Developing a program that involves multiple channels can be complicated. When approaching your ultimate outcome of generating links, taking an engineer's approach can help you create a link building campaign that will yield optimal results.

During the sales process, agencies often use their A-team to present their pitches. But after signing on with an agency to run your SEM campaigns, you might begin to feel that you have the D-team running your campaigns. Here's what to watch out for.

While impression share, time on site, average CPC, average position, conversion rate, CTR, first page bids, and quality scores are all important metrics, when looked at individually, they can actually cause you to make misinformed decisions.

The mobile device is the single device that follows a person around at all times. Targeting capabilities in the mobile space are still limited but a new platform by a company called 4Info has opened up tremendous possibilities for advertisers.

Targeting individuals online who are over age 65 is no easy task, but we're now entering an area of opportunity with this market. As the Baby Boomers continue to grow older, it presents a unique targeting opportunity for marketing through PPC.

During your career, you'll likely connect with many other marketers. Whether through social media, meet-ups, or conferences, expect to meet some interesting characters - the oversharers, the over-reactors, the mad scientists, the egos, and more!

Acquiring downloads and installs of a mobile app isn't easy. There are millions of apps available on iTunes and Google Play, but thankfully there are many options to utilize media spend to acquire downloads and to help your application stick out.

Bidding on competitor based keywords is often a highly debated paid search strategy. While some may frown on it, there is plenty of low-hanging fruit available if this is done correctly and can truly improve the results of your PPC campaign.

Twitter has developed a unique advertising platform that can be very useful to advertisers. Learn how Twitter can help build your online community with engaged users as well as increase brand awareness and refine your content marketing strategy.

AOL has been working on creating a legitimate self-service platform that can be managed through a white label version of AdWords. This can provide you an extra level of management. Here's how it can help and why you should manage AOL separately.

Each marketing channel - video, PPC, display and social - can play multiple roles throughout the customer acquisition process. Understanding how each channel can help you acquire a new customer is essential to a successful marketing strategy.

The following uses of retargeting allow you to target potential customers based on their interactions with your content, social media profiles, or even other relevant websites. Here are a few smart ways marketers can place a retargeting pixel.

Any industry landscape can become competitive with the addition of a new advertiser or two. In order to take your competition down, you'll need as much information as possible on their digital strategy and the tactics they are implementing.

Google and Bing can only get you so far. If you work in an extremely competitive industry you may find yourself paying anywhere from $30 to $50+ per click. Working with second tier engine/networks can provide an abundance of traffic at a low cost.