So, digital marketing is about utilizing digital technology to achieve marketing objectives. There is no essential need for digital marketing to always be separate from the marketing department as a whole, as the objectives of both are the same. However, for now, it remains a useful term because digital marketing requires a certain skill set to utilize the digital technology effectively.

Paid search functions as an auction. Advertisers bid on keywords that are relevant to their business that can trigger the display of their ads when users search for those terms. A wide range of factors determine where an ad will be shown on the SERP. Some ads might be displayed above the organic search results (such as the Lowe’s, Craftsman, and Husqvarna examples in the “lawnmowers” SERP example above), whereas others may be shown to the right of the organic results. Some advertisers choose to limit the display of their ads to mobile searches only, whereas others exclude mobile results altogether. Some ads feature extensions, and some do not.

Just a related note in passing: On October 6, 2013 Matt Cutts (Google’s head of search spam) said Google PageRank Toolbar won’t see an update before 2014. He also published this helpful video that talks more in depth about how he (and Google) define PageRank, and how your site’s internal linking structure (IE: Your siloing structure) can directly affect PageRank transfer. Here’s a link to the video: http://youtu.be/M7glS_ehpGY.
And now it’s 2016. A time where an effective local business search campaign needs to include all of these tactics, not just one. Half-baked efforts won't work anymore. A deep dive into each individual marketing tactic will show you that what was enough to maintain a decent search presence in the past won't produce the same outcome and potential ROI today. Local business owners need to employ these tactics correctly from the beginning and invest the time and money to build their brand online in an effort to achieve what I call “The Ideal SERP.”

Imagine that you've created the definitive Web site on a subject -- we'll use skydiving as an example. Your site is so new that it's not even listed on any SERPs yet, so your first step is to submit your site to search engines like Google and Yahoo. The Web pages on your skydiving site include useful information, exciting photographs and helpful links guiding visitors to other resources. Even with the best information about skydiving on the Web, your site may not crack the top page of results on major search engines. When people search for the term "skydiving," they could end up going to inferior Web sites because yours isn't in the top results.


Search Network with Display Opt-In – This targeting option is a combination of both networks. In the new AdWords experience this replaced Search Network with Display Select. Now you’ll create a regular Search Network campaign and opt-in to the Display Network. The caveat is that Google determines when and where ads may perform best, taking control away from the advertiser. The preferred option is to break out campaigns by network, but Search with Display Opt-In is worth testing.
Understanding Mobiles: Understanding mobile devices is a significant aspect of digital marketing because smartphones and tablets are now responsible for 64% of the time US consumers are online (Whiteside, 2016).[42] Apps provide a big opportunity as well as challenge for the marketers because firstly the app needs to be downloaded and secondly the person needs to actually use it. This may be difficult as ‘half the time spent on smartphone apps occurs on the individuals single most used app, and almost 85% of their time on the top four rated apps’ (Whiteside, 2016).[42] Mobile advertising can assist in achieving a variety of commercial objectives and it is effective due to taking over the entire screen, and voice or status is likely to be considered highly; although the message must not be seen or thought of as intrusive (Whiteside, 2016).[42] Disadvantages of digital media used on mobile devices also include limited creative capabilities, and reach. Although there are many positive aspects including the users entitlement to select product information, digital media creating a flexible message platform and there is potential for direct selling (Belch & Belch, 2012).[44]
It is easy to think of our site as being a small, self-contained network of pages. When we do the PageRank calculations we are dealing with our small network. If we make a link to another site, we lose some of our network’s PageRank, and if we receive a link, our network’s PageRank is added to. But it isn’t like that. For the PageRank calculations, there is only one network – every page that Google has in its index. Each iteration of the calculation is done on the entire network and not on individual websites.

In addition to ad spots on SERPs, the major advertising networks allow for contextual ads to be placed on the properties of 3rd-parties with whom they have partnered. These publishers sign up to host ads on behalf of the network. In return, they receive a portion of the ad revenue that the network generates, which can be anywhere from 50% to over 80% of the gross revenue paid by advertisers. These properties are often referred to as a content network and the ads on them as contextual ads because the ad spots are associated with keywords based on the context of the page on which they are found. In general, ads on content networks have a much lower click-through rate (CTR) and conversion rate (CR) than ads found on SERPs and consequently are less highly valued. Content network properties can include websites, newsletters, and e-mails.[7]
The mathematics of PageRank are entirely general and apply to any graph or network in any domain. Thus, PageRank is now regularly used in bibliometrics, social and information network analysis, and for link prediction and recommendation. It's even used for systems analysis of road networks, as well as biology, chemistry, neuroscience, and physics.[43]

Suppose instead that page B had a link to pages C and A, page C had a link to page A, and page D had links to all three pages. Thus, upon the first iteration, page B would transfer half of its existing value, or 0.125, to page A and the other half, or 0.125, to page C. Page C would transfer all of its existing value, 0.25, to the only page it links to, A. Since D had three outbound links, it would transfer one third of its existing value, or approximately 0.083, to A. At the completion of this iteration, page A will have a PageRank of approximately 0.458.


Among PPC providers, Google AdWords, Microsoft adCenter and Yahoo! Search Marketing had been the three largest network operators, all three operating under a bid-based model.[1] For example, in the year 2014, PPC(Adwords) or online advertising attributed approximately $45 billion USD of the total $66 billion USD of Google's annual revenue[16] In 2010, Yahoo and Microsoft launched their combined effort against Google, and Microsoft's Bing began to be the search engine that Yahoo used to provide its search results.[17] Since they joined forces, their PPC platform was renamed AdCenter. Their combined network of third party sites that allow AdCenter ads to populate banner and text ads on their site is called BingAds.[18]
In March 2006, KinderStart filed a lawsuit against Google over search engine rankings. KinderStart's website was removed from Google's index prior to the lawsuit and the amount of traffic to the site dropped by 70%. On March 16, 2007 the United States District Court for the Northern District of California (San Jose Division) dismissed KinderStart's complaint without leave to amend, and partially granted Google's motion for Rule 11 sanctions against KinderStart's attorney, requiring him to pay part of Google's legal expenses.[69][70]

The search engine results page (SERP) is the actual result returned by a search engine in response to a keyword query. The SERP consists of a list of links to web pages with associated text snippets. The SERP rank of a web page refers to the placement of the corresponding link on the SERP, where higher placement means higher SERP rank. The SERP rank of a web page is a function not only of its PageRank, but of a relatively large and continuously adjusted set of factors (over 200).[33] Search engine optimization (SEO) is aimed at influencing the SERP rank for a website or a set of web pages.
Now, some buckets are worth more than others, and the three main buckets that you need to be aware of for search rankings are quality, trust and authority. So quality: what Google is trying to measure when they’re trying to figure out what sites should rank is offering something valuable or unique or interesting to googles searchers. For example: good content - if you are selling t-shirts and you are using the same description that every other t-shirt seller is using on their website then you are not offering anything unique to Google’s searchers. Even though your t-shirts might look pretty cool, the content is the same as everybody else’s, so Google has no way of telling that your t-shirts or your t-shirt site is better than anybody else’s. Instead, offer people interesting content. For example: offer them the ability to personalize their t-shirt. Give them information on how to wash it. What’s the thread count? Is it stain resistant? Is this something you should wear in the summer or is it more heavy for winter? Give people information, or even be more creative. Get people to share pictures of themselves wearing the t-shirt. Create a community of people who are interested in your product. Get a famous person to wear it and share that picture online. Do something different, do something unique. Show Google that you are different and better than the other search results.
A variety of methods can increase the prominence of a webpage within the search results. Cross linking between pages of the same website to provide more links to important pages may improve its visibility.[47] Writing content that includes frequently searched keyword phrase, so as to be relevant to a wide variety of search queries will tend to increase traffic.[47] Updating content so as to keep search engines crawling back frequently can give additional weight to a site. Adding relevant keywords to a web page's meta data, including the title tag and meta description, will tend to improve the relevancy of a site's search listings, thus increasing traffic. URL normalization of web pages accessible via multiple urls, using the canonical link element[48] or via 301 redirects can help make sure links to different versions of the url all count towards the page's link popularity score.
From an SEO perspective, there is no difference between the best and worst content on the Internet if it is not linkable. If people can’t link to it, search engines will be very unlikely to rank it, and as a result the content won’t drive traffic to the given website. Unfortunately, this happens a lot more often than one might think. A few examples of this include: AJAX-powered image slide shows, content only accessible after logging in, and content that can't be reproduced or shared. Content that doesn't supply a demand or is not linkable is bad in the eyes of the search engines—and most likely some people, too.

Basically Google uses a complex mathematical formula called an algorithm to give a score to every website and every search people to do in Google to figure out which website should rank best for what people are looking for. Think of the algorithm like a collection of empty buckets. One bucket gives you a score for the quality of your site, one bucket gives you a score for how many sites link to you, one bucket gives you a score for how people trust you. Your job is to fill up more buckets in the algorithm than any other website. You can affect your search engine ranking by having the highest score in terms of quality of your site, of having the highest score in terms of authority of your website, of having the highest score in terms of the most trusted store for that search that people are looking for. The good thing is that there are hundreds of buckets, and for every single one of these buckets these scores put together in the algorithm to figure out where you rank is an opportunity for you to fill it up and rank better. So optimizing your site for search results really means getting the highest score in as many of these points as you can.


This guide gives you a great start in the world of PPC. It touches on everything you’ll need to start or get into soon after launching your PPC accounts. However, the unofficial motto of the PPC world is “always be testing.” Make sure that you test different features and strategies for your account. Every account is unique, and will have its own reactions to different features and strategies. Of course common practices exist because they’re considered to work the best for most accounts, but you’ll never know until you test.

I am looking for Google Adwords / Bing / Analytics expert to manage my accounts. We have 2 accounts to manage that are very similar. I have someone now but they are will not have time to manage my account any further. I need very good communication. This is key. We need to increase clicks and lower CPA. Please reply if you are interested. Previous Manager has all notes needed to get up to speed with the account management. Does not need much time to manage the account. We add new keywords to existing campaigns occasionally , but mainly just managing optimal CPA is the workload.
Whether you’ve heard a little about PPC marketing and are curious to learn more, or you already know that you want to use PPC to market your business, but aren’t sure where to start, you’ve come to the right place! This is the first lesson in PPC University, a set of three guided courses that will teach you everything you need to know about PPC and how to make it work for you.
Labels are like Post-It notes and built-in documentation for campaigns, ad groups, keywords, and ads. Labels can be used for anything, from ad creation dates to top performing keywords. Labels are especially useful in accounts with multiple account managers or specific segments with varied goals. Once properly applied it is much easier to assess campaign performance for a specific initiative.
Page and Brin's theory is that the most important pages on the Internet are the pages with the most links leading to them. PageRank thinks of links as votes, where a page linking to another page is casting a vote. The idea comes from academia, where citation counts are used to find the importance of researchers and research. The more often a particular paper is cited by other papers, the more important that paper is deemed. 
All sites have a home or "root" page, which is usually the most frequented page on the site and the starting place of navigation for many visitors. Unless your site has only a handful of pages, you should think about how visitors will go from a general page (your root page) to a page containing more specific content. Do you have enough pages around a specific topic area that it would make sense to create a page describing these related pages (for example, root page -> related topic listing -> specific topic)? Do you have hundreds of different products that need to be classified under multiple category and subcategory pages?
However, the SERP of major search engines, like Google, Yahoo!, and Bing, may include many different types of enhanced results (organic search and sponsored) such as rich snippets, images, maps, definitions, answer boxes, videos or suggested search refinements. A recent study revealed that 97% of queries in Google returned at least one rich feature.[2]
As an Internet marketing strategy, SEO considers how search engines work, the computer programmed algorithms which dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, adding content, doing HTML, and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. By May 2015, mobile search had surpassed desktop search.[3] In 2015, it was reported that Google is developing and promoting mobile search as a key feature within future products. In response, many brands are beginning to take a different approach to their Internet marketing strategies.[4]
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