The Point
FEBRUARY 24, 2015
Google, for example, provides basic tracking services – impressions, clicks, cost per click – automatically and at no charge as part of their default set-up. Excerpted from the Spear white paper: “ Top 10 B2B Paid Search Mistakes: Why Your Google Adwords™ Campaign Isn’t Working and What to Do About It.” It’s easy to see why.
The Point
JANUARY 24, 2017
Plus, as a physical medium, direct mail provides creative options to drive booth traffic and track response – for example: “be one of the first 50 people to bring this postcard with you to our booth and get a free [insert free gift here].” (Tip: Google AdWords – place ads on AdWords using the show name (and variations) as keywords.
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The Point
DECEMBER 12, 2014
As with most things, Google doesn’t disclose the precise algorithm by which quality score is calculated, but they do identify contributing factors – for example: expected click-through rate, the relevance of ad copy to the search query, and (notably) what Google calls “landing page experience”. Promoting transparency and trustworthiness.
The Point
MARCH 16, 2010
Conversion rates, for example, the rate at which clicks convert to leads (and a key metric for B2B campaigns), can be improved significantly by reducing the number of irrelevant clicks. For example, “enterprise” might be a negative keyword for a small business ad group, but not for your product line as a whole.).
The Point
OCTOBER 18, 2012
Earlier this week, San Francisco-based Demandbase announced its “ Company Targeted Advertising ,” a new platform that allows B2B marketers to target online display advertising either to specific companies (by name) or those that meet specific corporate attributes (company size for example, or vertical industries).
The Point
FEBRUARY 16, 2017
One prime example of this – and something we see too often in our work with tech companies – is the tendency to execute campaigns in very one-off, siloed fashion. Sometimes this is because different groups “own” different campaigns (the Web team owning SEM , for example) and so those programs tend to be managed independently.
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. If you enter your keyword surrounded by quotation marks, your ad will appear only when a user searches only on the phrase “network software,” for example, with the words in that order.
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