Digital Marketing Blog

Discover the latest internet marketing strategies and digital marketing trends happening in the industry through our digital marketing blog. Hear it first from our thought leaders in SEO, SEM, Social Marketing, Display Media, E-mail and other online channels.

Content Strategy for the Customer Journey: Marketing that Makes Business Sense

Posted on Apr 23, 2014 by
First, I’d like to offer some definition: a content strategy is the systematic approach for an organization to deliver the most relevant and appropriate content to the person seeking it at the time of need. It takes into consideration how content is experienced – for example, items like screen size, and considerations like mobility – how it is delivered – the technology managing it, and considerations about it becoming a pathway for collaboration – and its governance, or the processes and corporate policies that determine the why, what, where, when, and who of content creation. As for the how, a […] Continue reading

Google Changes: The Facts & One Search Marketer’s Perspective

Posted on Apr 22, 2014 by
Today Google unveiled some AdWords changes  and I have to say – I applaud Google for rolling out some initiatives that will make advertisers’ lives/campaigns easier to manage. I feel like it’s been a long time since Google did major work in AdWords, and today felt like agencies and other power Google users were given a nod – a “thanks, we know you’re working hard, and we can help”, if you will. I thank them right back. Below are some highlights: The changes fell into three categories:  Innovative Ads The facts: New App Advertising opportunities were revealed that run across […] Continue reading

Extending Brand Reach with AdWords Extensions

Posted on Apr 22, 2014 by
Although they are relatively new additions to the AdWords family, implementing search extensions is now considered to be best practice among search advertisers; however, some brands are still not taking full advantage of Google’s suite of extension options. AdWords now offers an array of extension options from seller ratings to call extensions and even, app extensions. However, some brands are hesitant to implement varying extensions beyond location and site links within their broader paid media strategy. If integrated correctly, each different ad extension can offer a new layer of visibility and engagement to resonate even more efficiently with the search […] Continue reading

News You Can Use – April 18, 2014

Posted on Apr 18, 2014 by
It's Friday and it's okay if you've missed this week's top digital stories. We've got you covered: From Google's drone acquisition to Facebook's Nearby Friends launch, here's a snapshot of some of the stories that shaped this week's news. Continue reading

“Softening” Google Panda via Co-Citation

Posted on Apr 17, 2014 by
At PM Digital, we always have our ear to the ground, listening for the first indication of changes to search engines’ organic and paid listings. This is why we often notify our readers of potential or just-published updates to Google’s Panda algorithm; helping our readers turn what is often diffused forum buzz into actionable insights. Monday’s post by Barry Schwartz at Search Engine Roundtable piqued our interest because it highlighted what many are talking about as a “soft” or “silent” impending Panda update. It’s a bit too early to tell whether, in fact, an update is taking place (the MOZCASTs from […] Continue reading

Comparison Shopping Engines and Product Listing Ads: Aligning Your Campaigns

Posted on Apr 14, 2014 by
The search landscape underwent a complete overhaul in the past 18 months, as the roll out of Google’s paid Product Listing Ad product drove search performance to new heights. The comparison shopping landscape changed just as drastically. The lines between CSE and SEM are blurred now, and as a result, brands have aligned both budgets to be more fluid to allow for optimizations across channel based on performance. Sometimes this means that funds may shift away from CSEs into search, if needed. PLAs are accounting for increasing proportions of SEM CTR and conversions, and accompanying this new PLA-centric search model […] Continue reading

The Google Change that Wasn’t

Posted on Apr 14, 2014 by
We’ve gotten used to big announcements from Google – we are well trained to expect one a year.  In 2012 Product Listing Ads went from a free to a paid model, in 2013 it was the monstrous Enhanced Campaigns transition, and since the transition to Google Shopping Campaigns is not a game changer, we thought maybe this announcement was the big one of 2014: Google brings ‘Not Provided’ to paid ads  . But despite all the worry, chatter, and speculation around what Google will do with paid search query data – and the fact that Google’s own statement wasn’t necessarily easily […] Continue reading