Shimon Sandler

New Favicon

I’m psyched I finally got a good favicon. It was two years ago that I tried my hand at creating a favicon. I wasn’t happy with my crude graphics skills. So, I abandoned it for the standard bluehost favicon. That funky blue square. I know I needed a new one. But it was always on [...]

Shimon Sandler

Bid Management, and Campaign Delivery

Here is a Bid Management strategy to optimize a Search campaign that has Branding and/or Traffic goals, such as: Click Volume and CPC. These types of success metrics are usually used for large brands that don’t measure website conversions, or just don’t have any way to convert a visitor. Think of consumer product brands like: [...]

Shimon Sandler

Leveraging User-Generated Content

According to Forrester Research, User-generated content (UGC) is being created by approximately one-quarter of online consumers. In my opinion, UGC can be used as an SEO tactic, and can take the form of product reviews, discussion boards, comments on blogs, etc. Besides being a way for big brands to engage with their consumers, UGC can [...]

Shimon Sandler

SpotRunner – Affordable TV Advertising

I just heard about this company last week, and I’ve been meaning to check them out. SpotRunner is a brand new company that offers an interface to choose and customize an already produced TV ad. Think of it like a Google Adwords for Television Advertising. You can target your ad by geographic location, right down [...]

Shimon Sandler

Search vs. Content

Determining the best allocation of your search marketing budget is an important part of how successful your search campaign will be. The options within Search vary depending whether your campaign goals are for Branding or Direct Response. A Branding campaign is more about “findability“, and measuring things like Brand Awareness, Reach, Share of Category, Share [...]

Shimon Sandler

The Value of Impressions in Search

What’s the value of impressions in Search? I was unable to find any industry research. I checked all the usual sources ( Jupiter, eMarketer, comScore, SEMPO, Forrester, and the IAB). I even asked my Google rep for any case studies. Everyone came up with a goose egg. So, if you say, Branding. I could make [...]

Shimon Sandler

Branding Strategy and Choosing Search Engines

A branding strategy for Search needs to include which Search Engines to use. Is Branding the primary objective of your search engine marketing campaign? Do you have enough budget to cover your chosen keyword inventory for all searches conducted during the flight dates of your campaign? Will your budget span across all search engines? If [...]