Display Campaign Structure Best Practices

The Display Network is a completely different animal than the Search Network. You are targeting people earlier in the buying cycle who are not actively searching for your product or service. Therefor, your strategy is going to be completely different. Below are the best practices to follow when running ads on the Display Network. You can view a helpful article from Google that walks you through the step-by-step process of setting up Display campaigns here. Separate Search and Display Campaigns....

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Basic Tips for Video SEO

If you’re attempting to improve search rankings for your web pages, these days it’s no longer an option not to optimize digital assets. With search engines incorporating video, images and news into standard search results, marketers have the opportunity to achieve increased visibility by implementing basic video SEO principles. These 5 basic tips for video SEO are a good starting point for marketers looking to improve the “searchability” of their videos. 1. Optimize with keywords. Just like any type of text-based content, video SEO involves...

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Creative Ways and Reasons to Do Keyword Research

Keyword and topic research is a significant part of Search, Social Media and Content Marketing. An understanding of what customers care about related to a brand’s offering and how that manifests as keywords, helps drive how marketer’s approach content, optimization and promotion. Over the past 5+ years, the search landscape has evolved significantly and optimization has extended beyond the web page to digital assets like images, PDF’s and video, news, social media and mobile. The increased...

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How To Optimize Your Site With GZIP Compression

Compression is a simple, effective way to save bandwidth and speed up your site. I hesitated when recommending gzip compression when speeding up your javascript because of problems in older browsers. But it's the 21st century. Most of my traffic comes from modern browsers, and quite frankly, most of my users are fairly tech-savvy. I don't want to slow everyone else down because somebody is chugging along on IE 4.0 on Windows 95. Google and Yahoo use gzip compression. A modern browser...

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Steps To Ensure Accountability For B2B SEO Results

Keyword Targeting MethodologyEvery effective search program is built on the foundation of research. Understanding searcher behavior and intent should be a critical component of your SEO strategy. Question #1: What methodology do you use to select target keyword phrases?Make sure your search agency or team has considered the following factors: Your Specific Business Goals (lead generation, brand awareness, online sales) Market Opportunity (search volume) Level of Competition (number of sites appearing...

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Guide to PPC Metrics: 17 Experts on the Top 3 Must-Check PPC Metrics

Overwhelmed by all the metrics available in your AdWords account? Information is good, but information overload is paralyzing, so it’s crucial to strip away the excess and overkill – and focus on the metrics that really provide valuable insight into your PPC performance. So what are they? Which PPC metrics work the hardest and speak the loudest? We asked seventeen paid search marketing experts two questions: #1: If you could only check three metrics in your PPC account, which three metrics...

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SEO Audit Check List

Here are the essentials for an effective and fast SEO audit. I’ll warn you now that reading this guide might take a bit more time than it does to actually perform the SEO audit itself. But by the time you finish reading, you will be fully prepared to improve a site’s visibility. Take good notes as you complete the audit; you’ll need them to prioritize optimization tasks. There’s also an easy-to-follow chart you can you or others through the process. This guide is broken into the following...

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adCenter Quality Score Defined, with Bing’s Ping Jen

Ping Jen is a Product Manager on the Microsoft Advertiser and Publisher Solutions Team. He has a passion for driving improvements into adCenter which helps advertisers optimize their campaigns and increase their competitiveness in the marketplace. Prior to joining Microsoft in 2009, Ping was a Business Administrator at University of Cincinnati Department of Neurosurgery. Ping is a Microsoft Certified Solution Developer (MCSD) and holds a MBA degree from the University of Notre Dame. Key...

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