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Web Marketing Trends to Watch in 2014

trends and direction of web marketing 2014If there is one constant in the web marketing industry, it’s change! There’s no doubt heading into the new year that search engines will tweak the way they rank the web, new social media platforms will surface, and Google will make changes to its products. What’s a web marketer to do? Stay on top of trends and use brains and experience to determine which trends are fads, which ones will stick and where those trends might lead in the future.

As members of the PPM Pit Crew, we’re constantly watching trends throughout the year to make strategic moves for the success of our clients. Here are some of the trends we’ll be watching as we start 2014 in the areas of SEO, content marketing, social media, PPC and analytics.Continue Reading

Final Lap: Good Reads for the Week Ending Sept. 20

A Weekly Review of Web Marketing Articles

You may have noticed we’re posting this a day earlier than usual. I understand that there are some coding updates that need to take place in the far corners of our website. The pit crew needs to get to work on these and sent me an emergency message (via a droid) that this post needed to be expedited. I’m just glad I wasn’t recruited to perform the updates. This is how I feel about getting my hands dirty in coding.

R2D2 gif

Photo credit: Star Wars Daily

That’s why I stick to my free advice and “Maxisms.”

Here’s what the pit crew has been reading this week:Continue Reading

Final Lap: Great Reads for the Week Ending Sept. 6

A Weekly Review of Web Marketing ArticlesAnother week, another article in the digital marketing world mentioning Star Trek! Thanks to Orbit Media’s email yesterday, I learned there are 7,983 people on Twitter with the term “Star Trek” in their bio.  Do you know how to find them and target your sharing? Andy Crestodina, one of the founding Orbiteers, wrote a great article on Twitter targeting this week. Stoney should get to know the 31 people mentioned in the article that love zombies and SEO!

Here’s what the rest of the pit crew has been reading:Continue Reading

Final Lap: Great Reads for the Week Ending August 30

A Weekly Review of Web Marketing ArticlesIt’s been a great week for me here at Pole Position Marketing. First, I received an email from Deb with her contribution for the Final Lap that ties together blogging and Star Trek. It made my day! And, it made the top of the list. Let that be a lesson to all of the other pit crew members when submitting their reads to me!

The second thing that made this week great, they let me be the voice of the welcome slides for our upcoming Web Marketing Driver’s Ed Workshop Series. I can’t be at the workshops in person, I’m an alter-ego, but at least I can be there in spirit! I’m excited to help welcome people to the Pole Position Marketing offices and hopefully they appreciate my humor.

Here’s what the team has been reading this week–don’t skip the first article!

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Optimized SEO Pages + PPC Landing Pages = Optimized Landing Pages That Rock!

merge ideas

Merge Optimized SEO Pages and PPC Landing Pages to Create Awesome Optimized Landing Pages

One of the most common things mentioned in articles on building successful PPC campaigns is landing page optimization. And rightfully so. The quality of a landing page can have an impact on Google’s weighting of where a paid ad will show and how much each click costs. But what about landing page optimization in articles on SEO? You don’t see it very much. It’s considered stuff for ads and instead you find information on optimized pages.

Why should there be two types of pages? We really shouldn’t be thinking of them as two separate types of pages or actions being taken to a page. In my latest blog post on Search Engine Land, I take a look at how to merge these two types of pages into one optimized landing page. The optimized landing page works great for both PPC and SEO purposes and provides twice the performance.
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Final Lap: Good Reads for the Week Ending July 26

A Weekly Review of Web Marketing ArticlesMy worlds collided this week. By day I’m the snarky, sometimes funny, sometimes annoying, occasionally off-color and always pointed alter ego in the office. By night I’m a sci-fi obsessed geek (in a good way).

Imagine my surprise, shock and joy when I received an email from Kathy that Captain James T. Kirk, AKA William Shatner, would be the closing keynote at Content Marketing World. In Cleveland. 60 minutes from our office. I wonder which hotel he’ll be staying at…

While I’ve been developing my Capt. Kirk stalking sighting strategy this week, here’s what the rest of team has been reading.

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Yeah, But…It’s So Easy to Run PPC Campaigns

Yeah, But... It's time to bring your business up to speed

We hear this going through business owners’ and marketing executives’ minds a lot when presenting the idea of managing their PPC campaigns for them. Many of them seem to have a fear of allowing someone outside of their organization (or maybe even someone on the inside) to take over control of something they may feel they already have control over. This is an understandable feeling, especially if their campaigns are making a profit.

They most likely feel that since they’ve built something that’s working, why risk having someone else mess it up? Combine this with the fact that PPC platforms have put forth a lot of effort to make it easy for anyone to set up campaigns, and you can see why it might be hard to believe that letting someone else manage your PPC campaigns (while paying them a fee) is necessary. [tweet] Therefore, they become yeah, butters.
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Final Lap: Good Reads for the Week Ending June 28

A Weekly Review of Web Marketing Articles

The worldwide interwebs are currently awash with posts of people mourning Google Reader’s final lap. Even our own Kathy Gray got in on the talk with a post about life after Google Reader’s death. Another one of those first world problems.

Can’t we all talk about something more important like when they’re going to start working on another Stark Trek movie or bring back Battlestar Galactica? Geesh!

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Final Lap: Good Reads for the Week Ending June 21

A Weekly Review of Web Marketing Articles

Star Trek is everywhere, if you don’t believe me, check out the photo below. My co-worker, Kathy, snapped this when she was in Pittsburgh this past weekend. Her husband said they almost got in a car accident when she saw the sign, but had to get the photo for me. She’s such a dedicated friend. Have you seen any Star Trek street names in your neck of the woods?
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A Simple Overview of AdWords Enhanced Campaigns

Why the Change?

The advancement of internet usability on mobile devices, combined with more people getting their hands on them, has led to rapid growth of mobile search usage. When you factor in technology like AdWords, you can see how advertisers have more opportunity to deliver—and consumers to receive—targeted advertising messages that are relevant for more specific devices, times and locations than ever before.

Yet, not many advertisers were creating AdWords campaigns for mobile devices, simply because the campaign structure was difficult to discern and hard to manage. This, of course, was costing Google money in ad clicks and costing advertisers conversions from prospects searching for what they offer. So Google came up with “Enhanced Campaigns” as a solution.

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