Blog

Digital Marketing, PPC, eCommerce and Lead Gen

  • joe martinez smx advanced 2018

    SMX Advanced 2018

    Joe Martinez, Director of Paid Media & Community at Granular, presented at SMX Advanced yesterday during the ecommerce section. Setting Up and Tracking a Full TrueView for Shopping Strategy There can be more to your ecommerce strategy than Shopping feeds and marketplaces. Joe demonstrated to the crowd how you can use your products to push […]

  • Why B2B Companies Need A Paid Social Strategy Now More Than Ever

    Most B2B companies suck at social media.  OK, it’s not just B2B companies.  But that’s where I want to focus for this post.  You may not have thought about this before, but social media is probably more beneficial for B2B companies than B2C ones.  Of course, this likely depends on the companies and industries we’re talking […]

  • how youtube director onsite works

    Learn More About YouTube Director Onsite

    I’ve been recommending advertising videos on YouTube to clients, colleagues, and industry acquaintances for quite some time. Advertising on YouTube is one of the most affordable and efficient ways to build brand affinity and attract new customers. The issue we hear a lot is getting video content seems like such an expensive and long-winded ordeal. […]

  • joe martinez smx west 2018

    SMX West 2018

    Joe Martinez, Director of Paid Media & Community at Granular, just finished pulling double duty at SMX West. Check out the slides Joe presented on below. How to Use Feeds to Improve DSA Campaigns and Ads DSA feeds will help accounts easily set up new ways to target their pages. Websites with poor URL structures will […]

  • How To Carefully Choose & Use Keywords For Your B2B PPC Campaigns

    The first step to picking the right keywords for B2B search advertising is defining your audiences.  Doing this first will help keep you from bidding on search terms that are superficially related to your offering, but don’t actually indicate any relevant search intent.  It will also give you ideas about what your audience can be searching […]

  • B2B Audiences: How To Create & Effectively Use Them For PPC

    In B2B, you’re typically not getting a transaction online.  You’re developing a relationship that you hope will lead to a transaction offline in the not-too-distant future.  Therefore, the best approach with PPC advertising isn’t to offer what you’re ultimately selling, but to offer valuable information that makes what you’re selling attractive to those you reach when it comes time to implement your solution into their business.

    Since we’re focused on marketing content and not a product or service, audience research is critical.  As Melissa Mackey points out in her post on this subject…

    Audience research in content (PPC) marketing is as important as keyword research in search PPC.

  • come in we're open

    Use Internal Site Search Data to Improve Your PPC Marketing

    The internal search box on your website is an opportunity for you to learn about the people who use your website and what they search for. The data you obtain from your internal search analytics is an amazing resource that tells you what your visitors cannot find on your site. There is also the opportunity […]

  • waze logo

    Introduction to Waze Advertising

    Waze is the world’s largest, community-based navigation app. A subsidiary of Google since 2013, Waze helps users find the best route to their destinations in real time. The drivers who make up the community share information with other drivers such as construction locations, gas prices, cop locations (please drive the speed limit) and more. As […]

  • How To Advertise In A World That Hates Advertising

    We now live in the most over-communicated society in the history of the world.  It’s gotten so bad that it feels like people and companies are simply just constantly fighting for people’s attention.  I fight the fight every day in my own house.  Trust me, I’m not immune to this either.  But, I’m not quite […]