• 2013 Brings Complicated Changes To Paid Search Marketing

    Predicting what is in store for paid search marketing in 2013. Now that we are halfway through the month of October, it is time to start finalizing end of the year marketing campaigns and looking ahead to what is in store for digital marketing in 2013. For those of us who work closely with Pay-Per-Click (PPC) campaigns and paid search marketing, it is no secret what a hectic, fast-paced industry this is. You are constantly having to tweak and experiment with what ads work best for your target clientele, while also staying in the right budget and campaign for your company. However, given the growth of mobile and tablet-use for web searches within the last year, 2013 is going to be especially hectic for marketers learning to adapt to the many changes. It is predicted that mobile search clicks could account for as many as 20-25% of all search clicks in 2013. Therefore, one of the most important investments that your company can make this upcoming year it to improve the way their paid marketing campaigns work on a mobile infrastructure. Earlier this month at the SMX East Conference, a group of paid search experts gathered in New York to…

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  • How to Optimize Your Pay-Per-Click Campaign in Five Simple Steps

    Whether you use Google’s AdWords, Facebook Ads, or any other platform, integrating a pay-per-click (PPC) advertising campaign as part of your overall online marketing strategy can help you supplement – or even replace – your traditional advertising strategy. Implemented correctly, PPC can be an extremely effective tool to help bring qualified, targeted traffic directly to your website. The problem, however, is that companies are often eager to jump onboard with PPC campaigns – but once they’re set up, they don’t know how to keep them running smoothly, efficiently and effectively. The following steps outline a cycle that can help you keep your PPC campaign running at peak performance. Following this cycle on a regular basis serves as a sort of maintenance plan for your PPC campaign, helping it to continue getting better and better results as time goes on. How often this cycle should take place depends on your budget, but it’s generally recommended after the first 100-200 clicks, and then at the same regular intervals for the life of the campaign.   1.    Identify and Pause Keywords that Under-Perform The key to successful PPC campaigns is one that’s universal across almost every aspect of online marketing: carefully tracking and…

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