Category: SEM

Brands are facing huge data measurement challenges. At SMX Next, Pascal Skropke and Andreas Reiffen show how paid search marketers can address them — and meet career goals along the way. Climbing the corporate ladder isn’t always the most straightforward process, especially for paid search marketers. Professionals seeking to grow their careers need to map out a path, accounting for their unique roles within their organizations. “The most important thing is to look at your current position,” said Pascal Skropke, CMO of Design-Bestseller, at SMX Next. “Not everybody has the opportunity to work…

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This data will help give you some bargaining power, whether you’re negotiating salary for a new role or seeking a raise from your employer. Are you being paid what you’re worth? Often this is a tricky question. But a new PPC salary survey may provide you with the answer and help you figure out whether it’s time to get a raise or start looking for your next gig. Duane Brown, CEO & Head of Strategy at Take Some Risk, has just completed and released his annual look at PPC salaries.…

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Want to dramatically reduce the number of negative keywords you need to maintain? Save time and money with this method. Negative keywords are the backbone of any PPC strategy. Ever since Google all but eliminated the ability to specifically target keywords by expanding phrase match to include broad match traffic, negative keywords have become even more important. After conducting hundreds of PPC account audits over the years, the most common mistake I’ve seen is when people click on the checkbox next to a search query and click “add as negative keyword.”…

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The paid search landscape is more competitive than ever. In a recent webinar, Ashley Fletcher showed how marketers can stay ahead of the curve. The paid search marketing landscape continues to grow by leaps and bounds. Google Ads, in particular, is leading the charge, no doubt spurred on by the societal changes of the past couple of years. “We know this channel is growing year-over-year,” said Ashley Fletcher, VP of marketing at Adthena, in a recent webinar. “It’s not going away anytime soon. Digital ad use is growing 26% year-over-year, and Google search…

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However, both strategies perform similarly when reach is comparable. Demographic audiences delivered nearly twice the reach (+99%) of interest audiences in campaigns with the same budget when the selected interest audiences were too narrow, according to a study of consumer packaged goods (CPG) campaigns published by Facebook. However, both types of targeting performed comparably when interest audiences were broad enough. The analysis included 50 CPG campaigns in the EMEA region, measured using Facebook Brand Lift. Why we care. The big takeaway from Facebook’s analysis is that some interest audiences are too small to generate…

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Cruise Ads don’t change the vertical-specific formula for Microsoft Advertising, but the consistency may help PPCs at agencies get them going for different clients. Microsoft Advertising is launching Cruise Ads in open beta, the company announced Wednesday. Cruise Ads are Microsoft Advertising’s latest vertical-specific ad format and is currently only available to advertisers targeting customers in the U.S. The anatomy of Microsoft Advertising Cruise Ads. Image: Microsoft Advertising. How Cruise Ads work. Cruise Ads are an automated ad format that leverages feed data to match offers to searches. Keywords aren’t necessary, although advertisers…

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The new Search Ads 360 supports Performance Max and Discovery campaigns, includes a refreshed UI and greater support for other search engines. Google has revamped Search Ads 360, its enterprise campaign management platform, the company announced Tuesday. The update includes support for some newer Google Ads features (like Performance Max and Discovery campaigns), greater support for other search engines, a refreshed UI as well as workflow improvements. The refresh Search Ads 360 interface. Image: Google. The new experience will start rolling out over the next few months. Google will share migration timelines…

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Keyword matching has changed, but not all campaigns are ready to use them effectively. At SMX Next, Aaron Levy shows how marketers can leverage modern match types. “I think we’ve gotten away from marketing over the years, and a lot of what is happening with match types empowers that,” said Aaron Levy, head of paid search at Tinuiti, in his presentation at SMX Next. “This allows us to grow our campaigns and businesses by looking at a bigger picture instead of looking at the words that people use.” According to Levy,…

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Expanded text ads are going away, but they can still help you unlock the potential of RSAs. At SMX Next, Joe Martinez shared how he benchmarks with ETAs to get more out of the automated capabilities of RSAs. “The more the platforms automate, the more we, as search marketers, lose control.” That has largely been the rhetoric over the years, and while there is certainly some truth to it, there are techniques that can help you reap the benefits of automation without sacrificing control. Google has already announced plans to…

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Advertisers aren’t just competing for their audience’s money, they’re also competing for their attention. At SMX Create, Rebecca Debono and Julia Thiel discussed how they create eye-catching ads that can help brands secure both. Advertisers aren’t just competing against other brands for their audience’s attention. “Nowadays, the digital environment is so busy, we’re also competing against our best friend’s new babies and puppies and really great pictures of food,” Rebecca Debono, creative director at Jump 450 Media and formerly director of creative strategy at 3Q Digital, said at SMX Create.…

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