Paid Search Column

    • 5 common mistakes made by B2B paid search novices

      Here’s a common scenario in the B2B marketing space: You’re a member of your B2B company’s marketing team. As part of that team, you’ve become accomplished in a variety of marketing channels, including email marketing, content marketing, organic search, trade shows and so forth. But your team hasn’t yet taken the company into the paid search marketing channel.

      Pauline Jakober/ Search Engine Landin Paid Search SEO- 21 readers -
    • Got amazing content but no leads? 5 ways to rethink your paid strategy

      In the digital marketing world, there is an overabundance of content about content marketing. If you’re marketing a business, the promise of consistent, top-of-funnel organic traffic growth from content marketing is extremely promising! So you digest content about creating content, open your blog subdomain and check the proverbial check boxes for SEO optimization, keyword ta ...

      Search Engine Land- 18 readers -
  • How to bring your potential customers back with retargeting

    Retargeting is a pretty big deal these days. In fact, AdRoll reports that over 80 percent of marketers ran retargeting ads last year. And really, that’s no surprise. As a business, there’s nothing quite so frustrating as a potential customer who comes to your site, pokes around a bit… and leaves.

    Search Engine Land- 12 readers -
  • Eight insider tips for exceptional price extensions

    … in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here. About The Author Matt Lawson is the Director of Performance Ads Marketing for Google, responsible for a broad portfolio of ads products including search, shopping, display, and analytics. …

    Matt Lawson/ Search Engine Landin SEO Google- 13 readers -
  • SEM growth hack #4: Grow ROI with cross-channel optimization

    … This article addresses the importance of optimizing your SEM (search engine marketing), SEO (search engine optimization) and PLA (product listing ads) channels together to gain monster ROI growth in the search channel. Optimization of search advertising often occurs in a vacuum where SEM, SEO and PLA efforts are optimized separately…

    Search Engine Landin Paid Search SEO- 18 readers -
  • A winning process yields winning results: Conversion optimization tips from SMX Advanced

    … The Author Brendan McGonigle is the Director of US Business Development for Yandex, Russia's largest search engine. Prior to joining Yandex, Brendan spent years in the travel industry, working most recently for Tripadvisor. Brendan joined Yandex to assist US-based companies with their business in Russia and neighboring CIS markets. When he's not chatting digital and collecting cross-Atlantic airline miles, Brendan enjoys running, fly fishing and pumpernickel bagels. …

    Search Engine Landin Paid Search SEO- 15 readers -
  • How the EU fine will ruin Google Shopping for the consumer

    … As a paid search and shopping platform, Google is our most important partner. This doesn’t mean that I would refrain from highlighting critical aspects of things Google is doing. I’ve written about their low-price bias numerous times and the advertising digital duopoly created by Google and Facebook that puts retailers in a tough spot…

    Search Engine Landin SEO Google How To's- 16 readers -
  • SMX Advanced: A paid search roundup

    … Drafts And Experiments,” contributed to this list rather quickly. Elkins, who is director of paid search at Red Ventures, spoke about leveraging campaign performance with Google Campaign Experiments & Drafts, a somewhat “new” replacement for AdWords Campaign Experiments (ACE). For a quick overview, Google’s testing capabilities began modestly…

    Search Engine Landin Paid Search SEO- 17 readers -
  • 5 successful B2B AdWords best practices for any company

    AdWords is a brutal marketplace for many B2B businesses. There’s low search volume and high competition, resulting in extremely expensive CPCs — not good. Instead of burning your cash on expensive and ineffective ads, consider these five AdWords tweaks and strategies that any company can implement immediately. 1.

    Search Engine Land- 23 readers -
  • How SEO can create budget efficiencies in paid search campaigns

    Oftentimes I’m asked, “Why should I invest in paid media when I already rank in position one for many organic search results?” Well, to answer that simply, investing simultaneously in PPC and SEO can and will result in an incremental rise in your brand’s bottom line. And we have the data to prove it.

    Search Engine Land- 20 readers -
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