THE RKGBLOG

2014

As we move into adjusting bids based on more and more attributes, both geographic and not, it will only become more important to understand how Google’s auction is already impacting the cost per click paid for different audiences.

In this video from Kyla Becker, find out how to implement a rel=”nofollow” tag in a link element and which links are top priority for receiving a “nofollow.”

One often overlooked feature of Google AdWords campaigns that affects broad matching is that Google determines ad relevancy by the user’s Google Language preferences and not the language of the query entered by the user.

Part two of our three-part video series on Google Shopping Campaigns covers best practices for structuring your new Google Shopping Campaigns, along with pros and cons for three potential campaign structures.

What should retailers do to make the most of Pinterest this holiday season and beyond? Here are six tips to help your content perform better on Pinterest.

What ROI goal or KPI is right for your digital marketing program? Join me for this Google Hangout, The Profit Playbook, where I discuss what considerations advertisers should take into account when setting their program goals and what the potential danger is in viewing performance with too narrow a lens.

As part of our ongoing university outreach efforts, we’ve recently developed a paid search retail business case to provide materials for business programs that use the “case method” and/or professors seeking content to drive a quantitatively-based classroom discussion (or team competition!).

Part one of our three-part video series on Google Shopping Campaigns takes you through key differences between Google Shopping Campaigns and legacy PLA campaigns.

Google announced last night that, starting in September, they will no longer respect the intentions of advertisers to have AdWords exact and phrase match function as they have historically. Instead, both match types will now bring in traffic on close variants by mandate.

Discover just how well digital channels performed in Q2 of 2014, along with which factors drove growth the most, in this video from Paid Search VP Rachel Schnorr.

Are you optimizing your social media program to take advantage of Twitter’s active and growing user base? This latest video in RKG’s #socialseries discusses best practices for marketing on Twitter.

Here’s our take on a new extension for Google Product Listing Ads called Product Ratings. Product Ratings are displayed on a 5-star ranking system based on aggregated data from a variety of sources across the web.

Dive into the technical inner workings of Google’s updated Panda algorithm in this video from RKG Senior Search Analyst Ben Goodsell.

In this video, see shining examples of how brands engage and build audiences on Facebook with help from tools and data that you, too, can access and implement into your own social media strategy.

We are happy to announce the release of the RKG Digital Marketing Report for Q2 2014. This quarter’s report offers over 50 charts with insights and analysis on trends in paid search, search engine optimization, social media, product listing ads (PLAs), comparison shopping engines, display advertising and more.

We all get behind in our reading periodically. I still write pretty regularly for Search Engine Land and we don’t republish these on RKG Blog anymore. I thought I’d give a quick synopsis of the posts I’ve written for them recently with links to the full post.

RKG Director of SEO Knowledge Kristan Dauble introduces you to the Knowledge Graph, and shares insights as to how it will ultimately bring users closer to your brand.

Many marketers have misunderstood the Shopping Campaign priority feature as allowing advertisers to specify that Google serve a particular product or set of products over other relevant products in lower priority campaigns. This is not the case.

We’re excited to announce that RKG is now a part of Merkle, a leading customer relationship management (CRM) firm. By coming together with Merkle, we can bring greater value to our clients through expanded services and expertise.

Here are some easy steps for how to gather the data you need to review your backlink profile, and how to identify potential areas of risk that contribute to decreased SERP rankings.

With PLAs making up an increasingly significant chunk of advertisers’ paid search programs, the Google Shopping Campaigns transition is understandably a hot topic right now across the industry. Here is a quick overview of some of the enhancements you can expect to see after transitioning to the new Shopping Campaigns, along with our take on how to structure your campaigns for success.

Conventional wisdom at RKG holds that when making strategic decisions, clients should focus on their own paid search goals and performance metrics rather than reacting to competitors’ actions. As a best practice we always follow that piece of advice; however, it can be beneficial to examine your competitive landscape to gain insight into what external factors may be affecting your PPC program. Google’s Auction Insights report is an extremely useful tool that can be used for just such a purpose.

Google’s recently released whitepaper outlining recommendations for the soon to be mandatory Shopping Campaign model offers up best practices for feed optimization, campaign structure, bid management, and mobile strategy. While there’s plenty to dissect in this whitepaper, I found it interesting that Google chose not to mention item ID level targets at all in their structural recommendations.

Learn how to determine if you’re under manual penalty from Google and the steps you can take to reclaim SEO strength.

Facebook will give users more control over the ads they see, but they will also give advertisers insights into users’ off-Facebook browsing behavior.