Using data to manage your accounts is a fundamental part of every PPC manager’s job – no one would dispute that. One thing we tend to forget, however, is that the numbers are just some of the buildings blocks we have to build a larger, more comprehensive narrative for our clients. It is easy to get caught up in day to day stat watching that devolves into overly simplistic obsession over...
Mehr über Burn the Math lesen »

Branding is not the “usual” way that the search channel is used, but especially in B2B, it’s a great way to emphasize your brand message and key selling points. One way to use search for branding is by simply targeting industry-, interest- or traits-based keywords . Targeting such generic keywords means that you will reach the user at the beginning of the search funnel. At this point...
Mehr über PPC Branding - How to catch the user’s attention lesen »

In the first part of this blog series about the Google Updates in 2012 we took a look at the influence of three different categories of Google updates on SEO factors, separating them into three types: "low“, "medium“, and "high“. Now we will put those that have a moderate or high impact under the microscope, and will see some very interesting trends emerge.   First, let‘s consider...
Mehr über Google Algorithm Updates part 2: Main focuses and SEO trends for 2013 lesen »

The needs and behavior of B2B and B2C clients differs based on their objectives and expertise - so managing a B2B account requires a different approach. What business people and consumers have in common is the growing habit of getting information via the Internet, as well as comparing information they gather there to make their decisions. Another trend, which is equally important, is...
Mehr über Monitoring a Successful B2B PPC Campaign lesen »

In November 2011, Google began, in the course of their "radical transparency“ campaign, to provide a monthly listing with a short description of their algorithm updates. These updates are made available bi-monthly on the Google Inside Search blog , and provide interesting insight into their focus, and how they "build search,” so to speak. The following evaluations, graphics, and...
Mehr über Google algorithm updates part 1 - An evaluation of focus and impact on SEO lesen »