3 Questions With…Greg Titus of CourseAdvisor



Greg Titus, Course Advisor Greg Titus, founder and chairman of CourseAdvisor, is the first to join our guest blogger series. Greg was formerly CEO of Acadient, a leading developer of online education and the parent company of The Boston Institute Of Finance, The Willet Institute, and Boston Test Prep.  Greg has extensive agency background that includes stints at Arnold Interactive, Young & Rubicam and Saatchi/DFS.

BluePoint: How has SEM changed in the last year and what are 3 tips you can share with readers to optimize search?

Greg Titus: The SEM market has become increasingly competitive over the last year as marketers shifted more of their budgets from traditional marketing vehicles.  The sophistication of SEM marketers has also increased with more entrants in the market and the availability of better tools to manage campaigns more efficiently.  The search engines have also made changes to their algorithms to improve the user (searcher) experience.

3 tips:

  1. Invest in content – users care about content; the search engines care about content; so should you.
  2. Optimize the user experience – Make sure your keywords work with your creative and your creative works with your landing page and your landing page delivers what the user was searching for.
  3. Test, analyze, test again

BluePoint: “Long-tail” was a big marketing buzz word last year…is long-tail marketing still effective?

Greg Titus: I believe Long-tail can continue to be effective if it is done right.  Although in some areas it can become increasingly competitive as the market becomes more mature and marketers become more sophisticated, search will continue to evolve and the innovators will continue to find advantages.

BluePoint: Behavioral targeting has had its share of negative press. What’s your take on using behavioral targeting for marketing efforts?

Greg Titus: Although there has been some negative backlash, behavioral targeting has certain benefits.  Using behavioral targeting could enable a marketer to extend their budget to reach premium target audiences without paying premium pricing.  Behavioral targeting is attractive to marketers because it delivers ads to web users based on past online behavior. Since past user behavior can be an indicator of interest, prospects may be more likely to convert.  For example, if a prospective student visits http://www.courseadvisor.com and then visits a school’s site, we can expect that the person is probably planning to go to school.

BluePoint: Bonus Question — Which cartoon character best represents your management style?

Greg Titus: Tough question.  Maybe a combination of Brian, the dog on Family Guy, for his loyalty and logic and Batman for his use of technology to extend his capabilities.

— Posted by Kim Pegnato


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