paid search

Remarketing 101: The No-Brainer Paid Search Tactic


As competition becomes increasingly fierce, B2B and B2C companies are all fighting for customers to read their content, and purchase their products or services. With so many options available to today’s consumers, many brands are searching for a way to stay top of mind with potential customers.

Ready for a staggering piece of information? According to Business Insider, there is over $4 trillion of merchandise that will be abandon in online carts this year, 63% of which is potentially recoverable.

One method of recovering the attention of potential customers that have left is to deploy a remarketing program. But what is remarketing really? This post is designed for someone who’s either in the dark when it comes to remarketing (sometimes referred to as retargeting) or is in the early stages of starting a program.

Navigating Online Advertising: 6 Tips on Finding the Right Channels For Your Business


As the year winds down, most companies are putting the finishing touches on budgets and strategies for 2016. As a digital marketing agency, consulting with clients on matters like this is a huge part of our business. When the fiscal year winds down for most companies, we always see an influx in companies looking for consultation on where to spend their remaining marketing dollars.

“We’ve got X budget, which paid channel should we invest in?”

The answer is – there is no perfect answer. It depends heavily on the target audience and what goal you’re looking to achieve: impressions, clicks, downloads, online sales, etc. To help you determine which paid channels will work best for you business, we’ve created a snapshot of some of the options that are available today.

7 Tips For Deploying A Successful Ad Retargeting Strategy


There is no replacement for a sound organic optimization strategy. However, there are many ways that you can augment your organic strategy, including paid search tactics. Ultimately, your job is to ensure that prospective and current customers have a good user experience and can find the information that they need quickly and efficiently.

One tactic that has gained steam in the past couple of years is ad retargeting. In fact, Criteo found that visitors that are retargeted with display ads are 70% more likely to convert on your website than those who are not.

To help you navigate through the sometimes daunting and complex approach that is ad retargeting, here are 7 tips to help ensure that your advertising dollars don’t go to waste.

5 Ways to Woo Your B2B Social Media Audience & 3 Brands That Are Doing it Well



Have you ever been in a relationship where one partner wanted more, and the other was hesitant to take the next step?

Many B2B marketers are facing a similar roadblock. They’re ready to ask social media followers to “marry” them, but some of those followers are beginning to question why they liked the brand in the first place.

A recent study found that only 20% of CMOs are using social media for engagement. Two thirds of CMOs also report that they’re not ready to cope with social media.

SES San Jose: Search Advertising 101

Search Advertising 101

When performing a search on Google, there are two different types of results that show up: the organic listings and the paid, or sponsored, listings. Organically ranked sites are those which Google finds most relevant for that search query. The paid listings show up because an advertiser is paying money to be ranked that highly for those phrases. When a searcher clicks on one of those listings, the advertiser is charged the cost per click price for that ranking, so hopefully the searcher will convert into a sale for that advertiser.

But what if you don’t know anything about search advertising or setting up a pay per click campaign? What are the best practices behind PPC? And how do you track conversions? This session at the end of Day 2 of SES San Jose goes over the basics of search advertising and how to implement it for success.

Yahoo Panama – Interview with John Slade of Yahoo!

Spotlight on Search: Interview with John Slade of Yahoo!

John Slade
There has been quite a bit of buzz on the paid search marketing front with the launch of the new Yahoo! Search Advertising platform aka “Panama”. At the WebmasterWorld Pubcon conference in Las Vegas, Yahoo! announced the launch during a sponsored lunch. Dan Zarrella did a good a review of that session here.

Our YSM account recently went through the upgrade and we’re going through the process of getting familiar with all the new platform features. After talking to my contact at Yahoo PR as well as Mona Elesseily from Page Zero who has written a book about the Yahoo Search Marketing program, I thought it would be good to get some insight directly from Yahoo for Online Marketing Blog readers. John Slade, Senior Director of Yahoo Global Product Management was kind enough to field a few questions for me.

Organic Versus Paid Search Results

image courtesy of
A new WebSideStory study announced today shows that paid search has only a slight advantage over organic search results for conversions.

The study looked at more than 57 million search engine visits on Google, Yahoo and MSN and showed a median order conversion rate of 3.40 percent at business-to-consumer e-commerce sites for pay per click compared to a conversion rate of 3.13 percent for organic search results during the same timeframe.

This announcement is timely, because recently, someone on our MIMA-SM discussion list asked about clickthrough rates on organic versus pay per click ads in search results. It’s pretty common knowledge that most people click on the organic results, but this person was looking for a credible resource citing specific numbers.

So here’s what I found:

DM News Guide to Search Marketing

DM News has announced the next edition of their Essentials Guide to Search Engine Marketing (pdf). Editor in Chief Mickey Alam Khan says:

“Packed within these pages are articles from executives at the nation‚Äôs leading search engine marketing firms, agencies and consultancies. Also inside is commentary from two of the top three search engines, Yahoo and Microsoft. These experts offer tips, best practices, case studies and research on almost every topic under the search sun.”

Google AdWords Dayparting

The Google “Inside AdWords” blog has announced the addition of “ad scheduling” or as it is more often know as, “day parting”.

“Ad scheduling can also help you improve your ROI by ensuring that your ads run when it makes the most business sense. For instance, a local business may only want to run their ads during business hours, or an online retailer may want to boost their bids during their busier-than-normal lunchtime shopping period.”

When Andrew Goodman spoke here in Minneapolis at the MIMA event this week, he mentioned the impending addition of this feature to the AdWords program, but I’m not sure how many people caught it.

Kevin Newcomb over at ClickZ also has more details including several quotes from Richard Holden, director of product management at Google.