Boston Internet Marketing Company

Posts tagged PPC

Intern Management Superstar: 3 Ways to Create a Great Digital Marketing Internship

Internships are fantastic ways for students to gain an in-depth knowledge about an industry through hands-on experience. However, in a technical field such as digital marketing and advertising, it can be difficult for a manager to create and assign appropriate tasks for an intern – you certainly don’t want to turn over the keys to client accounts to a beginner, but you want to give your intern meaningful responsibilities and tasks, not to mention work that will help you accomplish your goals. While marketing sounds like a tough field for a student to contribute to directly, there are several tasks that will teach them fundamentals and technical skills while still lightening your own load, including these below.


1. Resource Aggregation:

Staying up-to-date with latest industry news, trends, best practices, and case studies is essential in a field as fast-paced as digital marketing. However, it’s nearly impossible for professionals to keep up with their research and reading when they have so many actual responsibilities. However, your intern can be an invaluable help to you. Ask your intern to spend an hour or two every day poring through industry news sites and discussion forums, and bookmark the top three or five for you to review. Asude from helping you out, you’ll also be giving your intern the opportunity to immerse themselves in the industry, which will help them when they enter the job search.

Continue to read on our blog: Intern Management Superstar: 3 Ways to Create a Great Digital Marketing Internship
Follow us: @inSegment on Twitter | inSegment on Facebook

Choose Your Own All-Star Marketing Squad!

Marketers and advertisers don’t get a lot of love on television; it seems like every other character is an architect or children’s book illustrator, but there is no real representative for the growing digital marketing industry. However, we’ve found that an interdisciplinary approach to marketing can sometimes foster the best, most creative results. We’ve combed through our DVRs and Netflix accounts to pull some of TV’s most accomplished characters that would be great in a new, digital career. Here’s our line-up:

SEO Professional:

Jack Donaghy, Corporate Executive & sundry other titles (30 Rock)

All photos taken from

An SEO professional must be able to above all other things, think critically and creatively to solve problems and identify new opportunities to elevate brand awareness. Jack Donaghy is nothing if not an accomplished solution finder. Plus, who wouldn’t trust a man with so many executive titles on his resume?

PPC/Lead Generation Professional:

Temperance “Bones” Brennan, currently Forensic Anthropologist at Medico-Legal Lab (Bones)

All photos take from

Crime may not pay, but PPC does. A good lead generation expert uses both experience and analytical reasoning to make strategic bidding decisions. Dr. Brennan is a celebrated empiricist, meaning she uses both evidence and experience to inform her thought process. A great PPC professional also needs a little creativity in them; Bones is a crime fiction author in her spare time, proving she has a flair for the creative.

Content Marketer:

Will McAvoy, currently Managing Editor, News Anchor for NewsNight (The Newsroom)

photo taken from

Great content marketer should be able to see how a story can develop and adapt across multiple platforms from a chunk of information. They have to be adept at creating a conversation, and at storytelling, and who is better at telling a story than a journalist? Will McAvoy’s ability to see both sides of a situation, and to craft a compelling narrative out of any situation, would make him an excellent content marketer.

Social Media Marketer:

Phil Dunphy, currently a Real Estate Agent (Modern Family)

 photo taken from

This is one of our more off-the-wall picks, but stay with us. Social media is about continuing conversations woth stakeholders in real time. A social media marketer needs to be empathetic, have a finger on the pulse of every conversation related to the brand, and be passionate about the brand. We can think of few characters as willing to be involved in multiple conversations about the same types of things, and is as sunnily optimistic and empathetic as Phil Dunphy. Bonus points – magic-themes posts!

Continue to read on our blog: Choose Your Own All-Star Marketing Squad!
Follow us: @inSegment on Twitter | inSegment on Facebook

Google AdWords: The Basics for Success

Google AdWords allows searchers to find your business through keywords and similar websites. You control your spending, where the advertisement appears online, and you are able to measure its success using a number of different metrics. Like all forms of media, Google AdWords is not a static method; it continually changes and adds new features.  In order to stay competitive in online advertising, digital marketers need to develop a solid yet flexible Adwords strategy.  There are a few key points to keep in mind to make your AdWords account stronger:

1.  Familiarize yourself- Google AdWords provides a robust Help Center that is constantly updated with new AdWords-related information. Utilize this resource, and keep an eye on the changing and evolving features of the program so that you don’t miss a thing.

2.  Continually test your page- You need to regularly check your click-through-rate (CTR), as well as the conversion rate of your ads in order to ensure you are maximizing your investment. For smaller businesses on a tighter advertising budget, focus on improving your conversion rate. The conversion rate shows how often clicks on your advertisement lead to beneficial action for your company. Purchases, downloads, and sign-ups all positively affect your conversion rate. If you have more to spend, balance your testing between the CTR and your landing page – the desired page of your website you wish people to visit by clicking on your ad.

3.  Geo-target- If applicable to your advertisement type, geo-targeting is very useful. AdWords allows you to exclude areas you do not wish to reach. You can also bid higher or lower on locations based on their importance to you. You can even make bids based on weather specifications. These functionalities are very important, especially for small businesses that are often catering to a geographically specific clientele.

Continue to read on our blog: Google AdWords: The Basics for Success
Follow us: @inSegment on Twitter | inSegment on Facebook

Track Offline Conversions with Google Adwords and Fine Tune Your Entire PPC Program

Adwords is a fantastic tool to track the performance of your paid advertising campaigns, but it can sometimes be difficult for B2B companies to truly track the performance of their campaigns with regards to sales; often, a click on an Adwords advertisement doesn’t end with an online sale, but starts a process where the customer is finally converted offline. There was never a decisive way to track an offline sales path all the way back to the initial online interaction. Now, Google has introduced a way to close that loop within Adwords; the system now includes an offline conversion tracking mechanism.

With offline conversion tracking, Adwords provides a unique ID, called “GCLID”, for every click that comes to your website or targeted page from an Adwords ad. That ID should be included with any other lead information captured from that click; you’ll need it to complete the offline tracking process. When that user has converted in the offline world, such as by signing a contract or completing a purchase over the phone, you import that GCLID, along with the type of conversion and date achieved, back into Adwords. This process allows you more insight into what type of traffic is being driven – and converted – by your Adwords campaign.

The Adwords support page for offline conversion tracking offers the following example for using the system:

You design, build, and sell custom boardroom tables. You use AdWords to drive prospective customers to your website, where they then can submit their contact information and request a sales call. If a lead results from a click on an AdWords ad, the lead’s contact information will also include a GCLID.

Once a week, your salespeople review that week’s sales and send you the prospects (and associated GCLIDs) that converted into customers, along with the date and time of each sale. You then compile that data into a five-column spreadsheet and upload it into your AdWords account. Within a few hours you’ll be able to see which keywords and queries are contributing not just to new lead submissions, but, more importantly, to actual sales.

Continue to read on our blog: Track Offline Conversions with Google Adwords and Fine Tune Your Entire PPC Program
Follow us: @inSegment on Twitter | inSegment on Facebook

Out with the Old, In with the Really Old: What Search Can Tell You about Fashion

There’s a saying in fashion that “everything old becomes new again”. It certainly seems that every few years, trends that had been called cliché and outdated a short time ago become vogue again. Now, there are definitive ways to prove that there is a cyclic nature to fashion: apparel searches online. As first reported by Search Engine Watch, savvy searchers have been seeking 90s era fashion. Your eyes haven’t been deceiving you; crop tops and Zubaz pants are back in fashion, and Google has the info to back that statement up.

April Anderson, Google’s Retail Industry Director, reported that in July 2013, searches for the following search terms, all of them staples of the cool 90s kid’s closet, all dramatically increased from July 2012:

  • “crop tops” searches increased by over 110%
  • “bucket hat” searches grew by more than 120%
  • “high waisted jeans” had 120% more queries
  • “acid wash shorts” searches were more than 80% higher
  • “grunge clothing” searches increased by 80%, and is still steadily increasing troughout August into September.

Not convinced that today’s teenagers are all about to dress like Saved by the Bell extras? Google’s Product Listing Ads have also seen dramatic increases in several classic 90s fashion items in July as opposed to July 2012:

  • “overalls” saw an increase in searches by over 180%
  • “round sunglasses” queries increased by more than 100%
  • “Zubaz pants” searches grew by over 150%
  • Perhaps most baffling to us at inSegment, “jelly sandals” queries increased by more than 180%

Continue to read on our blog: Out with the Old, In with the Really Old: What Search Can Tell You about Fashion
Follow us: @inSegment on Twitter | inSegment on Facebook

What You Should Expect from Your PPC Agency

Your PPC agency should be your company’s best friend. Here’s how to find the right one.

Search engine marketing is a fast-paced, technically complex system that can be invaluable to your overarching marketing strategy – when it’s implemented correctly. SEM, especially paid search elements, are best left in the hands of experts, be it an in-house professional or an outside agency. Agencies offer an attractive proposition to businesses; multiple experts, each with their own individual specialties, are working to plan, create, execute, and monitor your campaigns, allowing you to “set it and forget it”. However, not all PPC agencies are created equally. There are three universal truths that PPC Hero recommends that you should look at when deciding which company to trust with your campaigns; we absolutely agree that these elements are crucial to a successful PPC agency – and a successful partnership.

1. Flawless Account Management:

Every SEM professional knows there is no such thing as a perfect account; some campaign ideas don’t work the way you expect them to, or a competitor suddenly pops onto the scene and drives up the cost-per-click (CPC), or maybe even the expert made a mistake in the account. However, just because perfect accounts don’t exist doesn’t mean that perfect account management isn’t possible. A good agency will have multiple quality assurance checkpoints to catch mistakes or to evaluate campaign ideas. To you, it will look like a smooth, perfect system. And a solid agency won’t look for praise just for these account management tasks – they’ll simply think of them as a requisite part of their job.

Continue to read on our blog: What You Should Expect from Your PPC Agency
Follow us: @inSegment on Twitter | inSegment on Facebook

Web Development: Understanding its Place in the Marketing Mix


There’s a lot of temptation to think of the different pieces of digital marketing as separate. SEO is SEO, social media is social media, PPC is PPC—read up on enough strategies for each individual piece, and you’ll know how to make sure each ingredient in your digital marketing salad is fresh and colorful. More and more, though, it’s becoming clear that, unlike vegetables in a salad, the individual ingredients in your marketing strategy don’t stand alone. SEO isn’t a carrot, social isn’t a tomato; they’re more like the flour and sugar in a cake. You don’t just open up a bag of flour and start eating; flour doesn’t taste delicious until it’s part of a cake. Just like the ingredients in a cake, the various approaches to digital marketing rely on each other to come up with real meaningful results.

Your website, in a lot of ways, is like the cake batter.

Web design and development, like any part of your strategy, don’t stand alone. However, while the various segments of marketing rely on each other, web design is more like the culmination of your various marketing efforts, and should be treated as such. Creating your new website, or redesigning an old one, is where your integrated marketing strategy should get its chance to shine, bolstering your website and contributing every step of the way. To give you a better idea of what that looks like, here are how some of the most important segments of digital marketing should work with your web design:

Your Website and SEO: This one should be fairly obvious, but businesses still have a hard time making search-engine-friendly website. More than any other part of the marketing mix, SEO must have a hand in the web development process. On-page SEO, whenever possible, should be a process that begins when the new website is being designed and built; the technical, nitty-gritty tactics of SEO must be integral to your web design strategy, and not an afterthought.

Optimizing your web copy, your site map, and your site architecture from the start means that your website is ready to get you the results you need once you launch it, with minimal tweaking later on.

Your Website and PPC: The customer-reaching power of PPC ads and the fantastic, content-rich website you’ve built and designed meet each other in the middle at landing pages. If all of your PPC ads are directed at the same landing page, you might not be taking full advantage of your opportunities. Taking your PPC campaigns into consideration when working on your website—and vice versa—can do wonders to keep your potential customers on your website and drive conversions.

Continue to read on our blog: Web Development: Understanding its Place in the Marketing Mix
Follow us: @inSegment on Twitter | inSegment on Facebook

3 Ways To Utilize Mobile Advertising

Smart phones have been one of the most useful and revolutionary technological inventions in recent years. These devices allow the user to access the Internet wherever and whenever they choose. Certain devices require a Wi-Fi connection to browse, while others simply need a 3G or 4G/LTE connection. The popularity of smartphones, and their nearly constant access to the Internet, confirms the undisputed fact that mobile advertising is the present and future realm for marketers wanting to satisfy consumers’ needs.

These increasing numbers of smart phone owners means that there is a significant rise in data usage; this is good news for marketers, who can easily use this opportunity to create and place valuable messages on the mobile space. Below are three techniques that illustrate how marketers can maximize the new field of mobile marketing:

Targeting Tactics: Unlike televisions or computers, a mobile device is owned and operated by a single user. The smartphone’s technology allows marketers to gather information about the user, such as socio-demographics, geo-localization, and consumption habits. These categories are crucial for marketers when developing and deploying marketing campaigns properly. Targeting specific customers reduces costs on wasted ads and can result in higher revenues; mobile makes it much easier for marketers to gather this information needed for targeting. Recent studies show the significance of spatial and temporal relevance in delivering ads to mobile users, which is now possible with the technology harnessed from wireless telecommunications companies. The closer a consumer is to a store or tangible object the more relevant ad placement on their mobile device becomes. However, according to Business Insideronly five to 10% of all mobile ads have true GPS-generated latitude-longitude data. Thus, the full potential of geo-localization functionality has yet to be implemented.

Augmented Reality: Mobile advertising will lead to a new form of advertising consisting of truly innovative styles to design an advertisement. Technology such as augmented reality is one of many new interesting ways marketers are going to showcase their dazzling mobile advertising. Augmented reality is the view of a physical, real-world environment whose elements are supplemented by computer-generated sensory input such as video graphics. Users are going to be able to manipulate and interact with advertisements like never before, bringing the product closer to them wherever they are.

Continue to read on our blog: 3 Ways To Utilize Mobile Advertising

Follow us: @inSegment on Twitter | inSegment on Facebook

Facebook’s New Newsfeed Advertising Successful, but Users Aren’t Pleased

Slowly but surely, Facebook users have been noticing the influx of advertising in their newsfeeds.  These advertisements appear to be from a trusted friend or business the user has liked, with the only difference being the “suggested post” tag next to their company name.  Traditional advertising on Facebook has been on the right or left side of the page, outside of the area of user interaction.  Users are not making a direct effort to read these ads, and the click through rates for traditional ads are incredibly low, meaning low profits for advertisers – and for Facebook.    With investors hot on their heels, Facebook felt pressure to reinvent their advertising options.  After their long quest to generate profits from a brewing pot of data, newsfeed advertising, although still in its infancy, has been the first effort to show great moneymaking potential.  According to a WSJ post , Spruce Media estimates the average Cost per thousand views (CPM) on Facebook overall is $0.39, while the CPM for a newsfeed ad is $4.41. 

This giant difference can be explained with the new data algorithms behind the newsfeed advertising.  These take into account the number of people like you that have also liked the post.  Facebook is not entirely clear how they determine a person’ s similarity to another , but it does appear to resemble their lookalike audience advertising option.  When focusing on the high CPM generated from newsfeed advertising, the system appears a success.  Facebook users, however, have been vocal in their dislike of the newsfeed ads, some threatening to leave Facebook forever in favor of Google+.

CPA Bidding

Even with the resistance to the new advertising, Facebook is seeing results, which means marketers will see results.  With a “suggested post” newsfeed ad, users will be more likely to comment on, like, and share your ad because it is directly interwoven with their user experience.  Users may say they aren’t a fan of the new format, but their activity and interaction with the ads says differently.

With a new advertising system comes the need for a new payment system.  Cost per Action bidding (CPA) is the new method; as an advertiser, it is necessary to become familiar with the system.  CPA charges the advertiser only when a predetermined action has been performed.  The advertiser sets a limit on what they are willing to pay for each action, (i.e. $1.00 per like), and an auction runs each time an ad is needed for a page.  Similar to Google AdWords, the advertiser will only pay 1 penny more than the next highest bid if they win the spot.  Marketing Land lays out some examples of potential CPA:

  • Page Likes- Advertisers may begin to exploit this option simply to drive up the likes on their page
  • Offer Claims- Such as clicking to receive free shipping on an item
  • Link Opens and Clicks- Clicking through to a company website and performing an action there, such as signing up for a service or starting a shopping cart

Facebook hints that in the future advertisers will be able to pay for each comment or share their advertisement receives.

Facebook advertising is a necessary part of today’s modern business world.  Advertising methods are constantly changing, and it can be difficult to keep up.  Lucky for you, inSegment employs industry experts in PPC who are always on top of the latest methods.  Is the new bidding system confusing, or are you still working on mastering the more classic Facebook advertising methods? InSegment has experts on staff who want to help you with your next campaign.  Contact us today to learn more.

Dynamic Keyword Insertion: Do You Know How to Use It?

Have you ever searched for something online and been amazed at the number of companies advertising those products beside your search?  That’s Dynamic Keyword Insertion, also known as DKI.  DKI is an advanced Pay-Per-Click (PPC) feature of Google AdWords, Yahoo! Search Marketing, and Microsoft AdCenter.  DKI allows advertisers to customize ads in a person’s search using multiple keywords.  An example of DKI is when a user searches for bedroom furniture and the PPC ads to the right pop-up.  Advertisers have inserted keywords such as “Bedroom” or “Furniture”, or combined the terms into one searchable phrase: “Bedroom Furniture”.

When used correctly, DKI is great for ad campaigns and attracting potential customers, but can be a nightmare when done incorrectly.  When someone finds their search query in your ad, they’re more likely going to click on it, and be directed to your site or landing page; goal accomplished!  DKI is sure to help your ads Click Through Rate (CTR), and will direct your ad to a more specific on-line target market.  The ability to control capitalization of keywords allows advertisers to be creative and helps ads to stand out among the competitions.  For example, look at how many different options we have just by capitalizing the letters in ‘Keyword’:

{keyword: bedroom furniture}

{Keyword: Bedroom furniture}

{KeyWord: Bedroom Furniture}


The downfall to DKI is the limited character count available; you are only given 25 characters for headers, and 35 characters for the description line.  Keywords and descriptions can be lengthy and limiting the space can make for awkward wording, leading to wasted spending or unintended humorous ads.  DKI can increase your ads CTR, which is great if that’s your goal for that ad. However, if the main goal of your PPC is to create high conversion, DKI is not what you want.  The most important thing to remember when creating DKI’s is that you are not making any trademark violations that you could be sued for later.

Another example might be when a user searches ‘Social Monitoring Software’ and is presented with specific PPC ads in bold font.  For this specific search, advertisers would have inserted KeyWord: Social Monitoring. When advertisers use DKI and capitalize or bold the font, users are more likely to click on their ads.

As said before, DKI can be beneficial when used correctly.  To ensure you’re doing it right and getting the most for your money, be sure to check out your competitors ads.  By doing this, you will learn what has been done already so you don’t break any laws, and, more importantly, you will learn how to stand out amongst them.

Best of luck and may the best PPC stand out!  And if you need help navigating PPC for your business, inSegment’s PPC services are some of the most highly successful campaigns available today!

Google Pushes PPC-Based Advertising To YouTube

Google (GOOG) announced yesterday that they are going to launch a massive update for advertisers on YouTube. These changes will apply to how marketers display their video advertisements on the network. Unlike the prior model of YouTube advertising, which displayed random videos to individuals, the new platform is keyword based and integrated into Google AdWords. This will enable advertisers to refine the audience that their ads are presented to. With over 800 million monthly visitors on the site, there is plenty of money to be made by the search giant (which is already making over $30 billion from YouTube social media marketing alone).

So what can we expect from these changes? Well, depending on how effective it is, this brings a whole new audience to the advertisement market and could be a significant game-changer. However, it needs to be noted that creating effective, good quality video advertisements is no easy task and can be quite costly. Google is giving away $50 million in free Google AdWords advertising to help more than 500,000 businesses get into the video advertising game. In order to request your free credit you can click here. The following is what YouTube had to say about the changes on their blog: “Google AdWords for video is now available to all. Similar to search advertising - where you pay for clicks and set budgets with bids - Google has created a new model for video advertising. With Google AdWords for video, you only pay when someone chooses to watch your ad and you can create and manage video campaigns from the same platform as your search and display ads. You can create an account and start promoting your first video in less than 5 minutes. With AdWords for video you can:

  • Find the right audience: AdWords for video provides a range of options to reach the right audience. For example, you can promote your video by keyword to appear in YouTube search results, or you can choose to show your ad against content your customers are most interested in - such as sports or music. Connect with your audience on YouTube and the Google Display Network, which includes millions of websites. AdWords for video links to your YouTube account so you can easily start a video campaign with your existing videos.
  • Measure the effectiveness of your spend: On average, we’ve found that YouTube video ads drive a 20 percent increase in traffic to your website and a 5 percent increase in searches for your business (Google Campaign Insights, 2011). With AdWords for video you can find out how viewers are engaging with your brand during and after they watch your ad. You can see how many viewers watched your entire video, visited your website, stayed on your channel to watch another video, or subscribed to your channel, after viewing your ad.
  • Only pay for engaged views: With TrueView video ads you only pay when viewers choose to watch your ad so you aren’t charged when viewers skip your ad if they aren’t interested or have already seen your video. This means your ad budget is focused on viewers interested in your video. By displaying a call-to-action overlay on your video you can talk about a sale or specific offer to your viewers, share more information about your business, or drive traffic to your website.”

More information and a video detailing the changes can be found in the full blog post linked above.

The 3 Keys to Successful Keyword Research

Keyword research is a critical part of optimizing a website. The goal of keyword research is to determine which keywords will get your site a higher search rank which ultimately leads to more traffic. The driving question of this process is: how do I find the best keywords for my site? There is no one way to do this, but there are a few key things to keep in mind which will enable you to choose the best keyword set.


When performing keyword research one of the most important questions to ask yourself is “How relevant is this keyword to my website?” A keyword may drive a lot of traffic to your website but if the content of your site is not relevant to your visitors they will leave immediately. Relevant keywords those that are related to the products or services that you offer. Your end goal is to receive targeted traffic; traffic that will convert. If you optimize for the wrong keywords your site can still receive traffic but if your visitors don’t convert you might as well not have any at all. You probably have a pretty good idea what terms are related to your business, content or website. Now you need to figure out which terms will drive more traffic and, ultimately, lead to more conversions.


It is a fact of SEO that some keywords drive more traffic than others. When you perform keyword research you want to focus in on the terms that drive the most traffic to your site. Keywords have different search volumes which are based on how many people are using them to search. Once you have identified the relevant keywords with the highest search volume you can include them in your content in order to attract this traffic to your site.

Two important factors to note about traffic:

  • 95%-98% of traffic comes from the 1st page of Google results.
  • Ranking first in the Google search result gets you only 42% of traffic. This means that being the first result is not going to get you all the traffic but it will, often, get you the most.

This is why it is important to look at the traffic metrics of a keyword rather than just the search volume.


This is one of the most important factors in keyword selection but it is often over-looked. You don’t want to target a keyword if you can’t handle the completion. There are two things that you want to ask yourself when you look at your competition for a particular keyword:

  • How many sites am I competing against?
  • How strong are these webpages?

Both of these factors play a big role in determining how competitive a keyword is. For example, there could be a billion webpages that appear in the results for a keyword that you are considering. However, if most of them have a page rank of zero while your site has a page rank of six you have a good chance of showing up fairly high in search results.