SPONSOR MESSAGE: Get $50 Credit on Bing Ads

You know how search advertising works: those listed at the top of the results page are clicked most often. You also need clicks from high-quality searchers who are more likely to buy. Begin your trek to the top of the list - visit the Bing Ads solution center on Search Engine Land and save $50 with a Bing Ads credit. [...]


Google Remarketing Ads Found To Violate Canadian Privacy Law; To Revamp Ad Review System By June

google-canada-featured Google has agreed to several concessions after an investigation by Canada's Office of the Privacy Commissioner found Google in violation of Canada's privacy rights for the use of sensitive health history in remarketing campaigns. The investigation began last January, when a man complained that his personal health history was being used for ad targeting purposes.  After searching for and visiting sites related to medical devices for sleep apnea, he was retargeted with display ads for those devices when he browsed the web. The Commissioner's office has agreed with the man that Google [...]


Google Debuts +Post Ads: Lets Brands Turn Google+ Content Into Ads On GDN

google-plus-logo Google has introduced its first monetization effort for its social networking platform, Google+. Rather than running ads directly within the platform, Google has announced a new ad unit called +Post ads, which allow brands to turn their Google+ content into expandable display ads. Those ads can then run across the Google Display Network. Brands can re-purpose pictures, videos, Hangouts and turn them into display ads within the Google+ interface. The ads are distributed on the Google Display Network, which claims over 2 million web sites Below is an example of a +Post ad from Toyota, an e [...]


10 Things RTB Rookies Can Learn From SEM Vets

ppc-paid-search-200px If I were to describe to you a digital media channel in which marketers bid on ad inventory in an auction-based model, would you think of paid search? Of course! But this also describes the relatively new online display category of real-time bidding (RTB) in which banner impressions are sold in a similar fashion. eMarketer recently released Programmatic Advertising Forecast and Future Growth Trends, in which it projects that RTB digital display ad spending in the US will reach $9.03 billion by 2017 and will represent 29.0% of total U.S. digital display ad spending. Although RTB has been [...]


Google Adds Big Change To Display Bidding: Pay By Viewable Impression In AdWords

google logo - basic 570x270 In a significant move, Google rolled out CPM bidding by viewable impression in AdWords this week. Advertisers will only be charged for ad impressions that can actually be viewed in-screen by users, rather than on the traditional served impression basis. New reporting metrics are also available, all powered by Google's viewability measurement solution, Active View, which received MRC accreditation earlier this year. Viewable CPM bidding is available to all campaigns running on the Google Display Network, including remarketing campaigns. To learn more, read Google Quietly Debuts Viewa [...]


SPONSOR MESSAGE: 7 Questions Every Advertiser Should Ask About Ad Performance

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SPONSOR MESSAGE:8 Things You May Be Overlooking In AdWords

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Webcast: Optimize Your Landing Experience for PPC

Digital Marketing Depot Webcast July 18th 1:00EDT/10:PDT - This webcast will focus on tactical, how-to advice for creating and optimizing landing pages to increase conversions with guidance specific to PPC. Attend this webcast and learn how to find the right combination of keywords for a quality visitor experience, the importance of creating content specific for the stages of the purchase funnel and how minor changes to a landing page can have a significant impact on conversion rates. Register here » [...]


Is Facebook Stepping Up to Search & Display?

If there is one company on a mission to capitalize on search and display, it's Facebook. Recent evidence this year shows that the social giant is stepping up its game across both channels – in search, they have announced the Graph Search, and in display, they have made big waves with consistent announcements surrounding the Facebook Exchange (FBX). Impact On Search Today, Facebook serves as a gateway to the Internet, much like Google. Until now, each company has taken its own approach via a specific channel – one through search and the other through social. More recently, they have begun [...]


How Search Retargeting Kick Started The Programmatic Marketing Revolution

programmatic-bigdata-signs-featured Buzz word or not, "programmatic marketing" is here to stay. Those CMOs who've embraced it have largely found their spend is more efficient, their targeting is more accurate, their customers are happier, and they have insights that were unheard of just a few years ago. But, programmatic marketing had a surprising start, coming in part from the world of Search Retargeting. [caption id="" align="alignright" width="270"] Image courtesy of Chango[/caption] Let's back up a little bit and start by explaining one of the biggest buzzwords of 2013: big data. "Big data" simply means lots and lots o [...]


Unstructured Data In Display: Cut Through The Fog To Provide Insight

In my last article, I talked about the importance of unstructured data for optimal performance in display advertising. This time, I’d like to bring that conversation full circle and explore another aspect of what unstructured data provides in spades: insight. While performance is typically the primary way of measuring advertising efforts, insight about your specific buyer is undeniably the best way to kick-start that performance. So, while advertisers find themselves in a foggy haze of excess information, clear and accurate insight becomes invaluable. Here’s a look at how unstructure [...]


Fresh Out Of The Oven: Contextual Tastes Way Better Than Cookies

In recent years, using cookie data in behavioral targeting strategies has been heralded as a game-changer by online marketers. A large part of this attention is focused on data management platforms (DMPs) that enable behavioral targeting through the use of cookie data to categorize a user's website activity and optimize ad buying. Although this has led to noted improvements in ad effectiveness for national campaigns, we posit that locally-targeted ad campaigns with strict geographic limits do not see as much of a benefit as from other targeting techniques, such as page-level semantic analys [...]


What Exactly Is Meant by “Retargeting”?

Retargeting is not a new concept to the digital industry -- in fact, it has been around for some time -- but its uses and forms have definitely evolved. Over the course of this evolution, "retargeting" has become somewhat of a loose term – we now see it used alongside "search" and "social" in addition to its original form, "site retargeting." In my opinion, there is a real need for clarification of, and education about, retargeting. For example, is search retargeting really re-targeting? Despite its name, search retargeting is more of a mid- to upper-funnel strategy that engages new users, [...]


Programmatic Attribution Modeling – Don’t Just Measure, Execute

Forrester-FrameworkForMulticampaignAttribution The goal behind an attribution model is to understand how all of your marketing touch-points fit together, showing you which dollars are working the hardest, and subsequently allowing you to make smarter decisions next time around. Sounds simple, right? Actually, it’s very far from simple, and is actually the wrong goal to be aiming for. Firstly, most of the barriers to building an attribution solution are extremely hard to overcome, and others are simply impossible to accomplish. Technical limitations mean we can’t tie together all of our digital touch-points, human limitations mean [...]


5 Keys To Success In Search Retargeting

When search retargeting was new a few years ago, marketers everywhere were excited about the concept. As a new audience acquisition solution, the ability to tie an advertising campaign back to a specific data set that declared a user’s intent, this was a refreshing breakthrough. At the time, of course, few online marketers even understood search retargeting, let alone used it. Yet, as word of its power spread, more and more users adopted it until there was a stampede of ad networks and DSPs eager to include search retargeting among their offerings. There’s nothing new about this. It [...]


Unstructured Data: Turning Chaos Into Performance

As advertisers, we’re bombarded daily with new ways to work with our data, many of which promise  to streamline and maximize our efforts. Yet, while all of the tools and possibilities for digital advertising can lend significant potency to our marketing strategies, they can also result in frenetic chaos. Advertisers need to find ways to tame the chaos and deliver maximum performance on their advertising campaigns. Many see unstructured data as a chaotic addition to their advertising mix, but it doesn’t have to be that way. Here’s how to use the powerhouse of unstructured data to tran [...]


How Search Retargeting Is Bridging The Gap Between Search & Display

Recently, Harvard Business School published a working paper, Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising. While I won’t go into all of the details and findings from this paper, I want to focus on a few of the findings and explore some overarching themes: How Search Retargeting Bridges The Gap Between Search & Display How Search Retargeting Can Be Useful To Marketers In Making More Efficient Use Of Their Display Advertising Spend How Search Retargeting Can Help Minimize The Risk Of Adjusting Spend In Each Of Those Two Categories In the paper [...]


3 Real-Life ‘Programmatic’ Executions & What They Mean To You

Firstly, as a quick refresher, the terms ‘big data’ and ‘programmatic’ sound more complex than they are! In my last article, Why Do Big Data & Programmatic Marketing Actually Matter?, I described how big data can simply be thought of as ‘more data,' and that having more data makes us smarter marketers. Using more data can be difficult to do, and so, the way to use more data is with an approach called ‘programmatic.’ Removing all the complexity and BS from the term, at its highest level, ‘programmatic’ just means that you are writing some logical rules that combine bits [...]


The Recency Bump: In Retargeting Timing Is Everything

In retargeting, as in life, timing is everything. There are two major factors that make search marketing so successful. The first is marketer control at the keyword level. That’s about as granular as intent-based advertising gets. The second is that search ads have immediate recency. Meaning, the time between user intent and ad impression is nearly zero. As soon as the consumer hits search, the relevant ad is right there for him or her to click. This is one reason click through rates in search blow away social CTR. We refer to this impact of immediacy as the “recency bump.” Now, [...]


Keys To Making The Most Out Of Search Data

Search data is not one-size-fits-all – it goes way beyond search engine marketing and knowing which search led to a specific action. In fact, if search data can be used to forecast flu outbreaks, then I think we should consider the use cases beyond just an SEM campaign. There are various search entities where data resides – such as search engines like Google, Bing and Yahoo!, and then other search entities including vertical sites, shopping comparison engines, e-commerce sites and social networks. The combination of all of these searches is creating opportunities for marketers to take s [...]


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