Marketers aren’t always sure what role search engine optimization (SEO) and pay-per-click (PPC) advertising should play in their search marketing strategy. Chances are, both SEO and PPC can be useful. To figure out what they can do for your marketing, check out this infographic. Read the full article at MarketingProfs

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There is such a thing as too much content. And if you’re creating marketing content for its own sake (i.e., without a clear business need), you’ve taken a wrong turn onto a dead-end path. Instead, take these four steps on the road to creating the right amount of the right … Read the full article at MarketingProfs

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I’ve been speaking a lot recently on the benefits of using audiences to their full extent, especially by customizing pixels to create new audiences for users on your website. The biggest benefit is that you can segment audiences into more niche groups and market to them accordingly—as in, based on more than just a site visit in the last 30 days. After all of that, one of the most common follow up questions I get…

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If you are in the construction industry marketing may be the furthest thing from your mind—well, unless you are having trouble booking jobs. Then marketing your business is likely the top thing on your mind. Whether you’re a single-person operation or you have a dedicated construction marketing team, the industry comes with its unique challenges. From the dangers of the job to competing for the larger projects with other companies, it is important to not…

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Online shopping is as accessible and popular as ever, resulting in a glut of online promotional material. These days, crafting a listing or promotion that catches the eye requires skill and a deep understanding of customers. Here’s how you can craft listings that truly speak to your audience. Read the full article at MarketingProfs

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Joe Lazauskas, head of marketing at Contently, shares advice on using storytelling for content marketing and successfully managing digital transformation. He also discusses the resurgence of interest in customer experience. Read the full article at MarketingProfs

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Advertising for financial services is tough. The industry has some of the most expensive keywords on Google Ads (hitting nearly $50 per click). Even more, it has higher CPCs and CPAs than almost any other industry on Google. Even beyond these costs, financers are becoming increasingly familiar with new regulations and policies in their industry from all sides—and Google is no stranger to this, either.  Last week, Google announced an update to these restrictions. Starting…

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