It is important for Enterprise SEM program managers to start thinking hard and deep about the implications of Enhanced Campaigns in the long term, as well as understanding what it is likely to become.
Enhanced Campaigns will significantly impact the way paid search platform providers do what they do, the way paid search managers do their jobs, and the way performance optimization happens.
With Thanksgiving and Black Friday just over a week away, there is no time to waste in making sure your paid search program is optimized for the flood of holiday traffic.
As we wade into what is hopefully the feeding frenzy of the ecommerce holiday season, we should take a moment to consider bidding strategies around promotions.
The time delay between marketing exposure and marketing success creates tremendous opportunity for consternation for all paid search managers
Advertisers know best about marketing objectives in different geotargets. More bidding controls would help achieve these goals more easily.
How closely a PPC keyword matches the search query matters a great deal and we shouldn’t just blithely accept Google’s changes to exact and phrase match behavior.
Can we just assume our dayparts are appropriate across all devices? User behavior suggests tablets and desktops are not neatly interchangeable, neither in the minds of users nor in how marketers should address them strategically.
The ability to assess our marginal performance is a critical step in moving away from a model under which aggregate results can mask inefficient returns on the edges.
You can’t control both spend levels and efficiency metrics. The more you predetermine one, the less control you have over the other.
The Google Mobile Ads Blog recently featured a case study of Sweetwater Sound Inc. that highlights how they have been able to capitalize on the growth of the mobile traffic segment.
We’ve discussed the impact of a single advertiser to Google’s bottom line before, but what if that advertiser was part of an elite group with significantly higher bids and/or ad quality?
Google recently introduced the ability to automatically push keyword bids to the top of page CPC. Does it make sense for advertisers to utilize this new feature?
Smart anticipatory bidding can make you money at the holidays.
In just a few short weeks we will find ourselves engrossed in bidding adjustments, ad copy changes and other time sensitive updates, so now is the time to get a few extra projects checked off your list that will pay off during the holiday frenzy.
Driving new leads through paid search can and should be a profitable endeavor. However, it’s not an easy one.
An examination of the impact of product price on sales per click and how signals should be considered for bidding.
Observed paid search CPCs are often far lower than the bids we set. How do we best take this into account?
Advertisers may be limiting their paid search campaigns to hit end of quarter goals without fully understanding the possible consequences.
Smart bidding is about matching bids to the value of traffic at the most granular levels: what is this click worth on this keyword, given this user search, from this geography, at this time, on this day?
To do this at the highest levels, it is often necessary to pull in data beyond what is available from the engines and typical conversion tracking systems. Let’s take a look at 6 types of data that when fed into your paid search bid management will take your program to another level.
My SEL piece for this month in case you missed it: Suppose you run a banana stand. You buy pallets of bananas and sell them for $1.00/banana to poor saps in the airport. You normally buy bananas from Farmer Jones for $0.30 each. You have an additional $0.60/banana in expenses for delivery costs, storage, staffing, [...]
Algorithms, particularly poor ones, with insufficient human oversight is a problem that can affect both the competitive price setting for books and the bidding of paid search ads.
Product Listing Ads are an effective supplement to AdWords Text Ads.
How to set and manage initial bids for new programs if you don’t have sophisticated tools.
While bid management is critical to the success and scale of a paid search program, it’s certainly not the only thing. Bids can account for, but cannot overcome bad or broken landing pages, poor query matching by the engines, unappealing and vague copy and a whole host of other issues that may get short shrift if bidding is difficult or given undue attention.