Category: SEM

Walk into your conversation with a clear plan including budget, testing timeline and KPIs along with case studies and competitor information when possible. Ever heard any of these phrases before? “Nobody searches on Bing.” “People don’t click banner ads.” “We ran Facebook ads once, and they didn’t work.” “LinkedIn is too expensive for us.” All of us have heard similar responses when pitching new PPC tactics to clients. A channel that just might be the next best source of leads isn’t even tested because the CMO hesitates to try the…

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Use these techniques to make sure your PPC accounts are in great shape all year long. The crazed dash to wrap up 2019 and close the books on a banner year for PPC may have left search marketers feeling wiped out right about now. Buck up, search marketers! 2020 is here and those who want to dominate search marketing need to start the year on the healthiest footing possible. Great planning and powerhouse strategies require deep analysis of what has been working and what hasn’t. You need to identify early…

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Is paid search automation right for your business? Nowadays, there’s a big push to move towards automation. But is it always the right step to take? When is a manual method preferred over an automated system? In this whitepaper, Omnitail takes a look at the most common types of paid search campaign automation, lists their pros and cons, and guides you to the solution that’s right for you and your business.

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The best way to succeed with paid search marketing is to revisit existing best practices, see what have worked and what didn’t as well as learn new ideas and strategies. Multi-channel campaigns The days of relying on a single channel for marketing are long gone. More companies are embracing cross-channel advertising. A pay per click advertising agency can help you implement the best attribution model for your unique business. Video ads Videos are becoming one of the most dominant forms of content on the internet. More search engine result pages…

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Metric Theory’s SEM campaign for Recycle Away delivered highly-targeted leads and increased revenue by 54%, earning the agency top honors at this year’s Search Engine Land Awards Recycle Away, an SMB provider of recycling bins for businesses and home use, wanted to improve its targeting to businesses while reducing ad spend on residential buyers. The two audiences use the same search queries, so to meet the challenge, Metric Theory devised a five-point strategy using lead-to-revenue attribution tactics, geographic targeting, advanced segmentation for Shopping ads, call tracking technology and account-based marketing…

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Using automations from Google is inevitable, so if you want more control, you can regain it by layering in your own strategies. As a finalist for the Google Premier Partner awards, I recently had the chance to visit Google’s campus in NYC. There, I spoke to a Googler about the state of agencies and he lamented the fact that a large wave of PPC agencies that got their start during the last economic downturn in 2008 are still managing accounts like they did 10 years ago… hardly a strategy for…

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This script lets you build or add keywords to your Google campaigns following standard best practice. Need to quickly build a campaign or add keywords to an existing one? This script will do the work for you! All you need to do is input a few keywords and headlines in a spreadsheet and BAM! You’ve got yourself the beginnings of a great campaign. I’m a firm believer in Single Keyword per Ad Group (SKAG) structure – it increases ad/keyword relevance and therefore improves quality score, makes CPCs cheaper, gets you…

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Customer ratings and reviews have become a critical marketing tool. In fact, 88% of consumers now trust online reviews as much as personal recommendations and 95% say that online reviews influence their buying decisions. But how do you turn customer reviews into customer insights? And how can you apply those insights to your overall marketing strategy to improve reputation and create a compelling customer experience that builds brand loyalty? Join our data science and review management experts as they show you how to identify and use customer sentiment at scale…

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Explore the in-depth sessions, keynotes, and workshops coming to NYC this November 13-14! This year’s show is a content firehose … 70+ tactic-rich sessions covering the topics serious search marketers like you and me need to know: SEO SEM Analytics Content Video Social Local Search Marketing for Multi-Location Brands (new!) Agency Operations & Management (new!) Check out the complete agenda and meet me in NYC this November 13-14 for an unrivaled training experience. You’ll access all sessions, keynotes with Google, Microsoft Advertising, and Rand Fishkin, exclusive networking events, dozens of market-defining exhibitors, the event mobile app,…

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PPC expert Duane Brown answers questions from SMX Advanced about what works, and what doesn’t, in smart shopping campaigns, automated bidding and third-party automation tools. Although a scheduled presenter for “Automation – The Next Generation,” PPC expert Duane Brown of Take Some Risk was ill and with much regret missed this session at SMX Advanced, he was happy to answer some questions from attendees as well as share a helpful resource for Google Ad scripts. How long should it take before a third-party platform should be helping your account performance…

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