• Timeliness & Automation For Cyber Monday Holiday Prep
    If retailers want to stay ahead of their competitors they will need to advance their marketing strategy to cater to the needs of holiday shoppers. I've compiled a list of four ways every marketer should be using search and digital tools to gain the attention of hungry holiday shoppers.
  • Just When You Thought Search Was Quieting Down...
    Just because the world of search may not appear to have had many bombshells recently doesn't mean there's a shortage of important developments. Many have flown under the radar due to the amount of expansion in this space. However, these developments should not go unnoticed. Here is an overview of the biggest happenings with each of the big four - yes, you read that right, four - search engines.
  • Purple Cows, Black Friday, And Green Money
    Several years ago, I got a purple and white milk carton in the mail. Inside was Seth Godin's great book, "Purple Cow." The premise of the book (and the packaging, for that matter) is simple: Marketing that doesn't stand out gets ignored. To win in today's information-overload world, marketing has to wow the customer (not unlike a purple cow among hundreds of regular black-and-white cows).
  • Local Search: What A Difference A Year Makes
    Last July, I wrote about how Google+ played a key role in local search. Guess what? Google has since completely removed Google+ references from local search results. What else has changed? As part of Google's mobile push, the 7-Pack is now a 3-Pack. Also, Apple Maps now dominates Google Maps for iPhone users. Anything else? Oh yeah, Google has created a Map Maker community to help make Google Maps work even better.
  • FPD+RFM, FTW! A Column About Google's Customer Match
    If the currency of the 2000s (the "aughts"?) was the keyword, the currency of the teens will surely be the audience. Intent-driven marketing is still awesome, but for many businesses, audience-based campaigns are what drive the most scale. So it's no surprise that Google has launched its own audience-based product, called Customer Match.
  • 5 Reasons Dynamic Search Ads Are Primed To Replace Keywords
    Earlier this year, Google upgraded its dynamic-search ads (DSA) program, making it significantly easier for retailers to improve their campaign efficiency, spending and scalability. Finally, advertisers have the ability to build out their campaigns without having to slave over keyword research. If you're a retailer with a content-rich website and your goal is to drive-high quality traffic to your most relevant pages at a cheaper cost, DSAs are the way to go. Since the update, we're seen solid results using DSAs as the primary campaign type, replacing keyword targeting.
  • My Career In Online Marketing: Lessons Learned From A Zig-Zag Path
    If I gave a commencement speech to a group of high school graduates today, what lessons could I pull from my zig-zag "path" to online marketing that might benefit them? After some thought, I came up with three overarching themes.
  • Google's Latest Trust Challenges: Can It Avoid Evil-Doing?
    Among Google's "Ten things we know to be true," a list the company uses as guiding principles, "You can make money without doing evil" is number six. This seems like a reasonable principle to evaluate. Is Google living up to this statement? Let's look at three recent events and gauge if Google can both make money and avoid doing evil.
  • Google's Foray Into Auto Insurance
    In January, rumors surrounding Google's entry into the auto insurance space ramped up significantly. The company had provided auto insurance comparison shopping in the U.K. since 2012, so it was widely speculated that this service would eventually come to the U.S. In March, Google launched the service in California, with 14 carriers participating. The auto insurance industry is one of the search engine's most lucrative sources of income. How will it not kill the golden goose?
  • What do Search Nerds Tweet About? Turns Out, Not Just Search!
    LeadTail recently analyzed 177,931 tweets from 482 leading US/Canadian search pros to determine what search marketers tweet about. The results - on first glance - struck me as rather banal, but upon closer examination, they may show a shift in the nature of search marketing itself.
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