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.
It’s human nature to want to know what everyone else is doing. But don’t burn valuable time and money studying benchmarks.
Bigger orders aren’t just better now, they’re better later, too.
Which is more important? It all depends…
The addition of Estimated Top Impressions in Google’s Bid Simulator data has elucidated a little recognized effect of Google acting like a competitor with its advertisers within its auctions.
Get the most bang for your buck in paid search by focusing on the highest priority issues.
Mixing Bing and Yahoo traffic will impact the quality of traffic and influence bids.
James, if you have a moment, I have a few questions.
George rants about myths and the people who propagate them.
The incremental marketing efficiency can be far more aggressive than the average. Here’s why
The iPad launched just a little over two months ago with Steve Jobs heralding the device as a new “third category” between laptop computers and smartphones. Our data suggests iPad users behave much more like traditional desktop and laptop users than mobile users when it comes to online shopping.
Are you ready for Bing-hoo!?!
Budgets should generally be avoided. But if they are unavoidable, here are some thoughts on how to manage them.
How could something that sounds so good, be so wrong-headed?
A layered approach to assessing paid search effectiveness. Now is the time to raise the bar.
A collection of our most enduring posts from 2009