Though there are many different ways to approach structuring your paid search account, one approach stands out from the rest: single-keyword ad groups. Previously, we’ve talked about what exactly paid search is, and the essentials of doing it the right way. Now, we’re going to focus on the single-keyword ad group strategy. In short, single […]
Paid search, SEM, and SEO are three different things that have, over time, become entangled and mischaracterized in the digital marketing conversation. SEO was previously considered a component of SEM. But doing SEM didn’t always mean SEO was a part of the effort. But when it was, SEM was paid search + SEO. Confused yet? […]
Let’s assume for a moment that you’re not running a paid search marketing campaign for yourself or a client. But you’re doing some other things very well, especially at the top of the funnel. You’ve built an audience and are running highly-successful display campaigns. You’re killing it on Facebook. Ditto for email. Things are running […]
