Google+ Could Become Self-Service Opportunity For Advertisers by Laurie Sullivan

A self-service advertising model gave businesses a means to advertise across the Web through AdWords, and publishers the tools to serve up ads on their sites through AdSense. Then came display ads across the Google network, and daily deals with Google Offers. Google isn't a stranger to location-based services through Android and mobile devices. So, what would it look like if Google were to combine some of these more traditional online ad services with a location-based platform and near field communication (NFC) technology through Google+? ...Read the whole story

Measuring The Effectiveness Of Content Marketing and SEO by Derek Gordon

Of the 14 posts in this content marketing series, this one has been the most difficult to write. The reason? Accurately measuring the impact or ROI on a content marketing strategy can be difficult and, while there are a number of really good ways to get at measurement, you'll never get to measures like those from a PPC or retargeting campaign. Still, measurement is important and definitely worth doing. Moreover, the SEO that content marketing enables is very measurable, and correlative value can be assigned to content marketing efforts as a result. ...More

  • Enterprise Paid Search On Overdrive by Ryan DeShazer

    Enterprise paid search marketing is complex, and each day it grows incrementally more complex. New advertiser options, more sophisticated ad-serving technologies and new entrants to the SEM auction are near-daily occurrences. And if that wasn't enough, sophisticated analytics communicate return on investment (ROI) to the penny, which in turn encourage advertisers to spend aggressively within an identified threshold. Layer in millions of queries performed daily around the globe and in numerous languages, and you have a very intimidating environment for the lay advertiser to navigate. ...More

  • Marketing In The ZMOT: An Interview With Jim Lecinski by Gord Hotchkiss

    A few columns back, I mentioned the new book from Google, "ZMOT, Winning the Zero Moment of Truth." But, in true Google fashion, it isn't really a book, at least, not in the traditional sense. It's all digital, it's free, and there's even a multimedia app (a Vook) for the iPad. Regardless of the "book" 's format, I recently caught up with its author, Jim Lecinski, and we had a chance to chat about the ZMOT concept. ...More