Channel: Sem

  • How to decide ‘Should I bid?’

    …-matched)? Are competitors bidding on your brand required to pay a lot (due to low Quality Scores on their ads)? Do you typically get organic sitelinks on a brand search? For paid search brand queries, are you using a landing page that is different from your home page (a popular tactic that is usually undertaken after testing shows higher conversion…

    Search Engine Landin Paid Search SEO How To's- 11 readers -
  • SEM account management: Part 3 — How to get more responsibility

    … major improvements to CPA or ROAS and expanding efforts into other channels. [Read the full article on Search Engine Land.] Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here. About The Author Ted Ives is founder and CEO of SEMCopilot, software for PPC account managers. …

    Marketing Landin Paid Search How To's- 12 readers -
  • SEM account management: Part 3 — How to get more responsibility

    In part 1 of this series, we showed how SEM account managers can avoid getting fired; part 2 detailed how they can improve account performance and “deliver the goods” to their organization in the form of conversions or sales. In my final installment here, I’d like to discuss how to take things to the next level in order to advance your career.

    Search Engine Land- 17 readers -
  • Beware these 7 sneaky PPC attribution tricks

    PPC account managers are held to exacting performance standards. Their efforts are judged by KPIs like Return on Ad Spend (ROAS) and CPA (Cost Per Acquisition). That sounds simple enough. But it’s a lot easier to set tough performance standards than to achieve them. As competition mounts, an account manager may decide to shorten their time horizon to four months instead of f ...

    Andrew Goodman/ Search Engine Land- 12 readers -
  • SEM account management: How to improve account performance

    …). This agency was bidding, broad match, on perfectly reasonable terms like “advertising agency,” “marketing companies” and so forth. I pulled a “search query report” from AdWords to see what actual searches had matched on their keywords, and — I’m not making this up — they had paid recently for a click on the search “toilet seat.” How that matched…

    Search Engine Landin Paid Search SEO How To's- 14 readers -
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