Google released Remarketing Lists for Search Ads (RLSA) in June of 2013, along with subsequent updates. While Search professionals agree RLSAs are viable tools, developing a strategy for their use is a MUST to be effective. It is also important to know what they are designed to do and where they fit in with your marketing plan. What are RSLAs? RSLAs are used to show ads to returning consumers who are familiar with the brand. They may have made a purchase, which makes them a customer, but it is possible they did not. The idea is to reach out to keep focus on your products or services. The objective is to get them to buy or repeat a purchase. What is the Process? In order to take advantage of RLSAs, a snippet of code is added to the website and/or mobile app. Next, remarketing lists are defined. Finally, a remarketin…Read entire entry »

The term “programmatic” is becoming as widely used as gluten, and this buzzword is as easily misunderstood. It is being applied to numerous industries that are fearful the word automation might be seen in a less-than-favorable light. Simply put, though, that is exactly what it is. The actual meaning of the word is only part of the equation. It is important to fully understand the term and to realize its benefits for media buying. Programmatic media buying entails purchasing advertising without human negotiation. The entire process is handled by machines. With Programmatic media buying, the machines learn the best approach and targeting that drive conversions and deliver the impressions most likely to increase your ROI. That explains it in a nutshell, but to go deeper, let’s look at the be…Read entire entry »

In the late summer of 2016 Amazon.com, Inc. rolled out their new self-service PPC tool, Amazon Marketing Services (AMS), available to all Amazon vendors. AMS allows vendors to build and manage targeted PPC ads that help drive customers to specific product pages on Amazon. The tool includes three products, or types of ads that can be created, which all uniquely target customers in different areas of the Amazon platform. AMS, although in its early stages of development, has already changed the game for advertising on Amazon.com. It eliminates the need for businesses to have large marketing budgets to place their product ads on Amazon. Instead, sellers can create ad campaigns based on their budgets, objectives, needs, and only pay when shoppers click on their ads. …Read entire entry »

Pay-per-click (PPC) marketing has boomed in the last decade as more advertisers have discovered the benefits of this unique tool. Rather than a large fee up front, PPC advertisers pay a small fee each time someone clicks their ad. PPC ads on search engines, Facebook, and other popular platforms can move a website to the top of a search results page without having to “earn” the position. It can also give massive returns when done correctly: a brand might pay $3 for a click but make a $300 sale. Google rewards advertisers that come up with PPC landing pages that are relevant and interesting to visitors by charging them less per ad click. This incentive, combined with the potential high returns of PPC marketing, have sparked great creativity and ingenuity in ad content. As brands compete for top advertising spots on th…Read entire entry »

Mobile changes everything! We are in a Mobile First World, and the shift to mobile has happened. Google wants us to know that brands have more moments to connect with consumers than ever before, and to be smart about which moments are the right moments to connect. We want to connect with people during all of the I Want to Know, I Want to Go, I Want to Do, I Want to Buy moments and Google is calling these moments Micro Moments. These are the moments that represent a great opportunity for us to connect with our consumers. To do this, a brand must understand the user intent and context of the searches they are doing. We are very excited to hear about the new things that Google will be rolling out over the next year; these are great opportunities for us to have additional tools that will help our team help our c…Read entire entry »

In my push towards helping to create some Standards, demystify search engine optimization and help more and more people get search engine optimization into their marketing budgets, I am offering up a free SEO RFP template for those seeking search engine optimization services. Certainly, there will be other search engine optimization firms out there who may want to offer some suggestions to what is included within this RFP template,  AND I WELCOME THEM! (add them as a comment to this post, and I will try to include them, as we revise this moving forward). As with all things “interactive”, this document should be a living/breathing thing, constantly evolving to include other key influencers. …Read entire entry »

So often, marketers and business owners are quick to try to find an immediate solution to their pain points with PPC advertising management, and by-pass asking the questions necessary, or otherwise collecting the data necessary, to understand “scope” of an effort. Without this exercise, you’re left wondering “what goes into the effort”? Who does what? What are our goals, and are they realistic? What are channel opportunities (and which channels do I feel I’ve maximized or perhaps am under-utilizing”?) For this reason, we – at Vizion Interactive – have developed an RFP template for marketers and busi…Read entire entry »

For quite some time now, Google has provided call-tracking for Adwords advertisers. However, in the past, this was limited to providing the numbers within the confines of the ad, itself. More recently, Google has introduced an offering that takes this offering to the next level…bringing call tracking TO YOUR WEBSITE. This is not new. There are many providers of such services. In fact, Google has – for as long as I can remember – provided a directory of solution providers which allow for inte…Read entire entry »

A well thought out SEO strategy is contingent on exhausting all outlets of knowledge in the initial phases of the organic search effort. This means mining through competitor data points to assess how they have reached success but also utilizing data from your own marketing efforts to assess what your avenue of attack should be as it relates to SEO. A sound SEO campaign begins with keyword research and a review of analytics to determine what terms are of value today and that have historically brought quality traffic to the site. Aside from reviewing successful organic terms to not lose focus upon, paid search keyword referrals ca…Read entire entry »