Paid Search: The Best Native Ad Format Ever
November 14, 2013

Native ads are all the rage these days. Look around; You can’t escape them. The thing is, native advertising is not a new concept. It’s been around as long as the Internet. Well, almost that long. The first Web ads were really just print ads stuffed on websites. The layouts were very similar to what marketers were used to from newspaper advertising. This helped drive adoption. This trend continued as new ad formats emerged on the Web. The first video ads were simply repurposed TV commercials. The first sponsorships mimicked offline sponsorships—A.K.A., NASCAR logos everywhere. The first commercial emails

Google's Keyword Data Apocalypse: The Experts' View
September 25, 2013

Yesterday it emerged that Google is planning to encrypt even more organic search queries, thus removing even more search keyword data from sites. The already tricky task of measuring natural search data has been made even harder by this latest move. I've been canvassing opinions of search marketing experts on the latest move from Google. According to Google, "We want to provide SSL protection to as many users as we can, in as many regions as we can

The Key(words) to Success
March 1, 2011

Keywords are an essential component of pay-per-click (PPC) marketing and search engine optimization (SEO). In both, keywords play a vital role in the search engines'—and your customers'—ability to find you online.

Prospecting Push
May 1, 2005

By Alicia Orr Suman A variety of strategies—including delving deeper into acquisition lists, increasing space advertising and using the Internet—are helping Wolferman's reach its true potential. Wolferman's catalog was a business with far more potential than was being tapped when Williams Foods purchased it from former parent Sara Lee Corp. in 1999. Steve Trollinger, vice president of Shawnee Mission, Kan. consulting firm J. Schmid & Associates, and someone who has worked with this specialty foods catalog firm since 2000, recalls, "Not only did Wolferman's prior management fail to take advantage of opportunities in building the business from a list perspective, they really were

Separation Prevents Dilution
March 1, 2005

Effectively manage divergent SEM goals with branding and sales buckets By Stuart Larkins Editor's Note: The first part of this article lays the groundwork for developing brand and direct sales SEM objectives and then selecting keywords that can best deliver the desired results. For the full article, also covering program structure and optimization tactics, visit the "Web Exclusives" section at www.targetmarketingmag.com and click on "Separation Prevents Dilution." Savvy direct marketers capitalize on pay-per-click (PPC) search engine marketing (SEM) programs through Google, Overture and other PPC engines by cost effectively acquiring customers. Unfortunately for many marketers, this success will become more challenging.

E-commerce Link: Make Your SEM Click
September 1, 2004

Six tactics to improve your pay-per-click search engine marketing program It is no secret that search engine marketing (SEM) can be an effective online marketing tool. Unfortunately, it’s not an easy practice to master. Here are six proven tactics to help you increase your ROI from pay-per-click search engine marketing. Choose Your Weapon Before you begin, you must decide on a plan of attack. Determine which keyword selection strategy will help you hit your SEM goals: • the shotgun, • the laser or • a hybrid? Practitioners of the shotgun approach start their SEM campaign with a wide variety of keywords

Business Buyers Are Online
November 1, 2003

The online medium is not merely effective for consumer marketing. "75 percent of U.S. businesses are now buying direct goods and services online," said Jake Winebaum, founder and CEO of search engine Business.com, during his session at the Interactive Advertising Bureau's Advertisers Forum in New York in September. To this end, he ranked B-to-B marketers' online priorities, the foremost of which is an intuitive and informative Web site. Also important is investment in search, both natural (to rank on algorithm engines such as Google) and paid (to rank on engines such as Overture). While Winebaum feels e-mail marketing and online branding are also

The Direct Marketer of the Year (3,039 words)
October 1, 2003

By Hallie Mummert Master of Multichannel Marketing If Richard Thalheimer was a different kind of person, he might be inclined to stick out his tongue at the big-box electronics and department stores that carry his company's line of product designs. After all, it was only a decade ago that these retail giants were copying The Sharper Image's merchandise mix of outside brands as well as its store layouts, diluting the strength of the company's message and stealing market share. But the same entrepreneurial spirit that drove Chairman and CEO Thalheimer to launch the company in 1977

Set Your Search Engine Marketing Preferences (1,596 words)
April 1, 2003

By Brian Howard Search and deploy. Just ten years ago, who had ever heard of a search engine? Now search engines are vital links between ready-to-buy Web surfers and Web sites seeking traffic. A mitigating factor in the dot-com crash was the fact that the concept of display advertising (randomly placed banner ads) was too unreliable as a means of driving traffic and leads to a Web site. Mere clicks and hits are meaningless without some sort of inherent intent to buy. Search engines have become the Internet's robotic lead-qualifiers, matching interested buyers with willing sellers. But getting your site listed on a search