Search Ads: General

    • Google is extending in-market audience targeting to Search campaigns

      Google is continuing to extend its audience targeting capabilities into Search. Google announced Tuesday that In-market audiences, currently only available for Display Network and YouTube campaigns, will be coming to Search campaigns. Google shared the news in a blog post released ahead of its annual live-streamed event, now called Google Marketing Next, Tuesday.

      Ginny Marvin/ Search Engine Land- 16 readers -
    • The anatomy of ad copy relevance: The new Google standard

      Recently, enterprise-focused Google representatives have been encouraging a metric called “Relevance,” which is believed to be one of the three main factors that make up Quality Score. Relevance is a metric which evaluates how pertinent your ad creative is to your account structure and keywords. At AdBasis, we have spent Q1 speaking with enterprise-level advertisers about ch ...

      Search Engine Landin SEO Google- 13 readers -
    • 5 strategies to improve your ad copy

      SMX — Search Marketing Expo is the world’s largest search marketing conference series, with multiple events in the USA and Europe. Visit the Search Marketing Expo site to learn more: Pick your favorite event and attend! http ...

      Mona Elesseily/ Search Engine Landin SEO- 13 readers -
  • Listen to your mother: Win Mother’s Day with humor and timing

    … of Mother’s Day searchers on the Bing Network are female, so a lot of us seem to be doing this! My favorite tip is to search for what I want on my husband’s computer and then wait for him to receive all the remarketing ads that are relevant to things I’d love to receive as a gift.) For all of these segments, there are different age ranges…

    Purna Virji/ Search Engine Landin SEO- 16 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- 20 readers -
  • Study: PPC cannot accurately identify winning organic titles

    …. Unfortunately, testing at shows that PPC ads are not always an accurate measure of what titles will perform well in the organic results. The reason is that users who click on paid ads are not a random sample of searchers; they are a biased group. We know they behave differently from overall searchers because they are in the minority of users…

    Search Engine Landin Paid Search 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- 20 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- 15 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- 17 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 -
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