Why does audience layering matter in paid campaigns?
Everyone has limited attention. Marketers have tight budgets. Customers are inundated with messages on a daily basis. When one acts – whether it’s a click, a download, or an email – it’s purposeful and with intent, and the companies who continually show up to give them the next bit of
User intent: an important approach to SEM & SEO
To complement Jamie’s post on buyer personas and their importance in marketing automation, let’s focus on knowing your target market and their user intent in search marketing. Identifying user intent is nothing new to search marketers; however, it can be overlooked. As a result, opportunities are missed. Hopefully, after reading this
Managing Your PPC Campaign
Pay-per-click (PPC) advertising seeks to drive a high volume of traffic to a specific site. While some campaigns have different goals once visitors click through and reach the site, one thing that does not change is that each campaign must be maintained to effectively reach its goal. The basics of