Amber Kemmis is the VP of Client Services at SmartBug Media. Having a psychology background in the marketing world has its perks, especially with inbound marketing. My past studies in human behavior and psychology have led me to strongly believe that traditional ad marketing only turns prospects away, and advertising spend never puts the right message in front of the right person at the right time. Thus, resulting in wasted marketing efforts and investment. I'm determined to help each and every one of our clients attract and retain new customers in a delightful and helpful way that leads to sustainable revenue growth. Read more articles by Amber Kemmis.

How do you measure online marketing effectiveness


There are numerous ways that advertisers can be overcharged for their advertising. For example, click fraud occurs when a publisher or third parties click (manually or through automated means) on a CPC ad with no legitimate buying intent.[82] For example, click fraud can occur when a competitor clicks on ads to deplete its rival's advertising budget, or when publishers attempt to manufacture revenue.[82]

GoTo.com (renamed Overture in 2001, and acquired by Yahoo! in 2003) created the first search advertising keyword auction in 1998.[20]:119 Google launched its "AdWords" search advertising program in 2000[21] and introduced quality-based ranking allocation in 2002,[22] which sorts search advertisements by a combination of bid price and searchers' likeliness to click on the ads.[20]:123

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Hey, Matt! Thank you for your sharing, and I learned much from it, but I still have a question. We began to do SEO work for our site 2 years ago, and our organic traffic grew 5 times ( from 8K to 40K every day). But two years later, it is very difficult to get it grow more, even it drop to 3.2K every day. So can you give me any advice to make our site's traffic grow again? Thank you in advance!

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Another disadvantage is that even an individual or small group of people can harm image of an established brand. For instance Dopplegnager is a term that is used to disapprove an image about a certain brand that is spread by anti-brand activists, bloggers, and opinion leaders. The word Doppelganger is a combination of two German words Doppel (double) and Ganger (walker), thus it means double walker or as in English it is said alter ego. Generally brand creates images for itself to emotionally appeal to their customers. However some would disagree with this image and make alterations to this image and present in funny or cynical way, hence distorting the brand image, hence creating a Doppelganger image, blog or content (Rindfleisch, 2016).

How can I improve my CTR

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