John Cosley

  • New insights on the customer decision journey

    For years, paid search has centered around clicks. Getting the most clicks. Getting the highest click-through rate. Marketers have obsessed at delivering the most clicks for the lowest cost. But who is behind all of those clicks? And what are they really looking for? New research at Bing Ads now allows us to better understand the customers behind those clicks and where they ...

    John Cosley/ Search Engine Land- 13 readers -
  • Journey to better paid search ROI with this travel ad copy data

    As spring has truly sprung and summer is just around the corner here in the US, many travel brands will be upping their game to capture the imaginations (and dollars) of soon-to-be vacationers searching for their next big trip. Many travel brands will increase their PPC spend in June and follow up with another increase in July, so now is the time to prepare if you want to compete.

    John Cosley/ Marketing Land- 13 readers -
  • 4 Search Advertising Trends To Watch

    At this time of year, it’s worthwhile to consider what’s likely to occur in search advertising in 2016, so you can adjust your strategy if you’re behind the curve. I took some time to look at the trends we’re seeing at Bing Ads, where I work. Based on unprecedented access to search data, observing advertiser adoption patterns and gauging client interest, here are some predic ...

    John Cosley/ Marketing Landin Paid Search- 21 readers -
    Earlier about the same topic:
  • 4 Search Advertising Trends To Watch

    At this time of year, it’s worthwhile to consider what’s likely to occur in search advertising in 2016, so you can adjust your strategy if you’re behind the curve. I took some time to look at the trends we’re seeing at Bing Ads, where I work. Based on unprecedented access to search data, observing advertiser adoption patterns and gauging client interest, here are some predic ...

    John Cosley/ Search Engine Landin Paid Search SEO- 27 readers -
  • New Insights: The Consumer Journey For Electronics

    Understanding the twists and turns consumers take on their path to purchasing electronics is an important step in capturing their attention — and their dollars. Microsoft (my employer) has a done a great deal of work to understand this journey over the years. And we’ve learned that there are always fresh ways to look at the winding path from first contact to purchase.

    John Cosley/ Search Engine Landin SEO- 15 readers -
  • Bid Boosting On Bing: Discover The Untapped Value

    Reaching the right audience at the right price is the goal for every advertiser, but that goal can be frustratingly elusive. Fortunately, there’s a powerful tool at your disposal to do just that: bid modifiers. Bid modifiers provide you additional control to ensure your ads are shown to the customers you care about most — and not shown to those you care about least — while h ...

    John Cosley/ Search Engine Landin SEO- 19 readers -
  • 9 Facts To Improve Your Mobile Search Performance

    With mobile devices becoming more ubiquitous by the minute, mobile search is playing an increasingly key role throughout the consumer decision journey — for all kinds of purchases, not just last-minute, low-consideration or low-value items. Here are nine things you need to know about mobile search to help you plan a rock-solid mobile campaign. 1.

    John Cosley/ Search Engine Landin SEO- 18 readers -
  • Search Ascending: The New Brand Strategy

    As part of the overall marketing mix, search has functioned largely as a direct response utility for marketers, complete with a monthly bill and less-than-sexy creative cred. Like any utility, search has proven to be a powerful tool for a specific task — in this case, pushing consumers through the purchase funnel.

    John Cosley/ Search Engine Landin Paid Search SEO- 26 readers -
  • The Future Is Intelligent Advertising

    In its earliest form, the Internet represented a land of boundless opportunity. Fire up MSN, ask “the Internet” a question, and back comes the answer. Interested in garden gnomes, Japanese cuisine, or classical guitar? No problem; just open up your web browser, and there’s a selection of websites for you to browse for hours on end.

    John Cosley/ Search Engine Landin Paid Search SEO- 23 readers -
  • The Dynamics Of The Search Ad Marketplace: Dissecting A Moving Target

    In the real world, change is constant. What was true five minutes ago may not be true at this instant, and today’s “facts” can be proven utterly false tomorrow. We all know this, and we accept it as part of life. So why do we search marketers rely on static, obsolete-the-moment-they’re-created charts to provide data we can act on? This is a question I’ve pondered often, esp ...

    John Cosley/ Search Engine Landin SEO- 28 readers -