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News & analysis on digital marketing & analytics

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Hospital Advertising Tips: Increase Patients with Ad Extensions

By | April 23, 2014

According to an article posting in July 2012 by Kaiser Health News, only 150 of 6,000 hospitals were actively using paid advertising (Google & Facebook) to promote their hospital and medical services. It is more than likely that this number has risen as hospitals are seeing the benefits of paid search marketing in driving incremental patients and general awareness.

As competition in this space continues to increase year over year and even month over month, it’s extremely important to that your hospital is standing out from an extremely cluttered search engine result pages (SERPs).… Read the rest

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Is Your About Us Page Killing Your B2B Marketing Strategy?

By | April 22, 2014

Was your company website’s “About Us” page written as an afterthought, thrown together at the last minute right before the website launched?

Don’t be ashamed if your answer is “yes.” For some reason, many companies simply don’t spend much time refining this section.  Sure, they may spend a countless number of hours and resources defining and refining what they consider the core pages on their website: Their home page, their product pages, and their services pages.… Read the rest

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Fathom Talks Box.com (& Benefits of Transferring to a Cloud Storage Solution)

By | April 22, 2014

Today, Fathom was excited to present a webinar in collaboration with Box.com, sharing our experience evaluating cloud storage solutions. We were even more excited to learn there were over 300 webinar registrants! Clearly, there is a need for faster, more efficient file storage and team collaboration tools. As an innovative, fast-moving company, we’re always on the lookout for tools and platforms that will increase efficiency and make our lives easier. Box.com is just that, and we couldn’t be happier to share this secret with other marketers out there!… Read the rest

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Google’s April 22 AdWords Announcement

By | April 22, 2014

Today, in great anticipation, Google hosted a live stream of their new announcements of upcoming products, enhanced reporting, and new insightful tools for AdWords users. In case you missed today’s Google AdWords Announcement, here’s a quick rundown of what was introduced:

Innovative Ads

App keyword suggestions – based on unique data from Google Play to help drive more downloads

In-App install ads – for Google Display Network, if you have a calorie counting app they’ll show your app to users who already have fitness related apps installed

TrueView companion for apps – ads that encourage the download of apps when your video ad shows

App deep linking – can go directly to specific pages within an app, such as the next episode for your favorite show you’ve been watching on Hulu+

Insightful Reporting

Estimated total conversion offline – Allows you to report on estimated in-store conversions driven by online.… Read the rest

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What Is Revenue Marketing?

By | April 21, 2014

Time out. I’m blowing my whistle!

Take a seat and grab a cold towel. It’s time to wrap our heads around a new buzzword before mass confusion sets in. You’ve probably heard of revenue, and you’ve probably heard of marketing—but have you ever seen these two words together? Did you know there’s even a summit (yes, “The Revenue Marketing Summit”) dedicated to this glorious pairing? Longtime readers of this blog know my suspicion of jargon, so I’m not just going to start throwing this word at you like yesterday’s macaroni.… Read the rest

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