PPC
Don Draper Has Everything on Me
by Price Glomski on 10/09/2009 at 4:27 pm in Brand Management, PPC Strategies, Performance Marketing
Let’s clarify, I am not Don Draper. But if I was, I would be on my 3rd bourbon, 6th cigarette and 100th good idea. Can performance marketing be cool? Why is it that most performance marketers get pigeon holed into a specific type of strategy? Heck, it’s understood that we will grow your search programs. There is no question we will knock the pants off last month’s comparison shopping revenue totals. Yes, we expect to see growth in your dynamic remessaging program this holiday due to results in customer formation.
Full StoryGoodbye Summer, Hello Holidays!
by Lora Parker on 09/17/2009 at 1:01 pm in Online Strategies, PPC, PPC Strategies
It’s that time of the year – and if you haven’t finalized your holiday plans yet, you should very soon. While some retailers have already begun their holiday campaigns, most studies show that consumer interest starts in October and actual purchasing peaks around the 2nd week in December, so it’s not too late to start engaging with your consumers. The key date for holiday launch last year was around Oct 19th, which was about 9 days earlier than the prior year. A combination of slow sales (due to a weak economy) and a desire to break through the clutter were probably key elements in driving a retailer’s need to sell earlier. As you roll out holiday plans, here are few best practices to consider.
Full StoryAll I Really Need to Know I Learned Marketing Luxury
by Kassie Kemp on 08/24/2009 at 12:59 pm in Brand Ownership, Online Strategies, Within Range
Luxury brands really do have it all. They have prestige, glamour, and style. They’re every girl’s dream, right?
In the world of online, luxury brands often get a reputation as late adopters. Here goes the stereotype: They were cautious to launch ecommerce websites. Then, they were cautious to market them and let everyone know the site [...]
What’s the Deal with All These Retreads?
by Jeremy Hull on 07/15/2009 at 1:44 pm in Commentary, Observations, PPC, Within Range
Is paid search out of ideas? Don’t get me wrong, I love paid search. It’s my specialty. It’s logical, predictable, and organized, which appeals to my OCD nature. Social media and mobile may be the next “big things,” but from my vantage point, they’re still very nebulous and unorganized. Give me a basic paid search campaign any day, and I’ll sculpt it into something that will make you some money. That being said, I can’t help but feel paid search as a whole is getting a little stale. The past several years have seen lots of new ideas and innovations—improved targeting, more control, the capability for real-time changes—the list is actually kind of long. However, recently it seems like every time I hear about a new paid search feature from any of the major engines I get a strange feeling of déjà vu.
Full StoryTraveling Locally
by Blake Suggs on 06/24/2009 at 4:05 pm in Local Search, Online Strategies, Paid Local Search, Performance Marketing
RANGE does quite a bit of work with a variety of hospitality brands, and one of the most common outcries we hear is for help with local search. Now, I know a few years ago, all anyone seemed to talk about was local, but in recent years the buzz seems to have died down considerably [...]
Full StoryPaint or Potato Chips?
by Kevin Freemore on 06/22/2009 at 5:27 pm in Brand Management, PPC, PPC Strategies
Do a search for “eating paint chips” and take a look at how many paid search ads come up. There’s an ad for Healthy All-Natural chips, which you might want to consider if you really are interested in eating Kelly-Moore Latex Sour Cream and Onions. There are also a number of well known paint companies that are advertising and hopefully not intending for their brand of paint to be used as a snack. And who knows–there may come a day when paint is flavored and non-toxic. Glue is ok to eat now, right? Anyway, you get the idea. It took me a whole minute to find an example of this, and believe me, there were plenty more that were way worse. Now, ask yourself a few questions. What does this do to my search performance and what does it do to my brand image?
Full StoryLuxury Digitally Defined
by Andrea Wilson on 06/12/2009 at 2:28 pm in Brand Management, Online Strategies, PPC, Performance Marketing
Luxury retailers/brands should cater their major initiatives to ‘refinement of living, indulgence, enjoyments of comforts and pleasures’. As such, shouldn’t the online experience be as comforting and pleasurable as the product itself? Doesn’t it make sense that a buying a luxury brand’s product should be easier and more enjoyable than a buying a discount product from a mass retailer or discounter? So why is it so difficult to even find the luxury official website?
Full StoryDoes It Make Sense To Run Branded Paid Search?
by Jeff LeVan on 05/20/2009 at 6:14 pm in Brand Management, Nonbrand Strategy, PPC, PPC Strategies
Does it make sense to run branded paid search? If you run branded search are you just taking credit for conversions that would have happened anyway? Is running just non-brand the way to go because it drives purely incremental revenue? Even if it kills your paid search ROI, these are valid questions to consider. It’s important to think about how paid search impacts a client’s business as a whole, not just boast about glitzy 50-to-1 ROI numbers from just running brand. These are the issues that we tried to consider when devising a test to determine whether or not it makes sense for a particular business to run branded paid search.
Full StoryRange Online Media: Plays Well With Others
by Blake Suggs on 04/29/2009 at 5:18 pm in Online Strategies, PPC, SEO
One of our travel clients recently signed on with us to do SEO. Now keep in mind that this particular client has a very well-established brand and secure market position, so we were going to have to bring EXTRA big value to the table. Our task from the outset was clear: take SEO and “integrate” it with all other site initiatives to give our client the biggest bang for their buck.
Full StoryThe Fear of the Dream Realized
by Danielle Smith on 02/06/2009 at 12:26 pm in Observations, Opinion Editorial, PPC, Within Range
The frustration felt when you see a client throw hundreds of thousands of dollars at short-lived, easily forgotten campaigns while allowing their brand positioning in something as basic as paid search to be ignored is maddening. You go home after days like that and just beat your head into a wall. Then you wake up and go at it again. That is until now.
Full Story