Search Ads: General

  • Listen to your mother: Win Mother’s Day with humor and timing

    … This Mother’s Day, the moms we celebrate are as diverse as our American families. So why stick to the same old marketing tactics you’ve always used? Let’s make this year even more special (and successful) with some lesser-known tips and advice based on research compiled by my data scientist colleagues at Bing Ads. Did you know that 87 percent…

    Purna Virji/ Search Engine Landin SEO- 14 readers -
  • Getting the most bang for your buck: 11 CRO opportunities

    … mobile-friendliness. Establish credibility and develop trust. One of the best lessons I’ve ever learned was from a paid search client. They said, “We don’t include the word ‘trust’ in our ads because we don’t believe that we can simply tell someone to trust us.” While I won’t make a case one way or the other for using the word in your ad copy…

    Amy Bishop/ Search Engine Landin SEO- 17 readers -
  • 3 free AdWords testing tools to adopt today

    … on the customer’s entire buying journey, from first interaction to purchase. But it is so much more than knowing which ad the user saw and whether or not they bought after clicking. We now have answers to questions: What device were they using? Where in the world were they? What terms did they search to trigger your ads? What browser were they using? What…

    Search Engine Landin Paid Search SEO Google- 17 readers -
  • Driving local marketing change with Uber, Lyft and self-driving cars

    …, ride services and self-driving cars are about to open up an entire world of local marketing opportunities. The question is, will you be ready for it? 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 Brian Smith is the director…

    Search Engine Landin SEO- 14 readers -
  • Should you bother rewriting your ads?

    … for emotional reasons. In fact, 90 percent of the decision-making process happens subconsciously. So, if you want people to respond to your ads, your ads need to resonate with or evoke an emotion in your target audience. The good news is, people search online and see your ads because they have a problem they need solved. Problems make us feel…

    Search Engine Landin Paid Search SEO- 16 readers -
  • Google’s location tracking is better now than ever before

    … average household income (HHI) targeting has existed for several years now, and it allows advertisers to target ads and adjust bids based on the average income of the ZIP code a user is searching from using income percentile bundles. In this way, advertisers can target, for example, all of the US searchers which Google can identify as searching from…

    Andy Taylor/ Search Engine Landin SEO Google- 18 readers -
  • How to write PPC text ads in 2017’s sophisticated environment

    I’ve been in the paid search industry for a nearly a decade. A lot has changed since I first learned how to write a simple ad with a 25-character headline and two 35-character description lines. Though the fundamentals of ad copywriting and testing remain in play, text ads have evolved to the point where you must consider many different components.

    Matt Umbro/ Search Engine Land- 24 readers -
  • Refreshing competitive search strategies in 2017

    … pertinent keywords from this report, create ad copy that differentiates your brand/products and start bidding. Emerging trends: SEO and paid search keyword changes As search marketers, we can get tunnel vision with a core set of keywords and an ongoing performance optimization intent. There’s nothing wrong with this, but it should be balanced…

    Search Engine Landin SEO- 12 readers -
  • What’s love got to do with Valentine’s Day?

    … audiences marketers can focus on to boost Valentine’s Day sales and provide marketing tips to help you come out swinging with your Valentine’s Day advertising. Data in this article is from two Bing Ads presentations: “Search Bing for Love: Valentine’s Day 2017 Insights for Digital Marketers” and “Valentine’s Day Insights to Woo Digital Marketers…

    Mona Elesseily/ Search Engine Landin SEO- 22 readers -
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