“2014 Social Media Marketing Industry Report”

Do you wonder how your peers are using social media? Wondering if you should focus on Instagram or podcasting, or put more effort into blogging? In our sixth annual social media study, more than 2800 marketers reveal where they focus their social media activities, which social tactics are most effective and how content plays a…

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“The Art and Science of Understanding the Person Behind the Visit”

All credit to Michael King who has put together the best segmentation and user persona outline I have ever come across. Here’s his preamble: Market segmentation is a basic tenet of marketing that has long been ignored by SEOs. And that’s okay, because for a long time working on the keyword-level of abstraction was enough.…

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What to Spend on Google Adwords

Setting your maximum cost to acquire threshold (and using it for budgeting) On a recent business trip to California, I hired a car service to get from the east side of Orange County to LAX. This is about an hour’s drive. As boredom overtook us, the driver and I ended up speaking at length about…

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Common Issues with Mature Paid Search Campaigns

● Expect that the “campaign rules” were broken ● Look for bidding issues and opportunities ● Review and update your ads and landing pages Advertisers often observe diminishing returns in their paid search optimization efforts. The big wins that come in the first few months get harder to replicate as keyword research gets played out…

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