Search Marketing

It often all begins with search. Are you maximizing your efforts to bring consumers to your site? Do you know what's working and what's not? This column will help you improve your ROI from online marketing campaigns.

Ian Carrington at SES London 2013

#SESLON 2014: Relevancy & Optimization Are Key to Reaching Consumers Across Devices, Says Google

Feb 12, 2014 - The pace of change is only accelerating. Make sure your message is on every device possible. Collect all the data you can so you make make the right decisions at the right time. Comments

Search Shouldn’t Live in a Vacuum: How to Align It With Other Channels

magnifying glass Feb 10, 2014 - Here is a list of easy-to-implement opportunities to connect strategies from other channels to search marketing initiatives, and vice versa. Comments

Device Fragmentation -- The Death of Web Design?

mixed mobiles Jan 27, 2014 - Device fragmentation, and its effect on the way consumers connect with material, will have a huge impact on marketing strategies in the coming months. Comments

What Does the Future Hold for AdWords Editor?

googleadwords Jan 21, 2014 - If Google has the time, money and resources to create self-driving cars, they have the resources to keep AdWords Editor fully up to date. They've simply chosen not to. Comments

History May Repeat Itself, But Not for Ad Tech

evolution-of-man-illustration-in-silhouette Jan 6, 2014 - The future of the advertising business will not be like the past; the techniques and technology that built the current ad tech empires will not be as relevant going forward. Comments

No.5 Most Read Article of 2013: YouTube Paid Advertising - a Beginner's Guide

how-to-shave-your-face Dec 30, 2013 - There's an enormous opportunity for brands to promote their goods and services to a worldwide audience through video advertising on the world's second largest search engine. Comments

No.9 Most Read Article of 2013: Optimizing Videos for YouTube Search

youtube-search-3 Dec 26, 2013 - Tips and insights on optimizing videos for maximum YouTube visibility, strong brand impression, engagement, and viral social sharing. Part two in a two-part series. Comments

Fake It Till You Make It: Buying Premium Placements on the Google Display Network

johnleedec2 Dec 24, 2013 - Learn how to sneak in the back door and target premium websites as placements through your AdWords display campaigns. Comments

Google Zeitgeist 2013: Our Fascination with North Korea, Royal Baby & Harlem Shake

zeitgeist-3d-globe Dec 19, 2013 - Google shares the moments that made up 2013 in its annual Zeitgeist video and interactive site that shows what mattered to people across the globe in the past year; on the top of the list was Nelson Mandela, actor Paul Walker and the iPhone 5s. Comments

Before Looking to the Future, Here Are 3 AdWords Features You Should Be Using Right Now

snp-175519c6c0c95bff4ad0a81b0d454f5d5bbb-3420718-en-v0 Dec 16, 2013 - As the digital world prepares for 2014, there's already much speculation about what the next year will bring. Before we look ahead, however, it's worth pausing to review the current state of paid search advertising. Comments

Connection and Conversion: Getting More Out of Paid Search with Rich Content

PPC Dec 10, 2013 - Paid search is still a numbers game, but the people elevating the game are making a more relevant connection upfront and converting customers with high-quality content after the click. Comments

The Next Wave in Shopper Marketing: Micro-Location in the Retail Space

benspiegeldecshopkick Dec 3, 2013 - iBeacon is a specific implementation of the BLE (Bluetooth Low Energy) Standard. It is a wireless sensor, installed in any physical space that uses Bluetooth Low Energy to transmit data to a compatible mobile device. See how retailers can use this technology to offer highly relevant, in-store offers. Comments

Google Shopping Update Includes New Features for Holiday Shoppers

google-shortlist-update Nov 25, 2013 - New Google Shopping features allow consumers to view product details with ease across devices - including an expansion of a feature that provides a 360-degree view of certain products on Google Shopping. Comments

Digital Hospitality, AKA Predictive Personalization

netflix Nov 11, 2013 - Most consumers have no idea why or how they are served digital ads based on their location or searches. However, everyone benefits from strong customer service, which is what brands can deliver online through predictive personalization. Comments

How to Keep Your Search Team in Asia Humming With the Right KPIs

kpi Oct 28, 2013 - As a senior marketer, how do you plan and build team KPIs that could keep the team accountable and motivated while remaining sensitive to the Asian context? Comments

5 Talent Trends in Digital Right Now

audition Oct 27, 2013 - Hiring is not easy in our industry, particularly in Asia. Here's my attempt to understand what the challenges are. Comments

Google DoubleClick to Join FBX for RTB

doubleclicklogo Oct 22, 2013 - The availability of Facebook Exchange ads through the DoubleClick Bid Manager may be a few months away, though the two advertising giants have officially announced their partnership. Comments

'Not Provided' World Just the Beginning of a Marketer’s Challenge

question Oct 14, 2013 - "Not provided" keyword data makes data analysis difficult, but just wait until cookie tracking becomes virtually nonexistent and we are required instead to rely on Google, Microsoft and Apple's own tracking capabilities in order to access conversion data from multiple sources. Comments

Geo-Location, Geo-Fencing & Creep Factor: The Future of Location Data and Mobile Advertising

creep Oct 11, 2013 - Technologic advances have allowed interactive mobile engagement through ad retargeting and location based push solutions. However, privacy concerns and a lack of understanding among consumers about how retargeting works hold us back. Comments

Determining the Value of Search Marketing to Your Brand

measure-content-social-success Oct 7, 2013 - Discover your search marketing team's unfair advantage to help launch your brand to a leadership position. Comments

Adweek 2013: Marissa Mayer Reflects on First Year at Yahoo With Charlie Rose

mayer-092613-1 Sep 27, 2013 - Marissa Mayer says she never dreamed of becoming a chief executive, but of course that all changed when the opportunity came knocking at Yahoo last summer. Comments

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