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For as long as I’ve been in paid search, there’s always been debate and much banter (argument?!) about whether my chosen discipline is better than it’s sibling, SEO. What I hope to do in this article is give you a way to explain the pros and cons of both channels to your clients while hopefully persuading you that both are important when it comes to deciding your marketing strategy.
Being British I love an underdog story. We do really love a “tryer”. It must be baked into our national psyche thanks to years of below-average performance at most sports. There’s also a suggestion that maybe Brits just hate successful people. It’ll then come as no surprise that as a result, I have a surprising affinity for Bing Ads over Google Adwords.
In my last article we went through how to start gathering the audience data you need to begin using audiences in your campaigns every day. This time we’ll cover off some next-level hacks, some expert tips and tricks to help you do even more. Let’s get stuck in! (If you’ve got no idea what I’m talking about, read the first of this duo).
There’s been lots said and written in recent months about the changes in the world of search. I’ve written about some of them myself (here and here) as it’s a topic that fascinates me. Change is the only constant in our industry and we see a LOT of it on an almost daily basis. If I sit down and think about all the change in the last few years, it could be overwhelming.
In the world of paid media, we all know the value of search query reports – especially when we combine it with conversion data to uncover new positive and negative keywords. Unfortunately if the business you work for isn’t an ecommerce business that can use conversion tracking on thank you pages, getting this data can be a little tricky, even with the help of third-party tool ...
As we reach this time of year, moving from one year into the next, people inevitably do two things (and I’m not talking about making and then breaking resolutions!). The first thing they do is to look back at what’s passed to see what they can learn from it. The second, is to make predictions about what will happen next.
We know search is changing. Almost every single day, something in our world shifts. Sometimes it’s a little shift and sometimes it’s Enhanced Campaigns, Expanded Text Ads, or Penguin. There’s a big change coming – possibly the biggest we’ve ever seen. And it’s already begun. A couple of weeks ago, I was lucky enough to attend the Bing Ads Next event in Redmond, WA.
Estimated reading time: 7 minutes, 16 seconds It’s been a while since Google shook up Adwords in a big way. We have to go back to the addition of ads at the bottom of the SERPS in 2011 and Enhanced Campaigns in 2013 to see fundamental shifts in paid search – putting aside all of the smaller adjustments to things like close variants and sitelinks that don’t noticeably affect ...