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Pete Stafford

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The Google Chrome Ad Filter: What Marketers Need to Know

Posted by Pete Stafford on June 5, 2018 at 11:25 AM

Ads are designed to command attention, but sometimes the disruption can feel intrusive or overwhelming. Google realized this and in February of this year, they launched an ad filter for Chrome users that was designed to improve the user experience.

This is good news for quality advertisers, ethical publishers and irritated web users. We all want better experiences on the web and Google is taking steps to reduce annoying content by removing ads from any website that doesn't follow the Better Ads Standards created by the Coalition for Better Ads.

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Topics: Digital Marketing Strategy

AdWords vs. AdSense: What Makes Them Different, and How to Use Them

Posted by Pete Stafford on April 26, 2018 at 2:04 PM

It's hard to blame anyone who confuses Google AdWords with Google AdSense. The two services have similar names, and they even serve different sides of the same advertising coin.

But before you take advantage of either of these valuable marketing resources, it's important to understand the advantages of AdWords vs. AdSense, and how each platform can benefit your marketing strategy. When utilized correctly, both platforms can help brands optimize their ad spending and even generate revenue to fund additional campaigns. Here's a look at how AdWords and AdSense can help your business raise its standard for digital performance.

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Topics: Paid Search Engine Marketing

What is Retargeting? How Does It Improve Your SEO and SEM Strategy?

Posted by Pete Stafford on March 15, 2018 at 11:40 AM

Your client sells pizza, but it's not just any old pie. They've created a buffet of gourmet toppings, imported cheeses and homemade sauces that allows customers to build the most unique flavor combinations known to carb lovers anywhere. You know there are plenty of hungry customers out there, so you decide to use retargeting to corner the market on all those "pizza near me" local searches.

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Topics: Retargeting and Remarketing, Paid Search Engine Marketing, Search Engine Optimization (SEO)

How to Identify Negative Keywords for Your SEM Campaign

Posted by Pete Stafford on February 19, 2018 at 11:36 AM

When it comes to your search engine marketing (SEM) strategy, choosing the right keywords can make or break a campaign. From the content you create to the ads you publish, every asset should center around a core list of keywords that align with your target audience's needs.

Whether you're new to running SEM campaigns or consider yourself a seasoned pro, you've likely spent a great deal of time considering what keywords will drive the most clicks and conversions. But what about negative keywords? That is, the keywords you don't want to rank for.

Let's take a look at how a negative keyword list can help improve the success of your SEM efforts.

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Topics: Paid Search Engine Marketing

How are Disruptive Web Users Influencing the Automotive Industry?

Posted by Pete Stafford on January 5, 2018 at 10:48 AM

Millennials' preferences and online habits have affected multiple industries in recent years, but even these disruptive web users will need to buy a car at some point. And you'd better believe that when they do, they're going to do their homework first.

J.D. Power's U.S. New Autoshopper Study showed that customers who use services like Uber, Airbnb and Netflix — considered "disruptive web users" for their preference of web-based platforms over traditional services — tend to spend significantly more time researching cars when shopping. This audience is bigger than you may think, accounting for about 33 percent of Generation Y and 18 percent of Generation X, as well as 6 percent of Boomers and those older than them. Before making a purchase, these individuals visit as many as 12 websites, whereas traditional shoppers typically visit nine.

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Topics: Digital Marketing Strategy, Automotive

How to Drive PPC Campaign Optimization With Better Ad Copy

Posted by Pete Stafford on November 15, 2017 at 10:28 AM

Marketers know the importance of choosing the right keywords, selecting relevant audience filters and building a landing page that turns referrals into conversions. But if you're serious about PPC campaign optimization, then you also have to spend time hammering away at your campaign's ad copy.

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Topics: Paid Search Engine Marketing

PPC Campaign Strategy: 3 Common Mistakes You Could Be Making

Posted by Pete Stafford on October 25, 2017 at 2:31 PM

When it comes to pay-per-click (PPC) advertising, driving positive ROI is every marketer's goal. If you're seeing diminishing returns from your PPC campaign strategy, a number of factors could be causing this negative outcome. Take some time to revisit those campaigns and see if you're making one of these common mistakes.

You're Not Using Long-Tail Keywords

Businesses like Target, Wal-Mart and Best Buy might see big returns from ad campaigns focused on broad, popular keywords like "iPhone" or "laptop," but this type of approach typically isn't useful for small or midsize businesses. Research compiled by eConsultancy found that around 70 percent of search traffic comes from long-tail keywords that are at least four words in length. If you haven't already, it may be time to examine your local market and determine what sort of specific, long-tail keywords people use when searching for your business.

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Topics: Paid Search Engine Marketing

Why Paid Search Ads Depend on Well-written Ad Copy

Posted by Pete Stafford on July 19, 2017 at 9:42 AM

Paid search has plenty to offer small and mid-sized businesses, especially when those brands aren't ranking at the top of their desired keyword searches. But spending for this ad space needs to be carefully done so that you aren't throwing away all your marketing dollars. And even when you find the right bid opportunity, there's more work to be done: You need to have strong ad copy in place to take advantage.

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Topics: Paid Search Engine Marketing

Balance Your Paid Search Campaign

Posted by Pete Stafford on April 5, 2017 at 9:41 AM

No matter the scale, running a paid search campaign can be demanding, as marketers must find a working balance between different keywords, calls to action and ad copy so the campaign runs efficiently. While it may be tempting to throw out a few split-tests and leave the rest to trial and error, there are concrete things marketers can do to run a balanced campaign that connects with consumers but doesn't break the bank.

Keyword Caution

Finding the right keywords can be a tricky business. You don't want keywords that are too popular, as your paid search campaign will be crowded out by similar businesses selling comparable products. However, pick something too niche, and searchers might not find you.

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SEM Campaign Strategy: 4 Things to Know in 2017

Posted by Pete Stafford on March 27, 2017 at 9:32 AM

Just as search engines tweak their algorithms, an SEM campaign strategy needs to adjust accordingly. Google and other search engines continually work on improving algorithms and connecting consumers with the information they seek.

If you follow the rules and keep up with these changing demands, you can use this evolution to your advantage. Here are four crucial reminders for SEM this year:

1. Acquaint Yourself With Schema

Schema is a way of organizing data developed and promoted through Schema.org, and the way it works is simple: If you've ever typed in a Google search result that delivers the answer to a question in a text box above the search results, that's the product of Schema. It uses structured data to give on-page information context that Google uses to seek out simple search query answers, according to Search Engine Watch.

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Topics: Paid Search Engine Marketing

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