Category: SEM

Learn why search continues to hold MVP status and how to use it to inform your broader marketing strategy into 2021. As marketers adapt to meet shifting consumer behaviors and new market demands, search plays a critical role in digital marketing strategies. Paid search advertising has always been a stalwart of performance in economic downturns. Brands that invest efficiently in search during challenging times are positioned better to increase market share, expand into new categories and enter new markets. Search Engine Land’s Editor in Chief, Ginny Marvin, and Adthena’s VP…

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Join us on Thursday, August 27th and learn how to optimize and automate your bidding strategies and maximize your paid media budget. The needs of your customers and their buying behavior are changing more rapidly than ever. Optimizing your paid media campaigns is no longer part of quarterly planning—now it takes unprecedented agility and adaptation to keep up with the needs of your customers and grow your marketing ROI. If your customers start their search online and frequently call your business to complete their transactions, you have a wealth of…

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Is your PPC program behaving badly and blocking out perfectly acceptable traffic? Contributor Andrew Goodman looks at five ways to relax an over-tightened account. If a pay-per-click (PPC) account and the advertiser’s business model are functioning reasonably well, we often find that a business owner becomes heavily dependent on the PPC channel. “Max the volume!” and “We’re down from last year, I’m very worried” are typical (if vague) remits from clients and bosses deep in the thrall of this perennial growth-driving channel. If you’ve arrived late on the PPC scene, you…

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Be ready to watch for nuances of your targeted regions and adapt your strategy on a regional basis as you begin to track performance. Expanding marketing efforts beyond your home country can be an exciting step. However, branching into new regions with PPC entails much more than simply copying your campaigns and changing the geographic targeting. Don’t rush into setting up international campaigns until you’ve thought out budgeting, channel allocation, account structure, localization, and unique regional concerns. In this article, I’ll expand on each of these points to help you…

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Revisiting your keyword research approach is essential to preparing for imminent match type changes. Here are some considerations for a successful keyword research strategy in a close-variant world. Google once again has disrupted the search marketing community by announcing exact match close variants will now include same-meaning variations. As a result, marketers putting all their chips into exact match keywords will have to shift their bidding, structure and keyword strategies to avoid wasted spend. The writing has been on the wall since 2014, and while the motive and benefactors are debated, the…

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Christi Olson is the head of Evangelism for Search and Advertising at Microsoft. I had the privilege of sitting down for a few minutes at SMX West earlier this year with Christi Olson, the head of Evangelism for Search and Advertising at Microsoft. She has been with Microsoft on and off for a long time, since before it was called Bing — seeing the launch of Live Search, adCenter, and the transitions to Bing and Microsoft Advertising. We talked about audience targeting, a topic she is passionate about. Audience targeting…

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Digital Marketing Center powers both organic social media and ad campaigns across Microsoft, Google, Twitter, Facebook and Instagram. Microsoft’s Digital Marketing Center. Microsoft’s Digital Marketing Center is heading into a pilot stage that is accepting new participants. The platform is designed to help small and medium-sized businesses manage digital campaigns across multiple networks from one interface. Digital Marketing Center enables small businesses to manage organic social media and paid search and social campaigns across Microsoft, Google, Facebook and Instagram, and Twitter’s ad platforms. The product came out of the company’s…

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Updates are aimed at improving app install outcomes. Mobile usage has accelerated during COVID-19 restrictions, says Google. On Wednesday it announced a test that connects feeds to App campaigns and will expand deep linking to more ad formats, expand deep linking and provide more App campaign performance reporting. Google also announced it’s bringing the focus on Web Vitals metrics to its site speed tool for marketers and developers. Feeds in App campaigns. Google is currently beta testing the ability for advertisers to connect their product feeds to their App campaigns to show product…

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ZATO Marketing’s Kirk Williams and Smarter Ecommerce’s Mike Ryan discuss when to use manual CPC, ECPC and max click bidding. Google’s new organic Shopping listings have introduced more competition into its Shopping search results. To gain a visibility advantage, merchants can still opt to advertise their products on the platform. During our Google Shopping session of Live with Search Engine Land, Kirk Williams, owner of ZATO Marketing, and Mike Ryan, product management lead at Smarter Ecommerce, shared some of their bidding strategies for new Google Shopping campaigns. “I always start with manual CPC;…

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The face mask ban comes amid a rise in false claims around coronavirus prevention and price gouging. Lane Rizzardini@lanerizz Pretty sure @GoogleAds just shut down Face Mask ads @rustybrick @GinnyMarvin 5 10:00 PM – Mar 10, 2020 Twitter Ads info and privacy See Lane Rizzardini’s other Tweets Google is cracking down on advertising for face masks during the coronavirus epidemic. The company began banning ads for face masks on Monday. Applies to all face mask advertising. The ban applies to all advertisers, including those who may have had long-running campaigns promoting…

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