As a digital media buyer, I am frequently asked questions about bidding on brand terms within a paid search campaign. This topic in particular always seems to come with a variety of misconceptions and is understandably something that many clients take a keen interest in. After all, a strong brand is essential to the foundation of any successful organization. Protecting, building and capitalizing off of it should be a top priority.
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The Short Story
It’s no secret that mobile has seen explosive growth over the last 10 years. And recent projections show that it doesn’t seem to be slowing down, as Google expects more people to be accessing the Web through mobile devices than through computers by the end of this year. For advertisers (and Google), this means designing and developing campaigns for a range of mobile devices and interfaces. The variety...
At PlattForm, we’ve always prided ourselves on being more than a vendor. We are a partner, a resource, an extension of our clients’ teams. This level of commitment started the day we were founded, because education has always been our passion. And that passion has pushed us to provide more than marketing solutions (though we do that, too).
This summer, we’re holding our first-ever higher education forum, InnovateEDU: Igniting change...
In all honesty, it’s fairly easy for just about anyone to set up a basic pay-per-click (PPC) campaign. Then again, it’s also easy for anyone to sit down at a piano and hit a few notes – but without experience or training, hitting random keys isn’t the same as making beautiful music.
Building a strong PPC campaign is like trying to create and perform a symphony: A tremendous amount of hard work, creative thinking and skill goes into...
Here is the truth: It’s relatively easy for just about anyone to set up a basic pay-per-click (PPC) campaign. Then again, it’s also easy for anyone to sit down at a piano without any training and hit a few notes – but that doesn’t mean they would, or should, be making music.
The argument could be made that building a strong PPC campaign is like trying to create and perform a musical arrangement. A tremendous amount of hard work,...
Here is a terrifying thought for anyone who is a fan of the movie “Back to the Future Part II:” The year future Marty McFly travels to is 2015. That is now less than three short years away, and we still don’t have hover boards or flying cars. Something has clearly gone horribly wrong in the time-space continuum.
As both a big movie fan and someone who works in digital media, I think it’s interesting to reflect on older perceived...
Looking at search query reports every month (or more) is an important part of refining our PPC campaigns. Search query reports show us exactly what the user typed into the search field to trigger our ads. They allow us to view which keywords are producing irrelevant clicks, and then remove keywords that are too broad and/or add negative match keywords – for example, adding “dog” as a negative match to a massage campaign ensures our ads won’...
When people ask me, “So what do you do?” my answer is often met by blank stares. After all, PPC advertising lacks the sort of wow factor associated with creating slick TV commercials and polished websites or writing engaging content that isn’t limited to 70 characters. In short, explaining the complexities of PPC isn’t the best way to kick off a first date (and believe me, I’ve tried).
But to a digital media buyer, the world of PPC...
In our media-fragmented world and given the diverse audiences institutions serve, articulating your brand can be a challenge.
Consider The Adler School of Professional Psychology, which relies on integrated marketing to ensure the brand message is consistent.
Here’s how Jannie Holland, Director of Marketing, Lead Generation, with The Adler School of Professional Psychology put it:
“We are a unique graduate school...
