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- 12 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- 10 readers -
  • The Election: More searchers, more opportunities

    … and not necessarily Search Engine Land. Staff authors are listed here. About The Author John Cosley is responsible for Microsoft Search Advertising’s global brand marketing and communications activities, which includes Bing Ads. He has over 15 years of digital marketing experience across a diverse set of industries, including Entertainment, Technology/Software, Advertising, and Creative Services. John has been overseeing search advertising campaigns for over 10 years. …

    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- 9 readers -
  • Are You Digging Deeply Enough Into Geographic Optimizations?

    Often when auditing accounts, we see that geography has been considered a “set it and forget it” type of setting. You can only target where you can target, right? Sure, but that doesn’t mean that there aren’t any optimizations to be made in order to ensure performance is the best it can be. Understanding The Geographic Reports Of course, the best starting point for geographic ...

    Amy Bishop/ Search Engine Land- 17 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- 17 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- 15 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?

    … on the Spanish island of Ibiza being confidently located by Google in Rome and another in Pakistan being located a few thousand miles away in the United Arab Emirates. The Implications For Search Marketers So what are the implications of this for advertisers? For one, we have to reconsider the geo-targeting options that Google is giving us…

    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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