If your keywords have a quality score of below 7, your cost per acquisition (CPA) could be suffering as a result. It is common knowledge that bad quality scores can impact your click costs, but by how much? And how does that cost affect your bottom line? A recent study by Three Ships Media [...]
It’s local. It’s hyper-local. It’s hyper-focused. Call it what you will, but there’s no denying the recent explosion in location based marketing. As digital media provides create a wealth of adverting options, there’s no excuse for not executing this tactic. Given the blurred line of social media, local advertising and mobile ad units (commonly referred [...]
Effectively managing investments in digital marketing activities is rarely a true core competency for businesses. In some instances, owning all digital marketing competencies is crucial to the company’s business model. (For instance, online retailers that compete solely on price or marketers where unbranded SEM drives a majority of their revenue.) In contrast, many other organizations [...]
One of my least favorite professors was fond of ripping my papers apart with one devastating and simple critique: “So what?”. I had several essays I’d toiled over for hours returned with that simple adage, usually next to my thesis statement, and little else in the way of feedback. Though it roiled me mightily at [...]
Two weeks ago, upon return from Search Engine Strategies, I documented three major concerns I hear from clients all the time that I heard echoed from participants and panelists at the conference. They were: I need more low cost inventory I don’t know where to put my incremental dollar I don’t know if I’ll ever [...]
