At Merkle|RKG, we’ve always advocated for using paid search landing pages that match the specificity of users’ queries. However, as is the case with most rules, there are exceptions. Let’s walk through an example of how one advertiser found success using a category level page for some product specific keywords.
Across a sample of RKG clients, we see that close variant exact match search terms see a conversion rate of just 48% that of true exact match search terms, while close variant phrase match conversion rate was 86% that of true phrase match.
Hot on the heels of the 2015 Digital Bowl, we’d like to offer marketers a few guidelines for making their television advertisement shine in the digital world.
Merkle Search Account Managers brainstormed which trends and best practices would be the most impactful to implement in 2015. Who needs 1,000 things to do in 2015? Let’s just talk about the most interesting.
We’re pleased to announce today’s release of Merkle | RKG’s Q4 2014 Digital Marketing Report for download. The DMR highlights the latest trends in paid search, search engine optimization, display advertising, product listing ads (PLAs), comparison shopping engines, and other topics across the digital marketing spectrum.
While it’s well known that digital marketing is a growing market space for consumer goods, it is also a great resource for nonprofits. With the right management and maintenance, it can help educate and capture qualified donors and volunteers that would otherwise be difficult to reach.
We’ve run the numbers on Thanksgiving, Black Friday and Cyber Monday paid search performance and find that sales growth was strong at 23% with mobile carrying more weight.
A recent Google SEO penalty was significant enough to eBay’s bottom line that they have addressed it as a factor that is weighing on their growth rate.The penalty may have also prompted eBay to reconsider its status as a Google search partner.
It’s been nearly two months since Google rolled out the release of mandatory close variant matching for all exact and phrase match keywords, much to the concern of RKG and others in paid search. Taking a look at the overall impact of this change, we are starting to see slight shifts in the makeup of Google traffic.
Today we are excited to release the Q3 2014 Edition of the RKG Digital Marketing Report. Download the report for over 50 detailed 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.
As a multi-service agency, RKG has many clients that work with us on multiple channels and our client service teams regularly share data and findings to help inform marketing decisions. Paid search, comparison shopping engines, and display advertising are all excellent data sources to help guide your SEO efforts.
Advertisers have had this tool for search on Google.com for just over a year and have been able to incorporate cross-device data into their bidding and budget decisions. The extension of estimated cross-device conversions to Google’s Display Network is a logical next step in providing advertisers with the means to gain greater insight into overall AdWords performance.
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.
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.
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!).
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.
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.
Bing Ads is moving closer to Google’s model for Enhanced Campaigns, but will still allow some segmentation of tablet bids. Unfortunately, that won’t be sufficient for many advertisers
The AdWords for video campaign model is currently undergoing a major overhaul. We offer some tips on preparing for the most consequential changes.
Google’s ‘Step Inside AdWords’ presentation at the AdWords Performance Forum delivered several updates for advertisers. Here we’ll take a look at each and what their respective impact on the paid search landscape may be.
Google shares dropped 3% in after hours trading Wednesday after a disappointing earnings report, making today an excellent day to buy Google stock.
RKG released our latest Digital Marketing Report today, covering Q1 2014. As always, the report spans a wide breadth of the digital marketing industry including paid and organic search, social, mobile, comparison shopping engines and display advertising.
Why the newly released ad group level mobile modifiers, negatives and ad copy controls in Google Shopping Campaigns are so important.
Targeting business intelligence components can help to augment your primary KPI by optimizing for additional goals.
What do we do when a keyword facilitates an intermediate step in the selling process? How do we credit the keyword for indirectly driving revenue down the line?