Andrea Moro's blog

Why should companies continue to invest in PPC

in PPC

PPC is the easiest way to reach the top of the search engine rankings. All you need to do is purchase the ad which goes through a bidding system. Yes, of course there are some other variable like the quality score, how many competitors are playing in the same arena and so on. Generally speaking, this concept should be clear as crystalline water, but not all companies may be accustomed to this concept. As click costs rise, many companies who are already investing in pay per click marketing campaigns are looking toward hiring a search engine optimization company to increase their exposure and reduce their advertising spend. Something that can be seen also from the interesting graph below, generated via the new unified Trends and Insight for Search Google released in the occasion of Google’s 14th birthday.  A situation well likely generated by online marketers frustrated by click fraud and increasing click costs. What these companies often […]

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Company acquisition. Let’s discuss about migration strategies

in PPC, SEO

Acquisition certainly offers great space in regards of a rebranding, requiring both the IT team and the SEO / PPC intern to go through a set of migration strategies. With an acquisition, it is a good time also to assess whether or not some products should be dismissed, or eventually continue to live beneath the original brand, hence the first step is determining the extent of the rebrand, which will typically be determined by the reason for wanting to change market perception. However, it must be taken in consideration that there could be losses of the internet market share if the rebranding carries on, negatively affecting the ROI. Web site changes and SEO implications Because of the rebranding, integrating the two web sites offering is a crucial aspect. None of the traffic previously gained by WidgetsRUs should be lost. The existing MadeUpCompany (called A from now onward) should host a number of brand new pages […]

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Google Ads data collection “demystified”

in PPC

Did you ever wonder how Google can delivery Ads to you? And have ever thought about how is it possible that in 90% of the case the Ads shown are pertinent to you? 

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