Category Archives: Search Marketing

How much should I spend on Google AdWords ?

How much should I spend on Google AdWords? is a question that we get asked very often. Earlier this blog provided a strategy answer.

[ Note: This post was originally published on October 28 , 2014. Due to the great interest of our dear readers and many changes in the digital landscape the post is updated on March 2, 2021]

Since we are happily at the vaccination stage of COVID-19 we can expect that life will return to normal in the not too distant future. However, we all realize that buyer behavior for both consumers(B2C) and businesses (B2B) has changed forever. With the huge adoption of online research and buying with COVID lockdowns and stores closed the public has become far comfortable with online commerce.

What are your customers searching for? – The Search Terms report in Google AdWords

The search terms report tell you exactly what your customer typed on the Google search bar. The search terms are matched to the keywords you have purchased and a[Note: This post was originally posted on March 22, 2017. Since then there has been great interest on the topic from our dear readers. However, we realized that Google has now deployed (since 2020) enormous machine learning into how ads run. Also, we thought we need to clarify the customer journey more clearly for all clients. Thus the post is updated as of February 17, 2021]particular ad is shown.

Your website does not rank on search engines-your web pages do

A big misconception in SEO (Search Engine Optimization) is the confusion between web pages and entire websites. Search Engines look at web pages individually and not entire websites. Your entire website does not rank on Google but your web pages do. When SEO wizards claim that we can make your website rank on the firstContinue reading “Your website does not rank on search engines-your web pages do”

Why are impressions free in Google AdWords advertising?

Contrast the PPC model to all other traditional advertising  models like TV,Radio,Newspaper, Billboard or even Direct Mail. You pay for impressions (or potential views called Cost per Mille – CPM ) without really knowing if your prospect actually saw your ad.

What Advertising Media should you use? Media by ELM Appeal

If you are an advertiser, then you need to consider how your customer is likely to process the advertising message that you want to give them. The Media by Appeal graphic with this post is a simple way of looking at what media is best for your message

B2B Process 2: Why does product specs/SoW feel like a rigged job description?

In Step 2 of the B2B Buying Process, the buying organization develops the Product Specifications/Scope of Work (SoW). This is the document that will be put out for request for proposals (RFP) or tenders. If you have never supplied to the buying company, and you are generally capable, you can face a sudden roadblock. That roadblock feels similar to rigged job descriptions that our dear readers have all experienced.

Resolve to change your web content fast in 2020’s

Why is it so hard to change your web content?
Note: Tis blog post was updated for formatting on February 10, 2021. In COVID times updating your website quickly, is even more important]

Why marketing attribution continues to be a problem

The backstory starts in the pre-internet age when sales folks were very reluctant to adopt technology because they wanted to keep their leads to themselves. After all, commissions were earned depending on who “closed” the sale. Similarly in direct mail and catalogs, the coupon code and a mailed in  order identified which mailing worked. As digital and internet marketing developed, the legacy metrics were adopted and “last click attribution” became important. If you think about it “last click” or the ad that you clicked mirrored the “sales closing” and fitted neatly with the old direct mail coupon code model. All you had to do was to put a code on the ad, email  and upon checkout just match the ad to the transaction and “Eureka” you had attributed the ad spend, specific email or ad to the purchase. 

Unlocking Innovation: What does our Customer Success Tomorrow look like?

It’s hard to explain to everyone in an organization – that their role includes “marketing”. And focussing on constant innovation. Hence the term “Customer Success.”

[Note: Thanks to the interest of our dear readers this post from September 18, 2018 is updated April 7, 2021. During COVID everyone was forced to become more tech friendly. We hope that this revised post will help our dear readers prepare better for a post COVID world}

The Customer Success term is particularly popular in the SaaS (Software as a Service ) industry. SaaS companies need customer renewals. To do so, SaaS companies try to align the organization including programmers, sales , finance to working towards customer success. SaaS companies also have a separate Customer Success function that faces the customer and helps in getting the most out of the SaaS product.

You can’t lie to Google but try to look great on Social Media: Search vs. Display Ads

Social Media has galvanized us to share our best face with the world. Go to any event (e.g. weddings) and you will find everyone taking pictures on their cell phones. This despite the professional photographers trying to do their best and stay relevant in the age of the smart phone. You have a public personaContinue reading “You can’t lie to Google but try to look great on Social Media: Search vs. Display Ads”