Walsworth Blog

Is Paid Search Worth Your Investment?

A lot of buzz has been heard lately about whether paid search advertising makes financial sense to today’s markets. With a simple internet search on the topic, you can find just as many articles saying “Paid search is dead” as you can those that say “Paid search is stronger than ever.”

Like any other marketing component, it all boils down to an individual decision. So, instead of getting mired in the debate over whether paid search is dead or alive, let’s talk a little bit about what good paid search involves and how to effectively implement it if you decide it’s a good choice for your business.

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Key Components of a Winning Strategic Plan

If your professional experience is anything like mine, you probably find yourself spending more time on daily issues than you would like. And this pattern probably prevents you from doing the long-term planning that would make your job easier in the future.

Organizations often experience this potentially crippling dynamic as well. With so many people focused on putting out the “fires” of the day, it can be difficult to dedicate the time and resources necessary to plan for the long-term and develop strategic direction for the organization. Unfortunately, without a winning strategic plan to guide it, any organization is likely to flounder in the wake of quickly shifting priorities.

So, what is an organization to do?

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Reading by email? This post contains an embedded video. Please click through to the site to watch.Request Integrated Content Marketing Stategy Whitepaper

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Growing Ad Rates without Shrinking Revenue

Back in the day, it was a given — with every new calendar year came another ad rate increase. You could usually budget for 2% over the previous year, perhaps more if you were aggressive. You’d cover costs and then some.Request Integrated Content Marketing Stategy Whitepaper

Now?

Not so much.

Reducing costs and fighting for share of the advertising budget can seem like a full-time proposition for any size association.

Yet a recent Ad Age study found 18% of magazine advertisers planned an increase in spending over the coming year. Savvy publishers will go after that share with increased ad rates by getting buy-in from key supporters, basing the discussion in terms of increased value, and consistently marketing their publications effectively.

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What Your Business Should Know about Wikipedia

Most businesses are actively working to improve their visibility online through Search Engine Optimization (SEO). And, for anyone taking notice, online searches often list a Wikipedia reference as one of the top results.

So, if a company is working to increase online visibility, shouldn’t they make sure their organization is referenced in Wikipedia as part of their SEO efforts? After all, anyone can add to and edit Wikipedia content, right?Request Integrated Content Marketing Stategy Whitepaper

The answers to these questions are surprisingly complex, especially due to Wikipedia’s guidelines regarding conflict of interest, notability and verifiability.

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