George Michie

A title, description and display URL packed into about 70 characters—that's the extent of a paid search listing. Differentiation within these tight boundaries is tricky, to say the least. That's why the best place to start when developing paid search ads is inside searchers' heads.

While there aren't too many elements within a paid search listing to test, there are myriad front-end and back-end variables that affect results-from search engine to ranking, landing page to conversion process.

The following are a few metrics search experts find indispensable to determining the effectiveness of paid search programs.

Search engine marketing, both paid and natural varieties, is an ever-changing landscape. Not in the least, because as more people go online to search out solutions for their challenges, marketers are shifting ad dollars to better their products’ and services’ chances of being found and purchased. According to the 2007 State of the Market survey developed by the Search Engine Marketing Professional Organization (SEMPO), spending on SEM in North America is projected to reach $25.2 billion by 2011; this follows a banner year in 2007, during which the North American SEM industry grew more than 20 percent to hit $12.2 billion in spending. Because

By Lisa Yorgey Lester Analyze this! Your housefile is your greatest asset. This treasure trove of customer data can be analyzed, enhanced and massaged to better help you understand your customers, and in doing so, better target your audience. Here are seven ways three direct marketers are getting more mileage from their prospecting efforts by working their housefiles. #1 Refine your target audience. Rather than mail an entire prospect file, or a portion based on a random selection, Interline Brands, a distributor of maintenance and repair products, looks at where it was successful geographically, and then selects prospect names based on its findings. It

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