5 Tactics Super Bowl Advertisers Are Using To Boost Their Paid Search Campaigns

ppc-featured In the weeks leading up to game day, several Super Bowl advertisers have been employing paid search to help ensure their campaigns are found by the legions of users searching for "Super Bowl ads". While the majority of Super Bowl advertisers still aren't taking to SEM, those that are have been displaying some interesting tactics that are worth a look. Here are five trends we've noticed from the Super Bowl advertiser ads currently running on Google and the Yahoo Bing Network. 1.YouTube is King All but one advertiser in the examples below link  to YouTube in their ads on "super bowl" rel [...]


DeepMind Buy Another Google “Moonshot” Of Sorts

DeepMind logo Re/code offers some additional insight into the $400+ million acquisition of artificial intelligence (AI) startup DeepMind that was reported last week. The people at DeepMind will apparently work with the search team at Google but not exclusively: Or as search is known at Google today, the “Knowledge” group, so-called because it no longer just finds keywords on web pages, but instead connects larger concepts. Knowledge is led by Google SVP Alan Eustance, but DeepMind will work closely with a team led by Jeff Dean, a near 15-year Google veteran, best known for his work on distributed syst [...]


The Search Agency: CPC Increases Across The Board, Weaker Bing Ads Spend In Q4 2013

CPC growth The Search Agency Q4 2013 The Search Agency released its Quarterly State of Paid Search Report today with Q4 performance data among its client set that spans several industries with global spend. The report shows paid search spend rose 37.4 percent year-over-year. Mobile Growth Drives Higher CPCs The Search Agency has reported rising CPCs for several quarters now including large CPC increases during the transition to enhanced campaigns. This quarter, while reports from IgnitionOne, Covario and RKG showed modest fluctuations and mobile CPCs decline in some cases in Q4, The Search Agency reports both Google and Bing al [...]


A Former Googler’s Routine For AdWords Management

New AdWords Ad Rank Formula It's been seven months since we launched Optmyzr's first tool  at SMX Advanced in Seattle -- the Quality Score Tracker -- and we've been busy adding tools, reports and optimizations since then. Now, one of the most common questions we get is when to use various optimizations -- and, of course, these apply no matter what tools you're using. There are plenty of daily tweaks to make in any AdWords account, but what are some of the optimizations we do on a regular schedule? While there's no one right answer for every account, I'll share some of my thoughts about what to do and when to do it [...]


Google Loses Again In AdWords Patent Infringement Case

google-legal-240px A judge has determined patent-holding company Vringo is entitled to additional royalties from Google in a patent infringement case involving Google AdWords. The order stems from a case brought by Vringo subsidiary I/P Engine in 2011 that claimed filtering technology used in Google AdWords violated two of its patents. A jury found in favor of I/P Engine, awarding it $30,496,155 and running royalty payments of 3.5 percent. The case is I/P Engine Inc. v. AOL Inc., 11cv512. Google claimed to have updated the AdWords system in May 2013 in such a way that the patents were no longer applicable [...]


Marin: 40 Percent Of Google PLA Clicks To Come From Smartphones By Dec 2014

google-shopping-products-featured By now it's clear that retailers made record investments in Google product listing ads (PLAs) in Q4 2013, as reports from Covario, RKG and IgnitionOne have each shown. Today, Marin Software released its own findings which reinforce the general consensus that PLA performance this past holiday season will set the trend for 2014. Marin also sees smartphones playing a greater role in PLA performance in 2014. "As mobile shoppers utilize Google Shopping more in-store and on-the-go, we expect these holiday CTR trends to continue in 2014," Marin projects in the new The State of Google Shopping repo [...]


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 [...]


AdWords Cross-Device Conversions: How 1-800-FLOWERS Is Using The Data To Be More Customer Centric

1800flowers-mobile Yesterday,  we got an early preview of the first case study Google will publish on the use of estimated cross-device conversions in AdWords. It features 1-800-Flowers and also addresses the company's use of click-to-call. When Google first announced the release of estimated cross-device conversions in October, it seemed to be received with a collective shrug. Much like the view-through conversion metric, several marketers I spoke with at the time were skeptical of its worth. Yet, there are many, such as the 1-800-Flowers team, who have embraced the new insights as a positive move toward gi [...]


Google Issues Bad Ads Report: 59 Percent More Ads Pulled, But Fewer Bad Advertisers In 2013

new-google-adwords-logo In the ongoing battle to keep its ads ecosystem free of scammers and malware, Google says it pulled more than 350 million bad ads from its systems last year, up 59 percent from the 224 million it struck down in 2012. Looking back at last year's bad ads report, it appears that for the first time, the number of bad advertisers shrank substantially from over 850,000 in 2012 to more than 270,000 in 2013. In 2012 the number had ticked up just 8 percent from the prior year. Mike Hochberg, Director, Ads Engineering explains, "In part, we attribute this decline to scammers — counterfeiters, for e [...]


Tax Season: Plan Now For Great Advertising Returns

ppc-puzzle-featured Someone once said that Americans deserved a tax system that looked as it if were designed on purpose. No doubt, the world is a complicated place when tax time looms. Rule changes, exemptions, complicated deductions -- it's no wonder that people start to sweat a little as April 15 approaches. If there's one thing taxpayers can cheer, however, it's the fact that the web has really helped reduce the pain of researching tax information, completing tax documents and submitting tax returns. Tax season is increasingly a digital season. Here at Bing Ads, we've seen firsthand the growing tendenc [...]


Covario: Global PPC Click-Through Rates Hit New Highs, Spend Up 17 Percent YoY In Q4

Global Paid Search Growth Q4 2013 Covario Though the numbers vary, the Q4 reports we've covered all point to solid year-over-year increases in paid search spending. Covario's Q4 analysis of the global paid search advertising landscape is no different. Based on results from their high tech, consumer electronics and retail clients, PPC spending increased 17 percent year-over-year and 13 percent over Q3 2013. Global Search Engine Share Google's AdWords accounted for 84 percent of PPC spend and 62 percent of clicks globally. Advertisers increased spending on Google 7 percent year-over-year. Covario saw the Yahoo Bing Network (YBN) gr [...]


RKG Report: PLAs Fuel AdWords Growth, Bing Ads Spend Rises Sharply In Q4

Paid Search Growth Q4 2013 RKG RKG has released its Q4 2013 Digital Marketing Report, and as other reports have indicated, paid search saw solid year-over-year growth in the holiday quarter. Paid search spend among RKG's retail-heavy client set rose 23 percent year-over-year. Overall click volume increased 19 percent, and CPCs ticked up just 3 percent.   Google Brand CPCs Fall On Ad Rank Change, Non-Brand CPCs Fueled By PLAs Google paid search spending grew 19 percent year-over-year in Q4, with paid clicks rising 15 percent. Google CPCs also rose just 3 percent. Non-brand CPCs, however, rose 6 percent year [...]


Start The New Year With A PPC Health Check: Part 1

health-computer-keyboard-featured As Group Head at a fast growing search agency, I've carried out hundreds of campaign checks over the years. In my contributions here, I'll be sharing my top tips on things to look out for when reviewing your own campaigns. Some of these things are obvious, while others might have slipped past you because you're not up to date on recent changes or are just too close to the day-to-day running of the campaign. It can be easy to just leave your campaign(s) running and not delve into the detail of things such as the settings of your campaign, especially if your campaign is performing well. But a [...]


Google PLAs May Be Bigger And Better Than You Think

paid-search-ppc-featured As someone responsible for compiling, analyzing and putting narratives to raw marketing data, I spend a good portion of my time reviewing similar material from other sources in our industry. This is helpful for generating new ideas for analyses and serves as a basic sanity check of the results we are finding at RKG. On occasion, I'll find that the numbers we are seeing on a given issue seem to lie outside the norms, and it can be a challenge to determine exactly why, given the limited context that comes with many industry reports. A prominent example of this has been with Google's Produc [...]


Report: US Search Ad Spend Rises 12 Percent YoY In Q4 2013; Smartphone CPCs Drop

IgnitionOne Tablet Smartphone Performance Q4 2013 IgnitionOne released its fourth quarter Digital Marketing Report today, showing that the paid search market in the US continues to grow. Search ad spend rose 12 percent year-over-year in the fourth quarter of 2013. In part as a result of the later kick-off to the holiday shopping season this year, December ad spending was up a significant 27 percent over 2012. Though overall ad impressions fell 16 percent year-over-year, clicks rose 5 percent and click-through rates jumped 25 percent in Q4.  IgnitionOne posits lower impressions are a result of "top of page innovations" including new ad ext [...]


For SMBs, The Time Is Now To Embrace Search Advertising

paid-search-ppc-featured As a recently as a few years ago, the owner of a small or local business could legitimately ask, "Why should I buy search ads?" After all, he or she first faced the hassle of setting up an ad campaign in a relatively foreign platform -- then, assuming they got ads served, maybe people clicked. But at the cost, what benefit was the advertiser really receiving? If you are not an online business, how do you translate a click into something an SMB can understand -- and place value on? It was simply impossible to know. And who can blame them? According to our research, proving ROI is the top nee [...]


WordStream Updates Its Free Google AdWords Performance Grader: Now With Mobile And Automatic 30-Day Reporting

Wordstream WordStream has released a revamp of its AdWords Performance Grader, the instant AdWords account auditing tool, now dubbed AdWords Grader Plus. WordStream says the free tool, launched in August 2011, has already been used to analyze accounts representing three billion dollars in total advertising spend. The company has refined the tool based on that wealth of past audit history to give advertisers performance benchmarks within their own industries. The three main new features in AdWords Grader Plus include a new performance tracker, mobile readiness review and improved benchmarks. The per [...]


Google Shopping Expanding 360 Degree Product Images, Making New Hire

google-shopping-featured Last year, Google began adding 360 degree product views to Google Shopping ahead of the holiday season. This year, the search giant continued to tout the 360 views and have expanded from toys to other consumer products that consumers typically like to examine closely such as cameras. Users can move the images around to see all sides, top and bottom of a product and theoretically "feel as if they’re picking up products off the shelf". The company appears to have hired or be close to hiring a new partner technology manager for the program. A LinkedIn posting now states the job is no longer [...]


PPC Excel Tips For Every Level: Part 2, Faster Campaign Analysis For Intermediates

excel logo Today we have more handy Excel tricks from Bing Ads Evangelist John Gagnon. This second installment of PPC Excel tips focuses on intermediate level techniques for speeding up campaign analysis. Paid search managers will benefit, but really anyone using Excel for data analysis will find good information or a helpful refresher here. Intermediate Tip: Get more out of Pivot Tables with calculated fields and by fixing #DIV/0 errors. Pivot tables are truly a must-have Excel skill for marketers. If you haven't used pivot tables yet, don't be timid. You can't damage your data set when working w [...]


How To Understand And Optimize AdWords Search Partners Data

A pivot table showing search partner performance in AdWords Here at Hanapin, we have a monthly training day. We shut down the office and all the account managers spend the morning researching and learning new tricks and techniques, which we teach to each other later in the afternoon. This month, we spent some time diving into the exciting world of Google Search Partners, and I wanted to share some of the insights our team came up with. What Are Google Search Partners? When it comes to buying clicks from Google AdWords, the Search Partner network remains one of the least transparent and hardest to optimize areas to work with. The official Google help [...]


Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!

 


 

Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide