Craig Greenfield
Facebook’s Timeline for Brands: A Facebook Performance Opportunity
Performance Marketing
Facebook's new Timeline for Brands enables marketers to foster engagement with participants. This engagement can equal Facebook performance. Brands can separate themselves from the competition by using real-time Facebook engagement [...]
Don’t Be Creepy: Using Robust User Data for Ad Targeting While Respecting Privacy
Performance Marketing
When your brand possesses or has access to data that provides deep visibility into user interests, you should use that visibility to create more relevant ads, thus increasing performance while [...]
Applying Paid Search Optimization Techniques Beyond the Search Engine Results Page
Performance Marketing
In 2010, Forrester's The Future of Search Marketing report predicted that “search marketing will become an umbrella term that applies to using any targeted media to help an advertiser get [...]
Holiday Paid Search Analytics Reveal Insights Into Today’s Cross-Channel Shopper
Performance Marketing
When analyzing early holiday paid search data, it’s readily apparent that shopping is truly a cross-channel endeavor. For instance, the majority of this year's Black Friday shopping occurred in-store, but [...]
Marketing as a Function of Your Entire Organization
Performance Marketing
In a world where earned content is increasingly influencing marketing programs, marketing as a function is changing. Marketing can no longer live solely in your marketing department. From customer service [...]
Affiliate Governance in Paid Search: Asserting Control to Boost Overall Performance
Performance Marketing
Your affiliate marketing and paid search programs are intrinsically linked. For instance, your brand uses paid search to generate leads, while at the same time your affiliates use paid search [...]
Optimizing Paid Search Campaigns for the ‘Third Device’
Performance Marketing
It’s time to think of tablets as a distinct “third device” and devise performance marketing strategies to engage tablet users. Advertisers must take advantage of the ability now offered in [...]
Genuine Strategies to Outsmart Paid Search Counterfeiters
Performance Marketing
According to MarkMonitor, counterfeiters sold $135 billion in goods online in 2010. Many counterfeiters are now using paid search to engage U.S. consumers. Search engines make this possible by allowing [...]
Why Affiliate Program Success Depends on Breaking Down Silos
Performance Marketing
In managing affiliate programs, large online advertisers typically rely on the account management services provided by the leading affiliate networks. Given that such services are often included in network transaction [...]
Blurring the Lines Between Paid and Natural Search Listings: The Impact on Search Performance
Performance Marketing
Over the past few months, Google has made some subtle changes to the look of its top position sponsored listings. These changes have, in the aggregate, made top sponsored listings [...]