The Searchies

A typical marketer’s gut reaction when asked about its marketing objectives is to scream emphatically “MORE SALES”. As we saw in my previous post, driving sales is only one aspect of well run paid search campaigns. Paid search campaigns can also build awareness, drive traffic, and generate leads. After all, no one is going […]

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I suspect that many marketers sweat the “Launch” phase more than any other. They’ve seen other marketing efforts tank after tons of planning and want to get it just right. The bad news is that like with a book, the opening chapter of a paid search campaign sets the stage for what’s to […]

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