INDUSTRY TIPS & INSIGHTS
Thriving in a constantly changing marketing environment for over thirty years has given us plenty of insight into the work we do. Staying curious and educating our clients on best practices is part of what makes us all successful. Here are some hard-won observations and lessons we’ve learned.
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Black Friday Breakdown: Google Now Tracks Foot Traffic and Offline Behavior for Advertisers
Categories: Digital Marketing, Paid Search, Social Media
Frenzied crowds chasing “shocking” deals and a yearly spike in media spend are annualized and anticipated. The rhythm of Black Friday, the year’s biggest shopping event, is starting to become old hat, but advertisers have new technology and advertising channels to learn and leverage each year.
Bing Ads Changes: Close Variants and Negative Keywords
Categories: Digital Marketing, Industry News, Paid Search
Late last week, Bing Ads shared a few forthcoming changes to how keywords will be matched in Bing PPC programs. The updates, scheduled to take effect starting May 21, could mean taking a look at your campaigns and re-optimizing to ensure proper matching, traffic, and costs.
Managing Paid Search By Customer Intent
Categories: Paid Search
The first and possibly most important step of any paid search program is to define and understand your customer. It’s not only critical that you understand their demographic information, but it’s equally important to understand their online purchasing process and what search terms they use during that process.
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