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Frank Approach: Perspectives from Point It's President

Putting Profitability First in Digital Programs

I just got back from my annual trip to the Google Partners’ Summit. It was part of Google’s Live Marketing event in San Jose, and there was a palpable difference from previous years.?There were the usual themes of AI and Machine Learning, and a lot of attention on the newly announced Google Marketing Platform which looks very exciting.?But for me, the standout was an emphasis on putting profitability first in digital programs, especially in PPC.

Hallelujah. Finally.

Beach Reads for PPC Geeks: Essential Summer Reading for Paid Search Fanatics

Summertime is now fully upon us (yes, even here in rainy Seattle), bringing with it visions of longer days, cookouts, and—if you’re lucky—beach vacations. Even if you’re not a fan of the sandy area where land meets water, “beach reads” are essential for the summertime: material that’s light enough to consume while you’re soaking in the warmer weather, but substantial enough to keep your brain in swimsuit shape. As a PPC geek (and proud of it), I’ve compiled a list of essential topics (and related reading) to share as essential summer reading with my fellow paid search fanatics.

Event Recap: Thinking with Google About PPC Profitability

Common metrics used to judge the success of marketing efforts—such as cost per acquisition (CPA) and return on ad spend (ROAS)—can prove to be short-sighted and ineffective. Even though CPA, ROAS, and other front-end metrics may be what the C-Suite is used to, evolving the conversation to profit-based measurement can lead to better results. Profit optimization is not as easy as flipping a switch; marketers have the challenge of sharing the message and convincing leadership that it can create results. Last week, we hosted a seminar with Nick Danford, Agency Development Manager at Google, and Maddie Cary, Point It’s Vice President of Client Services, to talk about PPC profitability.

Interview with Google: The Importance of Paid Search Profitability

I recently had the pleasure of speaking with Nick Danford, our guest expert at Point It’s upcoming?Thinking With Google: PPC Profitability event on the Google campus. Nick works with Google’s Global Business Organization, where he drives performance-based strategy and crafts AdWords solutions with some of the department’s most strategic, digital agencies. I challenged him to help me understand how paid search can help a marketing department grow into a digital advisor to the larger business, and wanted to share the highlights of our conversation.

Why Did They Google It in the First Place?

One of my favorite things to do lately is to ask people in the PPC world a deceptively simple question: “Why did they Google it in the first place?” I’ve been asking it all over — in one-on-one conversations with peers and in front of crowds (including during a presentation at the 2018 Hero Conference in Austin, Texas). The purpose of the question is to dig into what to do when you’re facing an overcrowded market and are having a hard time growing your search program, specifically your branded search.

The Shift to Automation

Search marketing seems to be shifting from complexity to simplification.? A few years ago, the best practice was to build out campaigns very granularly, customize ad copy and separate out match types.? The goal was to have higher quality scores and more control over bidding.

seattle-smx-advanced

Top 5 Sessions to Check Out at SMX Advanced 2017

SMX Advanced 2017 is just around the corner, right in Point It’s backyard in Seattle, WA! We’re so excited for a jam-packed agenda filled with great SEO & PPC content and speakers. But which sessions are a must-see? We’ve done some of the deciding work for you. Here are our choices for the?top 5 sessions all SMX Advanced attendees should check out.

Client Love: How Point It and PEMCO’s digital marketing strategy drove award-winning results

Although it’s been a while since I’ve been in the dating scene, certain core challenges always manifest themselves in the search for the perfect mate: finding someone who is a great partner, understands the value of honesty and knows themselves well enough to be able to celebrate both your differences and similarities.? In the agency world, I’m finding a lot of parallels.? In fact, Pointers believe that you get great results through partnership, transparency and expertise. It’s really just a straight line from one to the other.

B2B Paid Search Funnel

The Challenges of B2B Paid Search

To understand?the complexities of B2B paid search, it’s imperative to know?how the lead funnel works, for it presents unique challenges for advertisers.
?The?funnel?is a concept that explains the process by which you?obtain valuable customers.

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