Matt Lawson

  • Mind the store: Using AdWords to drive offline sales

    Google has measured over three billion visits to physical stores in the past two years, and you’ll soon be able to track store visits from the Google Display Network. That’s a whole lot of visits, but it’s only scratching the surface of what’s possible. Location-based searches are on the rise, and while a lot of progress has been made in regard to measuring online-to-offline ...

    Matt Lawson/ Search Engine Landin Paid Search SEO Google- 19 readers -
  • Google’s Take On The Recent Changes To The Results Page

    As you’ve no doubt heard by now, Google (my employer) recently removed text ads from the right-hand side of search results. At the same time, it’s now possible for four ads to show above the organic results, albeit on a very small percentage of highly commercially relevant queries. Combined with the ads that appear below the results (which are unaffected by this change), a m ...

    Matt Lawson/ Search Engine Landin SEO Google- 26 readers -
  • New Google Research: Can The Long Tail Be Covered Without Broad Match?

    Google talks all the time about the necessity of broad match. As a representative of Google, I’ve argued the importance of this match type myself. I believe in broad match, but talking to a lot of advertisers, it’s clear that many aren’t believers. The common argument we hear is that heavily built-out exact, phrase or broad match modifier keyword lists are enough to cover the long tail.

    Matt Lawson/ Search Engine Landin SEO Google- 17 readers -