Search Ads: Contextual

  • Ad extensions for the entire decision journey

    … Not only do ad extensions work to encourage immediate sales, but they can also be used to move consumers along the decision journey/buy cycle. In our work, we’ve effectively used ad extensions in many stages of the buy cycle, for instance: When searchers research products online (research stage) When searchers home in on a specific product When…

    Mona Elesseily/ Search Engine Landin SEO Google- 11 readers -
  • The eerie future of AdWords targeting

    … ads for more gear to keep them going or downloadable content for training plans! Evil example: Tempt people with tasty local food ads after they’re done working out. Segment audiences based on their resting heart rate. Did someone say segmenting by users with a pacemaker? I did. I’m not proud. 5. Chromecast behavioral targeting Facebook is able…

    Search Engine Landin Paid Search SEO Google- 13 readers -
  • The right way to get dynamic with Google AdWords

    … the same email addressed to them by name. Similar to DKIs, dynamic location insertion and the other customizer options let you customize, update and tailor your search and display ad text to each target audience group. Unlike DKIs, however, customizer ads are more flexible and much easier to control. After learning from Google support how to structure…

    Search Engine Landin Google- 11 readers -
  • The Election: More searchers, more opportunities

    … your election audience a moving, but predictable, target. Acting on the research From the four key observations above, we can see some clear opportunities for paid search marketers who want access to the increased audience size that election queries give us. We can break these opportunities into the following areas: Obvious matches between…

    John Cosley/ Search Engine Landin Paid Search SEO- 18 readers -
  • Connecting Demographics To Search Queries

    … Advertising in search is often difficult to conceptualize for many brands because of how different the live auction and targeting methodology is compared with traditional media planning and buying. Media strategies are built on market research, which always includes target demographics or personas. Specialty channels like search — where…

    Search Engine Landin SEO Google- 10 readers -
  • Are You Digging Deeply Enough Into Geographic Optimizations?

    … are not actually within your geotargets through the geographies in which they have shown interest. You will not see the performance of their physical location. You can, however, add the location type column. The User Location Report (AdWords): The user location report shows the performance of the actually geographies your searchers are physically…

    Amy Bishop/ Search Engine Landin SEO- 17 readers -
  • Using Paid Search To Bring Customers In-Store

    … messaging, then utilizing a broader canvassing campaign to solely promote e-commerce. In addition to geography, search queries can provide insight into the likelihood of a consumer coming into the store. For example, searchers using keywords including “near me” or searching for specific geographic locations are probably planning a visit. Moreover…

    Amy Bishop/ Search Engine Landin Paid Search SEO- 18 readers -
  • Five Ways To Revolutionize Your Ad Text With Google’s New Location Ad Customizers

    … have joined the ranks of the must-test, along with countdown ads. Some opinions expressed 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. (Some images used under license from Shutterstock.com.)…

    Matt Lawson/ Search Engine Landin SEO Google- 16 readers -
  • Five Ways To Revolutionize Your Ad Text With Google’s New Location Ad Customizers

    … the ranks of the must-test, along with countdown ads. Some opinions expressed 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. (Some images used under license from Shutterstock.com.)…

    Matt Lawson/ Search Engine Landin SEO Google- 27 readers -
  • Does Google Really Know Where You Are?

    … Earlier this year, I was trading anecdotes with a couple of fellow marketing professionals who were struggling to make sense of the geolocation settings within Google AdWords. Underlying everything we assume about geo-targeting is Google’s ability to correctly locate the user. If we are looking to serve ads to people in New York City…

    Search Engine Landin SEO Google- 16 readers -
  • The Key To Optimizing Non-Branded Paid Search Campaigns

    … employer) has put in place to improve the performance of non-branded search campaigns for our clients. Applying RLSA To Non-Branded Campaigns Okay, so technically you could argue that Remarketing Lists for Search Ads (RLSA) aren’t “non-branded,” as the ads are targeting previous site visitors. RLSA is, however, a very strategic way to segment…

    Search Engine Landin Paid Search SEO Google- 13 readers -
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