Marketing attribution is about asking, out of the many marketing channels you are using and paying for, which marketing channels actually work? Which ones don’t? And are you paying the right amount for the ones that do work? Measuring marketing attribution is one of the biggest challenges for high-scalability performance marketing, and I don’t believe […]
Somebody recently asked me, what is the future of paid search marketing? At first, I thought, the simple (and stupid) answer to this question is: The future of search marketing is whatever Google says it is.
If you do digital marketing in Spanish or many other languages, you quickly realize it’s hard to find good translations for English terms that you use every day.
LinkedIn Ads is LinkedIn’s advertising platform. I’ve been using LinkedIn Ads on live clients since 2013, and since there aren’t many hands-on reviews from actual marketers, I thought I’d contribute one explaining how best to advertise on LinkedIn. What is LinkedIn Ads? LinkedIn Ads is LinkedIn’s proprietary advertising platform. It’s similar to other pay-per-click (PPC) […]
A number of my friends have small, local businesses, and I often see them making the same mistakes with their search engine optimization (SEO) — in other words, with making their website findable for search engines. Since SEO is often the cheapest and easiest form of internet marketing you can do, I hereby offer my […]
Finding the best SEO keywords (search engine optimization) requires a good plan, some creativity, and a lot of research. Here’s how to do it.
Your website is not the sum of your online marketing. You must consider where customers actually learn about you, and then where they need to go to make you money.
If you are still using broad match for search engine marketing on Google, you are wasting your money. You can greatly improve your ROI by using phrase match or modified broad match instead, in combination with careful analysis of your actual search query performance. Why is traditional broad match a waste? When I started managing […]
Harried search engine marketers like myself — and especially those who don’t have the money to pay for agencies or bid management software — love using Google’s Conversion Optimizer to manage their bidding. Conversion Optimizer automatically increases or decreases bids to hit a certain target cost per action (CPA), leaving you free to do other […]