Article Archive by Tony Fazzini

The Importance of Impression Share

by Tony Fazzini

When creating a Paid Search Strategy, it’s important to understand several features within an advertising platform to feel confident your campaigns can be successful. One report that is often overlooked is the Impression Share report. This is one of the most valuable reports within the platforms and can help you understand and define, not just your Paid Search Strategy, but your overall SEM Strategy also.

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Using Bulk Verification to Claim Listings in Google My Business

by Tony Fazzini

Claiming business listings in Google My Business can be very challenging. You need to find the listing, let Google know this is your business, then if you want to change the content (and control the content moving forward), you need to verify your affiliation with business using one of two systems that Google offers:

1. An automated phone call that gives you a verification code
2. A postcard mailed to the business address with a verification code

This can be a relatively simple process if you have one or two locations but what about if you have 30 or even 1,000 nationwide? Previously, you would need to claim each listing individually and verify each listing individually. This was a huge pain point for larger companies, so Google created Bulk Verification.Read More

Leveraging Bing in SEM: Strategies for 3 Huge Opportunities

by Tony Fazzini

Working with so many different companies, we often see client-created Search Engine Marketing Strategies that only utilize Google AdWords. But what about Bing? Given it’s lower market share, Bing is sometimes overlooked. While this is accurate and Google does have the lion share of the market, Bing can still offer a lot of value.

Here are three big reasons you should consider adding Bing to your SEM Strategy:Read More