Content, personalization, and testing have emerged as important strategies for search marketers who think about the content behind the concept and the words that inspire a click that takes consumers from paid search or product listing ads to landing pages. Click-to-call ads take the consumer from the mobile machine to a live human being.» 1 Comments
Ad writing isn't easy, especially when it comes to paid-search ads. Marketers have four lines or less to create the perfect message. For those who need a little practice or want to test their skills, meet Addie, the latest addition to the DataPop family and host of the game AdGenius. DataPop flew her into the MediaPost Search Insider Summit (SIS) to test the skills of marketers and give one lucky expert a trip to Hawaii.» 0 Comments
Product listing ads churn out much higher conversion rates compared with text-based search ads, but there's one big challenge that Laura Landesman, senior eMarketing Planner at Williams-Sonoma, just can't figure out.» 0 Comments
Nonprofits have rather modest budgets when it comes to marketing. Many have turned to online. Testing will become a bigger part of what search marketers should do this year to quantify campaigns -- not only for nonprofits, but all companies. It has become more important to Andrew Chapman, manager of site analytics at PGA Tour. He uses testing often to check in on customers, making sure the profile remains up to date.» 0 Comments
The Interactive Advertising Bureau (IAB) will release a white paper Monday titled "Local Search: Managing Listings Across Digital Platforms." Sabrina Alimi, senior manager of the IAB Mobile Marketing Center of Excellence, will present parts of it at the MediaPost Search Insider Summit.» 0 Comments
Optimization from search to content works. Marketers know that. Now a study from Adobe Systems confirms it -- but the biggest issue points to a lack of investment and limited resources. All hold back innovation and content marketing strategies.» 0 Comments
Aside from smartphones and tablets, social search engine optimization has emerged as the next focus for many marketers in enterprises during a time when more C-level execs continue to give attention to SEO, video offers search and social opportunities, and small and national businesses capitalize on local search, according to a study released Thursday.» 0 Comments
Advertisers pay less per click these days, although many continue to invest more in paid-search ads. After peaking at an average of $0.46 per click in the third quarter of 2012, the cost continued to fall in Q1 2013 globally, reaching a five-quarter low of $0.39 for Kenshoo clients. Lower costs reflect the ability of marketers to improve targeting and messaging techniques.» 0 Comments
Marketers should take trust levels into consideration when optimizing a Web site for search queries, as well as paid-search ads. Survey findings released this week demonstrate why.» 0 Comments
Two recent announcements will prove Twitter's worth not only as a social advertising platform, but as a lead generation tool for the movie and the music industries. It turns out that a 30% increase in positive tweets is four times more effective in driving sales than a 30% increase in existing above-the-line advertising, according to a recent study.» 0 Comments
