Category: SEM

From the deprecation of broad match modified keywords to FLoC to RSAs becoming the default, PPC professionals dealt with a lot of change in 2021. In 2021, PPC professionals navigated changes in keyword match types and automated bidding, scratched their heads at the prospect of a future without third-party cookies and navigated their role in an increasingly automated industry. Prompted by the vision that platforms, like Google, have for their services as well as increased concern over user privacy, these changes underscored adaptability as one of the traits that define…

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When it rolls out in a few weeks, advertisers will be able to reference Search, Click and Display impression share, phone call metrics, spreadsheet functions and more. Google Ads is rolling out a new user interface for custom columns as well as new metrics, a Google spokesperson has confirmed to Search Engine Land. “The update will be rolling out to all advertisers in the next few weeks,” a Google spokesperson said. Tip of the hat to PPCGreg on Twitter for first bringing this to our attention. The new custom column UI, with…

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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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Google’s ad business changes mean that advertisers should prepare and tap into their first-party data to stay ahead. The latest earnings announcements from Alphabet and Facebook have made it abundantly clear that the consumer privacy movement is creating a competitive advantage for Google. It’s important that businesses understand this reality as Big Tech firms enact tougher privacy controls. Since January 2020, both Apple and Google have made some big moves in the name of protecting consumer privacy. These changes are affecting businesses everywhere: In January 2020, Google said that the company would…

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Pausing your campaigns may save some budget in the short term, but it’s likely to cost you more over the long haul. The holiday shopping season is typically a boon for online retailers, but this year, supply chain issues coupled with heightened consumer demand have put merchants, and the PPC professionals that work with them, in a difficult position. After all, if there’s no inventory to sell, advertising those products will only lead to wasted budget and disappointed customers. While demand is likely to level off as we move past…

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With holiday shopping season in full swing, being able to better optimize campaigns for in-store shoppers means the opportunity to catch searchers when they’re ready to buy. Searches for in-store transactions have grown year over year, according to data from Google. ” People looking for things like “‘open now near me’ have grown globally by more than 400%,” said a Google help document. As a result, the company announced today that advertisers can add Smart Bidder for store sales to help increase those in-person visits from customers who are ready to buy.…

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Plus, Facebook’s aging user base and what it means for advertisers. Search Engine Land’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s search marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily. Good morning, Marketers, it’s funny how the darlings of tech have become, to some extent, monsters. Perception of Google, Facebook and Amazon has shifted greatly since their earlier days, when they had to compete based on the…

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Transitioning from Universal Google Analytics to Google Analytics 4 can seem daunting, but if you start to organize your data strategy now, the transition can be seamless and easy. The one constant in website data is it’s always changing, and Google Analytics is no different. In October, Google announced the release of Google Analytics 4 (previously called App + Web), billing it as an analytics tool that provides smarter insights to improve ROI as digital marketing moves to a cookie-less world. After an announcement like this, the first question every digital marketer…

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Keys to diversity and inclusion in our industry include mentorship and promotion of Black search marketers Jamar Ramos got into search marketing the way many of us did–on accident. Ramos admits he struggled through school at first, but understood the importance of a degree in breaking into the content industry. “I realized my pay was going to be limited by the limited education. People could look at that I don’t have this one piece of paper from a four-year accredited university that says, ‘You paid us a lot of money,…

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Plus, B2B tech finally sees the SEO light Search Engine Land’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s search marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily. Good morning, Marketers, are we doing the work or going through the motions? My friend and I were taking a walk around our coworking space just to get some fresh air and reset our brains before afternoon calls. We both…

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