During the early days of the Internet, many business owners underestimated the long-term significance of search engine optimization (SEO). Today, it’s possible that the pendulum has swung a bit too far in the opposite direction.
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Since 2006, enCOMPASS Advertising Agency has been leading the way in Search Engine Marketing (SEM), also known as Pay-Per-Click (PPC). With our exclusive Interactive Marketing Intelligence™ (IMI) platform, our clients consistently enjoy a distinctive advantage over their competition. And to widen that gap even more, we are excited to announce the upcoming launch of our all-new IMI dashboard!
Once again, the United States faces a series of consequential political elections—along with all the tensions that an election cycle entails. The results of this year’s midterms will no doubt have an impact at every level of government. But for advertisers, the season leading up to the midterms may be just as consequential.
While the general principles behind pay-per-click (PPC) advertising have remained more or less static ever since the inception of Google Ads, some of the specific methods and technologies have changed. To ensure success with your Search Engine Marketing (SEM) campaign, it’s helpful to have a sense of where the field is headed.
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Recently, Google announced that it would be phasing out Universal Analytics, replacing it with Google Analytics 4. This change is something of a mixed bag for experienced analytic trackers: While GA4 boasts many of the same metrics that were included in UA, it also offers a few new ones.
Inflation has dominated this year’s economic news, a trend that may not ebb anytime soon; in fact, some economists have warned that a recession is all but inevitable. This reality obviously touches all of us in some form or fashion, but for advertisers in particular, there are some pressing concerns about marketing budgets. For this post we are going to focus on the impact it could have on Search Engine Marketing (SEM) in particular, and ways to address it.
TV advertising is nothing new; for generations, advertisers have spent top dollar in order to promote their products to viewers at home. And yet, the nature of TV advertising has changed considerably. One of the most significant innovations of the past decade is programmatic TV, which makes it easier for advertisers to purchase TV inventory based on the audience they want to reach…and to calibrate their spending accordingly.
Before committing to most purchase decisions—whether that’s buying a new TV or simply trying out a pizza spot that just opened—consumers like to have some sort of social proof. That is, they like to see that other consumers have spent their own hard-earned money on the same product or service and found the transaction to be worthwhile. This social proof can sometimes take the form of a testimonial, but more often it is delivered via online reviews, posted to Google, Facebook, or Yelp.
Digital advertisers clearly have a lot of confidence in connected TV (CTV). According to data compiled by eMarketer, connected TV advertising will surpass $17 billion this year, and is expected to hit $21.4 billion by the end of 2023. Still, the question remains: Exactly where does connected TV advertising fit within your overall marketing strategy?
Every marketer and every business owner long to see their website traffic increase. While this is unquestionably a worthy goal, it’s important to remember that not all website traffic is created equal. Keep in mind that every visitor to your site is a living, breathing human being, and that the people who come to your website do so with varying levels of brand awareness and consumer intent.
