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Search marketers have long been a quantitative bunch, leveraging a range of sophisticated techniques to try to squeeze more performance out of their campaigns. This is especially true in the retail space, where margins are very thin and competition for top positions is fierce. However, when I speak with many of these same search marketers, they are often setting overall perf ...
For years, the leading search engines would not allow customers to bring their own customer data into search auctions. This not only held performance down generally, but also allowed the search "wizards," or companies that invested the most in search tactics, to consistently dominate through higher quality scores.
We are now in era in performance marketing where the quality of a marketer’s own data is a critical driver of advertising success. This is particularly evident in retail, where product listing ads (PLA) are often the largest share of the paid media budgets. Those ads are powered by the content that lives in the retailer’s product feed.
Every year for the past several years, pundits have been telling us that THIS was going to be the year of mobile (meaning smartphones!!) shopping. Those years never tended to live up to the hype. That is, until 2014. A recent IBM study showed that 9.1 percent of all online sales during the holidays were conducted on a smartphone.
For years, pundits have been prognosticating the death of the keyword, and through it all, the keyword stayed strong, powering the lion's share of ad dollars on the Internet. This time, it seems different, though — the humble keyword may actually be going by the wayside. And because of it, search marketing practitioners are going to need to develop a new set of skills to adapt.
One big difference between holiday preparations this year versus last year for many retailers is the introduction of Google Shopping Campaigns, which replaces Google’s original PLA campaign format. While this represents a major change in how retailers manage their product inventory within Google, it also comes along with substantial opportunity to perform much better in PLA t ...
Social shopping sites represent a huge revenue opportunity for retailers this holiday season. Social off ...