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5 Steps To Leverage Those AdWords Bid Simulations For Maximum Return

Coverage Though the basic concepts have remained the same, a lot has changed since Hal Varian released his bidding tutorial back in 2009 (video autoplay), especially with enhanced campaigns and those new mobile and location bid modifiers. One such change is that keyword-level simulations are now available for download in AdWords. For any search marketer interested in marginal cost and revenue numbers -- essentially how diminishing returns affect your paid search program -- those simulations can be a great source of knowledge. Below are some thoughts on how to leverage them. 1. Pull Those AdWords [...]


Prepare Your PPC Plans For The Search Engines’ Inevitable Pivots

shutterstock_101441059-emergency-preparedness Last week, Google announced some panic-inducing security enhancements, essentially removing search queries in referring URLs for PPC clicks. Plenty has already been written about this topic and, without getting into it too much, I think it's a bit of a storm in a teacup. Larry Kim summed it up well last Thursday: It's pretty much a non-issue for most of the people who actually do paid search work. But you wouldn't know it based on the all the hysteria. However, before we knew the scope of Google's planned changes, the team at Hanapin sat down to prepare an action plan for adapting to (not pr [...]


6 Steps To Boost The Profitability Of Your SEM Acquisition Program

cpaclvwee Imagine that your job is to stand outside a barber shop and bring in new customers. If a businessman with shaggy hair comes walking by, you give him a big wave and a hello. If a bald man walks by, not so much. This analogy is used by Google AdWords to describe its Enhanced cost-per-click (ECPC) feature. The feature is intended to identify auctions that are more likely to lead to conversions -- and to automatically raise bids to "work harder" for those sales. It's a powerful concept, and one that has understandably gained traction in the SEM community. But imagine if you could take [...]


RKG: Q1 US Paid Search Up 17 Percent, Fueled By PLAs; Smartphones Drove Just 7 Percent Of Spend

RKG Paid Search Spend US Q1 2014 RKG is out with its first quarter Digital Marketing Report today, showing US paid search spend increased 17 percent year-over-year. This echoes positive Q1 global growth trends reported by Covario (25 percent) and IgnitionOne (8 percent). Mobile devices and product listing ads (PLAs) both drove growth. Paid search spend growth slowed slightly after the holiday-fueled Q4, which saw 19 percent year-over-year growth. Clicks rose 11 percent, while CPCs were up 6 percent compared to the previous year. Google's growth trends reflect those of the overall market, with year-over-year growth slowi [...]


Google Teases April 22 AdWords News, More Than 10 Announcements Coming

google-adwords-numbers-featured On April 22, Jerry Dischler, VP of Product Management for AdWords, will unveil a slew of new features and tools that are coming out of beta during a livestream from an AdWords customer event. Google has given Search Engine Land an exclusive early look at a blog post going up later today (now live here) that gives a few more (albeit subtle) hints of what's in store. The latest tease is short on specifics other than to say Dischler will announce "10+ new AdWords products, features and research studies" developed over the past year. But, with a closer look, there are some hints of what migh [...]


Bing Ads To Give Agencies More Functionality To Manage Client Relationships

bing-ads-600 The way agencies manage their customer accounts using their agency login in Bing Ads is soon to undergo a revamp. Currently, client account lists are housed under the Agencies tab, but Microsoft acknowledges there have been limitations to the functionality offered. The update is meant to fix these shortcomings. [caption id="attachment_189011" align="aligncenter" width="550"] Current View of the Agencies Tab in Bing Ads[/caption] Instead of a separate Agencies tab, the new update will offer a rolled up Accounts list under a simplified Accounts & Billing menu. [caption id="attachmen [...]


Report: Google Running Another Test To Map In-Store Sales To AdWords Ads

Google-Wall When Google introduced Estimated Total Conversions in AdWords last September, the company made clear it was working on ways to measure the impact of online advertising on in-store sales as it outlined the initiative to give advertisers a complete view of the effect their search advertising has on purchases. At the time of the announcement, the company rolled out Estimated Cross-Device Conversions as the first new conversion type and said phone call and in-store conversions would be coming soon. The company has since integrated call conversions, most recently giving advertisers the abili [...]


10 Surprising Facts About “Keyword (Not Provided)” For Paid Search

referral-url Earlier this week, everyone went bananas over a rumor that paid search query data was disappearing and that third party tools providers would be slammed. In my article, I’ll clarify fact from fiction. Here are ten things you need to know about the Keyword (Not Provided) for paid search issue: 1. Can I Still Access My Paid Search Query Data? Yes! You can access your paid search query data, using the search terms report in AdWords. Just go to your keywords tab, and select the view search terms option. (Try it out yourself!) 2. Is The Search Term Report A New Feature In AdWords? No. [...]


The Aftermath: Clarifications & Expert Reactions To Google’s Move To Secure Paid Search Queries

no-keywords-not-provided-featured Yesterday, Google announced it is expanding secure search to clicks on paid ads. The change means that the search query a user typed in before clicking on an ad will be dropped from the referrer string in the URL and won't be passed to analytics or other software other than AdWords. The move is aimed at bringing parity to the treatment of search query referrer data from search ad clicks and organic clicks, which have had search query referrer data stripped from all Google secure search queries since last year. This Not A Huge Disruption As Jeremy Hull, director of bought media at iProspec [...]


Search Was Largest Digital Channel In 2013 ($18.4B), Mobile Fastest Growing ($7.1B)

internet advertising This morning, the IAB released its full year 2013 report on digital ad revenue. Last year, online advertising generated $42.8 billion, which exceeded broadcast TV for the first time, by nearly $3 billion. However, broadcast and cable TV combined were worth $74.5 billion. After TV (as a whole) the "internet" is the largest ad medium in the US. (See related Marketing Land story: IAB: $43 Billion In 2013 Digital Ad Revenue, Mobile Doubles.) Search advertising in 2013 brought in $18.4 billion, up from $16.9 billion in 2012. Last year search represented 46 percent of total digital ad reve [...]


AdWords Scripts Grows Up With MCC Level Scripts

google-adwords-featured1 So far, many have dismissed AdWords scripts as a toy that you can only use for small AdWords account setups. There are some ways to build out larger script frameworks that span multiple accounts, but it is clunky and still requires you to install a snippet of code into each account. Worse yet, if you find a bug in a script that you've copied to 10 or 25 accounts, you'll need to log into each one and update them manually to apply the fix. This breaks one of the fundamental rules of software development: "Don't Repeat Yourself." Welcome to MCC Level Scripts My Client Center (MCC) level sc [...]


Not Provided Comes To Paid Search: What Will The Impact Be?

Not Provided If you're reading this, you probably already know that Google is making changes that will bring the much-maligned "(not provided)" to paid search. The AdWords world has been abuzz about the change for the past few days. The gist of the development is that when people using secure search click on AdWords ads, the user's search query in the referrer string -- the actual words that people entered into the search box -- won't be passed to analytics packages and third-party software. This is an annoyance, but in the great scheme of things, it’s not a major problem. I'll explain more, b [...]


Strong Start: Paid Search Grew 25 Percent In Q1, Mobile Shot Up 135 Percent YoY [Covario]

Mobile Paid Search Growth Global 2014 Covario released its Global Paid Search Spend Analysis for the first quarter of 2014 today. Its client set -- made up of enterprise technology, consumer electronics, and retail advertisers --increased paid search spend on mobile devices by 135 percent year-over-year and 35 percent over the previous quarter. Mobile now accounts for 25 percent of paid search spending, with 60 percent of that spend going to tablets, 40 percent to smartphones. Cost-per-click (CPC) on smartphones rose 9 percent compared to the previous quarter, while tablet CPCs remained flat. Surprisingly, however, Covario h [...]


AdWords Editor Version 10.4 Arrives With Bid Strategies Support

adwords-editor-icon The PPC Twittersphere lit up today with word that Google dropped the latest version of AdWords Editor today. Here's the lowdown on what's new in Version 10.4. Bids and Bid Strategies: Much awaited, AdWords Editor now supports flexible bidding strategies. Users can update bid strategies down to the keyword level, apply flexible bid strategies from the accounts' shared library and copy or move items along with their bid strategies within an account or to a different account. You can also edit bids in ways that fall outside of the campaign bid strategy -- for example adding CPM bids to a CP [...]


PPC Managers: Download Latest Bing Ads Editor To Keep Google Import Function

How To Check Bing Ads Editor Version Microsoft wants to get the word out to Bing Ads Editor users be sure to update to the latest version of Big Ads Editor. As of today, users with versions Bing Ads Editor older than 10.2 will not be able to use the Google AdWords Import function. Today, Google retired an underlying API that powers the AdWords import capability. Users trying to import AdWords campaigns into a Bing Ads Editor version older than 10.2 will see this error as soon as the download process begins: “Bing Ads Editor encountered an error while importing from AdWords.  Please try the import again.” Note the error [...]


Google AdWords Call Conversions To Get More Granular, Enable Target ROAS Bidding

Click to Call google Google is continuing to refine the way advertisers can track and optimize for conversion tracking events in AdWords. Last week, advertisers using call extensions and tracking call conversions were alerted that, at the end of April, they'll be able to split call conversions up based on call length. The new call conversion tracking capabilities will allow advertisers to name specific conversions according to call length and edit call length settings in the Conversions section in AdWords (found under Tools and Analysis). For example, you can create a conversion action named “Product 1″ [...]


The Enhanced Campaigns Big Picture & What’s Next For AdWords

shutterstock_64061482-fortuneteller Google’s gearing up for a big announcement on April 22. The last time Google truly lowered the boom, we got Enhanced Campaigns, which have radically changed the SEM landscape. Let’s take a look at where Enhanced Campaigns have led us and what might be coming next. Enhanced Campaigns Have Changed Your World – But Not How You Think Sure, we’ve all come to the conclusion that CPCs were nominally impacted. Mobile is higher, but not that much. Tablet CPCs have increased, but those impressions are still relatively low, and the CPCs still haven’t met parity with desktop. The bigger [...]


Analyzing Paid Search To Maximize Customer Acquisition

ppc-paid-search-200px Sophisticated marketers think about building business from two different constituencies: new customers and repeat customers. In industry vernacular, this is often framed as customer acquisition and customer retention. And sometimes, marketing efforts are split along these lines. Paid search is a tremendous vehicle for both of these constituencies. In the case of new customers, ads draw attention to the advertiser's brand and, when clicked, lead to great brand exposure and sometimes, revenue to boot. In the case of existing customers searching on competitive general search terms, ads allow u [...]


Bing Ads Releases Targeting Updates For Bing Ads Express

bing-ads-600 Bing Ads today announced several updates for its small business solution, Bing Ads Express. This is the first big series of updates since the Bing Ad Express service launched last October. Here's the rundown on the new updates. The focus is on improved targeting options: Advertisers now have the ability to target the full breadth of DMAs within the US. Until now, targeting was limited to 50 DMAs. The number of business categories now includes more than 2,200 options. Ads can be associated with multiple categories. In the example below, one ad is associated with both the Orthodontist [...]


SPONSOR MESSAGE: Webcast-Effective Social Marketing Methods

Join us Tuesday, April 8th at 1:00 EDT (10:00 PDT) to hear aimClear Founder & Evangelist Marty Weintraub and aimClear Account Manager Merry Morud discuss: How to easily dominate social distribution against serious marketing KPIs; How to use ingenious internet-wide targeting methods; How to field semi-organic & paid-organic social amplification to Facebook, Twitter, LinkedIn, and Google+ pages. We will also take audience questions! Register today to dominate audience targeting and customer acquisition. Register Now! » [...]


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