Category Archives: online advertising

How to build awareness with free Google AdWords impressions

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Usually I am recommending that you have ads with strong calls to action for an offer (sign up for our webinar, download our market brief, get our infographic, etc). Those lead people to click, complete forms, give you their contact information, and enable you to further market to them.

However, you can use Google AdWords inexpensively to grow awareness by running display network ads that you pay for on a cost per click (CPC) basis that don’t have any calls to action at all. Continue reading

When it comes to digital marketing, forget industry benchmarks and focus on ROI

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money1Often when I’m talking to a potential new client they’ll ask about industry benchmarks (“Our CTR is two percent, how does that compare to others?” or “Our CPA is $50, how does that stack up to X competitor?”). Continue reading