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Category Archives: B2B
You’re probably reading this post with a high degree of skepticism, and I don’t blame you; getting advice on choosing an online marketing agency from the head of an online marketing agency is like asking the IRS to file your taxes for you. But wait! Before you discount everything I’m about to say, know that prior to starting my own SEM agency, I spent eight years on the “client side,” and I negotiated with dozens of agencies (and selected several of them). So be skeptical if you must, … Continue reading
We SEMs know all too well how many hours we pour into our accounts. How we chew on ROI and breathe client performance, how we go blind from testing things to keep the metrics moving in the right direction. Do we care about our clients‘ businesses? Does a bear…well, you know. The answer is yes a thousand times over. But sometimes it’s not so apparent to the client, strange as that may sound. Not because they don’t see the numbers or the all-hours availability or the attentiveness — … Continue reading
Click? Check. Conversion? Check. Qualification? Oh, boy… While acquiring a click and conversion are the marketer’s responsibility, it’s very rare for the same person to pick up the phone and try to qualify the prospect. For SEMs, letting go is both a blessing and a curse. While it’s nice to know one’s work is done, handing off a lead for someone else to work with can be challenging. SEMs like control, but there’s no alternative here. The lead is no longer yours. The best way for B2B marketers … Continue reading
Today’s post is a guest entry from Caroline Watts. Watts is a Marketing Associate at ReTargeter, a full-service display ad platform specializing in retargeting. In the word of online advertising, clicks and conversions drive decision-making. Many a seasoned digital marketer scoffs at branding plays as relics of the Mad Man era. Why would performance-driven online marketers launch something so nebulous, so immeasurable, so unscientific as a branding campaign? Branding campaigns don’t seem to have a place in the performance-driven online marketing world, but is that necessarily a good thing? “Branding” is … Continue reading