Recently I did a quick keyword opportunity analysis for a mid-sized B2B company that wanted to find ways to get more out of their search programs. I am still surprised after numerous presentations and articles I continue to find this dysfunction. Nearly four years ago I wrote about one of the most dysfunctional keyword programs..
Hopefully that headline got your attention! Yes, you did read it correctly – Google’s research shows that 81% of the time the paid search advertiser does not have a corresponding organic ranking. So the opportunity of 1 + 1 = 3 actually rarely happens. I believe this is primarily due to many companies not being..
The following is a proposal that I just found on my old laptop that I presented on October 28th 2003 advocating the creation of an internal roll of “Paid Search Manager” and further integrating paid and organic search activities at a large multinational. Edited to remove the name of the company and business units. What..
One of the biggest issues I keep encountering as I demo our Keyword Management Tool is the aversion by many PPC managers to Co-Optimization. Yesterday I posted this new post on “Realizing Paid and Organic Search Strategies” and suggested that there are specific cost reductions that can be had when you can transfer expensive PPC..
For a number of years I have been evangelizing the benefits of integrating your paid and organic activities. It does not matter if it is via a single agency or multiple agencies as long as you do have a unified strategy. The following are 8 key reasons why you should have paid and organic in..
Large companies do something that small companies often can’t do—they specialize. But those specialties can sometimes work against them, because they attack problems in such separate ways that they never find the advantages that accrue from working together. SEO and PPC are often handled by different teams in large enterprises, which makes sense in some..
The above is the headline of a nice shinny object that Google is dangling in front of marketers. One that is being used out of context and I am sure has resulted in significant money being pissed away in paid search. Now, I am not against paid search in any way – I think it..