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Car Makers Drove 14.4 Million Clicks From Google Ads In 2 Months (And That Doesn’t Include Mobile)

car-click-mouse-600 A whopping 177 automotive manufacture sites drove 14.4 million paid search clicks from Google ads on desktops and tablets this January and February. Of those 177 advertisers, the top 20 advertisers (roughly 11 percent) accounted for 81 percent of the paid search clicks in the two month period, according to new data from search marketing intelligence firm Adgooroo. Looking at desktop/tablet impression share, Toyota led the pack with its two sites: Toyota.com and Buytoyota.com. Ford.com, Chevrolet.com and Honda.com round out the share of voice leaders. Another 23 sites battled it o [...]


How To Reduce Landing Page Clutter For Optimal AdWords Performance

Screen Shot 2014-03-25 at 7.46.55 PM When it comes to optimizing PPC landing pages, marketers often think about beefing up page copy, adding trust signals, or including eye-catching graphics. What they often neglect to consider are ways to reduce page clutter -- ways to make the information on your landing page easier to read, or ways to visually enhance the most pertinent information on a page. In this article, I'll cover the basics on how to effectively reduce landing page clutter. Eliminate Unnecessary Words The English language is full of unnecessary words. Unfortunately, these words clutter up your marketing messages [...]


4 Steps To The Perfect AdWords Audit

ppc-featured I recently participated in a few SEM tune-up clinics where we did live reviews of AdWords accounts. While I hope I provided a few interesting tidbits, I think the thing advertisers are looking for in these sessions is insight into the process that other practitioners go through when checking an account. So whether you’re doing an account review because you’re checking your own performance or helping someone else figure out what opportunities exist, a checklist may help. Here’s mine, which consists of four main areas: feature usage, account structure, segmentation opportunities and tren [...]


BrandVerity Offers Feedback From Google, Bing On Paid Search Trademark Complaints

Trademark Brands aiming to protect themselves from trademark infringement in paid search are often met with white noise after they submit complaints to the search engines. They typically aren't told if any action was taken -- and even more frustrating, if no action was taken and/or why. To help solve this problem, BrandVerity has added a process to its paid search ad monitoring system to give clients direct feedback from Google and the Yahoo Bing Network on trademark violation complaints. After reporting a violation, BrandVerity clients will be alerted when an infringing ad has been disabled. If a [...]


Unicorn Accounts Don’t Use DKI & 9 Other PPC Lessons From SMX West

SMX West 2014 Freshly back from the excitement of SMX West in beautiful San Jose and full to the brim with insightful PPC notes (if Evernote can technically get full to the brim), I've set about compiling a list of my top PPC-related takeaways from the event. The following are the ten that most caught my imagination. 1. Good Accounts Use Dynamic Keyword Insertion, The Best Don't In his excellent presentation on former PPC Best Practices gone wild, Larry Kim outlined a great way to think about ads that make use of Dynamic Keyword Insertion. Essentially, DKI is a great way to bump your ads into "abov [...]


AdWords Brings Keyword Bid Simulator Estimates Into Reporting Columns

AdWords Bid Simulator Columns With a handy new set of columns, Google is bringing the AdWords bid simulator into fuller view. From the keyword tab, advertisers can now add several columns to their reporting from the new Bid simulator section offered in the Customize Columns menu. A range of  bid simulator estimates can then be viewed across multiple keywords, replacing the need to need to click the bid simulator icon on each individual keyword. Here are the new column options (You can ignore the Base max. CPC listed at the top of the menu because it's a duplication of the Max CPC column already in the reports): [...]


Bing Ads Launches “Bid Landscape”, A Keyword Level Bid Simulator Tool

bid-auction-600 Bing Ads is rolling out the new Bid Landscape tool to give advertisers a better sense of what changes they're likely to see from changing keyword bids. AdWords users will immediately be comfortable using the tool because it so closely resembles the Bid Simulator in that platform -- down to the chart icon that appears when bid data is available for a keyword Available in the US only to start, the tool provides an up to 7-day historical window into estimated impressions, clicks and top-level impressions for a given bid for keywords on the search network. [...]


Bing Ads Starts Allowing Keyword Variations Once Flagged As Duplicate

bing-ads-600 Just about anyone who has imported a campaign from Google AdWords or uploaded a new keyword set into Bing Ads has experienced the "duplicate keyword" error that occurs when two keywords in an ad group have subtle differences like hyphens or accents. That's because Bing Ads removes extra characters from keywords in a process called "keyword normalization" which then creates the duplication. Bing also normalizes search queries. For example, if you bid on the keyword "bike repair" and a user searches for "bike-repair", your ad could show because Bing removes the hyphen from the search query [...]


Bing Ads Now Shows Zero-Click Search Queries, Offers 20 To 40X More Data Than Before

Bing logo Formerly dubbed the Search Query Report, Bing Ads has updated what's now called the Search Term Report, which houses the data on the terms users actually typed before clicking on an ad. Included in the new release are results on zero-click search queries. These terms had been excluded from the report, but advertisers had been requesting to see them in order to build out stronger negative keyword lists and to better understand the terms for which their ads are not resonating with users. With the update advertisers now have access to 20 to 40 times more search term data than in the past, acco [...]


Driving PPC And SEO Synergy In Large Enterprises

I recently had a prospect ask me whether it's ideal to have one team handle both the SEO and PPC efforts for an enterprise. To a large degree, that depends on the capabilities of your in-house group or external agency -- world-class PPC and SEO advice seldom coincide with each other, and often one can be better off engaging a firm with deep expertise in a particular channel in order to "move the dial" for that channel. There are some areas where SEO and PPC efforts dovetail nicely; however, this doesn't mean the same person or the same team needs to manage both in order for an enterprise [...]


Research Report: Enterprise PPC Campaign Management Platforms 2014

Digital Marketing Depot, our sister site, recently released the updated version of its Market Intelligence Report, "Enterprise PPC Campaign Management Platforms 2014: A Buyer's Guide." Now in its Fourth Edition, this report consists of original research based on interviews conducted in November and December 2013. Advisors included David Rodnitzky, CEO of 3Q Digital (formerly PPC Associates) and Ginny Marvin, Contributing Editor at Search Engine Land. More than half (52%) of digital marketers currently use a paid search campaign management tool – and another 14% plan to adopt one in t [...]


Google Confirms Giant Banner Ad Test Is Dead

google-brand-banners-featured Back in October, Google started experimenting with large banner ads at the top of branded search results on Google.com. If you haven't noticed them lately, there's a reason. In his SMX West keynote discussion with Danny Sullivan yesterday, Google's Amit Singhal said the test failed and is over. Presumably the click-through rates (CTR) on the graphic banner ads weren't high enough to justify keeping around. Though CTR seems like an odd performance metric to place on a banner that functions more as a graphic introduction to the organic listings and has no call-to-action. The test only ran [...]


Drive PPC Revenues By Addressing The Bing Dilemma

Life Beyond Google Meme In February, comScore released their monthly analysis of the US search marketplace, reporting Google with a 67.6% share of the search market and Bing, which powers Yahoo! search, a 28.7% share. Though these findings continue to confirm Google’s dominance in the search landscape, it’s important to highlight that Bing’s share of the market has continued to grow year-over-year, accounting for 3.6 billion searches per month. As advertisers continue to navigate an increasingly competitive and complex landscape, these search trends underscore an incredibly profitable and accessible oppor [...]


Google Debuts AdWords Consumer Ratings Annotations In US, UK & Canada

google-adwords-featured Today, Google announced the roll out of Consumer Ratings Annotations in AdWords. The annotations spotlight strongly rated aspects of an advertiser's business such as customer service, a rewards program or shipping practices in search ads. Along with Review Extensions and Seller Ratings, Google now offers a trifecta of options for displaying customer feedback in search ads. Though not shown in the example above, a Google spokesperson confirmed that Consumer Ratings Annotations can display in tandem with Review Extensions and Seller Ratings. Google reports early testing have shown the [...]


Using First-Party Data For SEM On Google & Way Beyond!

data_SEL As a general rule, the marketer with the most actionable data wins. There are many types of data but the most useful kind -- the GlenGarry data -- is first-party data. This article will show you how you can use the data you already have about your best (and worst) customers to improve your online marketing ROI. First-Party, Second-Party, Third-Party Before I dive into use cases, let's quickly define what first-party data is. Here's a basic primer on the three types of data you likely have access to: First-Party: Information that you have collected about your customers. This includes emai [...]


4 Surprising SEM Stats Every E-Commerce Marketer Should Know

surprise-shock-man-600 Santa's elves weren't the only ones busy this past holiday season. Paid search was also working overtime to make sure shoppers ended up with perfect holiday gifts. The share of e-commerce transactions driven by SEM during November-December 2013 was 15%, up from 14% in 2012. And, organic search accounted for 26% of holiday e-commerce orders. Clearly, Google was the gatekeeper for e-commerce success, with over 40% of all e-commerce sales originating in search queries. These stats are based on e-commerce data from The Custora Pulse -- a free US e-commerce industry benchmark, aggregating tr [...]


AdWords API For New Google Shopping Campaigns Now Available

Google Shopping Campaigns global launch Google has launched the API for the new Google Shopping Campaign type for managing product listing ads (PLAs). The API is available to agencies and third-party platforms to facilitate large-scale implementations. Google Shopping Campaigns came out of beta last month and are available globally. The new campaign type is meant to make the process of setting up and managing product listing ads easier by giving users more access to the information in Google Merchant product feeds without having to access Google Merchant Center directly. Google has also said a bid simulator is on the horizon f [...]


If Online Ad Targeting Works, Does More Targeting Work Better?

target roi A former colleague at Forrester Research recently published a study that described his view of the future of online marketing. The study is available to Forrester clients only, but the crux of the argument is laid out in a blog post: Why Google - Not Facebook - Will Build The Database Of Affinity. The author, Nate Elliot, describes large media companies building a "database of affinity," which he described thusly: Recently we described an idea called the database of affinity: A catalogue of people's tastes and preferences collected by observing their social behaviors on sites like Face [...]


Create A Winning Paid Search Strategy For The World Cup

shutterstock_178258670-world-cup-soccer-ball For world-class marketing opportunities, few events surpass the World Cup. Given its global reach, a viewership that by some estimates reached nearly half the world's population in 2010, and the feverish devotion of football (aka soccer) fans, the World Cup is marketing gold. Marketers that rise to the occasion can score big. Four years after it first aired, people still talk about and watch Nike's epic three-minute World Cup ad, which featured football superstars Wayne Rooney and Cristiano Ronaldo -- not to mention Homer Simpson. The 2014 World Cup in Brazil, which runs from June 12 t [...]


Spotted: Google Knowledge Graph Ad Tests New Google Shopping PLA Display

G google logo Google keeps testing new ways to inject ads into its Knowledge Graph. SEOBook's Aaron Wall spotted an ad appearing in a stand-alone panel that replicates the look of (and is shown above) the organic Knowledge Graph. so now Google moves some of the knowledge graph results down the page to throw a duplicate ad graph above it! pic.twitter.com/qOZorNZk5D — aaron wall (@aaronwall) March 5, 2014 We've seen Knowledge Graph ads featuring Google local listings pulled from Google+ and streaming services, including Google Play, but this appears to be the first instance of Google Shopping powerin [...]


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