sales through pay per click advertising. While AdWords is relatively easy to use, there’s a good chance you’re not maximizing your return-in-investment (ROI) due to some simple, easily correctable mistakes. Here are six common areas where advertisers tend to make AdWords faux pas and ways that they can be improved. Too many keywords in an ad group  Using too many keywords in an ad...
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When marketing automation software was introduced, it was seen by many as one of the best things ever to happen to online marketing. Many advertisers thought they could tell the marketing automation software what ads to place and where, and then just sit back and relax. That fantasy was short-lived, however. While marketing automation is an incredible tool for efficiently engaging customers, the reality is that the process still requires regular oversight to ensure consistent...
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This article was originally published in Multichannel Merchant. Silos have always been a problem in the digital marketing world, limiting the ability of marketers to understand the full scope of the customer’s journey.  This is why now more than ever before companies are investing in omnichannel to gain greater insight into how marketing channels intersect and contribute to overall performance. Often excluded, however, is affiliate marketing. It’s one of the few online channels...
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BrandVerity recently released a report that sheds light on one of the issues we’ve been talking about for years: PPC trademark hijacking. In the e-commerce world, branded search advertising can be one of the most effective digital marketing channels, bringing in purchase-minded visitors for relatively little spend. But here’s the rub. According to BrandVerity’s report, brands are losing tens of thousands of visitors per month from other sites bidding on trademarked brand names and...
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For those of us working in the digital world, the holiday season is one of the most active times of the year. But it's important to remember that to get the most out of the season, digital marketers should be preparing for a marathon, not a quick sprint. The holiday digital marketing marathon lasts long after Black Friday and Cyber Monday. It even extends beyond December. To ensure that you're maximizing your holiday campaigns, check this list -- twice -- to ensure you're covering all those...
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It’s no secret December is one of the busiest months of the year for e-commerce businesses. From Black Friday on it’s a dead sprint to Christmas as shoppers try to find the perfect gift for everyone on their lists. For businesses that advertise with Google paid search ads, there are a couple steps you can take to capitalize on the surge of interest during the holidays and pique searcher interest. Check Your Budgets Setting a budget for your AdWords campaigns can prevent you from...
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Savvy marketers know the value of a brand. It’s the reason a bottle of Tide costs twice as much as generic detergent that works just as well. Companies receive a brand premium, not because they have shown that their product is better, rather it’s based on the belief and or perception that it’s better. But online advertising is different. Because you can clearly and quickly measure returns (unlike in the detergent example), Pay Per Click (PPC) advertising should be a completely...
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