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Tactics to Keep Your Paid Search Campaign Going Strong image

Pay Per Click

Let’s take a few minutes and have quick refresher lesson on paid advertisement. Many organizations, probably including you, are using paid search, also known as pay per click (PPC), to get visitors to click through to your site vs. just finding you through SEO. In fact, PPC can be a powerful search strategy while you are in the process of building your organic search. Today, Google AdWord display advertisements typically appear at the top and bottom of a search engine result page (SERP). This was not the case a year or so ago when they also appeared on the right-hand side of a SERP as well. The ads were more distinguishable then from organic results too, but things are always ...

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Paid Search standard

If Search Engine Optimization (SEO) is a marathon, then Paid Search, often referred to as Pay-Per-Click or PPC, is a sprint. If you’re looking for immediate increase in web traffic, then Paid Search is for you. Modern Marketing Partners has managed paid search campaigns from $100 to $100,000, driving profitable traffic to our client's websites. From keywords to consider, quality score, bids, landing pages, analytics, we can help you launch and manage a paid search campaign from start to finish. What is Paid Search? Paid search, also known as pay per click (PPC), refers to when advertisers pay for click-throughs to their website. Paid advertisements typically appear at the top and on the right hand side of a SERP result page (see image ...

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2 Simple Steps for Using Paid Search to Improve your SEO image

The beauty of paid search, or PPC (i.e. Google AdWords) is that when developing a list of keywords for your campaigns, it forces you to rack your brain & use keyword tools to find everything and anything relevant that could potentially pull your ad up in search. If you’re setting your campaign up correctly, you develop massive lists of keywords based on keyword research tools (i.e. Google Keyword Planner), put related keywords into different ad groups, and each ad group has a different and unique landing page. And without even realizing it, you are actually on your way to developing a deep SEO strategy. See how below. By optimizing PPC campaigns, you are able to: 1.) Optimize your on-page content for organic ...

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Paid Search – Advanced Techniques image

In our three-part Paid Search Series, we have shared a variety of tips for winning the search war, including details on both paid search, or PPC, and organic search. Part one covered some the basics of PPC including keywords, placements, and rankings. Part two detailed the differences between paid and organic search. In our final post, we will be discussing more advanced techniques, including 3 critical components of starting a new campaign: choosing a campaign type, keyword match types, and bids and budgets. Choosing the Right Campaign Type The first consideration in any Adwords campaign is to choose the campaign type, which ultimately decides which types of ads you design and where they are seen. When choosing your campaign type, first pick ...

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Paid Search vs. Organic Search image

Organic search results, also known as natural search results, are based on the relevance to the search terms of the user. High rankings are achieved through free search engine optimization techniques, as opposed to paid search, or PPC. As mentioned in our last blog post, Paid Search – PPC Basics, paid search or PPC refers to when advertisers pay for click-throughs to their website. But how do paid search and organic search compare? This post, part two in our Paid Search Series, will detail differences between paid and organic search results. Paid vs. Organic Search Results The location of each type of result varies. Paid results are typically shown at the top of the Search Engine Results Page (SERP) and on the ...

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Paid Search – PPC Basics image

With over 100 billion global searches being conducted each month and 75% of search engine users never scrolling past the first page of search results, the search war is heating up (SEJ)! How can you leverage search to drive traffic to your website? In our three-part Paid Search Series, we will share a variety of tips for winning the search war, including details on both paid search, or PPC, and organic search. This post will detail basics including what paid search is along with the benefits, keywords and placements, and how your ad is ranked in search results. Part two will provide a comparison of paid and organic search, and part three will share some advanced paid search techniques. What is ...

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Local Search and Citations and BrightLocal image

Local Search with BrightLocal

Getting local search right is a concern and challenge for brands and agencies. Yet it all starts with a perceived dilemma: pay a monthly fee for the rest of your company’s life to allow another entity to manage your listings, in which cancellation results in the death of any listing created using the service, or manually enter the same data hundreds of times, having to monitor the data, and ensure it’s accurate. UPDATE (August 2017): In recent years, BrightLocal has made major improvements to their software, and up until recently has not increased prices. This blog has been updated to reflect current prices. For more information on the features, as well as the improvements they've made since this blog was ...

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Paid Infographic Sites: The Fastest Way to the Bottom image

How Paid Infographic Submissions Kill Search

Let’s start by saying how much we love infographics, and follow up by saying that infographic submissions do work, provided you take incredibly laborious steps to do it right (stay tuned for an upcoming blog on that). However, we can guarantee there is one way to do infographic submissions wrong: Using a paid infographic submission site. The Lies and Extortion of Paid Infographic Sites These have been around for a while. Some of them were once free, some of them were never free, and others won’t say they are charging until you receive an email that looks something (exactly) like this: This is an excerpt from communication with an infographic site I reached out to based on advice from a list (not ...

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Search Engine Optimization (SEO): Top 10 Priorities standard

Have you noticed a drop in website traffic? Anemic sales or lead activity from your website? You’re not alone. Frequent search engine algorithm updates are wreaking havoc on website results. Especially sites that lack search engine optimization or SEO. No question, achieving top position for keywords in search engine results pages (SERPs) is becoming one of the highest priorities of marketers. Why? Because studies show that only the top few search result positions drive click-through, website traffic, registrations, and other great results like sales. Yet still, the majority of company or brand websites lack even basic search optimization features and techniques. Developing a website, or retrofitting an existing website with best practice SEO is critical to achieving improved organic or natural ...

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Search Engine Optimization—SEO—Top Priority for Modern Marketers image

Achieving top position for keywords in search engine results pages (SERPs) is becoming one of the highest priorities of marketers. Why? Because studies* show that only the top few search result positions drive click-through, website traffic, registrations, and other great results like sales! Despite this priority, the majority of company or brand websites lack even the most basic Search Engine Optimization (SEO) techniques. *(Source: Search Engine Watch) Developing your website, or retrofitting an existing website with best practice SEO is critical to achieving improved organic or natural search engine results (vs. paid search results). Search Engine Optimization Techniques SEO is impacted by on-page coding and content, off-page link-building, and social media presence. Some of the techniques and features that support search engine optimization include: Meta ...

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VAST standard

Challenge Founded in 1989 as dcVAST with a history of success in client/server and on-premise software and IT infrastructure services, the firm sought to embrace new cloud technologies to achieve rapid growth. Solution Modern Marketing Partners (MMP) rebranded dcVAST as VAST IT Services with a stronger brand name, logo, tagline (IT without Limits), modern graphic theme, and a stunning website to support cloud services from AWS, Microsoft Azure, and Google Cloud Platform. A complete content marketing initiative was implemented including blogging, whitepapers, case studies and collateral. Inbound marketing using automation tools distributed the content via email, webcasts and live events. A combination of search engine optimization (SEO) and paid search delivered double-digit web traffic increases. Results Existing customers embraced the new and improved VAST IT ...

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Outsource vs. Insource Marketing image

Outsource vs Insource Marketing

Whether to insource marketing to an employee,  or outsource marketing to an external agency or consultant is a common but very important decision. No question, there are pros and cons of either option, and a combination of both marketing staff and outsourced marketing is the most common scenario. The right balance is surely unique to each organization. To assist in your consideration and decision making, following are definitions of Outsourcing and Insourcing, the pros and cons of both, some typical marketing organization structures, a Cost/Benefit Analysis, and finally recommended resources. But first, please consider some modern marketing realities. Modern Marketing Realities Marketing has changed rapidly, evolving to a digital marketing mix, and often employing marketing technology, or MarTech. The skill sets for managing a multitude of disparate marketing activities typically requires multiple individuals; skills ...

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2020 Vision – The Future of Marketing image

2020 Marketing Vision

January is that time of year for prognostications of the future, for outlooks and trends, and of course, New Year's resolutions. So why not a 2020 Vision - The Future of Marketing? Of course 20/20 vision is perfect, so is the future of marketing, perfection? If you are reading this article, you are interested in marketing. So why not indulge ourselves for a moment? Marketing is now mission critical to the success of every organization. Every brand. Every thing! In hyper-competitive markets, categories or industries, perfected marketing is the key differentiator. Of course your products and/or services have to be perfected. But quality or excellence no longer guarantee success. Consumers and business customers will no longer beat a path to ...

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The CFO Alliance standard

Challenge The CFO Alliance is a professional association and community of more than 8,000 financial executives across North America. The CFO Alliance hosts learning and networking events in more than 20 cities, publishes research and recruits sponsors. Solution Modern Marketing Partners (MMP) audited the category, along with all CFO Alliance marketing assets and prior initiatives. A comprehensive turnaround plan was developed and implemented including improved branding and graphic elements, new websites, improved surveys and corresponding study reports, extensive email campaigns, paid search, comprehensive event marketing, revamped sponsor program, and much publicity. Results The CFO Alliance relaunched with a new and improved image, along with a number of new community resources and features. Significant content and website improvements drove organic website traffic and social media ...

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Nexonia Software standard

Challenge Nexonia is a leading provider of expense management software, rapidly expanding into related applications for a complete financial and human resource management solution. How can Nexonia continue to thrive in the expense software category undergoing rapid consolidation? Solution MMP audited the Nexonia website and digital marketing program to identify opportunities for improvement including extensive email, website content, blogging, white papers, case studies, paid search, and social media. A thought leadership brand and entity was established to rise above the noise and take on industry leader, Concur. The Expense Management Institute sponsored by Nexonia sought to educate broad markets in support of new customer acquisition. Results Nexonia continues to grow rapidly, and was recently merged into K1 Investment Management with several other expense management ...

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WEX Payments standard

Challenge WEX (NYSE) is a global payments powerhouse, leveraging a long history in Fleet Payments to enter new markets in Healthcare, Travel, and other specialized payment applications. New markets require brand awareness and thought leadership to beat established and new competitors. Solution Modern Marketing Partners (MMP) first assisted WEX Health with extensive content and digital marketing to establish market leadership and achieve extraordinary growth. Next, MMP supported WEX Virtual Payments, WEX Travel, and WEX Corporate with content, a new website, paid search, video and social media. Content is king in new, fast growing payment markets, so MMP supported WEX lines of business (LOBs) with blog writing, white papers, infographics, email, and more. Results WEX has achieved market leadership in multiple payment categories, both domestically ...

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Event Marketing Checklist – Trade Shows and Live Events image

Trade Show Marketing Checklist

Before we get to that checklist, please consider some well-known event marketing truths. First, trade shows and live events are still very important in many industries including technology, healthcare, construction, and markets that require continuing education. Second, trade shows and live events are typically expensive to participate in, and difficult to measure marketing return on investment (MROI). Finally, trade shows and live events are often ineffective due to lack of promotion, and many other reasons. The event marketing experts at Modern Marketing Partners address these truths regarding trade shows and live events with a 88-Point Trade Show and Live Event Marketing Checklist, along with some additional, relevant resources. Need help with Webcasts? Check out our  57-Point Webcast Effectiveness Checklist. Event Marketing ...

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Digital Marketing Transformation Guide – Top 12 Strategies image

Digital Marketing Transformation

Before delving into the relatively new topic of Digital Marketing Transformation, please consider its predecessor, Digital Transformation, a trend that has, and is taking corporate America by storm! Digital Transformation is often referred to as the use or adoption of technology, software and systems to improve processes. Benefits or Digital Transformation are productivity, cost savings, disruption, speed, and of course, improved business or financial results. Digital Transformation may require new skills, different talent, and organizational change. So how does marketing fit into Digital Transformation? Or is Digital Marketing Transformation its own shiny, new buzzword that can have its own acronym, DMT? Please allow the gurus at Modern Marketing Partners to provide insights and tips for implementing Digital Marketing Transformation (DMT for brevity) including ...

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25 Lead Generation Types and Tips image

Lead Generation Types and Tips

In most business-to-business (B2B), and many business-to-consumer (B2C) scenarios, lead generation is necessary prior to sales, contracts, or customer acquisition.   So what is lead generation, and how can you improve or maximize lead generation? Great questions! To answer, Modern Marketing Partners (MMP) will share a Definition of Lead Generation, along with some insight into the differences between Marketing Qualified Leads (MQLs), and Sales Qualified Leads (SQLs). Then, per the title, MMP will provide a list of 25 Lead Generation Types, along with corresponding tips that you can apply to achieve maximum lead generation effectiveness. Lead Generation Definition Fundamentally, Lead Generation is defined as the action or process of identifying and cultivating prospective customers (prospects) for a business's products or services. There are ...

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Shake Up Your Marketing in 2019 image

Shake Up Your Marketing MMP

Year-end is often a time for reflection on the past year, along with planning for the new year. So why not marketing?  How were results measured? What are specific plans for the year ahead?  How can you “shake up” your marketing with a focus on results?  Your friends at Modern Marketing Partners have some perspective we’d like to share. Intuitively, before you can "shake up" your marketing, you should objectively evaluate and analyze your prior marketing. So how can this process be objective?  For starters, there are many tools that can measure online aspects of marketing including Woo website and SEO rankings, along with SEMrush, Similar Web traffic analysis, Google Analytics, and complete social media analytics. Email service providers, paid search ...

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5 Tactics to Keep Your Digital Marketing on Track image

Digital Marketing 5 Tactics

Most businesses understand the value of digital marketing to attract and retain customers. Most businesses have at the very least a company website, a Facebook page, and a Google My Business page. What they might not realize is that this constitutes the start of a digital marketing campaign or plan. What? Wait. You didn’t ever consider digital activities in those terms. Well it is a strategic marketing initiative, and you really need to keep it on track. Let’s first define digital marketing to include all your online marketing efforts like Google searches, SEO, email campaigns, social media, display ads, and company website. You may be doing a few or all of these activities, adding new digital aspects as time has gone ...

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Is Direct Mail Dead? image

Direct Mail

Many marketers are moving away from traditional forms of marketing, including direct mail. Despite this fact, however, direct mail still seems to be proving its value. With one of the best response rates among marketing mediums, even among young adults, direct mail proves itself to still be a valuable form of marketing communication. Take a look at some direct mail stats and reasons to consider the medium yourself. Direct Mail Statistics Stats for direct mail might surprise you. The response rate is high, even among young audiences. ROI, however, may be lacking when you compare direct mail to its digital counterpart: email. Best response rate: 5.1% response rate , according to the DMA. By comparison, email and paid search receive a 0.6% response ...

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5 Keys to Marketing Success for Manufacturers image

5 Keys Marketing Success Manufacturers

Marketing is evolving rapidly, and becoming more complex for manufacturers of all types. At the same time, traditional marketing is becoming less effective, if not obsolete. So what are the most effective marketing initiatives and tactics for manufacturers? Following are 5 Keys to marketing success for manufacturers including branding, digital excellence, content, lead generation, and sales support. Branding 2.0 When the author started his career, advertising, collateral (ala brochures/catalogs), publicity and trade shows were all the marketing required to win. Today, advertising is all but obsolete for most marketers. Collateral is all digital, and trade shows and publicity may or may not be viable communications channels. No question, for leading manufacturers strong branding is still critical, including brand names, logos, messaging, ...

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