Marketing Channels, Web Advertising
July 24, 2024
Via: Martech ZoneWhen people ask about paid search, I tell them I’m all in on the strategy. This wasn’t always the reality. Organic search and social media could drive far better ROI for quite some time. Over time, though, search has been […]
Marketing Channels, Web Advertising
July 17, 2024
Via: Search Engine LandHave you ever found yourself in one of the following situations? A stakeholder asks you the exact date that you adjusted the Target ROAS for a specific campaign, and you have to comb through the Change History to track it […]
Marketing Channels, Web Advertising
July 9, 2024
Via: Search Engine LandWhile this latest pushback means some businesses may put off their search for a solution, I will instead outline practical steps you can take today to test both alternative targeting and measurement options to successfully navigate the future landscape. The […]
Marketing Channels, Web Advertising
July 3, 2024
Via: Search Engine LandGoogle Ads has finished auto-migrating location extensions to assets for most active accounts, a process announced on July 24, 2023. Why we care. This change expands the ways advertisers can use location information in their ads, potentially improving ad performance […]
Marketing Channels, Web Advertising
June 27, 2024
Via: Search Engine JournalPay-per-click (PPC) advertising has evolved quite a bit since it first began in the early days of the internet. Metrics like cost per click (CPC) remain an important part of the conversation, while others (like average position) have retired. Understanding […]
Marketing Channels, Web Advertising
June 21, 2024
Via: Search Engine LandOne of the greatest failings of a PPC specialist is being unable to take a step back and see the big picture. You can get lost in the weeds of account management and focus too much on vanity metrics, bidding […]
Marketing Channels, Web Advertising
June 20, 2024
Via: Search Engine JournalMany advertisers have a tight budget for pay-per-click (PPC) advertising, making it challenging to maximize results. One of the first questions that often looms large is, “How much should we spend?” It’s a pivotal question, one that sets the stage […]
Marketing Channels, Web Advertising
June 13, 2024
Via: Search Engine LandYouTube is testing serving ads directly embedded into video streams – the latest move in its war on ad-blockers. Why it matters. The “server-side ad injection” approach bakes ads into the core video file itself, making them indistinguishable from content […]
Marketing Channels, Web Advertising
June 13, 2024
Via: Search Engine LandYour manager just informed you that you have a new PPC client. How exciting! Once the news settles in, the questions start flowing into your mind: When do I start working with them? What services am I going to provide […]
Marketing Channels, Web Advertising
June 11, 2024
Via: Search Engine LandThere are so many metrics you can track when running a Google Ads campaign. Yes, having more data at your disposal helps you make more informed decisions, but to someone new to paid search, all the data can be overwhelming. […]
Marketing Channels, Web Advertising
June 10, 2024
Via: Search Engine LandGoogle Ads is finalizing the rollout of its new design to all markets starting Aug. 30, retiring the old interface for desktop users. The big picture. First launched in 2023, the new Google Ads design overhauls how the product is […]
Marketing Channels, Web Advertising
June 5, 2024
Via: Search Engine LandGoogle’s annual marketing event, Google Marketing Live 2024, heavily emphasized upcoming AI products and features, particularly the Search Generative Experience (SGE), now called AI Overviews. Ads within AI Overviews are being tested in the U.S. only on queries it believes […]
Marketing Channels, Web Advertising
May 31, 2024
Via: Search Engine LandOne size certainly does not fit all in PPC advertising. The strategies that drive success in ecommerce often differ from those required for effective lead generation. Lead generation through PPC is more challenging than ecommerce. There are more obstacles and […]
Marketing Channels, Web Advertising
May 16, 2024
Via: Marketing DiveAmid an upfronts week that’s seen increased streaming competition, YouTube is claiming a position as top dog when it comes to engagement. The company cited Nielsen data that shows YouTube has stood as the most-watched streaming platform in the U.S. […]
Marketing Channels, Web Advertising
May 13, 2024
Via: Search Engine JournalGoogle has clarified that a business’s proximity to a searcher isn’t a primary factor in how Local Services Ads are ranked. This change reflects Google’s evolving understanding of what’s relevant to users searching for local service providers. Chris Barnard, a […]
Marketing Channels, Web Advertising
April 9, 2024
Via: Search Engine LandGoogle leads AI advertising with machine learning integrated across ad campaigns and types. Even with manual workarounds, results tend to suffer without the help of AI-driven algorithms. Without AI assistance for PPC bidding and creative decisions, your conversion rate will […]
Marketing Channels, Web Advertising
March 28, 2024
Via: Search Engine LandWhile Google Ads has built-in bidding algorithms and optimization features, some PPC marketers and advertisers still rely on Google’s Search Ads 360 (SA360) for managing complex campaigns. This article discusses three key best practices and integrations that can help maximize […]
Marketing Channels, Web Advertising
March 18, 2024
Via: Search Engine LandHow often have you heard, “Use broad match along with smart bidding to get the best results?” Broad match can learn based on previous conversion activity. It can also use previous user search data, other keywords in your ad group […]
Marketing Channels, Web Advertising
March 11, 2024
Via: Search Engine JournalEvery year, it seems like this year will be the biggest year of change for PPC management, especially for B2B businesses. But this year, this claim is more than hyperbole. The growth in artificial intelligence (AI) and a continued emphasis […]
Marketing Channels, Web Advertising
March 8, 2024
Via: Search Engine LandTrends and hurdles are already taking shape for all PPC marketers in 2024. Changes in the privacy and data landscapes are dictating most of them, alongside continuing economic struggles. But what are those challenges and how can we prepare and […]