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Paid Search articles on Search Engine Land


Use Contextual Data To Gain A Competitive Search Marketing Advantage

Jul 31, 2014 at 9:55am by Matt Ackley
Marketers have been dreaming about the possibilities of contextual data for decades, and as consumers have become more mobile and their behavior more quantifiable, it has only stoked those flames further. What's The Big Deal About Contextual Data? Contextual data provides an opportunity for marketers to gain a competitive advantage based on outside trends that may be unique to their industry or business. For example, think of the oft-cited (albeit unfeasible) use case of a person getting pinged with a location-based offer just as they walk by a coffee shop. Or the pharmaceutical... Read More

Bing Ads Is Getting A Slick New Look That Will Feel Familiar

Jul 29, 2014 at 12:18pm by Ginny Marvin
[caption id="attachment_198226" align="aligncenter" width="600"] Bing Ads' new look will start rolling out the first week of August.[/caption] Bing is unveiling a new look that will start showing up in the web interface next week. The new design makes trend graphs immediately visible, has simplified navigation and generally looks a lot like Google AdWords. That's by design, of course. The Bing Ads team has been making a point of reducing friction between managing campaigns on Google AdWords and Bing Ads. With the new design will come a Top Mover report and Opportunities Tab,... Read More

Ratings Come To Google Product Listing Ads In The U.S.

Jul 29, 2014 at 11:32am by Ginny Marvin
Spotted in a test back in May, product ratings and reviews are officially rolling out on Google Product Listing Ads as of today -- just weeks ahead of the full transition to Shopping Campaigns. Available in the U.S. only for now, consumers will begin to see the 5-star rating system appear on PLAs on Google search and Google Shopping. Mike Capsambelis, Product Manager of Google Shopping said in the announcement: We believe these ratings will help differentiate products across google.com and google.com/shopping and will help merchants drive more qualified traffic through Product... Read More

AdWords Click Fraud Service Found Using Google's Trademark, Promoting Itself On YouTube

Jul 28, 2014 at 12:12pm by Ginny Marvin
How's this for brazen? For at least two years, a Russian hacker has been running a cheekily-named click fraud service called GoodGoogle, promoting it in videos on Google's YouTube and using Gmail accounts to correspond with customers. Online security expert, Brian Krebs, recently brought the scam to light. The service enables advertisers to quickly run down competitors' daily budgets on Google AdWords. GoodGoogle's offer: “Are you tired of the competition in Google AdWords that take your first position and quality traffic? I will help you get rid once and for all competitors in... Read More

Managing The Very Short Tail: 9 Tips To Manage A 10 Keyword Account

Jul 28, 2014 at 9:38am by Susan Waldes
Everybody loves the long-tail and diversified PPC accounts. However, sometimes these ideals just aren't possible. Some accounts inherently have only a short tail. This applies heavily to lead gen advertisers that measure post-lead activity to determine actual profitability. Are the insurance quote requests turning into policies? Are the edu inquiries turning into students? Are the mortgage loan applications turning into loans? Let's call these final post-lead conversion points "Revenue Conversions." What most single-service lead generating companies find is that they have a very short profitable tail. In fact, most have about 10 or... Read More

Google AdWords Debuts Dynamic Sitelinks Globally: What You Need To Know

Jul 24, 2014 at 7:30pm by Ginny Marvin
Meet Dynamic Sitelinks, the latest ad snippet from Google AdWords. Dynamic sitelinks are another one of those add-ons -- like seller ratings and consumer ratings annotations -- in which advertisers don't have control over what displays or when the content is triggered. Here's what you need to know: Dynamic sitelinks are automatically generated, typically when it's apparent that someone is shopping, planning a trip or doing some other research via search. They appear below the ad copy and can trigger on all devices. These sitelinks link to relevant content on the advertisers' site.... Read More

Paid Search Portfolios: The Good, The Bad & The Ugly

Jul 24, 2014 at 9:15am by George Michie
Last month, I suggested that spending beyond observed profit maximization in paid search can make a great deal of sense on a number of grounds. In a nutshell, the argument is that a combination of other factors can make "losing money" on the incremental investment rational. Here's why: You might not actually be losing money. There is more "return" than meets the eye. There is cookie breakage There are cross-device tracking losses There is affiliate cannibalization There is offline spillover There are other valuable actions you may not be crediting to paid search Short term losses might... Read More

Top Luxury Brands Spent $22 Million On Google Text Ads In The U.S. Last Year [Study]

Jul 23, 2014 at 12:18pm by Ginny Marvin
Paid search research firm, AdGooroo, has analyzed the paid search activity by luxury brands and retailers in the U.S. across five categories: apparel, beauty & cosmetics, shoes, handbags and watches. According to the study, five of the top personal luxury companies spent nearly $22 million on Google AdWords desktop/tablet text ads across their brands in 2013.  Apparel topped the list in overall spend by both brands and retailers. The top ten retailers in the luxury space outspent the top luxury brands in four out of five of the categories studied. ... Read More