Landing pages are a critical success factor for any online campaign, PPC, email, media buy or another. Landing pages should be as accurate as possible, closely matching the theme of your target audience. Here you can find some tips and best practices for the design and construction of landing pages. Content Headlines are critical in a […]
Ok, you test. But do you test where it most matters? Web page testing has become main stream amongst online marketers. A/B and multivariate testing try to find the optimal version, the one that converts the most visitors. But oftentimes, achieving results requires more than just testing. You need to know which pages and which […]
A core pillar of online marketing is measurement: you want to track and validate your investments for their value and ROI. Is “branding budget” an extra-territorial creature in performance-driven online marketing? I will explain why it should not be! And since it should not be, it should not be treated as “branding budget”. It must […]
With the ultimate queen of PPC, Google, introducing alternative pricing models such as CPM and CPA, one may contemplate: are we drifting away from CPC models? Are inflating click prices, the click fraud phenomenon or other factors going to bring this hugely successful model down? Well, no more so than shoplifting is preventing brick and […]