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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 [...]


7 Common Pitfalls Of Google Display Network Campaign Management

Test new approaches as often as Beckham changes his hair style! The Google Display Network has been around for a long time now, yet marketers continue to make many of the same mistakes over and over again. Here are seven common issues that can arise when running a display campaign if you don't stay on the ball. 1. Unnecessary Pausing Of Keywords You notice that your display campaign has suddenly started spending a lot more money and your cost-per-conversion has tripled. What's the first thing you look at? A lot of people would tend to go straight to the keywords (if targeting contextually) and try to pinpoint the highest spending term to either lower [...]


New Bing Ads Editor Version Now Available

bing-ads-new-240px Today Bing Ads announced the latest version of Bing Ads Editor is available and ready for download. We've covered some up the updates already, including the improved sync results window, Bing Ads Editor Update Gives The Lowly “Sync Update” Window Real Functionality (be sure to check out the "Nearly Hidden Gem" section in that article), and a new feature in the conflict report that allows you to take action from that window. Other new features include: 1. The ability to rename campaigns and ad groups in the Browser pane 2. Adjustable Edit pane to make the workspace bigger or sma [...]


AdWords Mobile App Download Campaigns Get Deeper Reporting In Google Analytics

adwords mobile app download ad This week, Google added new reporting available for mobile app campaigns in Google Analytics. By linking AdWords and Google Analytics accounts and enabling auto-tagging, mobile app advertisers will be able to access more detailed performance reports about their campaigns in Google Analytics. New reports on mobile app campaign performance include day parts, destination URLs and keyword positions. They'll be found in Google Analytics under the Acquisition menu for Google Analytics App Views over the next few days. The reporting applies to both display and search campaigns. Advertisers wil [...]


Google AdWords Smart Annotations Test Continues To Roll Out

new-google-adwords-logo Google has been expanding testing for the new Smart Annotations over the past few weeks. Smart Annotations automatically pull information from an advertiser's landing page in an additional line of text in their ads. Google hasn't made an official announcement, but AdWords reps have been reaching out to notify their clients of the roll-out. Nilaye Tharkar, head of search at Performics Canada, received a heads up at the end of January about Smart Annotations testing. Here's an excerpt from that email: While this added line is not clickable, we saw an average CTR improvement of 9% in our pilo [...]


3 Simple Messaging Changes That Can Mean Big PPC Bucks

ppc-money-mouse-click-600 There are many ways in which PPC accounts can go astray. For example, wrong keywords, incorrect bidding, bad landing pages, etc... I think you get the picture. An often overlooked pitfall relates to basic marketing strategy/messaging. If basic marketing principles are overlooked, PPC goodness tends to fall off the rails. In this article, I’ll cover some of the marketing-related ways that companies can go astray. In our experience, we’ve found that 90% of our clients (large and small) benefit from such information. Boldly State Your Value Propositions And/Or Unique Selling Propositions [...]


The Real Reason AdWords Isn’t Working For Many Small Businesses

shutterstock_137150018-babycrying By now, you’ve probably read the New York Times piece that’s been making the rounds lately. If not, here's the upshot: it concludes that Google AdWords isn’t practical for small businesses. Unfortunately, it’s not the first time the Gray Lady has gone after AdWords, nor is it the first time that the paid search community has responded so vigorously in its defense. The real tragedy of the latest piece isn’t that AdWords has been singled out – it’s that the Times (and the business owners it interviewed) have once again missed the point. I Get It Before I go into how the ar [...]


Marin & DoubleClick Search Partner With Boost Media To Scale Ad Optimization

boostlogo Today, ad optimization solution Boost Media (formerly BoostCTR) announced new integration partnerships with DoubleClick Search and Marin Software. Boost aims to help marketers scale the taxing process of creating, testing and reporting on search and social ad creative with a network of copywriters working in more than ten languages and algorithmically powers ad testing and optimization. Boost says clients see an average sales volume increase of 30 percent at a 5 percent lower CPA and save some 60 hours a month on ad creative development, testing and reporting. Marketers using DoubleClick S [...]


AdWords Flexible Conversion Counting Officially Launched, Welcome “Converted Clicks” and “Conversions”

adwords-sales-customers-600 Earlier this month, we covered Google's news to select advertisers that it would be rolling out new options for tracking conversions in AdWords. The company officially announced the launch of Flexible Conversion Counting, and advertisers will see new columns in AdWords. In reporting terms, the change means the Conversions (One-Per-Click) will be replaced with "Converted Clicks," and Conversions (Many-Per-Click) will be replaced by "Conversions." Advertisers can think of the newly named columns this way: Converted Clicks = Unique Customers. This is "the number of clicks that convert wi [...]


Google Shares Performance Stats On Search Network With Display Select Campaigns

new-google-adwords-logo Last fall, Google rolled out a new campaign type called Search Network with Display Select. The option was designed to make it easier for advertisers constrained by management resources to run both search and display ads, while shedding the waste advertisers typically saw when they combined search and all of the display network in the same campaign. Display ads are served based on a new algorithm designed to show ads in the best places, drive better ROI and take the heavy lifting of display campaign management off smaller advertisers. Today, Google released some case study performance re [...]


6 Tasks To Automate In AdWords Without Scripts Or Tools

google-adwords-square-logo When we think about automation in PPC, our minds tend to jump to expensive tools like Marin, Kenshoo and Acquisio or advanced algorithms and Google Scripts. However, you shouldn't let the word "automation" scare you into forgetting the simple things that make it great: speed and consistency. Today, I'm going to take you through six common PPC tasks you can do yourself for free in AdWords through the magic and wonder of automation. Search Query Reports Working with multiple clients, there are certain tasks I want to do at least once a month -- things that can be fairly time consuming and a [...]


AdWords Top Movers Report Update: Now With Conversion Stats, Device-Level Segmentation

new-google-adwords-logo The Top Movers report debuted in AdWords last June to help advertisers quickly see performance changes in their accounts. It was helpful, but somewhat rudimentary with reporting on just clicks and cost changes. Today, Google announced that conversion data will begin appearing in the Top Movers report as well as device-specific insights. Note that the report shown on the Home screen still includes just Cost and Clicks data, you'll need to click on the "see full report" link or navigate to the Dimensions tab on the Campaigns screen to see the conversion data. The Top Mover detail below [...]


How To Use AdWords Scripts Efficiently In Agencies And Enterprise SEM

google-adwords-square-logo I'm a big fan of all the things you can automate using AdWords Scripts -- from calculating account-level Quality Score, to creating ads from a spreadsheet, to optimizing keywords using data from the Search Terms report. When using scripts to manage a single account, it's well worth the effort to install and tweak them because of the amount of time you'll save down the road. But when it comes to managing enterprise-level AdWords, or managing multiple accounts as an agency, the truth is that a lot of the time saved ends up wasted in the minutiae of keeping everything organized and running. Ad [...]


Google Shopping Campaigns Are Now Live — How To Get Started

google-shopping-products-featured Yesterday morning, Google announced the Google Shopping campaign program is now available to all online merchants. Google Shopping campaigns, which have been in beta since October, are a new version of PLAs which change how ads are created. They make creating PLAs more transparent within AdWords and give advertisers more control, allowing them to view more product information with less involvement with the data feed and an intuitive product group break-out structure.  Google Shopping Campaigns 101 Here are three of the major elements of Google Shopping campaigns: Layering Structur [...]


New Bing Ads Editor Release Coming Soon, To Include Update To Campaign Conflicts Review

bing-ads-new-240px Along with news that a new release of Bing Ads Editor is imminent, today the Bing Ads team announced an upcoming update to the conflict resolution workflow designed to simplify the campaign conflict review process. Campaign conflicts can arise when multiple people are managing an account across various platforms - Web UI, editors, third-party tools and APIs. Bing Ads Editor has long had a conflicting account changes warning in Bing Ads Editor, but the new update will give users the option to override changes without having to review the conflicts first. Bing Ads Editor validates if there a [...]


Bing Ads Expands Mobile Sitelinks Coverage In US, Will Roll Out To EU Markets

bing-ads-new-240px Bing Ads announced today that it will complete roll out of sitelink extensions on mobile devices in the US in coming weeks. In a post on the Bing Ads blog, Microsoft's Eliot Li said they currently have enabled over 60 percent of the mobile traffic on the Yahoo Bing Network (YBN) to run sitelinks in the US. Sitelinks for Mobile will launch in several EU markets, including the UK, France, and Germany, says Li. Additionally, Li says Bing Ads has doubled the number of mobile clicks by growing its network over the past year.   [...]


Why “Big Data” Won’t Win You The Battle For Online Revenue

Marin Software Revenue Connect With so much attention currently being focused on big data, advertisers are beginning to lose sight of one crucial truth: big data is worthless if it's not the right data. So what is the right data? We all know that the digital advertising landscape has dramatically matured over the past decade, and businesses are now wise to invest in technology that enables marketing sophistication. But, the right data is what makes that marketing sophistication meaningful. It's what marketers use to power more complex, strategic and smarter marketing decisions. It's the data that matters most to your [...]


Bing Ads Updates Reporting Capabilities, Chiefly Conversion Performance Insights

bing-ads-new-240px Today, Bing Ads announced the roll out of several new updates to the reporting capabilities. For advertisers with conversion tracking enabled, this will likely be the most welcome change announced today. At long last, Bing Ads has introduced the full set of conversion fields to all Performance reports. Segmentation by common dimensions such as Device type and Bid Match type are also now available in all performance reports. Change history reports can now be run for multiple accounts in a single report, and the reporting now includes changes made to the following: Match type of k [...]


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