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.
Jul 5, 2013 - As we move into social media, the additional targeting options available within LinkedIn and Facebook can provide benefits that search marketing alone can't deliver. Comments
Jun 28, 2013 -
A growth strategy trumps a narrow ranking strategy in a no-growth environment.
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Jun 27, 2013 -
When you're able to analyze over 200,000 unique ads that delivered more than 500 million ad impressions on a search engine, you'll know what combinations of ad copy messages drive the best response.
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Jun 21, 2013 -
Here are some steps that you can take in order to invest in your campaign to turn it into a true search engine marketing campaign as opposed to a demand-harvesting machine.
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Jun 18, 2013 -
Adobe released their findings today on the impact of Google AdWords enhanced campaigns on advertising click costs. To arrive at their conclusions they examined 100 U.S. advertisers spending more than $100 million between March and May of this year.
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Jun 7, 2013 -
Regardless of what other reasons you have to dig into your AdWords account, here are some spring cleaning tips that will serve you well (plus a tip for Google Image Extensions).
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May 31, 2013 -
As advertisers, we need to look at the entire purchase experience, and as PPC managers, we should examine how other channels are impactful on what we do.
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May 24, 2013 -
Video ads in the SERP may be the perfect catalyst to bring the brand dollars into the SERP, but what metrics would get marketers most excited?
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May 17, 2013 -
A completely automated approach to marketing will cause your analytical abilities and corporate capabilities to atrophy, so getting the mix right is important.
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May 10, 2013 -
If you're not factoring in SEM's ability to generate awareness and influence eventual purchase behavior, your chances of gaining access to branding budgets is slim.
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May 2, 2013 -
As the volume of data grows by the hour, take comfort in knowing "big data" can be sifted through an interface that you're already familiar with - Excel.
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Apr 12, 2013 -
Mobile search is clearly having a very disruptive impact on brick-and-mortar retailers, and yet these same retailers are under-investing in mobile because the proof is hard to come by.
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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.
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Apr 4, 2013 -
What makes an ad engaging or compelling? What combinations of messages drive the best performance and quality?
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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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Mar 29, 2013 -
Convergence, mobile search, big data, and attribution were some of the hottest topics at SES New York.
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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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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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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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Mar 5, 2013 -
Get ready to start on fresh campaigns in AdWords with these eight new goals.
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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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November 4-7, 2013
December 2-4, 2013
February 10-13, 2014
March 19, 2014
Mar 31-Apr 3, 2014
October 8, 2013
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October 15, 2013
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October 17, 2013
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