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The Complete Guide to Yelp Reviews: Power to the People!

Yelp has become the most popular Internet rating and review site since its initial inception in 2004. Yelp founders saw that word-of-mouth was a powerful purveyor of new customers, but with the classic local community structure breaking apart in an online era, how could individuals know which businesses to trust? Yelp was the answer – an online review site in which customers shared their...
July 22, 2013
31
Social Media

News Flash: Google AdWords CPC Down by 6% Year-Over-Year in Q2 2013 - Here's Why!

There’s been a ton of grumbling and conspiracy theories in the search engine marketing community about how new enhanced campaigns - the biggest and most disruptive upgrade to the AdWords advertising platform in the last 10 years - are just a ploy to raise CPCs. Various vendors including Adobe, Kenshoo, Covario and others have recently released studies claiming that CPCs are already rising by 6...
July 18, 2013
18
Google

The PPC Guide for B2B Professionals

  Quick: What do ground-penetrating radar, hydraulic tie-rod cylinders, and third-party PPC software platforms have in common? Not much, really—but all three are examples of B2B (business-to-business) products that B2B companies can sell via PPC advertising. PPC is a system that offers B2B companies the ability to capture leads fast and efficiently. Your target market is basically raising its...
July 18, 2013
17
Paid Search Marketing

Enhanced Campaigns D-Day Is Less Than a Week Away – Are You Prepared?

Many advertisers we work with at WordStream have already upgraded to Enhanced Campaigns. I’ve been bullish on the changes since they were announced in February – though Enhanced Campaigns do come with some loss of control, I believe the benefits greatly outweigh the costs for most advertisers. Namely, those benefits include: Easier management of mobile campaigns and better measurement of mobile...
July 17, 2013
2
AdWords Tips

How to Reduce Your Cost Per Conversion by 16-80% (Sorry, Haters, Quality Score Still Matters)

Quality Score: Is it the be-all-end-all of AdWords metrics, or no big deal? You’ll get a different answer depending on who you ask. Proponents believe Quality Score is a good measure of the health of your account – high scores tend to correlate with lower costs and better results across the board. Detractors will say QS is a distraction and all that really matters is your cost per conversion,...
July 16, 2013
24
AdWords Tips

The Small Business Strategy Guide to Google AdWords

Promoting products and services while trying to compete with mega-giants like Amazon and Walmart is often a daunting task for small business owners. The good news is that Google AdWords has created a way for advertisers to do just that. Bigger brands may have an advantage when it comes to PPC, but they don’t hold all the cards. Even with a small budget, you can get impressions and clicks on...
July 15, 2013
21
AdWords Tips

Further Adventures in Inbound Marketing: HubSpot PPC Hub & Upcoming Moz Webinar

Recently, we did our best to put the lie to the myth that PPC is outbound marketing. There’s a persistent idea that cost is the determining factor that separates inbound and outbound marketing. But we believe that all marketing has costs – since no channel is free, what matters is ROI. So inbound marketing isn't free marketing, but rather is defined by context and intention. Like organic content...
July 12, 2013
1
Marketing Strategy

12 Tests to Increase Your Landing Page Conversion Rate, Starting Today

Your bids are competitive, your ads are laser targeted, and you've tested and tweaked your landing page to get the highest possible conversion rate. Ever. You feel like Leonardo DiCaprio stand-spooning Kate Winslet on the Titanic, breathing in that fresh scent of saltwater greenbacks while your sales and leads keep pouring in. You're a marketing genius (and you've earned the right to call...
July 11, 2013
36
Conversion Rates
Landing Pages

Enhanced Campaigns FAQ: Top 5 Frequently Asked Questions on Enhanced Campaigns

As the deadline to migrate to Enhanced Campaigns looms ahead (it's in 12 days!), advertisers are becoming increasingly anxious about how these new features will impact their paid search accounts. Here are the answers to some of my clients’ top five most frequently asked questions about Enhanced Campaigns: Q: How do I determine my bid modifier for mobile? A: If you’ve advertised on mobile devices...
July 10, 2013
5
AdWords Tips

Modern Marketing: Automation's Evolution Brings More Opportunities to the Table

No search marketing campaign can guarantee a 100% purchase rate. Simply put, many visitors just aren't ready to buy... yet. Marketing automation technology and best practices close that gap, turning every website visitor into a lead to be loved and nurtured.  As marketing best practices have evolved over the years, so has modern marketing automation. Today, consumers make decisions on their own...
July 06, 2013
3
Marketing Strategy

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