To truly make PLAs a win, use semantic optimization to better position the products in your feed to match actual consumer intent and make the most of your creative. This will help generate a greater return overall on your marketing dollars.
Articles by Dave Ragals
If you’ve noticed CPCs going up in Yahoo Bing, you’re not alone. Yahoo Bing made some subtle changes to its cascading bidding structure last year, putting it more in line with Google. Here's how marketers can keep costs in line and efficiency up.
Integrating your online marketing tools can be difficult, but the benefits are sizeable. Done correctly, not only does it allow for a more efficient use of time and resources, but also offers the potential for deeper insights and greater ROI.
Now that the dust has settled from Google's transition from free to paid and from the Q4 spike, many of the questions have been answered. And the answers, for the most part, are very encouraging. So how do you take advantage of product listing ads?
Everyone enjoys a good scare around Halloween. But that doesn’t mean your paid search campaign has to be nightmarishly frightful. Witness four of the most spine-tingling and horrifying search marketing mistakes ... if you dare!
Stores hire people in clown suits to draw customers through their doors. The clowns don’t care who buys something. But we do. Don’t be a clown. Make the full conversion experience the focus of your efforts, not just your part.
Now that summer vacation is behind us, a busy Q4 lies ahead. For search marketers, it's a good time to make sure your PPC accounts are in good shape. Your first assignment: check your messaging, keywords, bid optimization, and then get testing!
It’s easy to get wrapped up in basic metrics you always watch. While these will help you understand your ads better, knowing the real value of the results of these ads allows you to connect your CPAs, CPLs, and ROASs to metrics that really matter.
We often look at effective search engine marketing as keywords, creatives, and landing pages. Too often, marketers neglect landing pages, which is a huge mistake as they can be instrumental in improving quality score and conversion rate.
Not leveraging attribution? Still stuck on a last-click model? You owe it to yourself to improve your media optimization. Experiment with some advanced attribution models. Learn how they can help you better understand your media and customers.
Falling into the complacency of ongoing optimization with your search accounts can leave opportunity and money on the table. A close evaluation of your account can turn something good into something great and give your account a needed kick-start.
By measuring the right set of metrics, you can create scenarios around users exposed to your different marketing efforts. This can help you hone in on effective strategies and tactics for your brand or engagement marketing. Quantify, then optimize.
We are quickly approaching the travel industry’s high season. Roughly 40 percent of the industry’s annual impression volume takes place between May and August, leaving only a few months for travel marketers to get their accounts in order.
In the world of SEM, you have to juggle many methods to make sure a PPC account is running efficiently. Throwing Ad Extensions into that mix will add an extra edge to any PPC account. Let’s review AdWords Ad Extensions and why you should use them.
Your PPC account is no different from a home. Sometimes you need to remodel and sometimes you’ll have to tear it down to rebuild it from the ground up. Learn how to pick the right crew and tools – and how to set quantifiable benchmark KPIs.
A last minute Black Friday checklist for search marketers: beat the Google AdWords holiday rush, keep a backup evergreen ad in each and every ad group, and coordinate and have a system that keeps tabs on who makes what changes to avoid overlap.
Putting together a championship SEM team requires understanding the positions you need to fill; identifying the skills and experience to fill those positions; and finding a great coach or manager to bring it all together. Start winning today.
For many, Q4 is a make or break time of year. Without proper PPC planning and strategy, it can lead to little more than a higher cost of doing business. But these three low-effort steps can help make it this the most wonderful time of the year.
Retailers will always rely on the tried and true techniques like “free shipping” and “easy returns”. But those don’t take into account what you actually can sell today. Here’s how to generate greater efficiency with your product feed.
A little risk can create a lot of reward. Not every test will succeed, nor will every test fail. But if executed properly, every test will teach you something. Here’s how search marketers can convince stakeholders of the value of testing.