Marc Poirier

Marc Poirier
Best Practices for PPC Reporting

The only way to truly monitor and understand your pay-per-click (PPC) campaign is to create detailed analytical reports, but as a campaign manager are you sure you're effectively reporting on all the right information? It may be time to rethink what goes into your PPC reports, especially if you're presenting the same report to both your clients and your boss. 

Online Marketing's Soft Sell: The 2-Stage Conversion

The two-stage conversion is becoming more and more popular with marketers, and for good reason. By employing a two-stage conversion model, it is possible to obtain a large volume of pre-qualified customers who can be reached on a regular basis with a low-engagement conversion at both levels of the operation. It's a great strategy for reaching a high volume of customer and engage them. There are a few things to remember when employing this strategy in order to achieve success with this model

5 Simple Ways to Optimize Display Ad Performance and Drive Conversions

Display ads have taken off in recent years, after they had fallen out of favor for quite a while due to inefficiencies in reaching marketers' target markets. The whole display advertising game has changed dramatically, and channels like the Google Display Network (GDN) are raking in profits for those who are able to find and convert their target audiences. There are at least five critical areas that need to be closely monitored and given daily care and attention to develop and maintain a successful GDN strategy.

5 Steps to Cracking the Google Display Network Code

Display advertising is often seen as just an exercise in branding that ultimately exchanges a loss in one channel for returns in another. It's not wrong to treat display as a branding exercise or to use it as a means to increase branded search results. However, by exercising control over five areas of Google Display Network (GDN) optimization, one can also begin to see positive ROI from display on its own.

New Opportunities for Facebook Advertisers

It seems pundits have been ringing Facebook's death knell since the day it went public. Some marketers suggest there's no return on investment in Facebook advertising, while others believe that Facebook isn't being attentive enough to the needs of its advertising base. There are, however, new opportunities popping up for advertisers on Facebook all the time.

A Guide to Attribution Modeling

As long as marketers are stuck on the last click, they'll never have the opportunity to know how their different marketing initiatives are influencing each other. With access to information, marketers can bid with the highest level of operational knowledge across each marketing channel, allowing them to bid wisely and intelligently.

Christmas Comes Early for Online Marketers … Every Year

Christmas comes but once a year, but the preparation period for marketers should last all year long. Here are five tips that will help you be prepared to reach customers and prospects at the times when they're most ready to make a purchase:

Ads Wherever You May Roam

Google, it would appear, would like our attention wherever we might be. Whereas in the beginnings of the internet when one could only focus on a website when sitting in front of a computer, we can now access information from just about anywhere in the world, with devices that fit right into our pockets that are more powerful than the computers they used to send men to the moon. Wherever we go and, more precisely, wherever we shop, Google wants to be there.

4 Steps to Making Facebook Ads Work–at Last!

Those crazy Facebook ads. At a recent session at the Acquisio User Summit on Facebook ads, 25 people raised their hands to indicate that they had used Facebook for advertising, while only four raised their hands to indicate that they had achieved any success with them. One of the biggest reasons is the low clickthrough rate (CTR) inherent on a site in which people are otherwise engaged. Getting someone to not just see, but actually click on an ad on Facebook is like the Mount Everest of digital advertising; many people have aspired to reach the top, but few have managed to see the world from the top of this lofty peak.

The Growth of Interactive Marketing and What it Means to Today’s Marketers

The opportunities for interactive marketing via online channels are as diverse as they are potentially profitable, and tracking interactive ads that are run in conjunction with traditional search reveals the more interactive you are with consumers, the better able you are to convert them into a customer — or a fan or a continuously engaged customer, whatever the goal of an advertising campaign may be.