If you’re relatively new to PPC, you might not think much about website design. Instead, your focus is more likely on things such as ad groups, ad messaging, and conversion tracking. After all, what does the design of your website have to do with PPC performance anyway? Quite a...
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Advertising and customer experience – those two concepts may sound mutually exclusive. When marketers today consider their customer experience initiatives, they rarely think about the impact of advertising. And that’s a big problem. According to a recent study, nearly 70 percent of consumers maintain they don’t trust advertising. Another 42 percent...
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Pay-per-click advertising can be a critical — and highly successful — component of your industrial marketing strategy. However, many manufacturers remain mystified by the discipline, confused by the terminology, and unsure how to measure their efforts. To help clear things up, and to give you a foundation for success, we’ve gathered some...
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We’ve all been there – you’re looking to book a hotel in a prime vacation spot and see some great deals. A few days later, you come back, credit card in hand only to find out that the price of the hotel has tripled. The reason? You’re vacationing at...
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This was an extraordinary year for PPC professionals that ushered in many changes. And you could argue that not all of these changes in 2017 were completely positive across the board. For example, Google continued to nudge digital advertisers toward top-funnel channels (e.g., Google Display Network and YouTube) by strongly promoting...
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Back-to-school shopping season is a busy and exciting time for retailers. It is the second largest retail spending holiday for online and in-store and contributes to 17 percent of the total year sales. In 2016, consumer spending on back-to-school products was a whopping $75.8 billion. The opportunities for retail sales...
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Are your competitors bidding on your branded terms and driving up your CPCs? If so, what can you do? In part 1 of her multi-part series on brand protection, columnist Lori Weiman provides some advice on how to make your brand terms work for you, even when the competition...
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