There are many elements of an effective paid search campaign. While
much of the discussion often centers on bidding, there is an equally
important component: quality score.
Quality score was introduced by search engines looking to receive
maximum yield from advertising. By understanding the search engines’
approach, search marketers can take steps to improve their ROI,
independent of their bidding strategy.
"What if you told us what you
were trying to sell and we matched that to the queries of our users?" asked Nick Fox, business product management director for Google's AdWords team. What if search ads just...happened? You tell us what you're selling,
we do the rest."
Keyword-free ads are just one example of the potential future of paid search advertising Fox presented at Search Engine Strategies today. Google is also looking at CPA ad models and "smarter formats."
In these days of digital goodness, I'm sure I'm not alone in noticing more and more brands using the phrase: 'search for us online...' in their ad campaigns. But this strategy has failed many, many times, so why do brands take the risk?
A quick scout around the digital media press, and obviously the
obligatory question posted on Twitter, revealed many examples of brands
using search in ads:
It's a general trend: search queries are getting longer. But what's going on?
New research by agency bigmouthmedia has shed some light on the phenomenon in Europe and the results are intriguing.
Over the years, I've worked with many clients of all sizes and shapes. Many have been businesses that need help with their internet presence and ongoing internet strategy.
When the discussion turns to SEO, one of the most common misperceptions many clients have is that SEO is a destination; that you can do a few things and you'll reach the pot of gold at the end of the rainbow.
If you sell widgets, being #1 on Google for generic keywords like 'widgets', 'cheap widgets' and 'buy widgets' is the stuff of dreams.
A top ranking for lucrative generic keywords can literally mean the difference between tens of thousands of dollars a month or more in revenue and no revenue whatsoever for many businesses.