Article Archive by Lauren Owens


June 16 2015

The Power of Engagement: How to “Earn” Your Way into People’s Lives

by Lauren Owens

When marketers talk about “earned media” they’re talking about “free” or otherwise earned coverage. But this coverage isn’t as “free” as you might think, because it doesn’t come out of nowhere. It comes out of the time you spend creating content, marketing that content, and building a reputation.Read More

June 10 2015

How to Connect Your AdWords and Google Analytics Accounts – And Why You Should

by Lauren Owens

AdWords and Google Analytics… two great tools that, like chocolate and peanut butter, are supremely better together. When you link your AdWords and Google Analytics accounts, you are able to get almost omniscient power over your marketing data – not only can you see how your ads are performing from a click basis (AdWords territory), but what is going on once a user leaves the AdWords environment and enters Google Analytics territory (aka your website). This data can help you to improve both your ads and your website, which can, if done correctly, lead to higher conversions.Read More

June 2 2015

Google Announces New Ad Formats Geared Toward the Mobile User

by Lauren Owens

Earlier this month, Google announced a variety of new AdWords features at their #StepInsideAdWords event held in Half Moon Bay, CA. During this event, VP of Product Management Jerry Dischler described what he called a “fractured” customer journey that begins and ends with mobile. Dischler described these as “micro-moments.” If you’re alive today, you’re aware of micro-moments, those occasions when you say to yourself “I wonder if…” “I wonder how…” and, of course, “I want to buy…”

In these moments, Dischler said, users are not brand-loyal. And the marketers who respond to their needs with relevant content will win.Read More

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