This time, the humble keyword may actually be going by the wayside. And because of that, search marketing practitioners are going to need to develop a new set of skills to adapt.
Articles by Dave Schwartz
By understanding and internalizing the new features in Google Shopping, leading retailers can leapfrog their competition in PLA this holiday season.
Social shopping sites represent a huge revenue opportunity for retailers this holiday season. Social offers lots of value in the form of branding. Start by focusing on your top products, and use search data to drive social merchandising decisions.
There is a lot to like about the switch from the current PLA format to the new Google Shopping Campaigns. Here are the four most compelling new features Google is rolling out, and how they will benefit retailers going forward.
Given the huge user growth and investment in site experience and monetization, 2014 is fixing to be a huge year for Pinterest. Both online shoppers and retail advertisers would be remiss to ignore it this year.
Should PPC practitioners focus on Twitter as an emerging ad channel that can drive direct response metrics, or is its value largely brand in nature? Here are some major opportunities and challenges of leveraging Twitter as a scalable PPC ad channel.
Getting your inventory feeds in shape will help capture as much high quality traffic as possible. Here's how to make those inventory feeds work for your business this holiday and go from marketing zero to marketing hero in no time.
Google's Product Listing Adds have posed serious challenges for retailers of all sizes. Here are 10 of the most common mistakes that search marketers make, as well as some advice on how to address them to improve your own PLA campaigns.
Google's search results pages have undergone some big shifts – including product listing ads, algorithm updates, AdWords enhanced campaigns, and content integration – that will profoundly impact the ability of retailers to drive sales this season.
With the recent changes and expansion of Google's Product Listing Ads (PLA) program, it's never too early to start preparing so you can merchandise your inventory like a rock star this holiday season. Here's a calendar that will help you get ready.
It's time to stop whining and start winning! If you haven't migrated already, or you have migrated but aren't doing anything differently, here are some good reasons to adopt Google AdWords enhanced campaigns functionality as soon as possible.
This optimization cycle offers a suggested timeline and recommended actions to take to ensure that the best possible ad is running on your behalf at any given point in time, and should be followed as religiously as regular reporting activities.
When thinking about how to manage PLA programs, retailers often have a tricky personnel decision to make. Should you hire someone with deep SEO know-how or an expert at managing SEM campaigns? Actually, you need both skill sets. Here's why.
There is never a scarcity of data in paid search. While that presents incredible opportunities for ongoing optimization, it can also present some distinct challenges for those who want to put everything on data-driven autopilot.
Is the traditional call to action really as effective as we think? Are consumers really as simple-minded as we think? Is there a better, more data-driven way to validate (or invalidate) our blind faith in the call to action? Let's find out.
As this channel continues to grow, it will become increasingly important to actively optimize your PLA campaigns. Once your PLAs are live in AdWords, you should start adopting these techniques to continue to stay ahead of the competition.
Each one of these major PPC ad optimization errors can serve to confound your test results. Avoiding these common mistakes when you set up your ad tests will ensure that the results of your tests will be observable over the long term.