The Point

DECEMBER 12, 2014

Every keyword in a campaign receives a quality score, ranked on a scale from 1-10, that, in combination with other factors – not all of which Google discloses – helps determine your cost per click (CPC), ad position, and other variables that contribute significantly to the success and cost-effectiveness of your PPC campaign.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking PPC 100

The Point

OCTOBER 7, 2014

It seems only yesterday that “PPC advertising” was synonymous with Google AdWords. Competition for ‘Sponsored Update’ campaigns is substantially greater vs. ‘LinkedIn Ad’ campaigns. This is especially important for pay-per-engagement campaigns since you’ll pay for any clicks on hashtags, etc. Billion with Google in 2013.

Paid Content 100

Paid Content PPC Twitter Linkedin 100

The Point

JUNE 8, 2016

Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign. That’s not because email is going away any time soon.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

JANUARY 24, 2017

Google AdWords – place ads on AdWords using the show name (and variations) as keywords. Signatures can be an extremely effective (and free!) channel to generate awareness for an upcoming show, particular to your customer base and current prospects.

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

JULY 20, 2018

A client asks: “Can I use the landing page from an email campaign for online ads, say: search or LinkedIn, if it’s promoting the same asset?”. My response: In short: no. There’s an appeal to the economies of using one landing page across multiple channels, but the requirements are very different. Photo by rawpixel on Unsplash.

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

The Point

FEBRUARY 16, 2017

The reality of life as a professional marketer is that there is rarely, ever, enough time, budget, resources or bandwidth to plan, design, build, launch and manage every campaign as we would if we could. An email campaign here. A search campaign there. Add the offer to the ad rotation in your Google AdWords campaign.

Campaigns 223

Campaigns Email Marketing Banner Ads Work Management 223

The Point

JANUARY 13, 2017

Smart technology marketers look to capture buyers early on in the sales cycle, then engage them in a consistent nurture campaign to build credibility, trust, and to position their solution favorably for when the buyers are ready to engage with sales. an “early stage” campaign focused on pain points, problems, and opportunities.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

JUNE 16, 2015

Selective and proactive use of match types (broad, phrase, exact) is a key technique in optimizing the performance of Google AdWords™ campaigns. Eliminating wasted spend – monies spent on clicks that aren’t converting into qualified leads – is one of the best ways to generate higher ROI from your paid search campaign.

PPC 100

PPC Paid Search Agency Adwords Campaigns 100

The Point

OCTOBER 11, 2012

In the process of managing search marketing campaigns for clients, we occasionally run into situations where client management is dictating that their company “own” certain key search terms on Google.

Positioning 100

Positioning Paid Search Agency Cost Google 100

The Point

MARCH 17, 2015

Programmatic buying removes those complexities and middlemen, and then leverages data to allow both marketers and their agencies to more efficiently apply advertising dollars on scalable, yet highly targeted campaigns. (HS) How has the landscape in display advertising changed in the last 3 years? (AF) contextual targeting. HS) Thanks Andrew!

Paid Search Agency 100

Paid Search Agency Buy Demand Generation Agencies Advertising Agencies 100

The Point

JANUARY 6, 2014

Improve campaign measurement. Measuring opens and clicks may tell you something about email performance, but it says nothing about the impact that email campaign had on qualified leads, or opportunities, or revenue. This year, test something in every campaign. Make content a part of every campaign planning discussion.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Autoresponders 100