Category: Paid Search

The Tortoise and the Hare are like SEO and SEM.
May
8

Impacting SEM With SEO: The Hare Learns a Lesson From the Tortoise

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I have always likened SEO and SEM to The Tortoise and the Hare. One is a fast moving, quick traffic-getting machine. The other plots along and moves the race along at its own pace. Both have their advantages and disadvantages, but each can learn from the other. Because my specialty is SEM, I want to Continue →

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marketing speak comic
May
4

Defining Paid, Owned and Earned Media

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Marketing Speak Paid media. Owned media. Earned media. File these under ‘Words That Are Grossly Overused by Marketers’ along with “scalable”, “synergy” and “deep dive”. The worst part about Paid/Owned/Earned is that they are actually really valuable terms that can help clients understand different media forms and where their business category fits into the mix. Continue →

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Google Removing Demographic Data
Apr
20

Hey Google, Give Me Back My Demographic Data!

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The “Dimensions” Tab I have always been the biggest fan of the dimensions tab in Google AdWords. The wealth of available data me made me drool. The dimensions tab offers a wide variety of campaign metrics that you can customize, similar to campaign reports and this is extra layer of reporting can pull campaign/adgroup-specific data Continue →

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Hunger Games
Apr
12

Archery Search Trends

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I think it’s time for some next level thinking for our ‘Outside the Box’ searchies out there. Unlocking Keywords One challenge I have faced in the past is identifying new keywords that might not be obvious to the brand and then selling through the adoption of those keywords. Why do I run into problems like Continue →

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Outrider Logo - Taken with Instagram
Apr
4

Preparing for a Career in a Search Agency

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Last week, Kalin Kotzev, Fil Lourenco and I had the pleasure of speaking to Fanshawe College’s search engine marketing class. Because the students knew all the fundamentals of paid search, we were able to skip “Search 101” and go straight to talking about the good stuff, what it’s like to do this for a living. Continue →

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Paid and Organic Search Integration - Clicks Lost by Industry
Mar
29

The Power of Integrating Organic and Paid Search Campaigns

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When a company is considering digital marketing campaigns, there are three major components that need to be researched and worked into the strategy: organic search, paid search, and social media. Many businesses may only choose to engage on one of these platforms if they do not fully understand the importance of their integration. Paid Search Continue →

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Online Reputation Management - BP Oil Paid Search
Mar
16

Search Marketing and Crisis Management

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A colleague and I spoke at Humber College this week and, in an effort to gear our search marketing presentation towards a PR-focused demographic, we wanted to touch on the impact of search marketing in online reputation management. In recent memory, there are two great examples of high profile brands that incorporated search marketing into Continue →

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Facebook Metrics
Feb
28

Facebook: The Tool, Not The Destination

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Embracing Social Media It’s great to see brands embracing social media in their marketing mix because the ideal situation is for a brand to have a strong social presence and engage its community. Using social media as a communication channel is the perfect medium for spreading content to consumers and brand advocates. The Downside of Taking it Continue →

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goals
Jan
6

Refreshed, Refocused, and Ready to Revamp

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The beginning of a fresh calendar year (and for some of our clients, fresh fiscal year as well) is a great opportunity to step back and look at the bigger picture. While I’ve never been one for New Years resolutions, I like the opportunity that January provides to let me pause and reflect on the Continue →

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