Silverback Strategies | PPC, SEO, Design



Getting More Out of Your PLA’s

Ben Jamieson Since Google transitioned their free Product Search listings to the paid Product Listing Ads (PLA) last year, advertisers have been looking for ways to get on top of the competition and drive more sales. Most advertisers weren’t thrilled with the change - from free to paid, though since it switched over in 2012, PLA’s have grown exponentially as business owners and advertisers have begun to see the positive impact they are having on ROI. PLA’s are still in their infancy and marketers are still figuring out how to out-smart the competition and stay on top of the listings. Unlike traditional…

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Who Wins in the Battle of SEO vs. Content Marketing?

Danielle Garza I'm sure you've heard everything from "Content is king.", "Your content marketing strategy is your marketing strategy.", "Content marketing will soon put SEOers out of work.", "Content marketing is the end of SEO.", etc. As a fellow SEOer myself, one can understand how unsettling this may be when you're livelihood is predicated on one big search giant.  But as an SEOer I also understand that the almighty Google is trying to sustain its' position as a powerhouse and in the words of the Davies brothers, "Give The People What They Want", in order to do so.   So what is…

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Mobile Paid Search and The Importance of Attribution Modeling

Don Duong In 2013, mobile phones crossed a significant barrier: the majority (56%) of people in the US now owns a smartphone (Our Mobile Planet 2013). In addition, many recent pay-per-click (PPC) studies covering the second quarter of 2013 point to some obvious trends that Google has been telling us for a while: Mobile is growing and here to stay. Furthermore, Google has performed various studies showing that 88% of mobile site visitors are incremental: that is to say, this traffic is not replaced by organic clicks when ads are paused. Put another way, mobile traffic represents a completely separate medium and…

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Data Visualization Tutorial: Creating your own Dashboard to Display your Adwords Account Metrics

Louis Belpaire The Adwords interface is great to check account performance metrics and keyword data at a glance. It can however be hard to get a grasp of how the account is doing when managing very large campaigns that run across wide territories for multiple products, especially when your account structure is very granular. Labeling your Adwords Campaigns/Adgroups/Keywords is a good way to quickly segment your data but not very efficient when it comes to displaying it in a meaningful way. In the past months we have had to monitor very closely the spend per service and spend per state of one…

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Silverback Strategies

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Alexandria, VA 22301

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