3 Benefits of Having Both an SEM and SEO Campaign At The Same Time

Keyword Research

Keyword research is an essential part of search-based marketing. It doesn’t matter if it’s SEM or SEO all online campaigns start with some form of keyword research. Search engine marketing is based on showing up the very moment searchers are looking for a solution. And that search is based on a keyword.

Paid advertising uses keywords to create campaigns and ad groups, and organic marketing uses keywords to optimize webpages and create content based campaigns. Both marketing channels are based on the premise of showing up for a specific keyword, phrase or topic when a person uses a search engine to find a solution.

Increase Speed and Performance of SEO

So, what then is the benefit of having both an SEM and SEO campaign running at the same time?

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Changes In Google Algorithms Are Not Just For SEO Anymore

If you thought keeping up with the changes in Google’s SEO algorithms (aka: Penguin, Panda, Hummingbird), hold on to your seat. Google recently announced a new change to the Adwords Ranking algorithm.

After years of using a complex ad rank algorithm that had been simplified to Quality Score X Maximum CPC bid (QS x CPC bid), Google updated the ad rank algorithm to take into account some of the new features they have rolled out this year, primarily their new ad extensions.Ad extensions and formats will now impact the positioning of your ads on the Google search results page. For example: If two otherwise identical ads were to appear with the same bid and quality score, the ad with the ad extensions most likely to perform would receive the higher ad position.

Ad Rank will also play a factor in whether or not extensions appear for your ads; … Continue reading

Assisted Conversions: Stop Throwing the Baby Out With the Bath Water!

Every marketer is tasked with identifying the marketing vehicle(s) that will result in the most revenue at the lowest cost. During discussions with my clients regarding this endeavor, I often hear pains of frustration. This frustration is primarily caused by the inability to accurately identify a direct marketing path to a sale. The reality is that in today’s world, this direct path seldom exists.

Understanding how assisted conversions work and what the data means will help to minimize a lot of the frustration.

Is Your ROI Going Up or Down?

It’s fairly easy to identify the last touch point or sometimes even the first touch point a consumer makes prior to purchasing or even the first touch point. However, when looking at these touch points alone, many marketers find themselves in situations where they are spending more and generating less revenue. Why is this?

It’s easy to assume that the … Continue reading

The Great Performance Shuffle – Introduction

What do you measure in Internet Marketing?

How many times have you wondered if your Internet Marketing was effective? Whether you only have a website, you’re running PPC campaigns, you’re doing SEO, are engaged in Social Media, or are email marketing (just to name a few), you need to know what to measure.

This series of posts, coming over the next several weeks, will explore the what’s and how’s of measuring your effectiveness.

Define “Well Performing”

Despite what some believe, there is not a single definition of well performing. When you work with an integrated marketing team, one of the first exercises you’ll go through is defining your goals. Ultimately, the result is the same, to increase the bottom line. However, the next step removed from that will vary depending on your company, product line, target audience, buying cycle, and much more.

Example: You have a … Continue reading

Keywords Can Enhance or Sabotage Your 2012 Campaigns – Part 1

2012 – This is your year to experience abundance in the ROI of your online marketing efforts. Of course, there are many factors that will contribute to the success or failure of a paid search campaign. This is the first of several upcoming articles that will provide you tools, tips and tricks that will enable you to achieve your 2012 marketing goals. Since incorrect or nonexistent keywords strategies seem to be an overwhelming culprit to failed campaigns, the first series of articles will focus on developing a keywords strategy that will set you up for victory.

The selection of keywords is an intricate process. There could be hundreds or thousands of keywords that relate to your business. Should you use them all? That’s a great question and the answer is “it depends”. Prior to determining what keywords you should use, there are many questions you must consider. Today, we’ll talk … Continue reading

92% Of Online Adults Are Using Search Engines – Are They Finding Your Business?

It comes to no surprise to us here at LocalDirective, but a recent survey shows that Search (people using search engines like Google, Bing, and Yahoo to find information) continues to dominate the list of ways that adults find what they need. According to the results of a new survey from the Pew Internet and Life Project, Search is used by 92% of online adults with 59% use search on a typical day.

The Results Are In

Pew began tracking online behavior in 2002 and Search has been at the top of the list since the beginning. What is surprising to some is
that the birth of social media and mobile devices has done little to impact these results. That is not to say that the growth of these online channels hasn’t made a dent in online activity; it certainly has! But in terms of how people spend their … Continue reading