By Kristen Pulver | Director, New Verticals
Direct Marketing is a term overused by many marketers who don’t quite understand what it actually means. As someone who has worked in direct marketing for nine years, I’ve seen my fair share of executives and team members who not only don’t understand what direct marketing is, they don’t know how to best implement the practice or why direct marketer’s make the decisions they make.
What is Direct Marketing?
Direct marketing is a three part marketing system:
- Directly reaching the consumer through various media channels – TV, Radio, Online, Text Message, Phone calls, etc.
- Including a call-to-action (CTA). Asking the target to take an action– call now, click here, or some text as simple as “Start Saving Now” is a call to action that is maybe less noticeable.
- The most important step — reading and measuring results. This allows you to determine if your ads working. (more…)
By Marc Purtell | Director, SEO
Editor’s note: This is the fifth post in a 13-part series on the newest search marketing strategies that will enhance your brand’s search strategy. All 10 search strategies, including 3 bonus search strategies, can be downloaded in our new report, “10 New Ideas for Enhancing Your Brand’s Search Strategy “. Download here.
Search is in a constant state of evolution. But that doesn’t mean the evolution is green. For search marketers on the paid (PPC) side of the spectrum, campaign spending can still be costly and satisfactory returns are often hard to quantify. But does it have to be so difficult? Not necessarily.
To get the most from your search campaign spending make sure you consider the benefits of calculating Quality Score. Quality Score measures relevance. It helps customers find sites relevant to their search and it enables advertisers to benefit from creating relevant ads.
Click-through rates (CTRs), as well as ad text and landing page relevancy, are key factors in calculating Quality Score. By generating a high-scoring ad (10 being the cream of the crop) you are essentially telling Google that your website is a relevancy star. How does relevancy stardom translate into lower paid search costs? Let’s briefly analyze the three key factors in determining Quality Score. (more…)