Starting local search can be a daunting task. There are so many directory sites that it can be difficult or intimidating to think about just making sure your business’ information is showing up correctly. Different data aggregators claim to ensure they can take care of this for you. This begs the question: is it better to work directly with the local directory sites or with a data aggregator? Continue reading
FERNDALE, Mich., January 24, 2014 – Search Optics, one of the nation’s leading automotive digital marketing solutions providers, today announced it is now a Certified Provider with FordDirect. Search Optics’ Digital Advertising Product Specialists will be working closely with Ford dealers nationwide to develop and implement custom marketing solutions to help dealers stay competitive and increase auto sales. Continue reading
Display advertising is one of the most polarizing channels in the digital space; marketers either love it or hate it. In the case of the latter crowd, when they notice a campaign is under performing, their reaction tends to be, “Turn it off; it’s not working.” However, one of the greatest advantages with display is the range of options you can control, which can be roughly divided between the following three groups:
In Google AdWords, impression share (IS) is measured by dividing the number of impressions you’ve received by the estimated number of impressions you were eligible to receive. IS can be viewed at the campaign, ad group, and keyword levels of any AdWords account under the Competitive metric tab.
There are many different available network-specific IS metrics, and they each have their own use. For example, search impression share at the campaign level can be used as a quick reference to check your share of voice for active campaigns within your account. Impression share is based on your geo-targeting, bids, and quality score, but can also be affected by keyword match types and the competition for keywords based on your current targeting. For instance, broad match keywords are eligible to show up in more auctions, which can lead to matching less relevant search queries. Broad match terms can also lower overall impression share for campaigns that have limited budgets. Start campaigns with medium-to-long-tail phrase and exact keywords before using broad or broad match modified keywords. Continue reading
We all know content is important; after all, it was declared “king” by no less than Bill Gates eighteen years ago. Now more than ever, it’s not simply about creating content for its own sake, but rather about publishing quality content people actually care about. This is critical, because not only will improved content help you rank better in search engine results pages or Facebook’s News Feed, but it can also help you reach new customers. And isn’t that what marketing is all about anyway? Continue reading