Category

Marketing & Advertising

The marketing of an ecommerce business is paramount to its success. Our coverage includes insights on email marketing, content marketing, pay-per-click advertising, social media marketing — Facebook, Twitter, Instagram, Pinterest — affiliate marketing, video advertising, and much more.

Content Marketing | Email Marketing | Google Ads | Influencers & Affiliates | Social Media
  • Marketing & Advertising

    Baiting The Social Media Crowd

    September 27, 2007 •

    You may recall that Stephan Spencer (I am now taking over his two columns here at Practical Ecommerce) wrote about link baiting some months ago. To sum up his thoughts, inbound links are good. Search engines improve rankings of a given page or website based upon the number and quality o...

  • Marketing & Advertising

    Google AdWords: Structure For Success

    September 3, 2007 •

    As I work with many companies to improve and refine their conversion rate from paid search efforts such as Google AdWords, I have noticed a general misunderstanding about how the structural elements of Campaigns vs. Ad Groups should be used. Correctly structuring your Google account al...

  • Google Ads

    Critique Part Two: Pay-Per-Click Advertising

    May 30, 2007 •

    The Problem: A quick glance at Daddies Board Shop's Google account indicates in-depth keyword research was not performed. The Fix: It appears that the company chose keywords based on insider business knowledge but hasn't considered what terms people actually use to search. For example,...

  • Marketing & Advertising

    How To Create ‘Buzz,’ Boost Traffic At Your Site

    May 21, 2007 •

    Over the last year or so, "social media" has quickly become the next "big" thing online. A plethora of social communities with names like Digg, StumbleUpon, del.icio.us, Wikipedia and YouTube have popped up to connect people who share common interests. As impressive as all that may sou...

  • Marketing & Advertising

    Tutorial: Gaining Control of Search Engine Spiders

    February 12, 2007 •

    Introduction Most of us are familiar with the term “search engine spider” and at least understand that they have something to do with how search engines index websites. The purpose of this article is to help you make your web pages more accessible to spiders. After all, spiders are our...

  • Marketing & Advertising

    Creativegood.com Consulting Director Ed Dawidowicz

    November 20, 2006 •

    Ed Dawidowicz, senior consulting director for Creativegood.com, provides a series of do-it-yourself tips to improve usability and customer experience at your website. He recently spoke with Practical eCommerce’s Mitch Bettis ...

  • Marketing & Advertising

    The Truth About Optimization

    September 11, 2006 •

    Gaining good positioning with the search engines is one channel for increasing your online business — but it’s not an end in itself. Your ultimate goal isn’t to increase traffic, but to increase sales, and thereby, profit margins. Will Reynolds of SEO consulting firm Thinkseer.com, shed...

  • Social Media

    Nine Things to Consider Before You Blog

    August 20, 2006 •

    You’ve heard a lot about web logs or blogs. That’s because during the past six years blogs have evolved from a highly personal form of communication on the Internet to a powerful new medium for business. Not since Procter & Gamble invented branding back in 1931 has there been so muc...

  • Google Ads

    Tips & Tricks for Discovering Lowcost Keywords

    July 1, 2006 •

    Keywords are considered the lifeline of any successful pay per click campaign. If you select the wrong ones, you can zip through your entire advertising budget without getting anything in return. If you choose the right ones, you can beat your competition to the punch and get a better R...

  • Social Media

    RSS Basics

    May 1, 2006 •

    Want more traffic to your ecommerce site? Need an easy way to distribute news and updates? An RSS feed may be your answer. RSS stands for Really Simple Syndication and is a format for syndicating website content such as might be found on major news sites like CNN, as well as on blogs. ...

  • Social Media

    Email Marketing: Tips for Success

    April 1, 2006 •

    MAKE THE INTEGRITY OF YOUR LIST YOUR NUMBER ONE GOAL. "If you are serious about wanting to do email professionally, you need to be diligent in how you sign up contacts, using double opt-in techniques. Otherwise, you're building a list that will never perform at maximum levels," says Ji...

  • Social Media

    Bullish on Blogging

    March 1, 2006 •

    A few years ago the investment firm Merrill Lynch coined the term “We’re Bullish.” It became the company’s corporate mantra of sorts. In stock trade terminology, being bullish represents a rise in value. I’m bullish on blogging, and for a number of reasons. I think it is a technology to...

  • Social Media

    Blogs and Affiliate Marketing

    February 1, 2006 •

    Blogs have typically not been thought of as direct response sales tools. In their brief history, blogs have morphed from being “personal online journals and diaries” to vital tools for business, but the focus has been more on using them for relational marketing or purely informational p...

  • Marketing & Advertising

    Pay-per-click Tools Maximize Your Time

    February 1, 2006 •

    As a business owner and entrepreneur, you know that there are two things you can always use more of - money and time. While you are likely to increase the first item by reading this column, you can also free up more time by automating the management of your search marketing campaigns. ...

  • Social Media

    Successful Blogging: Utilize the Four

    January 1, 2006 •

    Everyone remembers the three “R’s” from your school days: Reading, ‘Riting, and ‘Rithmetic. These three areas are considered essential to building a good educational foundation. Similarly, there are also some basic essentials to strategic blogging. I would like to present the four “R’s”...

  • Marketing & Advertising

    Be Careful of the Number 1 Spot

    January 1, 2006 •

    Pay-Per-Click advertising works in an auction-based format, since there are a number of advertisers competing for the same keywords. The higher you bid, the higher your ad will appear. Bids can range anywhere from a few cents to several dollars per click, based on how competitive the in...

  • Social Media

    eCommerce Marketing: Use Email, Blogs and RSS Together

    December 1, 2005 •

    Think of things that just naturally go together and what comes to mind? Peanut butter and jelly for one, ham and cheese for another. How about a hammer and nails or a table and chairs? In terms of online marketing, two strategies go together equally as well: email and blogs. Email is t...

  • Marketing & Advertising

    Use Google’s Site Targeting

    December 1, 2005 •

    Google advertisers, rejoice! If you ever wished you could pick and choose which sites across Google AdSense network your ads will appear, now you can! In a recent development, Google AdWords introduced a new advertising model called Site Targeting, which gives you the ability to target...

  • Marketing & Advertising

    Google AdWords: 3 Ways to Improve Your ROI

    December 1, 2005 •

    We manage a number of Google AdWord accounts for our clients, and I almost always find the same problems when we take over a new account. So “from the trenches”, here are 3 key principles that will help you have a prosperous new year with your Google AdWords. Split Test Your Ads Googl...

  • Social Media

    Blogs Are One Way to Get Consumers

    November 1, 2005 •

    Are you “stuck on style?” If so, you may already be a fan of online retailer’s blog, Flypaper. Those three words describe the audience Bluefly, a discount women’s apparel e-tailer, is attempting to attract via the blog: women who care about fashionable clothing but who do not want to pa...

  • Marketing & Advertising

    Search Engine Indexing with Sitemaps

    October 1, 2005 •

    One of the most common problems ecommerce websites have with rankings is that portions of their websites are not included in the search engines. The cause can be any of a variety of reasons that range from complicated URL strings to slow server response or lack of a proper internal link...

  • Social Media

    Ten Things to Consider Before You Blog

    September 1, 2005 •

    You’ve heard a lot about web logs or blogs. That’s because during the past six years blogs have evolved from a highly personal form of communication on the Internet to a powerful new medium for business. Not since Procter & Gamble invented branding back in 1931 has there been so muc...

  • Marketing & Advertising

    Basics of Search Engine Optimization

    September 1, 2005 •

    Understanding how can you get a substantial increase in "free" website traffic through basic search engine optimization begins with the fundamentals. These recommendations assume a site does not possess any technical issues that may cause a search engine to avoid indexing it or to not i...

  • Social Media

    Blogging: Your Kids Do It, and Your Business Should Too

    August 1, 2005 •

    Doubtless, you have heard the term "blog." Bloggers, as they are called, have been credited with bringing down key political and media figures like former Senate Majority Leader Trent Lott and CBS news anchor Dan Rather. Your teenager might use a blog as a way to chronicle his or her d...

  • Email Marketing

    Words and Phrases that Trigger Some Spam Filters

    December 3, 2002 •

    I built this list of some 250 words and phrases from two spam filter lists. It is not complete. I have left out porn trigger words. Most spam filters work on a point system, so that the occurrence of just one "spam phrase" probably won't trigger rejection -- except some which the filter considers notorious.

  • Photo of a 1990s era of 3.5 inch computer disks Marketing & Advertising

    The Eight Essential Types of Internet Promotion

    June 12, 2000 •

    Sometimes your head can be so abuzz with all these Internet marketing details that you feel overwhelmed. You don't know where to start. You can't see the forest for the trees. While there is a lot of depth to be understood, I think that Internet promotion can be distilled down to eight essential types.

  • Email Marketing

    A Simple Way to Format HTML E-Mail Newsletters

    January 1, 2000 •

    I hesitate to provide a guide to formatting HTML e-mail for one reason: there's little else about this on the Web, and the article is likely to produce a torrent of phone calls and e-mail inquiring about further details.

  • Influencers & Affiliates

    How Does an Affiliate Program Work?

    October 1, 1999 •

    Editor’s Note: This article was originally published by Web Marketing Today. Practical Ecommerce acquired Web Marketing Today in 2012. In 2016, we merged the two sites, leaving Practical Ecommerce as ...

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