Dave Schwartz

  • Maximizing Profit in Shopping Campaigns

    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 ...

    Dave Schwartz/ Search Engine Watch- 12 readers -
  • Is RLSA The Great Equalizer?

    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.

    Dave Schwartz/ Search Engine Watch- 26 readers -
  • 4 Tips to Improve Your Product Feed for Advertising

    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.

    Dave Schwartz/ Search Engine Watch -
  • Are We Reaching the End of the Keyword Era?

    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.

    Dave Schwartz/ Search Engine Watchin Paid Search- 11 readers -
  • Maximize Your Holiday Prep for Google Shopping

    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 ...

    Dave Schwartz/ Search Engine Watchin SEO Google- 5 readers -