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White Papers & E-Books

Labor Day Reading? New E-Books and Whitepapers at SMN

Organizing Paid Search Campaigns Using Intent Looks at how successful marketers are creating relevance and consistency in the consumer experience across all touch points in the process — and experiencing gains in search performance. Whitepaper sponsored by Adchemy Search Marketing and the Mobile Web Outlines the state of mobile marketing, both in pay-per-click (PPC) advertising [...]

Whitepaper: Organizing Paid Search Campaigns Using Intent

Marketers are in a precarious position as search engine marketing enters a new era. Increasing competition for keywords combined with the limited leverage available to bidders has decreased CTR and conversion rates. Revenue is negatively impacted. Higher bid prices and more ads per keyword make it progressively more difficult to meet campaign ROI objectives. How [...]

E-Book: Search Marketing and the Mobile Web

Mobile advertising has significantly picked up steam. With a substantial rise in smartphone users, Those statistics show that the long-awaited “year of mobile” may finally be arriving, and mobile marketing may finally begin to reach its potential. It finally makes sense to understand how to effectively use and deploy mobile paid search marketing campaigns. And [...]

E-Book: Why Display Matters to Search Marketers

By Jeff Green, The Trade Desk Online advertising has matured to a point where there is an real opportunity for search marketers — by applying search expertise to display advertising. This E-Book explains the relationship between search advertising and display advertising, and why it is important to engage in both in order to reach the [...]

Business.com’s B2B Social Media Benchmarking Study

Is social media relevant for B2B marketing? In this free B2B social media research report, see how nearly 2,500 business people use social media to find the information and resources they need on a daily basis and how over 500 B2B companies are using social media to increase web site traffic, build B2B brands and [...]

E-Book: PPC Pricing Models

Pricing models for pay-per-click (PPC) campaign management can take on many forms. Whether you’re a search engine marketing (SEM) agency providing PPC services, or an advertiser contracting for them, the right model will depend on the needs and goals of both parties. Both the SEM agency and the client will win if the agency can [...]

Optimize Your Marketing Silos: How to Bring Together Online and Offline Marketing

Despite marketers best efforts to centralize their marketing organizations, silos emerge and exist for good reason. To achieve success, marketers must integrate relevant customer data and insights to drive a coordinated marketing strategy across all channels. “For better or worse, organizational silos are here and they aren’t going away. The good news is that marketing [...]

National Brands Survival Guide to Local Search: Proven Strategies to Capture the Local Opportunity

E-Book The convergence of technology and time-pressed consumers has spurred tremendous growth for local search and its multitude of applications. The Internet has become a critical research and shopping tool for many U.S. consumers, who now move comfortably and freely between a wide variety of media channels. Yet whether due to a lack of resources [...]

Local Search Marketing: Targeting Consumers In A Diverse Media Landscape

September 2009 Consumers today are scattered across a wide variety of media channels and are more selective of how they get receive advertising, creating challenges for marketers to reach target audiences and receive positive returns on investment. Inundated by media and business choices, consumers search for local company information when specific needs arise or they’re [...]

E-Book: Best Practices in PPC Reporting: Advanced Strategies to Maximize Efficiency and Results

This E-book looks at the elements that go into good PPC reporting. It is divided into three parts: Part I presents seven best practices in PPC reporting to help SEM agency executives increase their analytic skills and reporting effectiveness Part II offers some tips for improving your Excel skills Part III provides a case study [...]