Paid Search Column

    • Rethinking today’s attribution problem in digital marketing

      Attribution is the science behind assigning values to individual touch points throughout a customer’s decision journey. It’s not only a key driver in how we currently optimize marketing campaigns, but attribution is also used for media mix modeling and developing media budgets. Herein lies the problem: marketers tend to look at attribution within our own channel silo, so it’ ...

      Search Engine Landin SEO- 22 readers -
    • What Google’s recent RLSA updates mean for advertisers

      At the recent SMX East conference in New York City, Google’s Jerry Dischler announced a number of paid search updates that should roll out in the near to immediate future. Among them, two in particular stand to expand the footprint of Remarketing Lists for Search Ads (RLSA). Here are the changes you need to know about, starting with the most impactful.

      Andy Taylor/ Search Engine Landin SEO Google- 9 readers -
  • The eerie future of AdWords targeting

    … “OK Google, tell me how creepy things are going to get.” How would your 2006 selves respond to our advertising toolbox of today? Much of what we internet users and advertisers deem as normal would have been considered creepy or just plain impossible 10 years ago. With demographic targeting for search, cross-device attribution and much more…

    Search Engine Landin Paid Search SEO Google- 8 readers -
  • Dear Google, how about OS targeting? Programmatic search?

    Hey, Google — thanks for giving us bid modifiers for tablets and smartphones (mobile devices with full browsers). It’s great that we can once again set bids intelligently based on the data around the relative value of the searcher and the relative relevance of our offer to the searcher. Make no mistake: returning this measure of control to us is a huge deal.

    Search Engine Land- 7 readers -
  • The ins and outs of keyword research

    … profit (even if at a slightly lower ROAS) in layman’s terms. Identify gaps in organic traffic. Monitoring Google Analytics organic traffic trends can help to determine areas where organic traffic has decreased, or where there isn’t much traction. If you aren’t already bidding on said terms, you might consider adding them to your paid search…

    Amy Bishop/ Search Engine Landin SEO- 11 readers -
  • How should your ad budget impact campaign building?

    … run the AdWords account for a recruiting firm that specializes in marketing, creative and IT hiring. The keywords for these three services are drastically different, so you have separate campaigns built that run at $100/day each (Your monthly budget was set at $9,000/month). Every campaign is limited by budget. The steps you’ve taken so far…

    Search Engine Landin SEO Google How To's- 15 readers -
  • Using search marketing to amplify TV buys: SMX East 2016

    In this session from SMX East 2016, “The New 1+1=3: Using Search Marketing to Amplify TV Buys,” Kerry Curran, Managing Director of Marketing Integration for Catalyst and Itir Aloba-Curi, Director of Advertiser Analytics and Insights for Bing Ads, talked about how we should be using search advertising the amplify the rest of our marketing efforts.

    Erin Everhart/ Search Engine Land- 11 readers -
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