Search Ads: Contextual

  • 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- 19 readers -
  • Ad extensions for the entire decision journey

    … in general is that they are so visually engaging. Below are a couple of ways image extensions can appear in Bing: If your product feed isn’t up to snuff, image ads are certainly an alternative way to get eyeballs. 3. When searches want to see products in person/offline Ad extensions are also effective at directing people to offline locations. Naturally…

    Mona Elesseily/ Search Engine Landin SEO Google- 16 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- 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- 17 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- 20 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- 14 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- 22 readers -