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The internet marketing stack Featured

1 Jun, 2015

The Internet Marketing Stack: Overview

By Ian Lurie

I’ve prattled on about the marketing stack for a few years now, but haven’t really explained each chunk. This 5-post series explains the stack as a whole, then piece-by-piece. I’m not some TV series jerk who will keep you hanging, though, wondering which of your favorite characters will die next (cough HBO cough cough). Instead,… Read More

Surfacing Sentiment for Digital Marketing - Facebook Dislike & Emoji - Portent Social Media

26 May, 2016

Mixed Emotions – Facebook grapples with the art of surfacing sentiment

By Colin Parker

Amazon and Google are duking it out for your voice-controlled living room for some very specific, obvious reasons. I’m going to go out on a limb on one: whoever does the best job of quantifiably surfacing sentiment from users across digital mediums will win. And by “win,” I mean like everything. The new car, the… Read More

What is quality score hero image PPC

24 May, 2016

What is Quality Score?

By Erica Opsvig

Quality score is a metric in Google AdWords, Bing Ads and other platforms that combines historical performance and relevance of your ads, keywords, and landing pages to a user’s search query. Quality Score (QS) can also be a helpful warning signal when there are particular ad groups or campaigns in a PPC account that need to… Read More

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Block-Letter-Hero PPC

20 May, 2016

6 Ways to Organize Your PPC Account to Improve Performance

By Erica Opsvig

Even after mastering the basics, a lot of people new to AdWords struggle to find the “perfect” way to organize and structure their account. It’d be great if there were a standard cookie cutter guide to follow, but the truth is, there is no such thing. How your account should be structured depends on your… Read More

Grow-your-SMB-Hero Internet Marketing

18 May, 2016

5 Inexpensive Ways to Grow Your SMB Online

By Timothy Johnson

For most small- and medium-sized businesses, competing online against the big players can be daunting. How are you supposed to match their seemingly infinite marketing budgets when you may just have a few thousand dollars a month to work with? If this sounds familiar, don’t despair. There is still a lot you can do without… Read More

Portent Placeholder SEO

18 May, 2016

Amazon and Google SEO: My presentation

By Ian Lurie

More coming (including links), but here’s the slide deck from today’s Resonate presentation: Amazon and Google: SEO Priorities from Ian Lurie The links These are some of the resources I mentioned in the presentation. If you don’t see one, let me know. Keyword and competitive analysis MerchantWords Amazon keyword search data AnswerThePublic Keyword and question… Read More

Leading Edge Analytics Data - Digital Marketing - Portent Analytics

17 May, 2016

Leading Edge Analytics – Data Driven Marketing

By Michael Wiegand

Imagine your company being truly data driven. What does that look like? Your teams getting the right data they need at the right times to tailor their campaigns to key audiences. Your data platforms talking to each other and getting critical pieces of information integrated. Your marketing strategy being based on actual customer behaviors and… Read More

PPC

13 May, 2016

Building Successful PPC: Tracking Success

By Chad Kearns

Now that we have built the account structure, populated the ad groups with keywords, written compelling ad copy, and added in ad extensions, it’s time to go live!… Hold Your Horses. Are you set up to track performance? Having the ability to track the success of paid search campaigns is vital to the success of… Read More

Implementing-Ad-Extensions-Hero PPC

12 May, 2016

Building Successful PPC: Implementing Ad Extensions

By Timothy Johnson

AdWords offers several types of ad extensions that can be used to provide useful information to customers. This includes phone numbers, directions, additional products/services, and more. Ad Extensions are simple to set up and do not cost anything extra. Expect a click-through rate boost when using these too. The differentiation of having them helps your… Read More

PPC

11 May, 2016

Building Successful PPC: Writing Engaging Ads

By Timothy Johnson

Writing engaging ads for your target audience is instrumental for AdWords success. In order for ads to be engaging they need to be relevant, informative, and in line with what the user is searching for. Having ads with irrelevant ad copy is a great way to spend money on wasteful clicks, and having ads that… Read More

Building-Keyword-Lists-16-9 PPC

10 May, 2016

Building Successful PPC: Researching Keywords

By Timothy Johnson

After creating your PPC account structure and establishing standard campaign settings, it’s time to start researching and adding keywords in your ad groups. Having a descriptive keyword list that characterizes your product or offering precisely will help put your ads in front of a relevant audience searching to find the solution you can fulfill for… Read More

Copywriting

9 May, 2016

Pooping Bowling Balls and Other Content Truths

By Ian Lurie

Sleep-deprived delirium plus an attempt to ponder copywriting & content produces lists like this: Coming up with a good title for a post: Sometimes it’s easy. Sometimes it’s like pooping a bowling ball. I have to write a lot of crap to write anything good. If you have neither the time nor the money for… Read More

Understanding-Campaign-Settings-16 PPC

9 May, 2016

Building Successful PPC: Understanding Campaign Settings

By Chad Kearns

This post is the second in a six-part series written by Portent’s small business team outlining the fundamentals in building your first PPC account through Google AdWords. Follow along in our six-part series as we will be laying down the knowledge detailing best practices for setting yourself up for PPC success. Once your account structure… Read More

Structuring-the-Account-Hero PPC

8 May, 2016

Building Successful PPC: Structuring your Google AdWords Account

By Chad Kearns

This post is the first in a six-part series written by Portent’s small business team outlining the fundamentals of building your first PPC account through Google AdWords. Follow along in our six-part series as we will be laying down the knowledge detailing best practices for setting yourself up for PPC success. Structuring your Google AdWords… Read More

PPC

6 May, 2016

3 PPC Musts for the Small Fashion Retailer

By Erica Opsvig

In the strange corner of the world that is Search Engine Marketing, fashion retail is an amazingly competitive, often frustrating vertical. Nevermind the stress of trying to sell a hugely visual product using text ads, but especially for smaller fashion businesses, it’s incredibly difficult to stand out amongst the clutter and compete with retail giants… Read More

Copywriting

5 May, 2016

How to Write Sincere Marketing Copy

By Katie McKenna

The fear of scarcity permeates our culture. People believe they don’t have enough. They spend time calculating how much they want. And when they see what others have, all they can think about is what they’re missing. In Buddhism, this concept is called “The Hungry Ghost.” Hungry ghosts are beings with tiny mouths the size… Read More