Category: SEM

Paid search is more competitive than ever. Find your PPC A-game in 2020 and start winning. Paid search is a highly-competitive marketplace, with more than 160 billion monthly Google searches and 95.3% of clicks going to the top four results. Digital ad spend worldwide is expected to reach over $375 billion by 2021, so the pressure is on to boost performance and increase conversions. To successfully navigate the paid search landscape marketers need to be proactive and learn how to get the best out of the right tools to stay on top of their…

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This is Spotify’s latest attempt at keeping the platform a safe environment for creators, listeners and advertisers. Spotify has partnered with Integral Ad Science (IAS) to create a brand safety framework for podcasts. The technology will be the first of it’s kind across a digital landscape where safety precautions currently exist for video, but not audio. The technology uses episode-level transcription technology to help advertisers exclude topics that don’t align with their brand. What Spotify says. In a blog post Spotify adds “As podcasts have grown from a niche to mainstream medium, so…

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What happens if you don’t build new measurement frameworks? Decreased PPC performance, for starters. Let’s avoid this. Within the next 12-15 months, third-party cookies will retire across digital marketing channels. Savvy advertisers know they need to begin developing a game plan for the cookieless future, but what will happen to those who don’t adapt to these changes? Above all, marketers will suffer from signal loss, which will negatively impact how we measure campaign performance, optimize campaigns over time, create audiences for ad distribution and drive growth within our digital channels.…

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Advertisers using Google AdSense to monetize their websites may soon see the initial trail go live, but can opt-out. “A small percentage of traffic” will soon see the initial testing of Google Chrome Topics API go live on July 1. The new feature will enable users to enable interest-based advertising without having to track the site a user visits. Interest-based advertising. According to recent developer documentation, “IBA can help advertisers to reach potential customers and help fund websites that cannot otherwise easily monetize visits to their site purely via contextual advertising.…

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New inventory and updated location targeting should help political advertisers during the 2022 U.S. midterm elections. Spotify and Meta have made substantial changes to their ad platforms as they brace for the 2022 U.S. midterm elections. These changes will likely impact political ad spending this election cycle. Spotify brings back political advertising. According to an email sent by Spotify to partners this week: Political ads will be eligible to run across thousands of podcasts on and off of Spotify. Podcasts on the Spotify network will have the ability to turn off…

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If you don’t audit your own work, eventually someone else will – and the impact on your work, you and your operation could be catastrophic. Search audits have the power to either help or ruin people’s work (and sometimes their career) at the same time. And honestly? That’s a good thing. PPC audits are powerful. External and internal audits are needed for the direct and indirect value they bring to your operation. Audit types First, let’s talk, non-extensively, about the most common types of audits: New biz pitch audit: These are straightforward…

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A detailed new survey uncovers the most pressing issues of PPC experts as well as sentiment around the platforms and their features. PPCsurvey.com has just released a new State of PPC Global Report for 2022. It includes input from more than 500 PPC specialists from around the globe. The findings cover search marketers’ largest concerns, top priorities, spend data, automation insight and a wealth of information about the most pressing trends in paid search. Here’s a breakdown of some of the largest findings. High adoption rate of automations in Google…

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One in six brands plan to increase their paid search advertising budget over the next year. Here’s why it’s happening. With more people working from home, the lines between work and personal time are more blurred than ever. As such, a new report by Forrester, done on behalf of Microsoft, says there is a new persona that brands and marketers need to be aware of: the “workday consumer.” What is a workday consumer? They are online more often than before the pandemic. They switch between work and personal to-do lists throughout…

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Micro-conversions have the potential to decrease costs and improve conversion rates. Conversions are the key KPI when defining the success of direct response campaigns for both B2B and B2C. These days, conversions are so top priority that many companies don’t even spend money on brand awareness campaigns in their paid social strategies. When marketers get way into the weeds with conversions, they often forget about the benefits, and long-term impact, of micro-conversions. What are micro-conversions? Micro-conversions signal high intent and a strong likelihood that someone will convert on our primary…

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Come help us educate marketers on developments in PPC, paid social media marketing, e-commerce and more. Come work with us! We’re looking for an Editor to join the team as a key reporter on topics related to pay-per-click search and social media marketing as well as digital commerce advertising. Reporting to the VP, Content, the Editor will contribute to Search Engine Land’s daily production of news, features, newsletters, analysis, special projects and more. As one of several authoritative journalists on the team, the Editor also helps to create agendas for…

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