lori weiman

  • Using PPC brand protection to decrease campaign costs by 51%

    Search marketers with whom I consult like to complain about how giant improvements in PPC growth are behind us. They fondly recall the glory days of the 2000s when the immature PPC market allowed savvy marketers to boost PPC revenue a ton using simple tweaks to keywords or bidding strategies. I recently completed a series here on Search Engine Land that made the case that th ...

    Search Engine Landin Paid Search SEO- 13 readers -
  • How to manage ad partners in regulated industries: Pharma (part 5 of 5)

    Welcome to the final article of my series on how to work more effectively with ad partners in highly regulated industries. My goal has been to show advertisers how to embrace, not fear, the federal ad regulations governing them and their partners. In highly regulated industries, a simple marketing mistake that ignores these regulations — even by your partners — can lead to a ...

    Marketing Landin Affiliate How To's- 9 readers -
  • How to manage ad partners in regulated industries: Education (Part 4 of 5)

    Welcome to Part 4 of my five-part series on how to work more effectively with ad partners in highly regulated industries. The series is designed for advertisers who feel overwhelmed by government ad regulations and want tips on avoiding costly lawsuits. In these industries, a simple marketing mistake that ignores these regulations can lead to a federal-level, multi-million-d ...

    Marketing Landin Affiliate How To's- 6 readers -
  • How to manage ad partners in regulated industries: Retail (Part 3 of 5)

    Welcome to Part 3 of my five-part series on managing your online advertising partners in highly regulated industries. I created this series after my clients at The Search Monitor shared their confusion over federal advertising regulations and expressed concern that advertiser lawsuits were on the rise. These worries had caused them to second-guess expanding their partner marketing efforts.

    Marketing Land- 9 readers -
  • How to manage your ad partners in regulated industries (part 1 of 5)

    Are you a marketer or affiliate in Finance, Retail, Education or Pharmaceuticals? If you answered yes, then this five-part series is for you. Did you know that online marketing activities for these industries are heavily regulated by various government organizations? Governing bodies like the FTC or CFPB (Consumer Financial Protection Bureau) publish hundreds of pages of reg ...

    Marketing Land- 15 readers -
  • Brand bidding & PPC optimization: enforcement options (Part 6 of 8)

    Welcome to Part 6 of an eight-part series on PPC brand bidding, where I answer the biggest question facing PPC advertisers in 2016: How do I get meaningful growth numbers out of a crowded and competitive PPC market? The answer is surprisingly simple: Brand Bidding. Advertisers at The Search Monitor (disclosure: my employer) currently enjoy tremendous growth from PPC brand bidding.

    Search Engine Landin Paid Search SEO- 13 readers -
  • Brand Bidding & PPC Optimization: Partner Relationships (Part 4 of 8)

    Welcome to Part 4 of my series on PPC brand bidding. This article covers working with partners and affiliates to corner the search engine results page (SERP) and control CPC costs. I created this series using data from The Search Monitor (Disclosure: my employer) to help answer the biggest question facing PPC advertisers in 2016: How do I get meaningful growth numbers out of ...

    Search Engine Landin Paid Search SEO- 15 readers -