While CPCs are on a decline, branded CPCs are on a rise. Reviewing Quality Score and competitors, and bid optimization are a few ways search marketers can cope with that discrepancy.
Articles by Jason Tabeling
Increased awareness of both types of traffic and various algorithm updates have factored into the increased convergence of organic and paid search traffic.
At its recent developer conference, Google announced an update, Google Now on Tap, that can help not only revive forgotten apps, but drive their searches back to the search engine itself.
Now that mobile search has overtaken desktop, it's important to understand the differences: on mobile, shorter keyword counts have higher CTR, while longer keywords lead to increased CPC.
For the first time Google may allow advertisers to use first-party data to inform search targeting. Here are three ways this change could help search marketers deliver better results for their programs.
Return on advertising spend isn't the end all, be all for paid search campaigns. Here are two reasons why.
The future of search will be vastly different than it is today - what might it look like?
These three pieces of data that can be found in the Dimensions tab often go unnoticed, but they can be extremely useful for search marketers.
Voice search use is growing more and more each day - so what are the implications for search marketers?
Here are four pitfalls that seem to occur every year, along with some thoughts on how to best avoid them or deal with them as they occur.
Attribution can be so hard to get "right" because of organizational alignment, tricky metrics, the mobile problem, and the legacy of digital marketing.
Marketers are evolving away from the need to be paid search and display specialists and toward the need to be more broadly educated paid media specialists.
The little things, like match types, ad groups, and geo-targeting, can make all the difference in your search marketing tactics. Here are some examples that show why it makes sense to dig into the details.
With more data available to help make smarter decisions, brands are being more strategic about when and where they overlap paid and organic efforts. Here are three things to think about for your brand as you optimize for paid and organic search.
Use the power of data for good, not optimization for optimization's sake. Conversion rate and position do have a correlation; every action has an equal and opposite reaction; and remember to focus on the business problem you're trying to solve.
What is the "right" position is for a given keyword? A data set of more than 12,000 data points was analyzed to find out what the click-through rate (CTR) would be at various average positions. Here are three insights from the data.
RLSA is a very powerful tool, especially as personalization continues as a trend across the digital landscape. Here are three tips on keyword targeting, bidding, and ad copy, plus three important reminders on how to set up RLSA for success.
Many search marketers still aren't taking users' context clues (e.g., time of day, location, device, and keyword) into account when creating ads. If you're one of them, you're missing out. Here's how to leverage these context clues.
Brands have begun building momentum around their Super Bowl ad campaigns. So what are the keys to being successful in a pre-launch and throughout the Super Bowl, and what can all search advertisers learn from these brands? Three simple things...
The expansive growth of mobile traffic in 2013 has led to some major changes and opportunities in the mobile marketing space. With mobile showing no signs of slowing, here are the 10 trends to watch across paid, owned, and earned media.