Understanding your customers' mindset as they move through the customer lifecycle is imperative to running successful campaigns. This is especially true in search marketing, where it's vital to understand the basic mechanisms behind how people search.
Articles by Richard Stokes
Optimizing your paid search ad copy is arguably the most effective tool at your disposal to increase click-through rates, raise your Quality Score, and outperform your competition.
The end of product listing ads as we know them makes this a perfect time to evaluate their effectiveness and impact on the industry.
It's far more common for searchers to enter multiple phrases in rapid succession, building on each preceding one, until they find what they seek. Users are indeed more likely to click on advertisers who appear more often in the same session.
Would paid search advertisers actually be better off opting out of mobile, especially when you factor in the cost and complexity of management overhead and the fact that mobile clicks tend to convert at a much lower rate? Consider these facts.
In several examples, AdGooroo researchers found CPG brands whose top keywords seemed to have little if anything to do with the product itself and would actually put the brand in competition with advertisers outside of its CPG category on the search engines.
Quality score has limited use as an actionable metric. For day-to-day management, it's more useful to focus on relative quality score (i.e., your score compared to advertisers you directly compete against at each position in the search results).