New E-Book

Cross Channel Marketing

This E-Book discusses the concept of cross channel marketing, the challenges facing the space, and the solutions in place to aid agencies in adapting this new strategy.

Recent E-Books

Social Media and the Future of the Agency

This E-Book explores the impact of social media on agencies, including key challenges and how agencies can capitalize on the resulting opportunities for growth and stronger client relationships. Learn how social media has changed the digital landscape, and how digital marketers need to acquire skills to stay competitive.

Search and Display: Capitalizing on the Retargeting Opportunity

This E-Book discusses the current state of online display advertising, including its growth, its synergies and relationship with PPC, and the new retargeting opportunities.

Thanks to investments in new technologies, new ad formats and improved buying and selling processes, online display is enjoying a resurgence among both search and brand marketers. The emergence of real-time bidding auctions through display advertising exchanges, as well as demand and buy-side platforms now enables advertisers to buy display like search, using sophisticated rules and algorithms to formulate the most efficient bids.

With both PPC and display advertising extremely important and efficient forms of online advertising in their own right, using them together through retargeting is proving to be even more beneficial for advertisers seeking strong bottom-line results and ROI.

Learn how marketers are taking advantage of these new tactics to maximize their online success.

Building an Attribution Model That Works

This E-Book paper delves into all of the aspects of ad creation and optimization on Facebook, as well as testing and ways to combat ad fatigue.

If you’re like many search marketers, you’ve likely dipped your toe into the waters of Facebook marketing. Now you’re ready to take it to the next level and explore more of the opportunities offered by the social network giant. The good news: it’s still fairly early in the game, and there are bargains to be had by savvy marketers.

Find out the nuts and bolts of what goes into a killer Facebook ad, in this step by step guide.

The Step-by-Step Guide to Creating Killer Facebook Ads

This E-Book paper delves into all of the aspects of ad creation and optimization on Facebook, as well as testing and ways to combat ad fatigue.

If you’re like many search marketers, you’ve likely dipped your toe into the waters of Facebook marketing. Now you’re ready to take it to the next level and explore more of the opportunities offered by the social network giant. The good news: it’s still fairly early in the game, and there are bargains to be had by savvy marketers.

Find out the nuts and bolts of what goes into a killer Facebook ad, in this step by step guide.

Best Practices in Facebook Marketing

With more than 500 million active users on Facebook, advertisers are salivating at the opportunity to reach targeted and engaged audiences through Facebook ads. But paid advertising on Facebook is still in its infancy. Few organizations have figured out how to effectively leverage Facebook ads and, in many cases, resources and budgets have not yet become available for investment in the channel. For smart marketers, this uncertainty around Facebook ads represents an opportunity.

How do you begin? There are lots of ways to leverage your existing search programs to give yourself a head start on Facebook.

This E-Book explains best practices for advertising on Facebook, and how you can get started.

Using Remarketing to Drive Increased Display Ad Results

Web-based business owners have learned to live with the fact that most visitors leave without converting. Many visitors are comparison-shopping and visit several sites before converting. Others may leave because they find sites difficult to navigate.

There’s a segment that is sorely-missed — people close to making a conversion decision, but the timing is wrong. They might have been distracted just before converting, or they need to make one more price comparison before buying.

Advertising technology has evolved so that these non-converters can be tracked and served up custom ads to draw them back in. This capability, known as re-targeting, was made available to Google AdWords advertisers in late 2009 and is called ‘re-marketing’ by Google.

This eBook describes how to set up and run Google AdWords remarketing campaigns. The fundamental principles, however, can be applied to retargeting campaigns on any other ad platform.

Recent Webcasts

Retargeting: What’s Your Strategy? What Marketers and Advertisers Need to Know

Webcast Date: October 11, 2011

Speaker: Jeff Green, The Trade Desk

Retargeting has become a popular — and effective — way to deliver more targeted ads to prospects and consumers further up the sales funnel.

It can also involve a variety of strategies and tactics in order to be successful.

This webcast will cover what retargeting is, what types of creative strategies you can adopt, and how to successfully implement a retargeting campaign.

Attend this webcast and learn:

• how retargeting works
• what are the different kinds of retargeting strategies
• how to set up a retargeting campaign

Facebook Advertising: Build, Test, Optimize for Success

Webcast Date: June 1, 2011

Speaker: Addie Conner, SocialCode Inc.

Facebook advertising continues to be hot — as marketers and advertisers see positive results from their campaigns.

This webcast explores how to build, test, and optimize ads for Facebook. Social media expert Addie Conner will demonstrate how to build ads so they can be optimized. She’ll also cover:

• Why — and how — Facebook advertising differs from PPC
• What you need to know about ad testing and optimization
• Avoiding FB ad fatigue

The Impact of Facebook on PPC Advertising: A Case Study

Webcast Date: April 20, 2011

Speaker: Dan Thut, Rocketer

What happens when you take a mature PPC campaign and mix it up with some Facebook advertising? How much lift does Facebook really add?

Drawing from a specific case study, Dan Thut of Rocketer will demonstrate how to use Facebook Ads to grow the volume and efficiency of a PPC campaign. Find out why using Facebook Ads solely for direct response is ‘old news’ — and how to successfully leverage Facebook advertising with paid search and other marketing channels.

Attend this webcast and learn:

• How Rocketer delivered a 43.5% improvement in acquisition costs by mixing their PPC and Facebook Ads strategy
• How to set up, track and optimize your Facebook campaign
• More about the ‘halo effect’ from Facebook to Paid Search

Facebook Advertising: Testing and Optimization

Webcast Date: February 1, 2011

Speaker:
Merry Morud, aimClear

This webcast goes beyond the basics of Facebook advertising, into the realm of testing and optimization. Merry Morud of aimClear will discuss multi-variate testing, taking attendees beyond ad creation and segmenting into an understanding of the nuances of segmenting, and how to test and optimize ads.

PPC Tactics: Maximizing Conversions Through Re-Targeting

Webcast Date: December 9, 2010

Speaker:
David Szetela, Clix Marketing

In this webcast, PPC expert David Szetela will explore how to use re-targeting across multiple networks. He’ll talk about what re-targeting is, and what types of retargeting options exist for online marketers. He’ll also discuss how your attribution management strategy will have an impact on your overall bid strategy.

Attend this webcast and learn:

• Different ways to re-target &emdash; from keyword to creative to website
• How to leverage ad copy, design and landing pages for re-targeting
• Why it’s important to segment your site visitors into categories
• The impact of attribution management on your ultimate bid strategies

Facebook Advertising Tips and Tactics

Webcast Date: October 14, 2010

Speaker:
Merry Morud, Search Marketing Account Manager, aimClear

This webcast explores how to set up and run an online advertising campaign on Facebook. Merry Morud will share her experience with finding killer segments in Facebook, optimization techniques, and how to track conversions by tagging URLs and using Google Analytics. She’ll discuss what to expect from a Facebook advertising campaign, with a focus on:

• How targeting works in Facebook
• Best practices for Facebook ad campaign structure
• Work-flow techniques for Facebook advertising campaigns
• Solutions to ad fatigue in Facebook

Why Display Matters to Search Marketers & How Search Marketers Can Get Involved

Webcast date: August 12, 2010

Speaker:
Jeff Green, CEO, The Trade Desk

Online advertising has matured to a point where there is a real opportunity for search marketers – by applying search expertise to display advertising.

This webcast explains the relationship between search advertising and display advertising, and why it is important to engage in both, in order to reach the growing online audiences.

Because of their already proven success, search marketers play a large role in unlocking offline advertising dollars, especially as they extend many search principles into display. Learn more about how to do this successfully.

E-Books:

Why Display Matters to Search Marketers

This E-Book explains the relationship between search advertising and display advertising, and why it is important to engage in both in order to reach the growing online audiences.
It covers the differences between search advertising and display advertising, why there are significant opportunities for display right now, and what advertisers can do to develop a successful display advertising strategy.

PPC Pricing Models

This report outlines two main categories of PPC management pricing models: cost-based pricing and performance-based pricing. In each category, we’ve outlined some typical examples, along with the advantages and disadvantages of the models for both SEM agencies and PPC advertisers.

Best Practices in PPC Reporting: Advanced Strategies to Maximize Efficiency and Results

Drawn from articles and columns in Search Engine Land, as well as SMN Webcasts and SMX Theater presentations, “Best Practices in PPC Reporting” will help you become more efficient — and more effective — in your PPC reporting skills.

On-Demand Webcasts – View Now!

Breakthrough in PPC Ad Testing and Optimization:
Using Ad Sets to Improve Even Your Best PPC Ad Campaign

Speaker: Matt Van Wagner, Find Me Faster
Event Date: May 4, 2010

PPC & the Long Tail: How Important is it, Anyway?

Speaker: George Michie, CEO, Rimm-Kaufman Group
Event Date: February 18, 2010

Google’s New Ad Formats –
What You Need To Know

Speaker: David Szetela, President, Clix Marketing
Event Date: January 21, 2010

PPC expert David Szetela explains what the new Google tools are, what he’s learned from them so far, and how you can get started with them in your PPC campaign.

Turning Clients into PPC Champions:
How to make PPC meaningful to “the other guys”

Speaker: Alissa Ruehl, Apogee Search and SEMJ.org
Event Date: December 8, 2009

PPC Bid Management Rules That Actually Work

Speaker: Adam Scott Riff, Director of Search, MediaWhiz
Event Date: October 20, 2009

PPC expert Adam Scott Riff discusses how to build PPC bid rules from the bottom up, when to follow them, and when to break them.

PPC Campaign Automation: Bid Management, Alerts…the Works!

Speaker: Andrew Goodman, Founder and President, Page Zero Media
Event Date: August 4, 2009

PPC expert Andrew Goodman looks at how to automate a PPC campaign using rules-based management to govern your bidding process. He’ll discuss why it’s important to automate the bidding process, what kinds of rules can be used to streamline a PPC campaign.

Related Information:

It’s all about search Article:
Peering into Match-Types: The Hidden Info Advantage of the Google Adwords Keyword Research Tool

It’s all about search Article:
Predicting ROAS and Launching Better PPC Campaigns

SEM Agencies and Reporting: Best Practices for Success

Kendall Allen, MKTG
Event Date: October 23, 2008

This webcast covers how the best marketers and agencies have moved from mechanical handling of rough data to true analysis.

Duration: 47 minutes