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To Bing or Not to Bing?

Whether you’re the new kid on the block or an expert, you know that paid search can get complex, and fast. There are many tools, search engines, programs and more to help increase reach and manage your account(s). When looking to expand beyond Google in reach, one should not overlook Bing Ads. Here I’ve listed some pros to advertising with Bing Ads. But before getting into the benefits, let’s dive into what Bing Ads is. Bing Ads provides pay-per-click advertising on both Bing and Yahoo search engines from one platform. Bing & Yahoo combined only make up 28.7 percent of the search market share and, while this may seem like a curse in terms of reach, it is also a blessing. Here are some reasons why:

Lower Market Share:...

VIP Trend in Hospitality: Perks for a Price

When you work in the hospitality industry you probably receive, read, scan, glance, share and send thousands of articles and travel insights. During the winter season I received the U.S.T.A.’s Top 20 Articles for 2013, and one particular article piqued my interest.

The New York Times article from June 9, 2013, was entitled, “At Theme Parks, a V.I.P Ticket to Ride.” It brought up a trend we have been seeing where hotels, theme parks, concert venues, airlines and even healthcare have adopted a “tier” model with perks for a price. This article seemed to go on a bit of a rampage about Universal Studios’ new V.I.P Ticket, claiming that theme parks have always been the “ultimate melting pots” and a true “...

Conversions and Conversations Online and on the Gridiron

Football season is here (go Eagles!) and while I can’t claim to know the ins and outs of all the rules and calls, I can get by. And yes, unless my team is in it to win it, I just watch the Super Bowl for the commercials. What intrigued me most while watching a game one of these past Sundays was the two-point conversion. A risky, aggressive move because the conversion rate to a point is statistically less likely than the extra point.

Wikipedia defines it as: “In American and Canadian football, a two-point conversion is a play a team attempts instead of kicking a one-point conversion immediately after it scores a touchdown. In a two-point conversion attempt, the team that just scored must run a play from close to the opponent's goal line (5-yard line in Canadian, 3-yard line in amateur American, 2-yard line in professional American) and advance...

The Importance of Impressions

Next week will be my first series of meetings presenting our reporting tools to inaugural advertisers on VisitPhilly.com. Our conversions look strong, but this is not my first rodeo selling online advertising. I want to take a step back, prepare. Especially in a world that wants instant gratification.

“How many clicks did I get?” “What’s my click-through rate?” These are important questions to address, but it’s important not to overlook the importance of impressions. Impressions get a bum rap, yet they are the first numbers on our reports. We have forgotten the basics. It’s Advertising 101: whether it is on TV, radio, online or print advertising, the steps are Awareness, Interest, Desire and Action—and you can only get to Action if the message is seen, if the impressions are there. Do not...