The Point

DECEMBER 12, 2014

As most PPC advertisers already know, Google’s Quality Score measures what Google perceives to be the quality of your keyword ads. You can determine whether or not a particular landing page needs help by going to the Keywords tab in your AdWords campaign and placing the cursor over the speech bubble next to the status of any keyword.

Landing Pages 100

Landing Pages Lead Ranking Lead Scoring PPC 100

The Point

OCTOBER 7, 2014

Twitter and even Facebook have shown more limited success, but both can be a good fit for certain B2B companies whose target markets align well with specific interests or keywords. Using Interest Targeting makes it easier to get impressions, but engagement rates will likely be lower compared to Keyword Targeting.

Paid Content 100

Paid Content PPC Twitter Linkedin 100

The Point

SEPTEMBER 23, 2015

Link keywords within blog content to relevant Web pages. Linking keywords within blog posts to targeted Web pages or landing pages has long been an effective way to drive sales leads and also increase the “authority” (in SEO parlance) of the linked pages. And again, don’t overdo it.

Business Blogging 100

Business Blogging Lead Ranking Lead Scoring Generation 100

The Point

JANUARY 24, 2017

Google AdWords – place ads on AdWords using the show name (and variations) as keywords. channel to generate awareness for an upcoming show, particular to your customer base and current prospects. Develop a custom landing page describing your presence at the show, with an emphasis on demos, presentations, and networking events.

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

MAY 4, 2015

Replace product name in title with search-friendly and benefit-oriented keywords. . • Adapt and learn from encounters as they happen. Learn to neutralize emerging threats. Download this paper now. Note the changes that were made: 1. Mention the target audience to dissuade unqualified downloads. Drive action.

Paper 100

Paper Content Advertising Agencies Conference 100

The Point

MARCH 25, 2016

Either create a separate campaign focused on specific keywords and search queries related to the Webinar topic, or temporarily replace (or rotate) your current SEM ads with copy that drives Webinar registration. Use SEM to generate incremental leads outside of your target list. Leverage social media to extend the reach of your campaign.

Webinar Metrics 100

Webinar Metrics SEM Marketo Marketing Automation Services 100

The Point

JUNE 3, 2009

A client writes: “If we include our company and product names as keywords in our PPC (paid search) campaign, won’t we simply be cannibalizing our SEO effort, i.e. paying for clicks that we otherwise would have generated for free?” Answer: It’s true that you may have generated Web traffic from the same people anyway, but there [.].

Paid Search Agency 100

Paid Search Agency SEM Adwords Campaigns 100

The Point

APRIL 30, 2013

Josh’s argument is that search engines are no longer the only channels to offer keyword advertising, and that Twitter and Facebook in particular are now enabling advertisers to reach buyers in the act of expressing interest in a particular topic, trend or product.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Top of Funnel 100

The Point

DECEMBER 6, 2010

26 Must-Have Negative Keywords for B2B PPC Campaigns. Normally, a survey like this might indicate something about hot topics or key trends, but here instead the popularity of the top posts has everything to do with one word: search. Comments after the fold. 7 Mistakes To Avoid In Your Next Webinar Invitation.

Lead Gen 100

Lead Gen Webinar Metrics Salesforce.com Eloqua 100

The Point

AUGUST 9, 2012

Again, it’s usually possible to effectively target those users through smart media planning, choosing the right title for your content, and including the appropriate keywords in your abstract. A typical use case is if you only sell to companies that employ a certain operating system or database or hardware.

Cost per Lead 100

Cost per Lead Sales Qualified Leads CPL Campaigns 100

The Point

JANUARY 25, 2012

Though it’s typical for marketers to invest more time and legwork in the mechanics of search (keywords, bid strategy, campaign structure), I’d argue that the majority of PPC campaigns are won or lost at the close: the landing page. Where do most paid search (PPC) campaigns succeed or fail?

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

MARCH 9, 2011

Through the Google Places dashboard, business owners can track how many people searched for their business, which keywords or search queries were used most frequently, even what zip codes searchers come from. Times are tough for small businesses, especially retail.

Google 100

Google Business Mobile Advertising Search Marketing 100

The Point

JANUARY 31, 2011

Spear introduced new keywords (for example, “EHR”) that serve as leading indicators for when practices would typically begin to consider a clearinghouse solution. In 12 months, lead volume increased 118 percent compared to the year previous. Improved landing page effectiveness.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

OCTOBER 14, 2009

Unless you have the time and resources to create different landing pages and offers tailored to specific buying stages (and the keywords that are a clue to those stages), your offer has to cover all bases.

Landing Pages 100

Landing Pages PPC Paid Search Agency Webcast 100

The Point

OCTOBER 14, 2010

When listing content assets on your Website, be sure to include a brief, keyword-rich description of that asset. (Think you have enough content? Marketo has more than 300 content assets on offer on its Website.). It makes a big difference for SEO and search traffic.

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

JUNE 16, 2015

In reality, however, using broad match by default across all (or even most) of the keywords in your search program almost always leads to overspending, because it generates unqualified clicks – clicks derived from prospects who aren’t really searching for terms related directly to your product or service, but who saw (and clicked on) your ad anyway.

PPC 100

PPC Paid Search Agency Adwords Campaigns 100

The Point

OCTOBER 18, 2018

Whereas, a landing page optimized for SEO should instead focus on keywords for which the client wants their site to rank highly. For example, the primary message on a campaign landing page should align with the headline or message on the ad or email driving traffic to that page.

Landing Pages 182

Landing Pages Demand Design SEO 182

The Point

MAY 30, 2023

Rather than cut back on paid search (SEM) budget arbitrarily, look for keywords, ad groups, and campaigns that generate a bunch of clicks (and thus cost money) but few conversions. Webinars and white papers can be reinvented as infographics, checklists, blog posts, even video. Identify and eliminate wasted spend in search.

Marketing Budget Creation 147

Marketing Budget Creation Budget Programs Marketing Budget Paid Search Agency 147