Search Marketing: General

  • 5 reasons advertisers should NOT ignore Bing Ads

    … as the secondary choice when launching a paid search campaign. Marketers underestimate the true value of this ad platform and its unique audience. I have had great success with Bing campaigns; in some instances, the results far surpass outcomes obtained via the highly competitive Google platform. The last couple of years have been exciting for Bing Ads…

    Search Engine Landin Paid Search SEO- 8 readers -
  • Here’s an AdWords script to fill empty ad groups

    As you’ve probably noticed, Christmas is coming. It’s a busy time of year for many of us. But busy means both that it’s easy to make mistakes and that it’s important not to let them slide. That’s why it’s important to automate what you can: when it gets busy, mistakes can be caught — and even corrected — without taking up your valuable time.

    Daniel Gilbert/ Search Engine Land- 7 readers -
  • How do our biases impact PPC performance?

    … into different ad groups within a campaign, why don’t you try separating them into campaigns for a quarter, and then don’t separate them at all in the next quarter? Shake things up! Make your own decisions! Very subtle, Google. One thing I have learned from attending search marketing conferences is that there is always someone out there who knows…

    Search Engine Landin Paid Search SEO Google How To's- 16 readers -
  • The future of paid search buying

    … fashion using in-memory computing systems with active API data transfer. The future of paid search marketing superiority will be determined by the amount of information used to model decision-making scenarios and the ability to purchase and adjust bids in an entirely programmatic way. Yes, you read that correctly: in an entirely programmatic way. You’re…

    Search Engine Landin Paid Search SEO- 9 readers -
  • Boost your conversion rate by 45% today… no, really!

    … an ideal platform for high-quality conversion tracking. So, odds are, if you’re not tracking all your conversion actions in AdWords, you probably aren’t tracking them on your other marketing channels, either. With that in mind, let’s take a look at how effectively advertisers are tracking conversions in AdWords: After auditing more than 2,000…

    Search Engine Landin SEO- 21 readers -
  • ‘Tis the season: 6 ways to prepare for holiday shoppers

    … ​Christi Olson is a Search Evangelist at Microsoft in Seattle, Washington. For over a decade Christi has been a student and practitioner of SEM. Prior to joining the Bing Ads team within Microsoft, Christi worked in marketing both in-house and at agencies at Point It, Expedia, Harry & David, and Microsoft (MSN, Bing, Windows). When she's…

    Search Engine Land- 8 readers -
  • Expanded text ads that kick butt

    … are effective. Don’t forget to build up fan base and recommendations on social to corroborate what you’re saying in other online channels (including ads). Remember: You have until January 31, 2017, to incorporate expanded text ads into your Google AdWords accounts. Good luck! Some opinions expressed in this article may be those of a guest author…

    Mona Elesseily/ Search Engine Landin SEO Google- 10 readers -
  • 5 ingredients for writing the perfect expanded text ad

    … beneficial. What is the length of the perfect expanded text ad? Now that we have more characters, should we use all of them? Jon Diorio, a Google Group Product Manager for AdWords, said during his keynote at HeroConf London that merely filling the extra space with useless text, like by appending a dash and the name of the company to a headline, usually…

    Frederick Vallaeys/ Search Engine Landin Google- 13 readers -
  • Hot off the presses: Make heat maps for device performance

    … Heat maps are cool. Searchers’ behavior changes by hour and by day. Heat maps let you see the hot spots where you should fire up your bids — and the moments when you could save cold, hard cash by putting your ads on ice. I’ve shared a heat map-generating script with you before, but now the tech team at Brainlabs (my employer) has improved…

    Daniel Gilbert/ Search Engine Landin Google- 12 readers -
  • Why all search ads seem the same (and what you can do about it)

    … there. Your paid search ad strategy goes way beyond the 140 text characters allotted to you. It starts with that, sure, but the entire architecture of your ad from the text to the extensions should all support a strategic message about your brand, its products or services. So in this post, we’ll look at some of the steps you can take before you type…

    Pauline Jakober/ Search Engine Landin SEO- 14 readers -
  • The eerie future of AdWords targeting

    … “OK Google, tell me how creepy things are going to get.” How would your 2006 selves respond to our advertising toolbox of today? Much of what we internet users and advertisers deem as normal would have been considered creepy or just plain impossible 10 years ago. With demographic targeting for search, cross-device attribution and much more…

    Search Engine Landin Paid Search SEO Google- 10 readers -
  • Dear Google, how about OS targeting? Programmatic search?

    … this targeting lever to us. 2. Real-time bidding (RTB) for SEM (search engine marketing) With header bidding and the launch of “native” ad formats within programmatic media, now may be the time to revisit SEM as an RTB (Real-Time Bidding)-based marketplace. We understand that fast SERPs are really important; several years ago, the lag time…

    Search Engine Landin SEO Google How To's- 8 readers -
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