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White PapersWhite Paper #1: All Roads Lead to the Web Written by Irv Brechner, Chief Marketing Officer
Snapshot: This study explores all the issues surrounding the tracking of web leads and order that result from offline advertising, and the challenges and solutions related to them. White Paper #2: The Effect of DRTV on Search Engine Marketing Written by Tim Daly, SVP, SearchFactz Marketing & Strategy
Snapshot: This white paper addresses the powerful relationship between DRTV and paid Search Engine Marketing, and addresses proper sales and expense allocation, tracking and measuring; and crafting a strategy to better take advantage of the powerful symbiosis between DRTV and Search. Whitepaper #3: Online Businesses Discover Direct Response TV Written by Irv Brechner, Chief Marketing Officer
Snapshot: In this whitepaper you’ll discover how and why DRTV works, what it financially requires to harness this powerful medium, information regarding online auctioneer uBid’s foray into DRTV, as well as receive a set of criteria to help you determine if DRTV will be beneficial for your business. |
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Executive BriefsDo The Math: How You Compensate Your Agency Can Affect Your Results
The purpose of this Executive Brief is to demonstrate how low-ball pricing for SEM management plays out, and to illustrate the need to financially support the multitude of functions that go into successful SEM management. You’ll learn how SEM management suffers when this “low-ball” pricing is in effect, and why it pays to pay a fair price in order to get the best service, strategy and tactical execution of your campaign. International Paid Search If you’re looking to find customers outside the U.S. using pay-per-click, this Executive Brief is a must-read. SendTec’s international search expert Jonathan Aspell lays out everything you need to know to construct a global campaign and navigate the tricky waters involved when you start working with other languages. The Big Shift These days, people consume media how and when they want it. It’s crucial to understand the new media paradigm shift and what it means to you. This Executive Brief maps the big changes, what they mean and what you need to do to capitalize on web and search, two very important response channels. Turning 10 Paid Search Mistakes into Pure Profit
This Executive Brief highlights SendTec’s finding on 10 common mistakes made by companies in their paid search campaigns. While search could easily become the most productive form of direct marketing on the planet, it comes with a tremendous amount of complexity and some negative ramifications when done incorrectly. By reading this brief we hope you will learn how to avoid many of the common pitfalls and learn how to maximize your ROI. The 80/20 Rule of Search Many companies have been seduced by technology, believing that search can run on autopilot, and the cash just rolls right in. Nothing is further from the truth. Learn how technology is a minor part of paid search success, and how the majority of responsibility depends on people, who must analyze a multitude of information to make the best possible decision on your behalf. Algorithms Gone Wild Finding the right balance between algorithms and marketing strategy is what really leads to paid search engine marketing success. It's not all one or the other, but rather a blend of both -- where technology is used in concert with good old-fashioned marketing strategy and analysis. Bid Management is Dead. Long Live Position Management! Yahoo’s “Project Panama’s” detailed its new paid search marketing platform for integrating ads with organic search algorithms. Following the approach of other major Search Engines, the new platform will eliminate its “open auction” format and move to an invisible bidding environment. With this release, the question must be asked….Is bid management, as we know it, dead? The answer is yes and no. While bid management will still play a role in SEM, it will no longer guarantee position. Bid management will slink back to being only one factor within the mix and give its spot in the limelight. Long Tail and Hockey Stick of Search The Long Tail best-seller showed us examples of this business model that is behind Google, Netflix, Rhapsody and many others. We’ll show you how the long tail theory applied to search yields increased customers, revenues and profits. |
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