Latest articles from DMNews Search Marketing

Set your search budget to be based on its profitability

Tue, 30 Jun 2009 11:56:40 GMT

If you win an auction but pay more for an item than you would have paid somewhere else, is that auction a success? How long can a company stay afloat if it pays more to acquire each new customer than it makes in profit? Keep these questions in mind as you set up your keyword bids. Limits must be understood in the context of profitability, compared to what you pay to acquire a customer through other channels.

Technique: How to build the best PPC landing page

Mon, 29 Jun 2009 15:25:48 GMT

You've paid for the click and now you need to make the most of it. We asked three experts to share their secrets on how to design the best landing page so that every pay-per-click lead from a search engine turns into a buyer.

Key search marketing tip: Get your keywords organized

Mon, 22 Jun 2009 17:41:50 GMT

Successful PPC and SEO starts with keyword discovery, research and organization. In paid search, discovery and research are important, since searches of the keywords you pick are what you're paying for. Organization is an often overlooked, yet critical, task. Intelligent keyword management and organization are important for organic search optimization.

Inside search: Finding the C-suite

Mon, 22 Jun 2009 16:39:55 GMT

CEOs and other high-ranking executives are some of the most active Internet search users at large companies, according to a study released last week by Google. The survey, done in conjunction with Forbes Insights, gathered responses from 354 executives at US companies with annual sales of more than $1 billion. Of the senior executives interviewed for the survey, 92% said that searching online was a valuable source of business information, and more than half said they preferred to do the searching themselves, rather than delegating the work to others.

Study questions local search industry scruples

Mon, 08 Jun 2009 15:33:07 GMT

On June 8, Borrell Associates released a report, underwritten by SEM software provider Clickable, which questions the current state of local search advertising service providers or "resellers." The study notes resellers are not doing enough to reduce churn levels that can be as high as 90% within a year. It also says these resellers are tacking on high margins for services to local advertisers and not offering local advertisers sufficient ROI.

Bing: the engine that will change your search strategy

Mon, 08 Jun 2009 22:30:00 GMT

Microsoft's Bing is likely to change the way we all search. And that change could mean quite a lot for your own company's search marketing strategy as well. Expect Bing to deliver a higher volume of long-tail keyword searches, require you to rethink search's relationship to other marketing channels and to take on a whole new approach to search strategy.

Three questions to consider before launching an alternative search strategy

Tue, 02 Jun 2009 00:00:00 GMT

Diversifying your search advertising strategy can improve ROI. Here is what you need to know when evaluating a search engine or network.

New Microsoft engine Bing vies for SEM share

Fri, 29 May 2009 17:00:00 GMT

On June 3, Microsoft will replace Microsoft Live Search with its new search engine, Bing. The new portal, which the company describes as a "decision engine," emphasizes categorization and depth in search results in an attempt to compete with Google for market share and, subsequently, ad dollars.

Impaqt launches new paid search reporting tool

Thu, 28 May 2009 16:47:28 GMT

A new tool launched by search marketing agency Impaqt, called the Search Management Ad-Hoc Reporting Tool (SMART), offers marketers the ability to create sophisticated, customized paid search campaign reports, providing the agency's clients with greater control over their data.

Should CPA replace your CPC model?

Mon, 18 May 2009 16:23:51 GMT

The cost per click (CPC) and cost per action (CPA) advertising models have been vying for first place in ad spend for several years now. The debate over which method is better still has not been resolved. On the surface, CPA makes a lot of sense, especially for an advertiser. Who wouldn't want to invest in a plan where you only pay for advertising if and when a customer actually buys something?

Technique: How to build the best PPC landing page

Mon, 29 Jun 2009 15:25:48 GMT

Dos and Don'ts: Local search

Fri, 01 May 2009 16:30:00 GMT

Local search offers all the accountability and potential for delivering high ROI that make SEM such an attractive channel for marketers, and can help businesses geo-target as well. OrangeSoda co-founder Derek Miner and Gregg Stewart, SVP, TMP Directional Marketing, offer tips on how to become local search-savvy without letting dollars fly out the door.

Pocket more profit with better paid search

Mon, 20 Apr 2009 07:44:00 GMT

Want to get the most value from your paid search spend? Four industry experts weigh in on how you can assess your campaign strategies and tactics to make pay-per-click really worth your while during the recession

Q & A: John Anagnost, Neo@Ogilvy's director of search

Thu, 09 Apr 2009 09:00:00 GMT

John Anagnost, the new global director of search marketing services at search agency Neo@Ogilvy, took some time to speak with DMNews about his new position and how he sees trends in the space affecting the agency's strategy.

Getting to know...Matt Greitzer, VP of search marketing, Razorfish

Mon, 06 Apr 2009 00:49:00 GMT

Matt Greitzer discusses his inspirations, search marketing's appeal, and how karaoke can bring a team together.