Search Marketing: Branding

  • Using PPC brand protection to decrease campaign costs by 51%

    …; and campaign costs decreased by 51 percent. New brand protection data Since finishing the series in May, I found new data discussing the importance of protecting branded searches. Merkle published this data in their Q2 Digital Marketing Report, which analyzed their clients’ search activities in Paid Search, SEO and social media. A few highlights…

    Search Engine Landin Paid Search SEO- 13 readers -
  • Bidding on the competition: Is it really worth it?

    … ads. Guess what? If you’re bidding on the competition, your ad isn’t going to be very relevant; in all likelihood, Google will penalize you with a low Quality Score. And the lower your Quality Score, the higher your cost per click. So, even if the other company doesn’t retaliate at all, you can expect to pay a lot for every click you get off…

    Search Engine Landin SEO- 27 readers -
  • How to use social media to create SEO success

    … to help gain these links to your content. Another direct way having strong engagement on social media can help SEO is the simple fact that your tweets and shares are going to get in front of more eyes and are thus more likely to get links. Use social media to improve customer service Today, customers go online to make complaints or ask questions about…

    Search Engine Landin Social SEO Twitter- 14 readers -
  • Branded query optimization for SEO

    … organic sitelinks and the #1 position for coupon/promo code queries. 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 Clay Cazier is Vice President, Search Strategy for PM Digital, an integrated marketing agency. Clay's resume includes more…

    Search Engine Landin Paid Search SEO- 13 readers -
  • Brand bidding & PPC optimization: effective bidding techniques (part 7 of 8)

    … 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 to TSM, Lori developed real-time bidding and tracking products for paid search and affiliate marketing. Lori is a frequent speaker at conferences such as SES, SMX, Search Insider Summit, and Affiliate Summit. (Some images used under license from Shutterstock.com.)…

    Search Engine Landin Paid Search SEO Google- 13 readers -
  • Brand bidding & PPC optimization: enforcement options (Part 6 of 8)

    … to the search engines (who do listen!), strong agreements to clarify what’s permissible within your industry and with partners and (as a last resort) lawsuits. Each data point I see from my company’s search marketing clients continues to support that brand bidding is the most effective tactic for achieving meaningful PPC growth to your 2016 ROAS…

    Search Engine Landin Paid Search SEO- 13 readers -
  • Search Ascending: The New Brand Strategy

    … As part of the overall marketing mix, search has functioned largely as a direct response utility for marketers, complete with a monthly bill and less-than-sexy creative cred. Like any utility, search has proven to be a powerful tool for a specific task — in this case, pushing consumers through the purchase funnel. But as the consumer…

    John Cosley/ Search Engine Landin Paid Search SEO- 27 readers -
  • What To Do When The PPC Competition Plays Dirty

    … some tips on how to help combat those deceptive techniques. Foul Play: The Crime Scene Recently, we ran into an advertiser who was following all the basic AdWords guidelines for a PPC campaign – the ads themselves were structured well, and the messaging was en pointe. The landing page was also nicely done, and relevant to the ad. If we were talking…

    Pauline Jakober/ Search Engine Landin Paid Search SEO Google- 12 readers -