Myth 1 Measuring “likes” and “followers” = Social Media ROI. Mindset – Marketers count consumer “activities based on convenience, creating a “quantitative fiction”. Truth = Focus on business goals, shift from “activity” metrics to “value” metrics. 1. Increase revenue 2. Deflect cost 3. Move brand perceptions   Myth 2 The way you determine ROI for social media is the same ...

ET by Ratko Vidakovic One of the most common questions that marketers face in buying display advertising is whether to contact a publisher or ad network directly to purchase inventory (called a Direct Buy), or through indirect channels using real-time bidding (RTB) systems. To those with experience in the RTB realm, it’s well understood by now that there is an element of unpredictability and fluctuation ...

OLD SEO – Target Specific Keywords New SEO – Target a Wider Range of Keywords Old SEO – Design Separate from SEO, no focus on mobile devices, Prior for 2011, site speed didn’t matter New SEO – User Experience is #1 Priority, Responsive Design – think mobiles, think tablets, Page Load times are important to users and rankings Old SEO – Write Content for targeted ...

Reality: Every business, big or small, wants to save money wherever they can. I appreciate this. I understand with this. What I don’t understand, however, is why so many businesses try to take the cheap means and cut corners in their Online approach— and then are amazed when they get scammed/get terrible results/get blocked by Google. I know how terribly costly it can be to launch, uphold, and ...

As you should know by now, Google recently announced that it was combining its free Google Product Search listings and Product Listing Ads (PLA) to Google Shopping, where all listings would be shown in an auction based process akin to PPC. This is a significant change for retailers as it means that a significant percent of traffic that has until recently been free until recently, is now paid. Thus ...

A newly published study has concluded that YP.com advertisers see a meaningfully lower “cost per call” vs. those using Google AdWords. The study was commissioned by YP, formerly AT&T Interactive and AT&T Advertising Solutions. The average cost-per-call for YP ads was $46 vs. $88 for AdWords. More specifically, the study found that the YP cost-per-call “ranged from $8 ? $162, compared ...

Google’s latest search algorithm change designed to fight spam and improve its search results went live yesterday. Plenty of people are seeing its impact already. Better or worse? It’s easy to find some examples of things being bad; it’s hard to say overall if there’s been a net improvement or not. Judging Relevancy Is Tricky I’ll go through some examples, but let me start with some caveats. ...