- Our Blog
Search marketing campaigns are evolving, ever-changing organisms. Performance can shift for any number of reasons, and new maneuvers are required to pivot successfully. Using a proactive approach that aligns bidding strategies with recent keyword performance is a good way to stay ahead of the curve. As with anything in your SEM campaigns, your bidding approach should evolve as well.
Successful marketing campaigns hinge on communicating the best message to the right audience. There are some powerful platforms that provide tons of insights into your website audience but they can get costly somewhat quickly. However, if you're savvy (or cheap, whatever), you can conduct audience profile research for free.
Yahoo’s November deal to become the default Firefox search engine cut off Google’s 10-year run as the presiding default. The deal made headlines, sparked a lot of “why advertisers should pay more attention to Yahoo/Bing” posts, and seemed destined to bolster Yahoo’s 2015 efforts to claw away at Google’s market share.
If you are a pay-per-click manager, at some point you’re going to inherit an existing account. This may happen when you start a new job, take over an account from a colleague, or onboard a new client with your agency. There is a sense of excitement as you find new opportunities within an account, but all too often folks jump straight into a major campaign restructure before t ...
New features and targeting options are added all the time to the Google Display Network (GDN). Often these new options have similar-sounding names or functions, and it can be difficult to tell them apart. Let’s focus on two recent developments that could use extra definition: Affinity Audiences and In-Market Audiences.
I don’t know many PPC managers who aren’t overflowing with work. So, being as efficient and streamlined in your processes is critical for your productivity and sanity! My last article discussed the AdWords homepage and how it can help you get to data efficiently, but that was just the tip of the iceberg. Now, let’s focus on other ways to streamline your campaign reporting and optimization.
The Forgotten Dashboard Lately, I’ve been thinking a lot about managing paid search accounts efficiently. Optimizing pay-per-click accounts requires heaving lifting from analysis, implementation, communication, strategic planning, and the list goes on and on. You need to streamline each process as much as possible in order to be agile, thorough, and productive – and provide stellar results.
At 3Q Digital, we ran numbers for both standard search campaigns and PLA campaigns, totaling almost 280M impressions, to compare Google’s quarter-over-quarter numbers (Q1 and Q2 2014) in advance of Thursdays’s earnings call. What we found in both standard and PLA campaigns: seasonality and increased competition served to raise CPCs and costs, but conversions aren’t keeping pace.