Quality trumps quantity when adding Facebook fans who are more likely to be potential buyers. Most companies are seeking to grow their fan base, but what is the best strategy for increasing fans while capturing ROI in the social market? Rinnai, the number North American seller of tankless water heaters, decided to find out by [...]
Filed under: Case Studies, facebook, Pay Per Click, Social Media on October 30th, 2012 | No Comments »
If your paid search campaign includes keywords also found well-ranking organically, you might be cannibalizing your organic search traffic. Cannibalization occurs when a user clicks on your sponsored ad instead of your organic one, causing you to pay for a click rather than receive a “free” one from organic search. Google states that their research [...]
Filed under: Best Practices, Pay Per Click, Search, Search Engines, SEM, SEO, Web Business on August 21st, 2012 | No Comments »
In May 2012 one of Sherpa’s clients — a prominent restaurant group in Atlanta — reported that a full 30% of their restaurant website visitors browsed the website with a mobile device. In fact, mobile browsing has more than doubled since the same month last year. This huge growth isn’t restaurant website-specific. Nationwide, mobile browsing [...]
Filed under: Behind the Scenes, Mobile, Search Engines, Web Business, Web Design on June 5th, 2012 | 1 Comment »
Digital marketing’s multi-prong approach is not simply a critical feature of national campaigns and promotions. It’s the animating and driving force. A Sherpa! Web Studios client sponsored a national television campaign with product placement and ad buys earlier this year. The client engaged Sherpa! to develop a unique pay-per-click campaign and destination landing page to [...]
Filed under: Case Studies, Marketing Strategy, Pay Per Click, Search, Web Analytics on April 30th, 2012 | No Comments »
Spanx by Sara Blakely, the popular maker of slenderizing undergarments and apparel, may be in the business of slimming, but its sales needed major expansion. While positive media coverage and word of mouth grew Spanx through the mid-2000s, improving consumer-initiated demand from its e‐commerce website proved difficult. The site had limited search engine optimization (SEO) [...]
Filed under: Best Practices, Marketing Strategy, Pay Per Click, SEO on April 30th, 2012 | No Comments »
Marshaling traffic to your website — and away from your more savvy competition — is digital marketing’s end game. A paid search, or pay-per-click (PPC) campaign, is the winning play strategy. Search marketing comes in two main flavors — Organic and Paid. Organic traffic requires search engine optimization (SEO), which may take months to achieve quality results. [...]
Filed under: Best Practices, Pay Per Click, SEO on April 30th, 2012 | No Comments »
Google recently unveiled Google Instant, which displays search results to a user as they type. The benefits of these changes, according to Google, are as follows: Predictive Typing: As you type, a prediction is made of what you are seeking. Instant Results: As you type, the results appear. Every new character updates the search results [...]
Filed under: Emerging Technology, Pay Per Click, Search, Search Engines, SEM, SEO, Uncategorized on September 10th, 2010 | No Comments »
A competitor to Google has entered the stage. The new entrant is Cuil (pronounced COOL). As their press release states, Cuil provides organized and relevant results based on Web page content analysis. The search engine goes beyond today’s search techniques of link analysis and traffic ranking to analyze the context of each page and the [...]
Filed under: Emerging Technology, Interface Design, Marketing Strategy, Pay Per Click, Search, SEM, SEO, Web Business on July 29th, 2008 | No Comments »
