Category: SEM

Evaluating potential affiliate agency partners? Getting the answers to these questions will help you find the right fit. Affiliate has gained serious momentum in brand marketing portfolios over the last few years. It’s especially hot in turbulent economies thanks to its low-risk nature that enables brands to spend only on guaranteed outcomes. With many brand marketers suddenly affiliate-curious, it seems like a good time to lay out a few critical questions those brands (especially those heavily invested in paid and organic search) should ask to assess the fit of potential affiliate agency…

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Instacart’s new search experience will feature sponsored product campaigns from consumer packaged goods (CPG) brands. Instacart is adding generative AI to its search experience. Called Ask Instacart, the new search feature is designed to help answer shoppers’ grocery-related questions and give a boost to sponsored product campaigns. How it works. Just like with Google and Microsoft Bing, Instacart users will be able to search via natural language queries and get personalized recommendations. For example: “What kind of side dishes should I serve with lamb chops?” “What are dairy-free snacks for kids?”…

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The changes to the YouTube Shopping ad and Discovery products ad requirements aim to clarify policies and enforcement procedures. Google has updated its Shopping ads Policy Center and free listings Policy Center to improve transparency for advertisers and retailers. These updates provide clearer information about how Google enforces its policies. What’s new. Google has clarified the YouTube Shopping ads requirements and Discovery product ads format requirements to help retailers understand why their ads may not be performing well and how to address any issues. The policies. You can review the Google Shopping ads policy center here, as…

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Instacart may be known for delivering groceries, but advertising delivered $740 million in revenue for the company in 2022. Instacart made $740 million in ad revenue in 2022, a 30% increase over 2021. Surging ad business. The Information reported: “The grocery-delivery firm’s ad revenue totaled about $740 million last year, up 30% from 2021, according to a person familiar with the matter. That’s a striking increase, given that the digital ad market was largely stagnant last year. Nearly 30% of Instacart’s 2022 revenue came from selling advertising rather than actually delivering groceries.”…

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Advertisers won’t be able to track how ads perform in the new Google while it’s experimental. Google will have search ads on its all-new search engine, the new Google Search Generative Experience on day one. Advertisers won’t be able to opt out of showing ads on the new search experience – at least not immediately. Google will be closely watching the performance of ad placements and experiences throughout this experimental phase. Ads on the new Google Search. Google will display search ads as part of this new search experience. Ads will be a…

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Meta quietly rolled out the change without making any announcements. For some accounts, Meta has just updated its location targeting settings. What’s changed. In the past, Facebook’s default setting for targeting locations was “Living in or recently in this location.” This meant that without making any alterations to the settings, advertisers would reach individuals who either resided in the selected locations or had recently visited them, regardless of their permanent address. There were four available options to choose from: People living in or recently in this location People living in this…

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What do young adult novels and search ads have in common? More than you might think! Columnist Allen Finn discusses how you can apply the tactics of these novelists to create compelling ad copy. What exactly do novels for angsty tweens and teens have to do with AdWords? For one thing, young adult novels understand the behavioral patterns, struggles and idiosyncrasies of their audience. So do good search engine marketers (SEMs). That isn’t the only thing young adult (YA) fiction and pay-per-click ads have in common, though. When it comes to…

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Impression share metrics let you identify meaningful optimizations for your paid search campaigns. Here’s how to calculate them at scale. Search marketers have a bevy of metrics at their disposal. It can be difficult to know exactly how to react when we’re analyzing all these metrics simultaneously. I’m a proponent of leveraging impression share metrics to identify meaningful optimizations for my paid search campaigns. The insights don’t necessarily come from the impression share itself, but the impression share lost due to rank or budget. This article we’ll cover: What each…

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B2B advertising on mobile is distinct from its desktop counterpart. Address these persistent mistakes you might be making with B2B mobile ads. For the first time, more than half of B2B ads will be placed on mobile this year, according to Insider Intelligence. It’s a good time to address the most persistent mistakes B2B advertisers continue to make with mobile ads, particularly nit-picky to holistic customer understanding. Yes, B2B marketers should nail the desktop experience first since it’s still where we see most quality conversions happen. But neglecting to optimize over half…

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Microsoft will automatically adjust your bids in real-time to increase your chances for a conversion. Manual bidding will be discontinued for new campaigns on the Microsoft Audience Network beginning April 24th. From this date, all current image and feed campaigns employing a manual cost per click (CPC) bid strategy will be transitioned to Enhanced CPC (eCPC). This shift is expected to be finalized by April 28th. Timeline for the transition. The shift from manual bidding to eCPC starts on April 24th. New campaigns on the Microsoft Audience Network will no longer…

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