Email is the digital glue" - everything is still connected through email. "You hunt with social media, but at the end of the day you cook with email." - Nikki Schiavone & DJ Waldow,

Blue Sky Factory Email Marketing  A lot of people still feel more comfortable sharing content via email. - Kara Trivunovic

, StrongMailEmail is still working as well as it ever has and there are no signs that SMS or social media is hurting it. -

Justin Premick, AWeber CommunicationsEmail is a private channel whereas social media is public. -

Melanie Attia, Campaigner/ProtusThey work together, and if you're not doing good email, it's difficult to do good social media or SMS. -

Brandon Wilkins, BrontoPeople have different channels to communicate with people in different ways. Learn to combine all the channels relevant to your target.

- Katie Martell, NetprospexIt's not about the medium, it's about the message. -

Jess Best, EmfluenceEmail is the backbone of one-to-one communication, and now it can be combined with social media and SMS to be quite effective.

hubspot

AdWords is Google's flagship advertising product and main source of revenue. Google's total advertising revenues were USD$23 billion in 2009^[2]. AdWords offers pay-per-click (PPC) advertising, and site-targeted advertising for both text, banner, and rich-media ads. The AdWords program includes local, national, and international distribution. Google's text advertisements are short, consisting of one headline and two additional text lines. Image ads can be one of several different Interactive Advertising Bureau (IAB) standard sizes.

1. Explicit Phrase:
   Lets say you are looking for content about internet marketing.  Instead of just typing internet marketing into the Google search box, you will likely be better off searching explicitly for the phrase.  To do this, simply enclose the search phrase within double quotes.

   Example: "internet marketing"

2. Exclude Words:
   Lets say you want to search for content about internet marketing, but you want to exclude any results that contain the term advertising.  To do this, simply use the "-" sign in front of the word you want to exclude.

   Example Search: internet marketing -advertising

3. Site Specific Search:
   Often, you want to search a specific website for content that matches a certain phrase.  Even if the site doesn’t support a built-in search feature, you can use Google to search the site for your term. Simply use the "site:somesite.com" modifier.

   Example: "internet marketing" site:www.smallbusinesshub.com

4. Similar Words and Synonyms:
   Let’s say you are want to include a word in your search, but want to include results that contain similar words or synonyms.  To do this, use the "~" in front of the word.

   Example: "internet marketing" ~professional

5. Specific Document Types:
   If you’re looking to find results that are of a specific type, you can use the modifier "filetype:".  For example, you might want to find only PowerPoint presentations related to internet marketing.

   Example: "internet marketing" filetype:ppt

6. This OR That:
   By default, when you do a search, Google will include all the terms specified in the search.  If you are looking for any one of one or more terms to match, then you can use the OR operator.  (Note:  The OR has to be capitalized).

   Example: internet marketing OR advertising

7. Phone Listing:
   Let’s say someone calls you on your mobile number and you don’t know how it is.  If all you have is a phone number, you can look it up on Google using the phonebook feature.

   Example: phonebook:617-555-1212 (note:  the provided number does not work – you’ll have to use a real number to get any results).

8. Area Code Lookup:
   If all you need to do is to look-up the area code for a phone number, just enter the 3-digit area code and Google will tell you where it’s from.

   Example: 617

9. Numeric Ranges:
   This is a rarely used, but highly useful tip.  Let’s say you want to find results that contain any of a range of numbers.  You can do this by using the X..Y modifier (in case this is hard to read, what’s between the X and Y are two periods.  This type of search is useful for years (as shown below), prices or anywhere where you want to provide a series of numbers.

   Example: president 1940..1950

10. Stock (Ticker Symbol):
    Just enter a valid ticker symbol as your search term and Google will give you the current financials and a quick thumb-nail chart for the stock.

    Example: GOOG

11. Calculator:
    The next time you need to do a quick calculation, instead of bringing up the Calculator applet, you can just type your expression in to Google.

    Example: 48512 * 1.02

12. Word Definitions:
    If you need to quickly look up the definition of a word or phrase, simply use the "define:" command.

    Example: define:plethora

1) Dedicate lots of time. AdWords is not a lightswitch - you can't just turn it on and expect to get satisfactory results.  Many agencies charge a minimum of a few thousand dollars and/or 15% markup on your AdWords spending to manage your campaign.  If you are going to do it yourself, then you just need to dedicate time to make sure you are successful.  A good rule of thumb is for a campaign with 50 similar keywords and 3-4 ads linking to the same landing page, should take about 4-6 hours per week to manage once it is set up.  About 3-5 hours one day to do a deep review and make changes to the keywords, bids, landing pages and ads to optimize the campaign, and about 15 minutes per day another 4 days to just check in and make sure things are ok and not going to hell in a handbasket.  A campaign of this size probably takes a couple days to set up, depending on what tools you have available to do the keyword research, write the ads and build the landing pages.

2) Try lots of keywords. There are two major benefits to using a lot (100's or 1000's) of keywords on AdWords, at least to start.  First, by trying lots of words you can find opportunities where there is less competition for words, so you will pay less for the clicks.  Second, you are more likely to find words and especially phrases that are more targeted to your business (like "buy Internet marketing software" rather than just "internet marketing") and will be more likely to have a higher conversion rate.

3) Keep your CTR (click through rate) high. Having a high CTR means that you can be higher up in the ad placement for lower bids, so you get more for your money.  Google only makes money when people click on ads, so they give you a little boost if your ads actually get people to click.  One great way to get a higher CTR is to have very targeted ads for each keyword - so if the keyword phrase is "buy Internet marketing software" use all of those words in the ad text and especially headline.  This is a real pain to set up, especially for a lot of keywords, but I have seen it double your click through rates (or even more) in many cases.

4) Measure everything. Make sure you measure not only the things Google tells you in the AdWords interface like CTR and CPC, but also conversions* and the cost per conversion, plus ultimately the cost per sale. Measuring the CPA (cost per action) and is critical - and you can decide if the action is a lead or a sale.  You have to know what you are spending for the desired action you are driving people towards.  AdWords is a numerical and mechanical process.  Having good data is essential to success.

5) Optimize on your CPA (cost per action) not CPC (cost per click). If someone is definitely going to buy my product, then I would probably pay at least $500 for a click.  If there is no chance in the world they will buy my product, I would not pay $0.05 for the click.  Whatever your goal is (generate leads, whitepaper downloads, sales) make sure to focus on the cost of achieving that goal.  Your goals do not align with Google's goals. Don't get fooled by Google - their goal is to get as many clicks as possible at as high a price as possible.  Your goal is to get as many actions as possible for as low a cost as possible.  These goals are not completely opposite one another, but they are definitely not aligned.  Be careful with using Google's tools, since they are honestly in my opinion designed to get you to get more clicks at a higher price, which might not get you more leads or sales at a lower price.