Tentpole Marketing: Maximize Hits for Holiday Searchers

Canopy tent © montego6 - FotoliaWhat is tentpole marketing? It’s the phenomenon that happens on search engines due to holiday or topical interest where, for a short period of time, certain search terms receive a deluge of search engine traffic. It’s named for the look of a search engine analytics graph which is relatively flat, then peaks around the event, and then eventually declines in traffic. The resulting graph looks like a circus tent.

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Land Back-to-School Searchers with PPC Marketing

© Chad McDermott - Fotolia.comThe back-to-school shopping season is nearly here, and that means retailers will be selling everything from laptops to toothbrushes to parents of kids ages 5 to 25 who are headed back to school.

As digital marketers, we talk a lot about long-term strategies like search engine optimization and social engagement building, but these strategies can take months to ramp up. On the other hand, back-to-school season is over in a flash with only one to two weeks to capitalize on the opportunity available. For projects like this, where it’s important to immediately increase spending and then just as quickly scale it back to zero, search engine marketing via paid advertising is a much more effective strategy. In this article, we’ll detail some PPC marketing techniques you should be using to ensure that you score high this year in back to school sales.

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15 Ways to Optimize Your Facebook Ads Campaign

© Sondem - Fotolia.comThe social advertising platform on Facebook offers a unique opportunity: the ability to target viewers based on interests and hobbies that they’ve self-selected.

Unfortunately, though, it’s becoming a high-clutter environment, so it’s not enough to simply upload an ad and forget about it.

In this article, we’ll show you 15 ways you can optimize your Facebook campaign to ensure that you’re the talk of the town. Let’s get started.

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Vertical Search Engine Optimization

© ShpilbergStudios - Fotolia.comVertical search engine optimization is the practice of optimizing your products and services for niche search engines, rather than Google. There are hundreds of thousands of “vertical search engines” on the Internet. Everything from Yelp, which indexes restaurants, dentists, auto mechanics, and any other brick-and-mortar business to eBay has a vertical search engine component.

While it’s crucial to optimize your content for Google, your products and services often will benefit from vertical search as much as they will from flat search. In this article, we’ll ensure your vertical search presence rockets skyward by illustrating some of the benefits and strategies that vertical search engine optimizers use to make sure their products and services show up on internal search engines in addition to Google, Yahoo, and Bing.

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Mobile Marketing and OpenTable for Restaurants and Bars

© macrovector - Fotolia.comIf you have a restaurant or bar that takes reservations, this is an article for you. By implementing OpenTable functionality into your website, you can make taking reservations easier than ever for your customers. They’ll appreciate the ability to get on-demand reservations at your restaurant at any time of day and you’ll benefit from not having to man the phones to take reservations, sometimes resulting in calls being missed.

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