David Szetela

David Szetela

VP of Search Marketing Operations

Bruce Clay, Inc.

Articles by David Szetela

Dynamic Keyword Insertion: Friend or Foe?

Dynamic Keyword Insertion (DKI) can sometimes help improve ad campaign results. But you'd be surprised how often it's a bad move. Indiscriminate use of DKI can result in generic ad copy and diluted messages that fail to match the searcher's intent or need.

Awesome Ad Groups: Small is Good

Trying to fit all your keywords in one ad group is not going to get you the results you want. Get those double-digit click-through rates with small, tightly-themed ad groups.

Google Mobile Advertising on the Content Network

Creating a mobile ad campaign that displays banner ads on Google's mobile content network can be ideal for businesses that rely on phone calls to start or close a sale. And it won't require mobile Web site design, because clicks on the ad will be directed to a Google-supplied mobile-friendly page describing your business.

Google Mobile Advertising: Start Now!

Mobile advertising revenue is expected to dwarf current ad spend on search and content networks. Understanding the dynamics of mobile search advertising is an essential starting point to creating great mobile content ad campaigns.

A Look at Demographic Bidding for AdWords

Google's new demographic bidding for content campaigns seems to promise much better control over where ads are served, and hence better ROI. While it does have its limitations, I consider it a "must try" tool for content advertisers.