Marketing and Development: An Age-Old Rivalry “I need a new landing page in two weeks,” says the marketing manager standing in front of your desk in the engineering group at BigCo Inc. “I’m sorry, but that’s just not possible,” you reply as you imagine the week required to design and code new templates in your  … Read more

Driving more incremental traffic through search starts with understanding how your prospective customers search for you. There’s nothing more fundamental to understand in your customer’s search intent than what it means to distinguish your branded vs non-branded terms. But for some advertisers, such as manufacturers who distribute through wholesale channels, identifying and valuing your branded  … Read more

Our PPC team uses a variety of tactics honed over years of managing performance-driven PPC accounts. Today I want to share one, quite powerful tactic hiding in plain sight, disguised as a mundane account setting: ad delivery options.

ROAS is Return on Ad Spend. It’s the metric that combines cost (Ad Spend) and revenue (Return) into the most common KPI used to measure SEM performance. With a healthy ROAS, budget shouldn’t matter. It’s like the fountain of youth for your PPC campaign and your bottom line.

Search Engine Optimization

The world of traditional marketing is one of fixed budgets, set well in advance, and post-campaign reporting. For understandable reasons, these same approach is often applied to digital marketing – set a fixed budget, assess the performance over time, but stick to the budget.  A performance marketer sees the world differently. While we understand the  … Read more