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While CVM has certainly not been good for the value of phrase and exact match keywords, the notion that Google has so diluted the meaning of the individual match types that they no longer matter is, in short, just not true. The difference in traffic value between different match types of the same keyword is still significant, and worth launching multiple versions of the same keyword to account for.

In recent years, Pricegrabber and the eBay Commerce Network have moved away from the traditional rate card system, allowing advertisers to submit bids of any amount for their products. The setup on each engine is slightly different but the idea is the same: let advertisers bid each product based on its predicted value.

We are excited today to announce the release of Merkle|RKG’ s Q1 2015 Digital Marketing Report. Now available for download, this quarter’s report offers data and analyses on the latest trends across paid search, product listing ads, search engine optimization, display advertising and other topics surrounding digital marketing.

Whether it’s the Super Bowl or March Madness, event-based marketing campaigns planned with only the typical KPIs in mind — increases in site or social traffic, follower growth, or revenue — may be limited by short-term thinking. Brands must be better prepared to understand the influx of digital opportunity accompanying a big TV spot.

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.

Facebook announced this week that advertisers are now able to load product feeds directly into Business Manager for dynamic ad creative. In terms of how this new ad format can help advertisers, there are a couple of key advantages to be aware of.

The Google Webmaster Tools Sitemaps page may be deceiving you if you’ve mistakenly magnified the number of URLs submitted and indexed, which is an easy mistake to make because of how Google deals with sitemaps loaded by themselves and those loaded within a sitemap index.

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.

The traditional idea of Valentine’s Day may not match your company’s offering but plenty of people are looking for non-traditional ways to show they care. Use our Valentine’s checklist to capture some of the gift-giving frenzy and turn it into conversions for your business this year.

We are excited to announce the release of Merkle|RKG’s 2nd Annual Digital Bowl Report. This in-depth review of advertiser performance before, during, and after the Super Bowl highlights digital efforts made across channels including paid search, search engine optimization, display advertising, email and social media.

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.

Amazon has been a major competitor in almost every industry over the past few years, expanding its product selection and entering into video streaming and web services. While its presence in paid search has likewise been fairly large, Auction Insights data shows that the e-retail giant is moving up the page with its paid ads, and entering into auctions for more product categories, every day.

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.

Google recently released their Automatic Item Update tool out of beta for Shopping Campaigns. First introduced back in Q2 2013 for Product Listing Ad (PLA) campaigns and offered as a beta, the Automatic Item Update tool helps advertisers improve the accuracy of their Google Shopping listings by using product data pulled directly from the advertiser’s site.

Learn the most important tactics for getting your display campaigns ready for the holiday season in this video from RKG’s Director of Display Management, Michelle Alfano.

The differences in smartphone versus desktop/tablet SERPs, the clumsiness of users’ thumbs, and the large difference in CPCs between devices dictate that advertisers have to approach these spaces differently. Naturally, advertisers might be questioning if there are differences in how shorter queries perform versus longer queries.

New and different Shopping result format tests are seemingly being pushed out every day. While most of these tests have shown relatively small differences in how the different products are displayed, such as being sorted by price as opposed to having prices mixed together, a new test seems to be taking the biggest leap yet in terms of impacting user experience, this time encroaching on brand oriented searches.

Holistic SEO does more than just improve a site’s performance in organic search. It lays the foundation for all online touches with your brand by aligning your site’s content with what your unique users are looking for.

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.

Dive further into the Twitterverse in this video from George Kamide and see real-world examples of brands engaging and building audiences on Twitter.

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 announced earlier this week, Atlas, which was acquired by Facebook back in 2013 from Microsoft, has been rebuilt to now offer DSP (demand side platform) capabilities in addition to ad-serving. This integration makes the updated Atlas stack similar in offering to Google’s Doubleclick Campaign Manager (previously DFA) which provides ad serving capabilities and DSP services through its Doubleclick Bid Manager.