THE RKGBLOG

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.

Google announced last week that PLAs are now be eligible to show on retail and commerce sites in the Google Search Network, similar to how text ads can currently show on search partner sites. Overall, we think this will be a positive for advertising retailers as it will increase PLA reach and volume.

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.

What should retailers do to make the most of Pinterest this holiday season and beyond? Here are six tips to help your content perform better on Pinterest.

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!).

Part one of our three-part video series on Google Shopping Campaigns takes you through key differences between Google Shopping Campaigns and legacy PLA campaigns.

Are you optimizing your social media program to take advantage of Twitter’s active and growing user base? This latest video in RKG’s #socialseries discusses best practices for marketing on Twitter.

In this video, see shining examples of how brands engage and build audiences on Facebook with help from tools and data that you, too, can access and implement into your own social media strategy.

We all get behind in our reading periodically. I still write pretty regularly for Search Engine Land and we don’t republish these on RKG Blog anymore. I thought I’d give a quick synopsis of the posts I’ve written for them recently with links to the full post.

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.

Many marketers have misunderstood the Shopping Campaign priority feature as allowing advertisers to specify that Google serve a particular product or set of products over other relevant products in lower priority campaigns. This is not the case.

We’re excited to announce that RKG is now a part of Merkle, a leading customer relationship management (CRM) firm. By coming together with Merkle, we can bring greater value to our clients through expanded services and expertise.