Yet many marketers struggle to optimize this channel in the face of increasing competition, changes to Google results pages (e.g. Google Instant) and changes within AdWords itself. Find the answers to those questions and more here in some of the best Google AdW0rds tips, tactics and techniques of the past year. This post outlines several considerations to keep in mind when using image ads on Google’s content network, as well as step-by-step instructions for setting up image ads. New keyword targeting feature rolling out globally by Google Inside AdWords. MORE >>

The GPS for a website and any brand’s online effort is Google Analytics. When Google Analytics was released in 2005, it was a watershed event for any brand doing business on the internet. Google made available sophisticated analytic software for free. Although Google Analytics is an invaluable guide, it can be an overwhelming amount of data. How do you navigate Google Analytics. Here are the 9 Google Analytic metrics every marketer should know. If you invest in media, do you want to know which ones give you the most visitors and sales? MORE >>

Not long after I talked about building search campaigns that convert , Google rolled out its “Enhanced Campaigns” feature. Read on and see… Google has created its Enhanced Campaigns in response to the growth of the mobile web and consumers’ increased use of mobile search. For instance, Google’s Enhanced Campaigns will now include calls as conversions for no extra charge. Google also makes it much easier to target your customers based on time of day or their location. But… Google giveth and Google taketh away. MORE >>

Marketers can immediately increase their campaign success by using metrics and a payment model that is closer toward the end of the sales funnel. A “sale” is more valuable than a “prospect” A “prospect” is more valuable than an “viewer” In direct and online marketing, if a campaign is very targeted and also uses a model that only incurs cost if they get a customer or prospect to take an action, such as purchase a product or sign up for a service, it’s guaranteed that those advertising dollars will be well spend. MORE >>

At a minimum you should be using Google Analytics (free) and to build a spreadsheet with sources, spend and percent. Even if the sales organization is truly at fault, never say that. These are some measurements worth discussing: • How long do leads stay in a “pending” state before sales accepts or rejects them? Make sure you sure you review the facts with your counterpart in sales before discussing them with the management team. Joining the Cloud family to enable Sales effectiveness Dear Readers, I write today’s post with a feeling of. How many tests? MORE >>