Cost is not important. Let me repeat that: Cost is not important. What is important is ROI (Return on Investment). When spending any money on a marketing campaign, you should consider the following: How much money you can you afford to spend? How soon will you see the return from that money? How much will […]
Wow, mobile is evolving fast. AT&T introduced location-based “ShopAlerts” in NY, SF, Chicago and LA. People can opt-in to receive offers and promotions via SMS or MMS when they physically enter a designated area defined by the advertiser (e.g. a mile from their store). This can help drive in-store traffic and reach mobile users in very specific markets. This is even more targeted than web-based and app-based advertising, but it is opt-in.
Last week, we talked about PPC trick #1 to building your online business for the long-term – using keywords correctly. This week, let’s talk about another “trick of the trade” that will also help on the way to this goal.
As the number of targeting options for PPC increases, so do the creative ways in which you can organize your campaigns to get the maximum effectiveness out of them. As I mentioned last week, for example, you can create a “fishing” campaign and a “bucket” campaign in order to separately control budgeting, bidding and other targeting options to focus your efforts on dominating the locations (search queries) that really put food on the table.
One of the questions that I keep hearing from small business owners every year is this: How can a small business like me afford SEO/SEM? It’s a fair question coming from budget-conscious business owners. Not everybody can afford SEO. But, nobody can afford NOT to SEO.