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Monthly Archives: October 2012

Energize Your Content Strategy with Buyer Personas & Buyer Journeys – December 4 Webcast

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By Search Engine Land

Killer content is only “killer” if you know your audience. Your content needs to relate to your buyers in meaningful and lasting ways.

Join us Thursday, December 4th for this Digital Marketing Depot webcast with Bryan Eisenberg. He’ll discuss why it’s essential to develop the right buyer persona and buyer’s journey for your business, and how to integrate this with SEO and content marketing to guide customers down the purchase funnel.

Bryan Eisenberg, internationally recognized online marketing pioneer, is the author of several bestselling books on digital marketing, including “Waiting for Your Cat to Bark?” “Always Be Testing,” and, most recently, “Buyer Legends: The Executive Storyteller’s Guide.”

Registration is free at Digital Marketing Depot.

The post Energize Your Content Strategy with Buyer Personas & Buyer Journeys – December 4 Webcast appeared first on Search Engine Land.

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Search In Pics: GooglePlex Where’s Waldo, Jon Stewart At Reddit & Marissa Mayer The Crayon

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By Barry Schwartz

In this week’s Search In Pictures, here are the latest images culled from the web, showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have, and more.

YouTube Double Decker Bus:

Source: Google+

Jon Stewart At Reddit:


Source: Google+

Matt Cutts Playing Werewolf:

B2ijBqXCMAATTUA
Source: Twitter

GoogleBot & MajesticBot At SMX Milan:

a47d7dfdfbcffbe6e755f6fec5fe0962_large
Source: Google+

GooglePlex Where’s Waldo:

waldo-google
Source: Google+

Yahoo’s Marissa Mayer A Crayon For Halloween:

yahoo-marissa-mayer-crayon-halloween-1415104895
Source: Flickr

Google’s Halloween Street View Photo Shoot:

Source: Google+

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Save the Date for SEJ Summit Santa Monica: February 24, 2015 by @lorenbaker

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By Loren Baker

I’m thrilled to announce the date and venue for our first event in the conference series SEJ Summit: 3 Takeaways, presented by Searchmetrics. The inaugural one-day conference for enterprise marketers will be held at the JW Marriott Le Merigot in Santa Monica on Tuesday, February 24, 2015. As founder of SEJ, and a two-year resident of the LA area, this is a milestone that I wouldn’t miss for the world. In fact, I’ll be the Master of Ceremonies (MC) for the day! What’s SEJ Summit? SEJ Summit 2015 is a series of one-day marketing conferences in the US and London. The theme is “3 Takeaways” because […]

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Paid Search Revenue Gains Outpaced Retailer Ad Spend On Black Friday, Cyber Monday

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By Ginny Marvin

Over the Thanksgiving week, retailers increased ad spend on paid search by 49 percent compared to 2013, according to new data from Kenshoo. On the biggest shopping days — Thanksgiving, Black Friday and Cyber Monday — revenue increases outweighed the jump in ad spend from the previous year.

Black Friday and Cyber Monday saw the lowest percentage increase in spend on search ads across Google and the Yahoo Bing Network. Black Friday revenue grew by 42 percent as retailers increased spend by just 24 percent.

Thanksgiving day saw the highest activity gains, in both ad spend and revenue gains. Kenshoo’s U.S. retail clients increased paid search spend on Thanksgiving by 49 percent, while revenue from paid search was 54 percent higher on Thanksgiving day than it was in 2013.

The lowest percentage increase in spend occurred on Cyber Monday. Spend rose by just 18 percent, perhaps indicating retailers are nearing a spend ceiling on this day. Revenue, however, increased by 34 percent compared to 2013.

Despite the lower percentage increases, Black Friday and Cyber Monday were the highest spending days of the week. Overall, advertisers realized a 34 percent increase in revenue from paid search in November compared to the previous year.

Google PLAs Continue To Drive Growth

When Kenshoo looked specifically at U.S. retailer investment in Google Shopping Campaigns over the Thanksgiving week, it found daily spend nearly doubled compared to 2013. Interestingly, peak spending on product listing ads (PLAs) this year shifted from Cyber Monday to Black Friday.

PLA spending on Thanksgiving increased by 143 percent on Thanksgiving, by 113 percent on Black Friday and by 59 percent on Cyber Monday.

Looking across its platform globally, Kenshoo found that on the big-three shopping days — Thanksgiving, Black Friday and Cyber Monday — conversion rates are at their highest, peaking at 6 percent on Cyber Monday.PLA conversion rates Thanksgiving week globally, Kenshoo

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