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Remarketing is a key part of most (if not all) successful digital marketing strategies. It’s a best practice to include some variation of retargeting when managing SEM accounts. Typically, these audiences consists of people who clicked on your ad, visited your site, but did not convert (or meet whatever requirement you have set as a conversion goal).
Google’s held a big lead over Bing/Yahoo in the SEM space for years. It has more available betas, granular reporting features, a more intuitive interface, etc. Tons of SEMs have tried and dismissed Bing advertising, but a new feature is good reason to try it (or try it again). Bing recently rolled out a couple of slick, branding-friendly ad extensions that really make a diff ...
We all heard about the “close variant” changes Google rolled out for their exact match targeted keywords in AdWords toward the end of September this year. If you didn’t well, now you have! The bottom line is, Google removed or reduced (depending on how you look at it) their “true” exact match keyword targeting option.