Resources

Building Earned Media vs. Paid Media vs. Owned Media

In order to generate quality website traffic and efficient ROI for your business, you already know you need content that’s compelling and useful to your target audience. But website content creation is not enough. A great strategy combines different types of media for optimal performance. Let’s talk about earned media vs. paid media vs. owned…

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How to Determine Your KPI for Marketing and Sales

KPIs, or key performance indicators, are crucial to measuring and implementing successful digital marketing strategies. Take less than two minutes to learn how to use KPIs from the experts: Determining unique key performance indicators (KPIs) is essential for marketing and sales teams. Without specific metrics guiding you, there is no standard of measuring how your…

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Paid Media and PPC FAQs

Have questions about paid media advertising? You’re not alone, and it’s a complex subject. Here are the answers to some questions that our marketing teams hear often. What is paid media? Paid media refers to advertisements that businesses pay for to send users to their website or show them a brand message displayed on a…

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What Is the PESO Model for Marketing?

Those in the marketing world are familiar with paid, owned and earned media. This familiar model has evolved to include shared media, making it the PESO model. The acronym stands for different types of media. Here’s are the quick definitions and PESO model examples: Paid media. This is media that you pay to have delivered…

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Types of Display Ads

Display advertising is one of the best ways to raise awareness of your brand, product or service. Types of display ads include responsive ads, retargeting (or remarketing) ads, native ads and social ads. There are also many options for display targeting, such as interest targeting, contextual targeting and topic targeting. Before we explain the qualities…

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Best Practices for LinkedIn Paid Ads for Your Business

Audiences on LinkedIn are professional and have twice the buying power of the average online audience. Deciding to advertise your business on LinkedIn can be a great choice. This blog will cover LinkedIn advertising best practices, as well as LinkedIn ad types. Did you know? As of January 2020, 663.3 million people can be targeted…

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Learning from Trends in Advertising During a Recession

As we rounded out April 2020, paid media advertising spend in the US had seen more than a 50% decline over the past two months. It makes sense. Media dollars for search engine marketing are meant to drive conversions. And because of coronavirus (COVID-19), many traditional conversions simply cannot happen right now.  Advertising during a…

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Bar graph showing that hospitality-industry website sessions were mostly desktop in February 2020 and changed to mostly mobile in April 2020

Coronavirus, Ads and People at Home

Observations of Consumer Behavior through a PPC Lens We’ve seen reports from all over about how coronavirus (COVID-19) is changing the way we use the internet. At Oneupweb, we’ve noticed some interesting changes in the way people interact online since states began declaring states of emergency. For a higher education client’s paid media campaigns, there…

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Is Customer Lifetime Value (CLV) Part of Your Digital Marketing Strategy?

If you’re responsible for marketing your brand online, there’s a good chance the ROI question occupies a lot of your day (and, probably, a fair amount of your evenings). How do you best measure return on investment in paid media, content marketing, SEO and social media? The answer: implement customer lifetime value marketing into your…

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Now It’s Personal: 4 Tips for Personas in Higher Education Marketing

For digital marketers, few industries are as challenging and rewarding as higher education, particularly when it comes to driving enrollment. Through all steps of the journey, reaching and connecting with qualified prospective students is difficult — and that’s to say nothing of actually getting them to apply. Personas bridge the gap by connecting marketers with…

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Meet Andy “Funky” Olds, PPC Extraordinaire

Position: PPC Project Manager Choreographer of the Funky Dope Beat Maneuver What’s your average day like at Oneupweb? I maintain and optimize clients’ advertisements on paid media and make improvements based on results of data analysis. Tell us about a favorite Oneupweb moment. The day a conversation led to the loosening of the anti-Oxford comma…

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Frequently Asked Questions About Annual Planning

It’s the end of another year . . . the time when you take stock of your marketing efforts, assessing what worked, what fell flat and where you need to improve. Even if your company’s fiscal year does not follow the calendar year, December is a great time to strategize and come into the new…

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