Search Marketing: General

  • SEM account management: Part 3 — How to get more responsibility

    In part 1 of this series, we showed how SEM account managers can avoid getting fired; part 2 detailed how they can improve account performance and “deliver the goods” to their organization in the form of conversions or sales. In my final installment here, I’d like to discuss how to take things to the next level in order to advance your career.

    Search Engine Land- 17 readers -
  • Beware these 7 sneaky PPC attribution tricks

    PPC account managers are held to exacting performance standards. Their efforts are judged by KPIs like Return on Ad Spend (ROAS) and CPA (Cost Per Acquisition). That sounds simple enough. But it’s a lot easier to set tough performance standards than to achieve them. As competition mounts, an account manager may decide to shorten their time horizon to four months instead of f ...

    Andrew Goodman/ Search Engine Land- 12 readers -
  • SEM account management: How to improve account performance

    …). This agency was bidding, broad match, on perfectly reasonable terms like “advertising agency,” “marketing companies” and so forth. I pulled a “search query report” from AdWords to see what actual searches had matched on their keywords, and — I’m not making this up — they had paid recently for a click on the search “toilet seat.” How that matched…

    Search Engine Landin Paid Search SEO How To's- 14 readers -
  • Should PPC agencies be scared of automation?

    … key areas: Campaign structure, bidding and scripting. [Read the full article on MarTech Today.] 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 Anna is a PPC Team Leader at UK-based digital marketing agency, Merkle | Periscopix…

    Search Engine Landin Paid Search SEO- 15 readers -
  • 3 free AdWords testing tools to adopt today

    … monthly advertising budget. They’re also valuable learning opportunities for your marketing efforts in general. Don’t you think it would be important to learn that, for example, women are four times more likely to buy your product than men? Questions like these inspired me to compile this quick list of three free tactics/tools that will help you create…

    Search Engine Landin Paid Search SEO Google- 15 readers -
  • Should you bother rewriting your ads?

    When it comes to paid search, there is a lot to optimize. Amidst all of the keywords, bidding and landing page refinements you have to do on a regular basis, it can be easy to wonder, “Does my ad copy actually make a difference?” To make matters worse, there’s nothing exciting about tweaking ad copy. Redesigning a landing page is like creating a piece of art.

    Search Engine Land- 12 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- 17 readers -
  • 7 tips for small manufacturers thinking about using AdWords

    … In my 17 years as a B2B SEO and marketing consultant, I hadn’t really considered giving PPC a go until Google changed the layout for its search results to remove right-side ads on desktop and to increase the number of ads appearing above the organic results to as many as four. Suddenly, SEO became a whole different ball game, especially since…

    Search Engine Landin Paid Search SEO Google- 29 readers -
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