Search Ads: General

  • Creating a B2B and B2C overlap strategy

    …How should you structure paid search accounts when your targets include both businesses and consumers? Columnist Justin Freid discusses how to develop an 'overlap strategy.' The post Creating a B2B and B2C overlap strategy appeared first on Search Engine Land. Please visit Search Engine Land for the full article. …

    Justin Freid/ Search Engine Landin Paid Search SEO- 7 readers -
  • How to capture urgent leads with call-only ad extensions

    …Say more with your call-only ad copy! Columnist Allen Finn discusses how you can leverage callout extensions to earn more calls from prospects in a pinch. The post How to capture urgent leads with call-only ad extensions appeared first on Search Engine Land. Please visit Search Engine Land for the full article…

    Search Engine Landin SEO How To's- 16 readers -
  • 2017 growth hacks: Increase CTR by monitoring competitive offers

    … 2017 search marketing growth hack series: 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 Lori Weiman is CEO and co-founder of The Search Monitor, which provides marketing intelligence to SEM, SEO, and Affiliate Marketers. Prior…

    Search Engine Landin SEO Google- 11 readers -
  • Beat high-cost paid search clicks by sweating the details

    … In some industries and sectors, the per-click cost of search keywords is notoriously expensive — so expensive, in fact, that it dissuades some businesses from even stepping into the fray. When a click can cost you $200 or more, that reluctance is understandable. At the same time, the costs of not stepping into PPC might be just as pricey, even…

    Pauline Jakober/ Search Engine Landin SEO- 13 readers -
  • Google kills test of second description in search ads

    …. Presumably, they did not yield higher click-through rates, which was the main KPI touted by Google for the rollout of expanded text ads. About The Author As Third Door Media's paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing…

    Ginny Marvin/ Search Engine Landin Google- 18 readers -
  • A search marketer’s view of Facebook’s advertising platform

    … I’ve been doing some work recently for a non-profit working on hurricane relief in Texas, TeamRubiconUSA. I consider myself mostly a paid search guy, but amidst a pretty chaotic week, I’ve found myself helping out running paid social campaigns on a variety of platforms, including Facebook Ads. As the old saying goes, “When the enemy comes over…

    Search Engine Landin Social SEO Facebook- 13 readers -
  • What teen fiction can teach you about writing ad copy

    … What exactly do novels for angsty tweens and teens have to do with AdWords? For one thing, young adult novels understand the behavioral patterns, struggles and idiosyncrasies of their audience. So do good search engine marketers (SEMs). That isn’t the only thing young adult (YA) fiction and pay-per-click ads have in common, though. When…

    Search Engine Landin SEO- 18 readers -
  • Site optimization or traffic optimization: Which delivers better results?

    … and run a little thought experiment. Since this is Search Engine Land, let’s imagine that you’ve set up a paid search campaign for your company. On average, your cost per click is $4, but you’d like to change that. Over the past few months, you’ve spent $20,000 on this campaign, and your ads were clicked on about 5,000 times. Check out all…

    Search Engine Landin SEO- 14 readers -
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