What is the downstream impact of the keywords you select in paid search? Understanding how often a keyword or keyword sets are directly leading to consumers actually buying a product will give you great insights and help optimize your campaigns.
Articles by Jason Tabeling
Both paid and organic search listings are fighting for the same customer and keyword term. This ability to maximize share of voice is critical, especially when you start to understand the multiplication power of having multiple listings.
You need to be more considerate of the way that consumers are using mobile devices to understand the value of the channel. Desktops and tablets are merging. And you must continue to optimize at the device level as much as possible.
Click fraud still occurs in paid search, and at some level always will. However, the engines do a solid job at monitoring the problem. The issue for search marketers is to ensure the metrics don't go out of whack from a normal level of variance.
There may be quality reasons why you don’t need PPC for everything your business does. It isn’t the silver bullet for all business problems, but there is value in many cases. Here are three reasons to consider before killing a paid search campaign.
For many brands, non-branded paid search keywords don’t “work” from an ROI perspective. It’s perfectly understandable why this is such a greatly debated topic. Here's why brands should consider spending on smart non-branded terms – and still be OK.
Q4 2012 reports from Kenshoo, Marin, and Covario show strong volume, traffic, and conversions; mobile and tablet traffic levels hitting all-time highs, and that Thanksgiving day has officially become a retail force to be reckoned with.
This year will be fueled with continued growth around usage and demand. For brands, that means staying sharp on three key trends: the growth of connected devices, valuation of offline conversion metrics and diversifying PPC budgets outside Google.
Google has recently upgraded tools in AdWords to drive efficiency and give access to incremental insights for your data. Here are a few that you might want to be aware of, including campaign diagnostics and impression share for search and display.
To boost promotions with a paid search campaigns, it’s important to have ad copy that supports the promotion and PR; purchase promotion and PR keywords; increase your branded paid search budget; and perform an ROI analysis on your strategy.
The top AdWords positions drive significantly more volume at a higher CTR. For the top three positions on average, clicks were $1 less for the top positions vs. the side positions. So not only is traffic higher, it comes at a reduced cost.
Only companies with at least 30 reviews during the past 12 months and a four-star rating will now be eligible to have seller ratings extensions appear in their PPC ads. Google says the new process will keep ratings “fresh and relevant.”
Google recently launched their improved geotargeting capabilities. Geotargeting is a powerful tool to help target key areas, and avoid others. It is also a great way to take a step deeper into the data available to make smarter optimizations.
The busy retail holiday season is approaching fast for those of us in the paid search world. Each year paid search is one of the most important ingredients for a brand's success. As you plan for this year, here are three ways to get yourself ready.
Aligning your search strategies between paid and organic may not be easy. In the end, your consumer - and therefore your business - will benefit from this powerful combo. Here are three ways to better coordinate your paid and organic programs.
Mobile and tablet strategies are now must-haves. Consumers are engaged across multiple devices, at various times. Here are some of the latest PPC tablet trends, including monthly clicks and spend, and cost-per-click by platform and vertical.
Like Olympic athletes, paid search marketers practice their craft daily, all with the goal of inspiring customers in 3 seconds to choose our ad and win their business. If you want to bring home the PPC gold, you need to master these 10 events.
Taking a deep dive into the number of competitors that appear alongside your ads, as well as hourly and daily costs per click, can provide valuable insights that help you optimize to variances throughout the day and respond to consumer demand.
Google announced an update to their match types. Starting mid-May, Google will update Exact and Phrase match keywords to automatically show on close variants including plurals, misspellings, stemmings, abbreviations, accents, and acronyms.
Testing is a critical piece to success in all aspects of digital marketing. Understanding the measurement plan and goals of the test prior to testing anything is they key. If you haven’t structured your test, then you’re testing for testing sake.