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Marketers (and many publishers) are wrestling with the problem of cross-channel attribution: understanding what each channel adds to the entire process.
Producing a breadcrumb trail of user paths is too simplistic. The real key is understanding the incremental effect of each unit of media.
Search engine marketers tend to work in isolation. The SEO and PPC function sits in various departments depending on the company. Sometimes it's marketing, sometimes IT and other times web design or maybe e-commerce.
Most of the time though, integration with other business functions is minimal and work goes on without consideration for other business activities.
But search engine marketing should be something which is at the heart of a businesses operating online. Every part of your business should be aware of your search engine marketing strategy and how what they do, influences it.
An effective search engine marketing programme involves most areas of your business; here are seven business functions which should be involved in your search marketing.
Most of the search marketing advice currently available has a tendency to focus on those best practices that are easy to apply at a campaign or ad group level. This is because deploying best practice techniques, such as targeted ad-groups with relevant, keyword-specific ad copy, have proven they can generate great results.
However, while this may be the case, those search marketers who are tasked with running more complex, large-scale campaigns will know too well that being au fait with the best practices is merely a small part of their job.
We thought we'd give the PPC ads in LinkedIn a go to promote our B2B Marketing Manifesto. Here are our experiences...
Following on from our previous post on horrifying display ad placements, I've been looking for examples of when Google Ads go wrong.
So here's a list of 15 Google Ads (PPC and AdSense) which are either badly written, completely irrelevant, poorly placed, or just plain funny...
Most brands now engage in organic and paid search to a greater or lesser degree, but most do so with little understanding of the interaction between the two mediums, and therefore fail to acknowledge that search is one medium and not two and should be managed as such for maximum return.
To coincide with the release of Econsultancy’s Paid Search Agencies Buyer’s Guide this week, I’ve been talking to some leading UK search agency experts about what 2011 holds for the sector.
I’ve no doubt that paid search is going to become sexy again – we’ve seen PPC products and technologies emerging such as Google’s location-based ads, Product Listings, Extensions and Sitelinks.
Additionally, Bing and Yahoo! continue to challenge Google, while new opportunities for paid search are becoming apparent, ranging from mobile through to social media.
It looks to be an exciting year ahead for what some marketers regard as a stale channel, despite its effectiveness and accountability. But what do those on the frontline think?
Our recent research has unearthed some interesting trends within the mobile search marketplace. When reviewing data for Q2 we were confident that the PPC traffic through mobile on Google would surpass Bing PPC traffic and in Q3 we saw that materialise.
Google PPC traffic is now at around 4% of total PPC traffic, almost double that from Bing. Not the kind of stats that Microsoft will want to see ahead of the search alliance in the UK with Yahoo next year.
This makes mobile search something anybody involved in search engine marketing should be considering. And with much of the search volumes from mobile devices coming from localised queries SMEs should be looking to maximise this opportunity and lead the way in a world traditionally dominated by large budgets.
It would have been easy for Google Analytics to reveal how much traffic Google Instant is driving, but Google seems to be keeping this information under wraps.
Google Instant is designed to make search faster and easier for users, but what effect will it have on search marketing?
I've been asking a number of search experts for their predictions on the impact of Google Instant and what marketers can do to adapt to the changes...
There is a lot of buzz in the digital world at present around the rise of demand side platforms and real time bidding being the future for display advertising and particularly network buying.
With all the data, technology, and bidding involved, paid search marketers could find themselves best placed to take advantage of the rising popularity.