Posts Tagged ‘ Search Marketing ’

Expand all your AdWords ads in 30 seconds flat

Posted on: August 3, 2016 by in SEO
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Just about a week ago, all AdWords advertisers got access to expanded text ads. Have you converted your whole account over to take advantage of the new format yet? If you haven’t because you’ve been too busy with the day-to-day of managing accounts (or because you took that well-earned summer vacation), read on for an easy to use AdWords Script that can help. The concept The goal is to leverage all the work already done by your SEO team to give the PPC team a head start with creating longer Continue Reading ...

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Excited about Google’s new map ads? You should be!

Posted on: July 29, 2016 by in SEO
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As an avid Google Maps user on both a personal and business level, I’ve often wished for a more interactive and all-inclusive experience. For instance, wouldn’t it be great to get suggestions for options like the closest coffee shop or lunch spot while I’m driving from Point A to Point B? Sure, I could pull over, open up Google and search for these things separately, but who wouldn’t welcome a truly responsive and local experience within Google Maps? If you’re like me, then Google’s Continue Reading ...

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Machine learning for large-scale SEM accounts

Posted on: July 4, 2016 by in SEO
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A key challenge when working on what we could term “large-scale” PPC accounts is efficiency. There will always be more that you could do if given an unlimited amount of time to build out and optimize an AdWords campaign; therefore, the trick is managing priorities and being efficient with your time. In this post, I will talk about how concepts from machine learning could potentially be applied to help with the efficiency part. I’ll use keyword categorization as an example. To paraphrase Continue Reading ...

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Influencing with ad copy: how to truly drive action

Posted on: June 23, 2016 by in SEO
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Persuasion. Influence. Psychology. The conversion rate optimization (CRO) crowd is adept at tapping into these to drive the actions of their audiences. When it comes to ad copy, there may not appear to be a lot we can do to actively influence our search audience. Short of a screaming headline (not allowed), all we have is a limited set of characters. We can make every one of those characters truly work by channeling our inner CRO expert. Before we jump into the words that work, let’s take a Continue Reading ...

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Big changes to device bidding in AdWords: What could they mean for your accounts?

Posted on: June 21, 2016 by in SEO
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Anyone who runs PPC campaigns will be well aware that behavior varies across devices. Even if you don’t manage PPC accounts, you need only to think about yourself as a user (and what device you turn to for which actions) to appreciate the difference between mobile and desktop behavior. Acknowledging these differences and adjusting your strategy and bids for mobile devices is vital for campaign success, and Google has recently announced updates which could have a huge impact on your Continue Reading ...

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SEMPO announces its newly elected Board of Directors & Officers

Posted on: June 7, 2016 by in SEO
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SEMPO has announced its newly elected Board of Directors and Officers for 2016 through 2018. Mike Grehan, CMO at the digital marketing agency Acronym, was re-elected as Chairman, and Mike Gullaskin who serves as iProspect’s COO, was named President. “Congratulations to the new SEMPO Directors,” said Grehan in the release announcing the search marketing association’s new board members, “Thanks to the outgoing Directors for their service and contributions, and to my fellow Board members Continue Reading ...

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Can you manage your inventory with Google Shopping?

Posted on: June 6, 2016 by in SEO
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We are often asked by our clients if we can use Google Shopping or paid search to push particular products or product groups. There are a number of reasons why they might want to do this. They might have high stock levels of a particular product; some ranges might be out of date, and they wish to sell off remaining stock; or perhaps a product is not selling as well as they had hoped, and they wish to boost the sales. On the face of it, Google Shopping seems like a good platform for this task. Continue Reading ...

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Brand queries: the AdWords performance illusion

Posted on: May 30, 2016 by in SEO
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Experienced marketers know that where high-consideration purchases are concerned, it’s normal for customer journeys and purchase cycles to take weeks, or even months. But many AdWords practitioners still look at each search session as the entire relationship with a user when looking at performance reporting. These sessions are then analyzed and translated into bidding strategies and also influence campaign budget allocations. As a result, the sessions that are most highly valued are the ones Continue Reading ...

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