Search Ads: Contextual

    • Part 2 of 2: How Google learns to guide purchasing decisions

      In my last article, I explored a patent which focused on how Google learns to influence and control users. This patent described a system to adjust and correct users when their system determines that said user is making a mistake. In this system, we saw Google influence users and suggest alternatives when it deemed a user was acting in a way that would prevent then from perfo ...

      Dave Davies/ Search Engine Landin SEO Google How To's- 13 readers -
  • Ad extensions for the entire decision journey

    … online (research stage) At this stage, our goal is to convince shoppers that they want to buy a particular product/service. The most effective extensions for the research stage are: extended sitelinks review extensions video extensions (Bing only) Below, I’ll talk specifically about extended sitelinks and video extensions. Extended sitelinks Sitelink…

    Mona Elesseily/ Search Engine Landin SEO Google- 12 readers -
  • The eerie future of AdWords targeting

    … to target people’s interests in specific media much more effectively than Google. That is, until Google starts tapping into Chromecast data gathered. You can identify which shows some users like and put them into interest targeting groups for search and display ads. I’d also be interested in serving ads on mobile to people using their Chromecast…

    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- 12 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- 11 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- 20 readers -
  • Using Paid Search To Bring Customers In-Store

    …. Remarketing Lists for Search Ads (RLSA) are great for bidding up consumers who are near the store and likely to purchase. Consider how likely a recent site visitor, previous purchaser, or loyalist might be to visit the store in comparison to someone who hasn’t engaged with the brand. If you were using display remarketing, you wouldn’t want…

    Amy Bishop/ Search Engine Landin Paid Search SEO- 18 readers -
  • Does Google Really Know Where You Are?

    … percent. That means that we are looking at a false positive/negative rate of anywhere between 33 percent and 45 percent. Let’s now consider the implications of these two types of errors. With the false positive, Google is serving your local ad to a searcher who is outside of your target area. If your ad simply offers your product or service without…

    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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