For many brands, search advertising is already one of the most productive marketing channels.
However testing conducted by Yahoo and Nielsen Catalina Solutions (NCS) found that advertisers using paid search may be benefiting even when consumers don’t click on their ads.
It’s nearly ‘that time’ of year again. So what are the key things to consider if you’re still putting the final touches to your digital marketing strategy for the holiday shopping season?
You may have seen the news that Google plans to provide web search results and search ads for an unspecified number of Yahoo user queries.
See the SEC filing here. So, what does that mean for marketers?
Every year, companies gather in New York to pitch advertisers on their latest and greatest digital offerings in digital media’s response to television upfronts.
Here are some of the highlights from this year’s NewFronts which occurred between April 27 and May 7…
In 2006, Web 2.0 entrepreneurs Stewart Butterfield and Caterina Fake graced the cover of Newsweek. The founders of Flickr were “putting the ‘We’ in Web.”
Major publishers and online media companies are all vying for a piece of the rapidly expanding online video advertising spend pie.
In advance of next week’s NewFronts, Yahoo has unveiled a new native video ad format.
Here’s a joyously surprising list brought to me by Andrew Warren Payne.
The headline is entirely factually correct, these websites are not responsive. Whether they should be or not is a matter for debate, and I hope one you will take up in the comments section.
It’s a provocative question and heaven knows we all love one of those.
There are a lot of contradictory opinions out there surrounding the term ‘blue links’ and how many are to be found on your average search engine results pages (SERPs).
While many proclaim the death of ’10 blue links’, other experts suggest their own research confirms otherwise.
Search is an ever evolving, constantly tinkered with playground that is almost impossible to ‘game’ in the long-term and second-guess in the short-term.
As a producer of content myself, I’ve always believed that SEO best practice lies in the quality of the content itself. Creating entertaining, useful, relevant or engaging content is the number one approach and any ‘wins’ your content may achieve in appearing in organic search listings are a well earned result.
Of course I sound naïve here and I’m fully aware that good SEO involves more than just that, especially if organic search listings on the first SERP are becoming less visible.
Let’s take a look at the current state of play for organic search and ’10 blue links’.
Covario has just issued its Global Paid Search Spend Analysis for Q4 2013, revealing that global spend on pay-per-click (PPC) advertising has increased by 13% from Q3 and 7% year-on-year.
Paid search on mobile also had an incredible 2013, with impressive numbers recorded for Android, iPhone and iPad activations. Total advertising spend on mobile grew 23% in Q4 2013 from Q3. This is 55% up from the same period in 2012.
Keyword pricing wise, the average cost-per-click (CPC) came down in Q4 2013, however the average CPC rose 10% versus the same period in 2012.
Paid search marketing has many names, wears many guises and works alongside many other nebulous terms.
Search engine marketing (SEM), search engine optimisation (SEO), pay-per-click (PPC), cost-per-click (CPC), cost-per-impression (CPM) search engine advertising, sponsored listings, paid for placement, and that’s before you get to services provided by the search engines themselves – Google AdWords, Yahoo Bing Network.
It’s a lot to wade through.
As a relative newcomer to the digital marketing world, I’ve decided to begin a series of ‘beginner’s guides’ to uncover what is meant by certain terms, trends and technological advances in digital; being both a travel guide and a personal investigation.
Last week I covered Native Advertising, this time I’m going to take a look at paid search. If you’re an expert in the field, this article may not be for you, however please feel free to leave any advice or guidance in the comments below.
Back in June 2012 Tumblr creator David Karp and his team publicly announced a more focused attempt at getting advertising on people’s dashboards.
One of the first brands to trial the paid service was Adidas, however it is definitely not the best as proven by the low amount of ‘re-posts’ it receives.
If there’s one thing I’ve learnt over the years from working in digital marketing, it’s that first reactions to tech news stories are rarely accurate.
The time to form an opinion, in my experience, is when the stories ending in question marks die down.
When the Tumblr news broke (Yahoo’s planned acquisition @ $1.1bn) we were predictably flooded by instantaneous musings and misunderstandings around the network and its new owners.
Speculation then moved onto what Yahoo should do with its new toy, with a common concern muted as the nonsensical introduction of spammy ads.