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Articles (5):
Blinding You Without Science -- SEM Lights the Way
September 08, 2008
So, in the spirit of the back-to-school season, I've broken out the old textbook scientific method steps and populated them with examples familiar to a search marketer. And for those of you averse to wearing white after Labor Day, you won't even need a lab coat.
Paying for Brand Clicks? Get More for Your Money
August 06, 2008
"Why does search get the credit for everything?" is a question that's been asked frequently in marketing departments in recent years.
Cool SEM Tools Just in Time for Summer
July 11, 2008
Back when I began as a search marketer, summer was generally a quiet time to look for and test out the latest ingenious tools that promised to unlock the secrets of the search engine algorithm. Each new tool would offer a piece of the puzzle to help open the door to untold free traffic riches: Back Link Analyzers, Keyword Density Clouds, Spider Simulators and others.
Why Search Networks Matter to Google, Yahoo! and You-hoo
June 02, 2008
As Yahoo! races to develop new search revenue strategies to fend off Redmond and now Icahn, it is creating as much irony as news. Take Yahoo!'s much publicized test serving of Google syndicated search ads on Yahoo.com. As you may have already heard, the net result of the test is that Google syndicated ads drive more revenue to Yahoo! on fewer clicks, even after Google gets its cut. What's not as commonly known is that Yahoo!'s own sprawling syndicated search network shoulders a considerable share of the blame for degrading much of that click value in the first place.
Relevancy is what Matters in SEM
May 12, 2008
Relevancy is both the most critical and most misunderstood aspect of today's changing advertising landscape. Advertisers who engage their customers with the most relevant message, at the most relevant time, and in the most relevant manner, are rewarded with the greatest return on their marketing investment. Rising CPCs or CPMs are an afterthought for advertisers who enjoy declining costs of sale. And when you sell more at less expense, the price paid is academic. |
