From the category archives:

Pay Per Click

Generating Traffic By Covering All Your PPC Bases

When you think of search engines, chances are you think of Google first. And when you think about launching a PPC campaign, you probably start with Google.

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Protecting Your Trademark in PPC

by Melissa Mackey

You’ve worked hard to build up your brand and maintain your online reputation. One day you do a Google vanity search on your brand name or slogan and find 3 of your competitors running PPC ads on your trademark. Worse yet, they’re using your trademark in their ad copy.

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Microsoft’s Bing Is Bringing It – So Far

by Melissa Mackey

Last week, I wondered in Search Engine Watch whether Microsoft’s new search engine Bing could really bring it for advertisers. By “bring it,” I meant traffic. Microsoft’s PPC program has historically been known to convert better than average for advertisers, but has also suffered from low traffic volume.
While it’s still too early to tell whether [...]

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PPC Brand Bidding: Should You Or Shouldn’t You?

by Melissa Mackey

Times are tough. And in tough economic times, marketing budgets are under scrutiny. It’s important to make every dollar count. Many pay-per-click marketers are tempted to stop bidding on their brand terms to save money. This thought process is based on the idea that people searching on branded terms are looking for you specifically, and [...]

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6 Steps to Scientific Email Testing

by Trisha Verma

Email is unique in that it’s a low cost, high performance channel that can be used to really learn about your database. By developing an ongoing testing plan, you can collect some valuable behavioral data on your consumers that will inform all of your programs. (Check out this ClickZ article on using the applying the [...]

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