Use Dynamic Landing Pages to Boost Marketing Horsepower, Part 3 

This short series of posts about dynamic landing pages describes three benefits that a dynamic landing page platform can provide beyond the anticipated improvement to campaign performance derived from better conversion rates. My first post deals with using dynamic landing pages to regain control over your marketing programs. Post two shows you the management efficiencies that can be gained by using dynamic landing pages . This final post ... Continue...  

Posted By Wesley Picotte on 03/01/2010

Use Dynamic Landing Pages to Boost Marketing Horsepower, Part 2 

This short series of posts about dynamic landing pages describes three benefits that a dynamic landing page platform can provide beyond the anticipated improvement to campaign performance derived from better conversion rates. My first post dealt with using dynamic landing pages to gain control over your marketing program. This one describes a second benefit—program efficiency.What Does Efficiency Mean?When I talk about efficiency in this post, I... Continue...  

Posted By Wesley Picotte on 02/24/2010

Use Dynamic Landing Pages to Boost Marketing Horsepower, Part 1 

Dynamic landing pages have fundamentally improved digital marketing programs by facilitating a shorter path to conversion optimization, a big bonus for marketers under pressure to squeeze more returns from smaller budgets. There are other advantages, perhaps less intuitive, but equally as significant, that a dynamic landing page platform can provide. I cover three of these in this post series—first up is how dynamic landing pages can provi... Continue...  

Posted By Wesley Picotte on 02/19/2010

Digital Advertising: Use Paid Search to Guide Search Engine Optimization Term Selection 

A fundamental difference between paid search and search engine optimization is the quantity of keywords employable for each. Paid search advertisers generally compete for a broad (but relevant) array of terms. It is a paid search management best practice, in fact, to have present in a paid search campaign variations on keyword themes, which ensures impression frequency for advertisers as a search process progresses from initial, general queries ... Continue...  

Posted By Wesley Picotte on 01/05/2010

Three Simple Ways to Improve Paid Search Performance: Part Three (Keyword Research) 

In the first post of this series about three simple ways to improve paid search campaign performance, I wrote about a paid search management approach called campaign segmentation, a straightforward process by which you can quickly gain better control over your paid search investment. The second post covered ad group segmentation, a paid search management tactic that provides a host of benefits to your paid search campaign, including improved qua... Continue...  

Posted By Wesley Picotte on 12/14/2009

Three Simple Ways to Improve Paid Search Performance: Part Two (Ad Group Segmentation) 

In my last post, I wrote about budget management in paid search campaigns. In it I describe a paid search management tactic called campaign segmentation, and how to create multiple, targeted campaigns from a single campaign's ad group structure. By doing so, you can gain significant control over your paid search investment in a few simple steps.In this post, I'll talk about ad group segmentation, another fundamental approach to improving paid se... Continue...  

Posted By Wesley Picotte on 12/03/2009

Three Simple Ways to Improve Paid Search Performance (Part One) 

Paid search management and search engine marketing don't require advanced degrees, but managing your paid search investment effectively can be tricky, especially when your campaign leverages a robust keyword portfolio. This surely is how search engine marketing agencies—and jobs like mine—can even exist.Even the experts focus on fundamentals first before developing more advanced management strategies, though, and that's what this series of posts... Continue...  

Posted By Wesley Picotte on 11/20/2009

Google Jumps On The Cross-Channel Measurement Bandwagon 

Recently, Google announced the launch of Google Campaign Insights, a new tool that enables advertisers to gauge the impact that banner campaigns have on paid search. This is certainly not a new capability (this influence was first reported about six years ago), but it's a good addition to the solid arsenal of measurement and analysis tools Google already offers. Of course, Campaign Insights is limited to Google Content Network advertisers ... Continue...  

Posted By Wesley Picotte on 10/30/2009

Social Media is an SEO tactic, not SEO Itself 

A colleague recently shared a declaration made by Hewlett Packard's Community Manager who, citing the growing role social media channels have in providing content that search engines can index and associate to keyword searches, declared (paraphrasing) that SEO as we know it today will be dead in six months.I think not. Search engine algorithms are formulated to not allow specific content types to hold too great a sway over natural search pe... Continue...  

Posted By Wesley Picotte on 06/09/2009

Search Engine Optimization and Ning -- Not Really 

Corporate marketers are on to the non-secret—social communities can be a very good thing for your brand. Organizing one around a brand name or product can provide a taproot of drooling evangelists who are active online. And, as if drooling evangelism isn’t enough to justify an investment into building a social community, another benefit of doing so is search engine optimization. Community features such as blogs and forums are like search e... Continue...  

Posted By Wesley Picotte on 06/03/2009

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