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June 2013 archive

Google AdWords Bonus: Search Companion Marketing

This blog was originally posted on

There’s a new kid in Google AdWords town and its name is search companion marketing. An exciting, yet somewhat hush-hush, component of the Google AdWords platform, search companion marketing can help your business increase ROI when done correctly.

What is search companion marketing?

In an effort to deliver more qualified (and hopefully cheaper) traffic to marketers, Google decided it would be a good idea to show ads based on search intent. Search companion marketing makes this possible by displaying text and image ads on the Google Display Network (GDN) to users performing a search query on any search engine, including Google, Bing and Yahoo! (more…)

Web Seminar Recap: Social Media for Small Businesses

You constantly hear how important a strong online presence is to any type of business, including small, localized businesses. But these smaller businesses have neither the budget nor manpower of larger companies such as Starbucks and Wal-Mart. Nevertheless, with a little research and proper preparation, any small business can garner successful online engagement.

On June 21st Social Media Director for Shelten Media, LLC, Joseph Havey, presented the free web seminar, “Social Media for Small Businesses.” In this one-hour presentation Joseph covered the six most popular social media channels and provided tips on how a small business can use each channel effectively. From Facebook to WordPress, subtle nuances exist between platforms, and participants learned how to tailor content to each online location. (more…)

Marketing with Facebook Video Ads

Earlier in May, Facebook announced plans to allow companies to post video ads. According to AdWeek, Facebook Video Ads will likely span across users’ News Feeds, and will be muted by default (users will have to actively click on the ad for sound).

There’s little doubt that online and mobile are the future homes of advertising. As more and more people migrate away from traditional ad outlets, such as TV, marketers have been following suit. This recent study found that almost 60 percent of small businesses plan to increase their time on social media. In addition, approximately a quarter of small businesses are cutting back on traditional marketing methods —which means social media is starting to replace traditional marketing! (more…)

The 2013 CMO Survey Results

Yesterday at the Triangle AMA Luncheon Christine Moorman, the T. Austin Finch Professor, Sr. of Business Administration at Duke University’s Fuqua School of Business, presented the findings of The CMO Survey. The survey itself was completed in February 2013, and had more than 450 responses from top marketing executives. There were several focus areas of the survey which included:

  • Marketplace
  • Growth
  • Spending
  • Performance
  • Social media
  • Jobs
  • Organization
  • Leadership
  • Analytics

During the luncheon, Chris provided some trends, challenges and original viewpoints about where marketing is headed. Here is a quick recap of some interesting insights from Chris: (more…)

Web Seminar Recap: Optimizing YouTube for SEO

While many companies are still focusing SEO efforts on their websites because of all of the recent search engine changes, there is one area that remains relatively untapped and not directly affected by the changing algorithms – YouTube. With the recent changes in the Google algorithms, search engine results display all kinds of content, including videos, images, maps and more.

However, just having a YouTube channel today isn’t enough. As a marketer, you have to do more than just produce videos or be in charge of content production. You need to be able to use the latest in SEO techniques in order to come up higher not only inside the YouTube searches, but also the search engine results pages. It’s imperative that your videos gain the maximum exposure possible when being searched for by users. (more…)

ASPE-ROI to Host YouTube Marketing Q&A Session on July 17th

Scroll down to register.

YouTube has become the second largest search engine in the world. With more than 2 billion daily views, it’s critical for your company or organization to have a presence within YouTube. But how do you get started? What type of videos can you make? What makes a successful YouTube marketing campaign?  Look no further, we have answers for your questions.

Join ASPE-ROI on July 17th at 2pm (EST) for a free, open-ended Q&A session. Instructor Jeremy Smith, course developer of the YouTube Marketing Boot Camp and officially a YouTube Certified Individual who went through the YouTube Certification Program, will answer all the questions you have for one hour. For a better chance of us getting to your question about marketing with YouTube, submit them before the session via Twitter @ASPE_ROI or email ASPE-ROI Product Manager, Katie Cothran (

During the session we will answer your questions and others such as:

  • How do you define an impression with YouTube?
  • How can you tell if traffic is organic or paid?
  • Are there programs to measure the analytics of my YouTube channel?
  • What are the best ways to optimize my YouTube video?
  • How much will YouTube cost my company?
  • Can I make money using YouTube?
  • What are some examples of successful YouTube videos for B2B companies?
  • What’s the best way to make a corporate video for YouTube with a small budget?
  • My product is boring. What type of video am I supposed to make?

Whether you’re just starting to use YouTube as a marketing channel for your business, or you’ve been using it for a while and have technical questions, this free Q&A session is for you. To sign up, fill out the form below and you will be sent a confirmation email with details of how to join the Q&A on July 17th.


First Name
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*Email Address:
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ROI Database

YouTube Q&A


*If you plan to ask questions during the session, you will need a microphone on your computer, or you will need to call in to the Webex conference bridge. 

SEO Series: Search Engine Optimization Starter Guide

ASPE-ROI is excited to announce that we will be starting a new SEO whitepaper series. We will be posting a series of SEO whitepapers to help readers both understand SEO better and help rank their content higher. These whitepapers will be available for FREE on our Free Resources page under the “ROI White Papers” section. Here is a brief overview of what our first one covered, “Search Engine Optimization Start Guide”. If you wish to view the entire 22 page white paper in detail, please go to this form and select the option for “Search Engine Optimization Starter Guide.” This whitepaper is meant for those who are new to SEO but have some basic understanding of SEO concepts and systems. It discussed good and bad practices for each and provided visual, real – life examples. The following are topics the paper discussed:

  1. Page Titles – discussed proper placement in the HTML document and the basic anatomy of a Google search result. Practices to aim for with creating page title tags include accurately and uniquely titling each page while also being brief and to the point. Description meta tags are also important for telling Google what to use your page for and will often be used as the brief description under your title in a Google search if Google can not find a better description for a given query in your actual content
  2. URL Structure – explains how Google uses URLs to read and sort your content and how a URL affects site optimization and search results. Some good practices for URL structure include using words in the URL that are relevant to your site’s content and creating a simple directory structure. When it comes to URLs, you want to avoid something confusing and lengthy with unnecessary parameters that could seem unfriendly and confusing to visitors. Providing only one version of a URL to reach a specific page or document is also important for building a strong reputation on search engines. To avoid splitting your contents reputation, set up a 301 redirect from non-preferred URLs to the dominant URL. (more…)

Google Plus & Your Social Media Strategy

A Recap of Jon Parks’ TIMA Luncheon Presentation

Google Plus is now the second most popular social network in the world with almost 360 million active members (according to Global Web Index Facebook has 751 and Twitter has 288 active members). A few months ago, many people, including social media experts, had written Google Plus off, but now they’re seeing the implications Google Plus is having on search results.

At the Triangle Interactive Marketing Association (TIMA) Luncheon this month, Founder of Dijital Farm and ASPE-ROI Instructor Jon Parks presented some interesting insights about what Google Plus is, how it’s evolving, and how a business can capitalize by using it. He also hosted a Google Hang Out so others across the Raleigh-Durham-Chapel Hill area of North Carolina, and anybody else around the world, could join. Founder and Event Media Director Nikol Murphy from Talking Moose Media also contributed to the presentation. Below is a brief recap of Jon’s main points. (more…)

6 Successful Social Media Marketing Campaigns and 6 Ways You Can be Like Them

by Natalie Morgan, Marketing Specialist – ASPE, Inc.

Brief case studies of successful social media marketing and what they did right.

Social media marketing may be the most common source of skepticism when it comes to marketing strategy. Many professionals believe social media is an ineffective marketing tool for businesses. Before making your own conclusion, let’s look at some facts.

According the “2012 Social Media Marketing Industry Report” 83% of marketers found social media to be important for their business. Furthermore, a lot of time seems to be spent working with social media with 60% of marketers spending 6 or more hours a week on it. With this amount of time put in, it’s reasonable to expect it to yield significant results – or at least want it to. In this particular report, Marketers whose company had 3 or more years of social media experience claimed that it does. A large majority of these companies attributed an increase in exposure, business partnerships (mostly B2B companies), lead generation, traffic, search ranking, marketplace insight, loyal customers, and a decrease in expenses when using strong social media marketing.