Many marketers still find themselves spending hours of time having to review raw query reports with the slight hope that keyword expansion tools might be able to help them identify those key terms that their campaigns are missing.
Adding new keywords and refining match types might be important for optimisation, but it’s not necessarily the fastest way to increase volume. Often, advertisers focused on growing their paid search programs pay too much attention to keyword expansion activities.
This isn’t surprising, especially given the multitude of keyword tools out there such as Wordstream, Trellian, or Adgooroo, each promoting their own version of keyword data.
However, once marketers have built out their core search programs, the process of adding long-tail terms can require a massive expansion and yet only return a slight impact on traffic volumes.
On the way into the office today I noticed a bunch of tweets along the lines of 'Interflora wins EU PPC case vs M&S'.
I have just read the ruling in full, and I don’t interpret it as a win at all, but there are some key takeaways that you need to be aware of if your brand is involved in bidding on competitor trademarks.
It’s common for consumers to click on an online ad, view a product and then postpone purchase until a couple of days later when they’ll go directly to the site and the conversion is made.
Furthermore, once an order is complete, that same customer could keep coming back to the site to make other purchases. And yet, measuring these instances of customer loyalty to optimise bids has often proven to be a problem for marketers.
SEO, paid search and social media: for obvious reasons, it's difficult, if not downright impossible, for companies to thrive online without them.
Given their importance, one might expect that a growing number of companies would be eager to bring their SEO, PPC and social media activities in house, but according to SEMPO and Econsultancy's State of Search Marketing Report 2011, just the opposite is happening.
Paid search is typically perceived as a direct response channel. It is most frequently used by firms for sales and lead generation.
There are definite brand benefits to paid search, but most advertisers do not focus on the softer brand metrics when placing Adwords campaigns. Clickthrough and conversion rates are what matter the most, as far as most people are concerned.
As such it was rather interesting to spot a seemingly random paid search ad for Ann Summers, which was anchored to a keyword search on last year’s budget.
Now that TagMan has been tracking all the activity of some very big clients for a substantial period of time, we can provide some pretty definitive answers about how different campaigns appear in, and contribute to, the path to conversion.
From this data, we have proof that natural search and social media channels are vastly undervalued, while the effect of paid search is overstated...
Most brands now engage in organic and paid search to a greater or lesser degree, but most do so with little understanding of the interaction between the two mediums, and therefore fail to acknowledge that search is one medium and not two and should be managed as such for maximum return.
To coincide with the release of Econsultancy’s Paid Search Agencies Buyer’s Guide this week, I’ve been talking to some leading UK search agency experts about what 2011 holds for the sector.
I’ve no doubt that paid search is going to become sexy again – we’ve seen PPC products and technologies emerging such as Google’s location-based ads, Product Listings, Extensions and Sitelinks.
Additionally, Bing and Yahoo! continue to challenge Google, while new opportunities for paid search are becoming apparent, ranging from mobile through to social media.
It looks to be an exciting year ahead for what some marketers regard as a stale channel, despite its effectiveness and accountability. But what do those on the frontline think?
Halloween’s gone and Thanksgiving is on the horizon. That means it’s
time for the holiday ad onslaught, which means a
razor-sharp focus on optimizing paid search campaigns for most
retailers. Performics predicts retail sales from
actively managed paid search campaigns will grow 15% this holiday season. CEO Daina Middleton recommends creating and optimizing standalone mobile search campaigns - not just using existing holiday search campaigns - to foster sales growth.
Read on for three tips on making those mobile search campaigns more effective.
In my last post, I argued that the growth of Facebook is such that marketers can no longer ignore it as a platform. However, I also mentioned that it is much less mature than search marketing, and as such best practice techniques aren’t as well developed.
So in this post I'm sharing my thoughts on how best to use this fast emerging channel most effectively, based on how we see agencies and advertisers using our platform to manage Facebook campaigns.