Digital Marketing Power
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Digital Marketing Power
Everything you need to know about digital, mobile & social media marketing to help you engage your audience & drive new business
Curated by Gary Hitching
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Complete Guide to Google Adwords Analytics

Complete Guide to Google Adwords Analytics | Digital Marketing Power | Scoop.it

Google Adwords Analytics is the analysis of the marketing campaigns which run on Google Adwords, one of the most popular advertising systems in the world. If you do multi-channel marketing for your company than you simply can’t afford to ignore this paid channel. In order to get optimum results from your Adwords campaigns you must possess good practical knowledge of how Adwords works and how different campaigns, ad groups, keywords and landing pages are analyzed and optimized for traffic and conversions.



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The Death of Pay Per Click Advertising (PPC)

The Death of Pay Per Click Advertising (PPC) | Digital Marketing Power | Scoop.it

For something that’s been around for just a few years, PayPer Click advertising, or PPC has become an established part of online marketing for many companies. Put simply, “Paid search marketing is the process of gaining traffic by purchasing ads on search engines. It is sometimes referred to as CPC (cost-per-click) or PPC (pay-per-click) marketing, because most search ads are sold on a CPC / PPC basis.” (Source: Search Engine Land). Yet while PPC seems to have become a staple of online marketing, there are clear signs that it is dying out as a lone marketing resource. For example, recent research has revealed that just 18% of SMEs using Google Adwords actually recoup their investment (Source: YouGov).

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News Flash: PPC Is Inbound Marketing

News Flash: PPC Is Inbound Marketing | Digital Marketing Power | Scoop.it

 

Some people in the web marketing space have suggested that PPC shouldn’t be included in “inbound marketing” because you have to pay for placement. But this doesn’t make any sense.

The whole point of introducing a term like “inbound marketing” is to create a more nuanced distinction than just “free marketing” and “paid marketing.” Any marketer who manages a budget knows that no form of marketing is truly “free.” HubSpot, one of the first proponents of inbound marketing, sells a product that helps you do it – how is that free? They know that if they called what they’re selling – a platform for blogging and SEO – “free marketing,” it would  be a contradiction in terms. Of course, you can do inbound marketing without HubSpot (duh), but you’re either going to be paying someone or a team of people to do it (a blogger, a social media manager, an SEO specialist, etc.) or you’re going to be doing it yourself, as the business owner, and any time you spend on inbound marketing is time you can’t spend on other business activities, so all those activities have a cost. That’s why “free marketing” doesn’t cut it.

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