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For paid search marketers the holiday season is already in full swing and competition is going to be tough. Paid search advertising spend for Black Friday began to surge the week of September 27, two full months earlier than the actual Black Friday this year. For comparison, in 2014 the jump in spend on Black Friday keywords didn’t occur until the week of October 26.
I think most search marketers would agree that paid search is not a "set it and forget" advertising medium. But you might be surprised at how many advertisers effectively do just that, casually checking campaign stats without any real game plan to improve their PPC performance. Or, they simply trust the search engine to optimize their performance for them.
Optimizing your paid search ad copy is arguably the most effective tool at your disposal to increase click-through rates (CTRs), raise your Quality Score, and outperform your competition. However, copy optimization, i.e. testing a succession of alternate ads to find the best performer, can be a lengthy process of trial and error that takes time to produce positive results.
Optimizing your paid search ad copy is arguably the most effective too ...
By the end of this month product listing ads (PLAs) will transition to "Google Shopping Campaigns," featuring different campaign functionality for advertisers but the same essential end product for consumers using Google to shop: a box with images and prices for various products. Whether that means the industry starts referring to PLAs as "Shopping Campaigns" remains to be seen.
It's far more common for searchers to enter multiple phrases in rapid succession, building on each pr ...