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IMPAQT's Documents
Search as an Invasive Marketing Solution
Marketers allocate a large portion of their budget toward invasive marketing in many channels, including TV, Social Media, Email, Display and Direct Mail. Brands utilize these ads to push consumers toward recognizing a need for their products or services….and it works. In addition, when invasive ads are done exceptionally well, and are targeted toward an audience based off lots of data, consumers don‟t even consider them invasive.
Category:MarketingReads:14Uploaded:05 / 08 / 2012ShareAdd to collectionThe Intersection of Search and Social Media
Traditionally, marketers have viewed Search and Social Media separately. But several changes in both channels over the last two years have significantly blurred the lines between them, causing marketers to consider their interaction. Instead of thinking about Search and Social Media in silos, marketers now need to think of the two holistically and identify how these channels influence one another, as well as decide what strategies and tactics to employ for optimal interaction.
Category:MarketingReads:53Uploaded:03 / 29 / 2012ShareAdd to collectionUnderstanding Change - Rate vs. Mix
Imagine you are an SEM professional. You’ve spent the morning doing your typical tasks: bidding, budgeting, Facebooking, when all of a sudden the air goes still, the hair on the back of your neck rises, and the tapping of keyboards stops. The phone rings… your boss wants to know why the clickthrough rate (CTR) has dropped 25%. What could have been the cause? Is it something as simple as a clerical error? Possibly, but for this example that would be too easy. How about the deletion of a top performing ad copy? Again, a plausible answer, but that can be checked quickly and would defeat the purpose of this paper if that were the case.
Category:MarketingReads:32Uploaded:03 / 29 / 2012ShareAdd to collectionMaking the Case for a Cross Channel Viewpoint of Your Search Marketing
Cross-channel marketing and media mix analysis is a well-established methodology for sophisticated marketers to understand the effects of product distribution, pricing and promotions, media expenditures, and competition on marketing ROI. This type of analysis permits marketing executives to plan and reallocate their resources. It also enables marketing campaign managers to understand aspects of their campaigns, such as the effect one channel has on another, as shown in the following example.
Category:MarketingReads:40Uploaded:03 / 29 / 2012ShareAdd to collectionOptimizing for Universal Search
The sites that rank in these vertical engines all have the potential to rank in a general Search results page. If you’re a local or regional company and you don’t rank for key terms in Google Maps, Yahoo Local, or Bing Maps, then Search results for these key terms will not show your site next to the eye-drawing, click-enticing map image. Instead, your competitors who do rank in these vertical engines will appear in that space and get the click. Ensuring that the appropriate items on your site are ranking within these vertical Search engines is the only way to succeed in a Universal Search landscape.
Category:MarketingReads:40Uploaded:03 / 29 / 2012ShareAdd to collectionGaining Market Share During a Recession Using Search Marketing
According to Robert Hall, Stanford University economist who chairs the National Bureau of Economic Research (the committee charged with identifying when recessions begin and end); “It’s much too early to determine whether the current slump merits the "R" word”. So while the media and economic pundits continue their debate on what to call this “slowdown”; industries and individuals across the globe are feeling the pains of the economy’s troubles. Looming recessionary signs such as: reduced forecast for global economic growth in 2008; low consumer confidence; the subprime mortgage crisis and continued housing market decline have yet to reach their climax. Even the ubiquitous Google has felt the effects of the economic downturn with its recent drop in sponsored clicks and stock prices.
Category:MarketingReads:64Uploaded:03 / 29 / 2012ShareAdd to collectionMedia Mix and Paid Search
The objective of incorporating media mix effects into your paid search campaigns is to optimize your spending and bidding strategy and tactics. Aside from obvious factors, like the coordination of ad copy and landing pages, it helps to answer fundamental questions like: What should be my campaign budget, and what should be my keyword bids, in light of my campaign objectives? Should I budget and bid boost during periods of heavy advertising? Or, should I lower my bids in the hope that lower ranked results will get high CTRs due to the ad campaign?
Category:MarketingReads:55Uploaded:03 / 29 / 2012ShareAdd to collectionSitelink Tactics the Every Marketer Should Implement
Sitelinks are an ad copy extension introduced by Google in 2010 and modified multiple times since their inception. There are several versions of sitelinks either currently in production or in a Beta test.
Category:MarketingReads:38Uploaded:03 / 29 / 2012ShareAdd to collectionReal Time Search
Search Engines are jumping on the social network craze. They are using Real-time Search as a first step to utilize these networks. Marketers are scrambling to answer compelling questions about this new addition to engines like Bing, Google and Yahoo!. Most importantly, marketers want to know: how will this change the perception of my brand and how can I capitalize on this momentum?
Category:MarketingReads:29Uploaded:03 / 29 / 2012ShareAdd to collectionTwitter Begins a Revenue Model
After much speculation and criticism, Twitter announced their plans yesterday for generating revenue from their 30MM+ user base. The lack of a revenue stream has long been the elephant in the room in discussions about whether Twitter is a fad or the real-deal. It appears that Twitter has attempted to answer that question, so long as marketers buy into the model.
Category:MarketingReads:65Uploaded:03 / 29 / 2012ShareAdd to collection
