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, [...]
How to set and manage initial bids for new programs if you don’t have sophisticated tools.
If we assume that keyword length is an imperfect-but-still-worthy proxy for the specificity of a phrase, then we’d expect to see a mathematically positive relationship between keyword length and conversion.
Although it has seen gains in overall search share, the Yahoo! and Microsoft Search Alliance has had trouble monetizing its traffic.
There is a real opportunity for advertisers to segment their spend by browser version or, more realistically, let Google try to do it for us.
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.
Are Product Listing Ads just cannibalizing AdWords Text Ads? Read what we’re seeing in the data.
We see accounts losing ground as a result of the merger.
Lead generation requires more sophistication, not less.
Simply counting assists is a poor solution to the attribution puzzle.
How often does the purchase match the search?
Get the most bang for your buck in paid search by focusing on the highest priority issues.
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.
Tracking made Google a success, but may now provide friction to its continued growth.
In paid search the more accurately we can gauge and react to the “true value” of the traffic for each ad the better the performance of the program.
“Solving” the problem of attribution may be impossible, but actionable improvements are worthwhile for many and those improvements can range from the simple to the highly complex.
Getting attribution absolutely right is impossible, but even an imperfect system may add significant value.
Yahoo’s new syndication bidding controls should be a big win for everyone!
Sometimes it’s tempting to leap to conclusions in paid search. In this cautionary post, we’ll provide a tool for testing whether data has changed meaningfully, or whether you’re looking at statistical noise.
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.
Traffic from mobile devices has grown tremendously over the last year, but the quality of that traffic may be sketchy.