Every company offers a product or service. When optimizing for search (both paid and organic), companies typically go after keywords that describe their product or service. This is a great place to start, but it puts limits on search reach. If you’re only targeting keywords that relate directly to your product or service, then you’re only going to reach an audience that knows they need your product or service.

Google dominates the search market. It’s no secret that when most people think of online search, they think Google. While Google might have the search world in a chokehold, the other major player in search isn’t exactly sleeping.

You’ve seen them before, all glittery and noisy and taking up tons of space on your favorite websites. Banner ads are one of the most frequently used methods to reach audiences in online marketing. Sadly, they’ve caught a bad rap from a lot of people because of their invasiveness and generally poor execution.

I’m here to tell you there’s hope for your banner ad campaigns! I’ve rounded up five tips that will not only improve the performance of your banner ad campaigns, but they’ll also help your ads resonate positively with your target audience.

For ecommerce websites everywhere, Google Product Search is an excellent way to get free listings for your products that rest directly in organic search results. This search vertical produces strong, measurable results for many websites and is relatively easy to implement. But this fall, it’s out with the old and in with the new as Google switches to a completely paid model called Google Shopping.