In July, Google increased the length of their text ads to 140 characters, a number seemingly synonymous with Twitter. While Twitter’s 140 limit stems from an obscure typewriter experiment by Friedhelm Hillebrand, Google’s choice in character count is suspect. Why choose 140 characters as opposed to, say, the 160 characters the German initially suggested and […]
Massively Higher Conversion Rate Obility recently compared client campaign performance versus the industry benchmark for B2B companies. In no surprise, Obility clients’ campaigns significantly outperform standard B2B paid search campaigns. But, not all campaigns are the same. Obility intentionally separates and categorizes campaigns as part of its TACO strategy. In this post, we dig into […]
Microsoft has announced its plans to acquire LinkedIn, and the immediate question in the office becomes “will it work”. To answer this, look to experts. A June 2016 Harvard Business Review article highlighted “companies who focus more on giving than on taking do better than those who focus on maximizing their own position.” How LinkedIn […]
The number 93 is haunting. 93% is the average number of visitors you lose in your paid search and social campaigns due to gating content. Surely, we can do better. With lead gen campaigns, we have been willing to trade over 90% of our traffic, traffic we paid for, in exchange for the ability to […]
Full Speed Ahead: Mobile Obility cautiously entered mobile paid search. Google initially pressed the mobile issue with Enhanced Campaigns back in 2013, and Obility responded by limiting spend on mobile search campaigns, ensuring our clients focused on paid search campaigns that best generated opportunity and revenue. Obility recognized gated white papers and webinars – staples […]
Google’s Latest Change Likely Not All that Dramatic for Paid Search Advertisers Google doesn’t take large-scale decisions lightly. Google’s move to remove side ads in desktop search results comes after a lengthy testing period. The search giant has been testing this since 2010 (not a typo). While Google continues to eat away at organic search […]