Marketing News & Expert Advice
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Paid Search
Improve the effectiveness of your paid search advertising program on Google, Bing, and emerging platforms. In this column, learn about changes in bid management tactics and other trends in paid search and pay-per-click (PPC) advertising – and what they mean for your digital marketing program.
Can Quality Score Be Gamed?
Apr 5, 2013 - We can still prevail over competitors if we follow strong hunches about the vulnerabilities of Quality Score and the effects of the overall formula on rank and CPC. Comments
Topics in Search:
Applying Big Data Insights to Ad Copy Strategy: Travel Edition
Apr 4, 2013 -
What makes an ad engaging or compelling? What combinations of messages drive the best performance and quality?
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Tips to Streamline Google AdWords for Small Business
Apr 2, 2013 -
Try one or some of these combinations in Google AdWords to find the optimal formula for small business.
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Four Paid Search Takeaways From #SESNY
Mar 29, 2013 -
Convergence, mobile search, big data, and attribution were some of the hottest topics at SES New York.
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2 Big Wins With Enhanced AdWords Campaigns
Mar 22, 2013 -
Yes, there are drawbacks to the loss of some granularity in Enhanced Campaigns, but right now, I'm finding more wins than losses.
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6 Ways to Survive a PPC Budget Sequestration
Mar 15, 2013 -
Cut back on keywords, cut smartphone spend, and make sure you have your engine mix right if you want to please the bean counters and avoid a slice in your PPC budget.
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Why Marketers Should Care About Tax Refunds
Mar 8, 2013 -
Think about your business and customers, ask how they're impacted by tax refunds, and then determine where tax season fits into promotional calendars.
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AdWords Enhanced Campaigns: New Campaign Checklist
Mar 5, 2013 -
Get ready to start on fresh campaigns in AdWords with these eight new goals.
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5 Ways You Pay More for Google Clicks
Mar 1, 2013 -
A look at Google Enhanced Campaigns' influence on CPC inflation and other factors causing click prices to rise.
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The Great Enhanced Campaigns War of 2013: The Surprising Winner
Feb 22, 2013 -
As Google rolls out Enhanced Campaigns, many advertisers are petrified that prices will rise.
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Google Enhanced Campaigns and Bid Vectors: Switch Now or Later?
Feb 15, 2013 -
Why you should set up a new campaign to start learning and experimenting with the new Enhanced Campaigns system.
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Marin Logs State of Global Search Marketing
Feb 12, 2013 -
The share of paid-search clicks from mobile devices rose around the world in 2012, and people are more engaged with search results when they're mobile, according to a new report from Marin Software.
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Debunking 5 Myths of PPC Advertising
Feb 5, 2013 -
PPC won't make you taller and five other myths about PPC advertising.
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5 Reasons Search Marketers Should Watch the Regulatory Landscape
Feb 1, 2013 -
The results of recent investigations into our industry will have a direct or indirect impact on our strategies and tactics.
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Facebook Graph Search Taps People Power
Jan 18, 2013 -
If the new Facebook search functionality takes off, you may have to maintain a completely different set of keywords and strategies for Bing because of its Facebook integration.
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Covario Issues Q4 Global Paid Search Spend Analysis
Jan 16, 2013 -
The report finds global paid search spend was up 18 percent in 2012.
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Building the Anti-Fragile PPC Campaign
Jan 11, 2013 -
Learning better decision-making by understanding basic statistics. Part one in a two-part series.
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How to Plan PPC Advertising for the New Year
Jan 8, 2013 -
Start with an organizational top-down approach to determine how goals at each level can be accomplished through PPC this year.
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12 PPC Resolutions for 2013
Jan 4, 2013 -
As CPCs rise, as the traffic mix becomes more "mobile," and as new Ad Extensions are rolled out across Bing and Google AdWords, you may find it helpful to heed some 2013 PPC search advertising resolutions.
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The Big Secret to Quality Score
Dec 28, 2012 -
Quality Scores on tough keywords are not a judgment that you've failed, they're simply benchmarks of intent matching. Part two in a two-part series.
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What Is a Good Click-Through Rate for PPC?
Dec 26, 2012 -
Why do people care so much about click-through rates?
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May 29-30, 2013
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April 03, 2013 -
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