Paid search has always been a popular method of advertising on desktop. However studies are finding that up to 30% of advertising methods are targeting mobile. There is no denying that mobile is growing, even to the extent that Google is focusing more on mobile and looking to benefit from mobile, as seen with new Enhanced campaigns.
A wealth of information was shared at the first day of the SMX London conference. From a paid search perspective the speakers shared knowledge and ideas on a wide range of areas pertaining to paid search. Below are some of the most valuable tips and information gathered on day 1.
Paid Search Updates and Tactics
Ann Stanley was the first speaker to talk about paid search, and dived into details pertaining to Enhanced campaigns.
Ann went into detail about the pros and cons of the launch of Enhanced campaigns highlighting specific areas that can be beneficial and other areas that can be a hindrance. While Google has mentioned that automatic changes to Enhanced campaigns will begin on the 22nd July 2013, Ann highlighted that the practices most agencies are seeming to use is to wait until the last possible moment before changing campaigns to Enhanced.
Advertisers are preferring to keep the campaign on the Legacy setting as long as possible in order to limit the risk of unwanted changes that could occur when activating Enhanced campaigns. (more…)
Earlier this month, I presented at SES London looking at Remarketing with Google AdWords and Google Analytics. Part of my presentation looked at top tips that advertisers should consider and pay attention to when they are running a remarketing campaign to help get the best results.
In this post, I am going to talk through 15 tips and recommendations which you should be able to take away and implement within your remarketing strategies and campaigns.
My slides from SES London are available to view on Slideshare if you want to take a look through the entire presentation in more detail.
As many as 90% of the people who visit a website leave without completing any action that online marketers intend them to take. This has led to a rise in re-marketing budgets. It sounds very simple; however, in the early rush to embrace re-marketing, many brands are wasting budget on ineffective or lazy approaches.
In this session, experts shared their experiences with re-marketing and the impact it has had on advertisers’ overall ROI.
Moderator:
Jon Myers, SES Advisory Board; VP, Commercial Director EMEA, Marin Software
Jon started by introducing the speakers highlighting their experience and key skills in the re-marketing sector. (more…)
This week Google announced a new Adwords update which will presumably have a big impact for the advertisers using Google as their main platform. With the new update Google says managing campaigns should become a lot simpler.
But there is more to it than meets the eye. It could implicate a lot of more work from advertisers to turn back the things Google asked them to do last year and next to that it might not always have the result you would think it has. (more…)
This is a guest post by Sri Sharma, managing director at Net Media Planet.
There are so many online publishers competing for every sale this festive period it has never been more important to stand apart from your rivals. There is still time to maximise performance of your e-commerce site this Christmas by improving your Paid Search marketing.
Here are some top tips for your ecommerce site to help you make it a bumper 2012 Christmas! (more…)
Remarketing with Google has become more popular over the past six months and I think this is set to continue into 2013. Once you get the hang of it, it is relatively easy to set up and manage. The benefits I have seen off the back of creating and running remarketing campaigns has been huge. You can get maximum exposure for your brand at such a low cost as you can set it up so you only pay for the clicks, not impressions. Additionally, the Conversion Rate can also be high as the people you are following round are already engaged with your brand and more likely to convert.
When Google first launched remarketing, it was a very clunky to set up but since then they have relaunched the platform and have made it much simpler.
I am not going to go into detail about setting up remarketing in this post as there are some fantastic guides on Google but what I am going to do is give you some examples of lists and audiences that you can build to get the most out of your campaigns.
This the season for search marketers in retail to not sleep, as click volumes begin to rapidly increase and fluctuate throughout the busy festive online shopping season. To ease some of this stress, we at Marin Software have been analysing data from the 2011 festive season to help search marketers prepare campaigns for key dates and fluctuations.
We’ve been looking at spend, CTR, CPC, impression, revenue and mobile click share trends across Q4 2011 to identify key dates for your 2012 Christmas calendar. Off the back of this I wanted to provide nine practical and actionable tips to prepare campaigns for the festive season. So, here goes: (more…)
This is a guest post by Jeffrey Bleijendaal, Manager Search Engines and Display Marketing Ematters.
Keeping Google AdWords ROI positive is extremely important to Google, because having happy advertisers means more ad spend and thus revenue for Google. There are a number of features advertisers can use to keep their budget under control. You can think of ad scheduling, regional targeting and keyword match types. In this article we’ll have a closer look at this last feature; keyword match types.
The keyword match types offer advertisers the possibility to create huge, broad campaigns which drive a lot of impressions and clicks. On the other hand it also makes it possible to keep it small and narrow to only drive impressions and clicks for the most relevant searches. How broad or narrow the campaign eventually will be depends entirely on how the keyword match types are being used. This article will give you a close insight on how to build the desired campaign using these match types. (more…)
Nowadays, simply running an AdWords campaign via the AdWords Interface isn’t enough. We all have so many tools at our disposal but nine times out of ten, people forget the one tool that they should be using when it comes to managing a PPC campaign…. Google Analytics.
In this post, I am going to look at some of the features available to PPC advertisers in the Google Analytics interface and explain how you should be using them when it comes to managing your paid search campaign.
First things first you need to make sure you have linked your AdWords Account with your Google Analytics. If you don’t do this, you are going to be missing out on a wealth of data that is essential to running a successful paid search campaign. If you are unsure of how to link the two accounts together, check out the AdWords Help Desk which will give you step by step instructions.
There have been written a lot of articles about SEO and PPC synergies, and how PPC can benefit a SEO campaign when it comes to both analytics data, keywords and visibility. But today, I will try another angle. How can a SEO geek bring your PPC campaign to a higher level? Here it goes, PPC advice from a SEO expert… (more…)
This is a guest post by Pavitra Kumar, senior marketing manager at digital marketing software company, Kenshoo.
In a world full of bad economic news, our latest research shows that search marketers have many reasons to be positive: global paid search budgets have been rising with a growth rate of 24 per cent year-on-year (YoY).
These are numbers coming from the Global Search Advertising Trends Report which was released by Kenshoo last week. Below you will find a summary by Kenshoo’s Pavitra Kumar. The report also highlights a number of interesting take aways that search marketers need to think about – such as the strong performance of Product Listing Ads (PLAs) over text-based ads; mobile versus tablet and even the Yahoo! Bing Network against Google.
Data for the report was aggregated from Kenshoo’s clients who have been actively advertising over the last 18 months across Google, Yahoo!, Bing, Baidu and Yahoo! Japan. This rolling quarterly data set covered several billion dollars in global paid search ad spend. (more…)
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