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Search Marketing

Tips for Better Triggered Online Campaigns

By Martin Stockfleth Larsen Use of programmatic, triggered campaigns such as ad retargeting, abandoned cart efforts, ad exchanges a

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Nov. 01 2002




RETURN on INVESTMENT

With paid placement (and paid inclusion using cost-per-click), return on investment is figured in the standard way: profit divided by the cost of the

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Nov. 01 2002




Stonewall Kitchen Revamps Web Site

Specialty foods cataloger/manufacturer Stonewall Kitchen relaunched its Web site last month in an effort to increase visitor-to-buyer conversion rates.

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Oct. 31 2002




Being Frank About Search Engine Rank

You’re using your favorite search engine, ready to find the most appropriate sites for your needs. You type in your search terms, and up comes a list

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Oct. 31 2002




How Does Google’s AdWords Select Work?

In the world of pay-for-placement links at search sites, one of the hottest topics is Google

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Oct. 31 2002




Pros and Cons of Overture’s Auto Bidding

In February 2002, when Google introduced its AdWords Select, the main innovations about it were that the links were paid for on a cost-per-click basis

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Oct. 29 2002




Working With Search Engine Optimizers

Can a company do search engine optimization on its own or does it need a consultant, also called a search engine optimizer (SEO)? As you’ve probably already

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Oct. 15 2002




Sanibel Holiday Dipping Toes

Search engine marketing is not an all or nothing affair. It is extremely possible to get into it slowly, a step at a time. For example, in mid-May, Sanibel

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Oct. 15 2002




Writing Web Copy to Suit SEM

Writing effective Web copy with search engines in mind is specialization all its own. You need to choose several keywords (or, “keyphrases”) that will

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Oct. 15 2002




TJX To The Maxx

Discouraged by disappointing results with banner advertising, since April, TJX Cos. Inc., the Framingham, MA-based parent of off-price retailers T.J.

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