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Pete Stafford

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What Are Gmail Ads and How Can Marketers Make Use of Them?

Posted by Pete Stafford on November 3, 2016 at 2:05 PM

With over one billion global Gmail users as of February, according to Digital Trends, chances are good that either you or the person sitting next to you is one of those users. And though this free email service is only a decade old, Google has provided an interesting way for advertisers to reach consumers in a place where (according to The Huffington Post) they spend over six hours a day: their inboxes!

What are Gmail ads?

Gmail ads are a specific type of native advertising that uses Google's AdWords platform to target users based on the content of messages in their Gmail accounts. If you've ever used the browser version of Gmail, you may have noticed a "Promotions" tab near the top of the page. This is where they can be found most easily. These ads are formatted like short emails with 25-character headlines and 100-character mini-bodies. Consumers can click anywhere on these lines to view expanded ads that look like emails and typically contain graphics, links, and additional text.

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Topics: Retargeting and Remarketing

Travel Advertising Soars With Paid Search

Posted by Pete Stafford on October 17, 2016 at 1:13 PM

If you do any travel advertising, you know that the days of the white-gloved, bespoke traveler are far gone. It's long been true that travel is booked almost exclusively online — whether through branded travel apps such as Expedia, independently by going directly to hotel and airline websites, or even by travel agents (who, yes, still exist). For businesses that rely on tourism, this has created new opportunities to reach customers.

The Purchase Journey

Long before a trip is booked, consumers begin to research destinations. The purchase journey can run the gamut from daydreaming about what it would be like to stay in the Caribbean to actually investigating the cost of flights, hotel rooms and things to do in Antigua. It is along this path that marketers for hotels, chambers of commerce and travel destinations can reach customers, particularly through search engine marketing (SEM).

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Topics: Paid Search Engine Marketing

Don't Waste Your PPC Budget: 4 Tips to Cut Unprofitable Keywords

Posted by Pete Stafford on September 29, 2016 at 1:48 PM

If your PPC budget is generating lots of traffic, but you're not seeing a return in sales, you're probably wasting money with the wrong keywords. If you want clicks that convert, you need to help the right customers find your ad. Think of it as prequalifying your leads. Here are four quick ways to zero in on profitable keywords and eliminate the excess.

You've Got This

When it comes to maximizing your PPC budget, the best tools you have are stored in your AdWords account already. Search Engine Land recommends that you concentrate on the past three to four months of data, noting that anything older introduces too many variables to be useful. Within each campaign, you can delve into the specific performance of keywords. From the keywords menu, click the "search terms" tab to see exactly what people are searching for when they click on your ad. Once you see what people are looking for, there will be obvious keywords to eliminate.

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Topics: Paid Search Engine Marketing

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