Online and Search marketing are even more important now to marketers in the current recessionary environment. It is more cost-effective and measurable than other media. Further, expectations from Search and Social Media Marketing are now much higher than before. How to advertise effectively using Social Media networks? Join Position2 in Effective Advertising via Social Networks, a [...]

Online and Search marketing are even more important now to marketers in the current recessionary environment. It is more cost-effective and measurable than other media. Further, expectations from Search and Social Media Marketing are now much higher than before. How to advertise effectively using Social Media networks? Join Position2 in Effective Advertising via Social Networks, a panel discussion on Social Media and Video forum at the five-day Search Engine Strategies Conference from August 10 to 14, 2009. For the first time in 11 years, the Conference will include a full-day track Social Media and Video, where Position2, represented by Soumya Ravi, Director of Client Management, will share insights on Effective Advertising via Social Networks. An expert on Social and Search Marketing, Soumya Ravi ... Read more...

To the uninitiated, PPC appears very simple: buy a few keywords, serve up a few ads and close a few deals. The reality is that professionally managed and optimized keyword campaigns are actually very complex business processes that touch many facets of an organization and require many skill sets to execute properly. The following are [...]

To the uninitiated, PPC appears very simple: buy a few keywords, serve up a few ads and close a few deals. The reality is that professionally managed and optimized keyword campaigns are actually very complex business processes that touch many facets of an organization and require many skill sets to execute properly.

The following are recommended steps for initiating, managing and optimizing PPC campaigns:

• Narrowly define product and/or service offerings

• Define market(s) for each offering

• Set measurable objectives (KPIs) for each service/market combination

• Use empathy with your prospects
  • By service/market combination, to determine keywords prospects will use when searching for your solution

• Generate keywords: thousands of them

• Cluster keywords into campaigns

• You need at least several campaigns

• Write multiple ads per campaign
  • You need at least two ads/campaign
  • Ongoing: Optimize ads ... Read more...