Director of Marketing
Google’s privacy policy revisions and the continued expansion of Google+ are part of an important trend in paid search: targeting ads to people, not just search queries. The more relevant the ads, the more satisfied users, the more clicks on ads.
Google and advertisers incorporate at least 43 signals that answer six fundamental questions to value and satisfy the search and searcher. Here's a review of those paid search signals.
Multivariate testing, with its many combinations, creative needs, and more demanding implementation, is a great place for larger organizations to implement more rigorous processes. Testing helps build a culture of data-driven decision making.
A marketing scorecard is a single spreadsheet that compares the potential or actual ROI from all channels. It’s easy to get lost in marketing data. A marketing scorecard is a simple tool that is easily communicated throughout the organization.
Poor structure and bad campaign settings can cost you hundreds or thousands of dollars per week. Auditing helps to catch bad habits and some warning signs before costs spiral out of control. Here’s how to uncover mistakes in less than an hour.
I’ve learned a lot in my time in the search community, which has always been generous with its knowledge. In my continuing effort to give back, here are 10 important tips, from search marketing, to B2B marketing, and life at a startup.
Retail paid search without keywords is here: one product can appear in up to three places, each with different messaging and presentation. So how can retailers can increase exposure as profitably as possible for product catalog and data feeds?
Paid search is a lot like nutrition: there's an excess of data, but a big shortage in optimization. Here's how to reduce PPC data complexity and make profitable decisions.
As AdWords and +1 evolves, Google will monetize not just what you do, but who you are. We've only seen the tip of the iceberg of how social media will impact paid search advertising.
Successfully targeting learners vs. buyers requires different approaches. These tips will help you reach your prospects when they're ready to learn.
The balance between paid and organic results in the SERPs in shifting. Paid listings may increasingly get more clicks at the expense of organic listings.
We've seen dramatic departures in every step of how you advertise on Google. These changes underlie some of the key trends that will shape paid search this year.
A guide to some of this year's new ad formats. Here are some tips on targeting image ads on Google Image Search, adding seller ratings, launching Product Listing Ads, and including Video Extensions.
There have been many changes to paid search this year. Here are some tips on how to get started with targeting display ads above the fold, migrating to modified broad match, and testing click-to-call.
Following this schedule will put you well on your way to the most profitable holiday season (and post-season) yet. First up: implementing sitelinks, adding product extensions, and setting up remarketing.
Fine-tuning your text ad to answer the questions of shoppers is what will set you apart this holiday season. These tips will help you increase your relevance, improve click-through rate, and answer the most profitable holiday questions.
Before you get into the nitty-gritty of how to use a tool, you need to pick the right suite of tools. Even more important, the question you have to answer isn't just "which tool?" but "which tool when?"
No one has the time or budget to use every tool in the paid search technology landscape. Choosing the right tool is all about prioritizing your problems.
Don't let people, process, or platforms stand between you and better paid search results. A challenge to all SEWatch readers.
The limits of Google's conversion based products, and why you just may not want to give Google the keys to your business.
