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Blog Content Strategy Includes Existing Posts

BloggingSometimes the best parts of a blog are overlooked by the blogger because they are old and forgotten posts.

But that doesn’t mean the search engines have forgotten about them.

Bloggers including myself may get so caught up in content, marketing, advertising and production issues every day that they don’t have the time or bandwidth to look back.

An effective blog content strategy should include a regular effort at looking back to see which posts still have value as evergreen content and continue to attract search visitors. They have great potential to attract even more. (more…)

Facebook Targeting Works Like 18th Century Newspapers

Targeting is a concept in marketing that goes back to the beginning of media.

Even newspapers in 18th century America and elsewhere knew the concept of targeting — topically and geographically.

Topical targeting appealed to groups with a like-minded interest, especially politics. Geographic targeting of course reached out to the citizens in a town or city. The Boston Gazette, which lived from 1719 to 1798, obviously appealed only to residents of Boston. (more…)

Mobile Advertising Trends Raise Concerns on Revenue

smartphoneAnyone who has developed a responsive Web site that displays well for mobile visitors will likely find that their total audience has increased over the last few years.

If the responsive site has been well designed, the pages per visit and return visitors should be increasing as well.

Search engines recognize sites that are responsive and raise their rankings in search results because visitors will respond favorably to those results.

Unfortunately, all of this good news doesn’t mean that mobile advertising will deliver the same kind of numbers.

Numerous credible sources point to weak click-through rates and RPMs (revenue per thousand impressions) for mobile advertising.

Ironically, spending on mobile advertising continues to climb while spending for desktop advertising has weakened. (more…)

Programmatic Advertising Tutorial: A New Wave of Efficient Buying and Selling

Old practices sometimes get new names, and programmatic advertising is one of them.

This hot buzz word describes a process of automating the buying and selling of ads online.

What makes it so hot now is a vision of the future that takes away any decision making on the part of the marketer and places it directly in the hands of software that does real-time bidding of ad space. (more…)

Stored in Online Advertising and tagged

Mobile Display Ads Present Opportunity for Smaller Players

1st half 2013 online advertising segments

Data source: IAB. Graphic © Promise Media

Search-related advertising has dominated the online environment for desktop computing for many years, but mobile may be changing that dominance.

The search format, usually in the form of text ads, made up 43 percent of total online advertising in the first half of 2013, according to the Internet Advertising Bureau.

Banner advertising came in a distant second place at 19 percent while mobile (mainly mobile search and banners) made up only 15 percent.

Those numbers looked quite a bit different in the first half of 2014. (more…)

Stored in Online Advertising and tagged

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