Search Marketing: General

    • PPC + SEO = match made in marketing heaven

      It has been quite a year for the Search Engine Results Page (SERP). We’ve seen numerous algorithm updates, including a final Penguin update and the introduction of Possum. We also saw major changes to the way ads are displayed on desktop SERPs. Google continues to tweak how online consumers receive content through organic and paid listings.

      Search Engine Landin Paid Search SEO Google- 24 readers -
    • Rethinking today’s attribution problem in digital marketing

      Attribution is the science behind assigning values to individual touch points throughout a customer’s decision journey. It’s not only a key driver in how we currently optimize marketing campaigns, but attribution is also used for media mix modeling and developing media budgets. Herein lies the problem: marketers tend to look at attribution within our own channel silo, so it’ ...

      Search Engine Landin SEO- 22 readers -
    • How should your ad budget impact campaign building?

      Everyone running a PPC account typically has a budgeting question they are trying to figure out. For those with a tighter ad budget, the question becomes, “How do I get the most leads for this limited amount of spend I have?” Larger accounts run into their own problems; finding points of diminishing returns and making small gains in efficiency while maintaining spend levels ...

      Search Engine Landin SEO Google How To's- 15 readers -
  • Dear Google, how about OS targeting? Programmatic search?

    … Hey, Google — thanks for giving us bid modifiers for tablets and smartphones (mobile devices with full browsers). It’s great that we can once again set bids intelligently based on the data around the relative value of the searcher and the relative relevance of our offer to the searcher. Make no mistake: returning this measure of control to us…

    Search Engine Landin SEO Google How To's- 7 readers -
  • The biggest Google ad updates are also the quietest

    … updates are impacting brands and to come up with best practices in light of the results. Analyzing the paid search landscape, however, I find that it’s often the silent, unannounced updates that have the largest impact on performance. Of course, all paid search managers would love to think that the success or failure of their programs hinges…

    Andy Taylor/ Search Engine Landin SEO Google- 12 readers -
  • Search takes to the cloud as users engage with new actions

    … listings and allows searchers to catch an Uber ride directly to a business. The link will auto-populate a searcher’s location and destination, then signal Uber for a ride. (Disclosure: Microsoft Bing is my employer.) This is a great example of how a business’s structured data from their location extensions allows for creative ad formatting within…

    Search Engine Landin SEO Google- 11 readers -
  • Common PPC mistakes and how to avoid them

    … 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 Laura Collins is a PPC Team Leader at UK-based paid media agency, Merkle|Periscopix. In her four years in digital marketing, she has acquired in-depth knowledge of AdWords, Bing Ads, and several other…

    Search Engine Landin Paid Search SEO Google How To's- 10 readers -
  • The unexpected impact of Google automated ad extensions

    … extensions if they are not improving your digital marketing results. 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 Michelle Cruz is a Senior Paid Search Specialist at SmartSearch Marketing with over 14 years experience…

    Search Engine Landin Google- 10 readers -
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