Search Ads: Contextual

  • Ad extensions for the entire decision journey

    … extended sitelinks. Using ETAs (expanded text ads) with extended sitelinks is an awesome one-two punch. Extended sitelinks combined with one or two additional ad extensions performed well for us in our testing. Video extensions (Bing Ads only) Many people watch videos before buying a product or service. For example, many folks who do DIY home…

    Mona Elesseily/ Search Engine Landin SEO Google- 10 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- 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

    … 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- 9 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- 15 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- 26 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

    Just about any search marketer can attest to the challenges of running a non-branded search campaign. While providing much greater reach, non-branded keywords tend to be much more competitive, more expensive and, unless you’re Amazon, much more challenging to convert from. In this article, we’ll highlight some of the strategies ZOG Digital (my employer) has put in place to i ...

    Search Engine Land- 13 readers -
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