Search marketing

SUMMARY: Getting a granular look inside an individual marketing campaign can be informative, but sometimes it can be helpful to see the entire picture of the overall marketing strategy covering many channels.

This case study looks at how one B2B e-commerce company utilizes and integrates a number of channels including email, PPC, display ad retargeting, affiliate marketing, social media, and comparative shopping engines. Find out how this total marketing strategy led to triple digit growth for the company in a tough economy over the last four years. read the complete case study

SUMMARY: People who find your website through a search engine can be highly qualified. This quality can stretch even further when they find you with specific, long-tail keywords.

See how one retailer earned a 9% conversion rate by targeting specific search terms. Find out how the team used highly targeted video and content to grab more real estate on search pages and convinced visitors to purchase. read the complete article

SUMMARY: For the past year, pay per call search ads have been hyped like crazy in the press and at conferences on search. But is anyone actually having success in pay per call? Check out MarketingSherpa's interview with a real-life marketer in the pay-per-call trenches. read the complete interview

SUMMARY: Marketing programs aim to deliver against three types of outcomes: increase revenue, reduce cost, and/or improve customer satisfaction and loyalty. Many organizations find that PPC, SEO and other complementary inbound marketing tactics drive results in these areas.

However, will this translate into increased budgets for these programs over the next 12 months? This week’s chart reveals the answer to that question from a survey of more than 1,500 search marketers. read the complete article

By Anne Holland, Content Director

Search pay per click (PPC) URLs are fairly short because of the nature of the beast. You are not given much room to type in a long URL.

So, the hot search PPC testing tactic is specific wording and capitalizations. Example: Should your text ad say www.ClickHere.com, or will you get better response with www.ClickHERE.com, or perhaps www.ClickHereFREE.com?

As all experienced search marketers know, organic search results get the lion's share of... read the complete blog post