Promise Media

AdWords Campaign Management Needs Constant Care

Google AdWords campaign management is a practice that requires regular time and attention to generate the highest click-through and conversion rates.

Even better, the discipline of tracking results and improving a campaign’s effectiveness and efficiency will often lower the cost per click. (more…)

Stored in Online Marketing and tagged ,
Email Marketing

Email Advertising Needs ‘Visible Impressions’ to Set Rates

Email advertising may find new life by embracing the concept of visible impressions.

Visible impressions is a new online industry trend that says the value of an ad impression is based on being visible on a Web site without requiring the user to scroll down the page to see it. (more…)

Efficient Website Management Pushes Profits Higher

The website support ticket went to the vendor on Nov. 10. The answer came back on Nov. 17.

The ticket had a simple question, but the vendor somehow was so inefficient with customer service that it took an entire week to reply. (more…)

Stored in Website Management and tagged ,

How to Make Pay Per Click Budget Your #2 Marketing Priority

Takeaways

  1. Target more than 10% of site traffic for PPC.
  2. Track results and continuously improve.
  3. Set a pay per click ROI target that includes both ad costs and labor.

A site’s pay per click budget should be the second most important marketing priority after search engine optimization in part because it is the second biggest opportunity to gain audience.

Search engine traffic usually is and should be the largest source of audience for a site. It makes perfect sense to spend the largest amount of marketing time on search engine optimization to make sure those numbers are strong and keep growing.

Many sites don’t spend any money on pay per click marketing. They miss an opportunity to gain additional audience from niches that SEO doesn’t deliver. Others spend too much on their PPC budget.

What is the right amount? (more…)

Stored in Online Marketing and tagged

News Site Strategy Leads to Big Benefits, Big Challenges

News media sites have a business model that requires them to post a lot of in-depth content every day.

Because search engines favor fresh, original and frequent content, they respond with great enthusiasm and send plenty of visitors to those sites.

They also overwhelmingly appear in top ranking search results for certain content categories. “Chicago news” or “Los Angeles sports” will surely see media outlets dominating the results. (more…)


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