Managing The Very Short Tail: 9 Tips To Manage A 10 Keyword Account

manage-the-short-tail Everybody loves the long-tail and diversified PPC accounts. However, sometimes these ideals just aren't possible. Some accounts inherently have only a short tail. This applies heavily to lead gen advertisers that measure post-lead activity to determine actual profitability. Are the insurance quote requests turning into policies? Are the edu inquiries turning into students? Are the mortgage loan applications turning into loans? Let's call these final post-lead conversion points "Revenue Conversions." What most single-service lead generating companies find is that they have a very sho [...]


Bing Ads Puts Insertion Order Management Online

bing-ads-600 Agencies or advertisers that have invoice billing enabled and use Bing Ads Insertion Orders can now create and approve IOs online rather than having to rely on email or fax. This has been a top request among agencies, in particular. Insertion orders can be created either by the customer or a Bing Ads account manager. Once an IO is approved via the API or the web interface, campaigns will begin to run. It's possible to create overlapping IOs so that there is never an advertising lapse between orders. Here's what the process looks like depending on who originates the insertion order: [...]


Bing Ads Refines Local Targeting Features

Bing Ads Location Targeting Today, Bing Ads released new interface updates and features for location targeting. Radius targeting is now more granular and available in kilometers as well as miles. You can set radius targeting in 1 mile or 1 kilometer increments, up to 500 miles or 800 kilometers. Previously targeting was limited to 5 or 10 miles and then went up in 10 mile increments. Another change is that you can now use location targeting (a city, say) and radius targeting in the same ad group or campaign instead of having to choose one or the other. When selecting and opting-out of geographic locations, t [...]


Bing Ads Puts Estimated Keyword Bid Suggestions In Columns, Adds Keyword Delivery Status Alerts

bing-ads-600 Bing Ads launched a couple of relatively small but helpful features today. Both bring keyword status and bid insights into closer parity with Google AdWords. To get a better understanding of where keyword bids stand in relation to the competition, Bing Ads has added estimated bid suggestions for first page bid, mainline bid and best position bid in the web user interface. This data was available before, but in a more cumbersome format. With the addition of estimated bid suggestions along with the bid landscape tool, Bing Ads has retired the old Estimation workflow -- the dropdown from th [...]


RKG Q2 Report: US Search Ad Spend Up 23 Percent YoY, Both Google And Bing Ad Spend Rise

Q2 2014 US Paid Search Trends - RKG After slowing down after the holiday season, U.S. paid search performance metrics are up both year-over-year and quarter-over-quarter in Q2 2014 according to RKG's quarterly report. Ad spend rose 23 percent year-over-year among RKG's retail-heavy client base. Both Google and Bing saw spend increases. Non-Brand Search Trends Overall spend on Google rose 24 percent year-over-year. PLAs continued to be a key driver in Google's non-brand performance. CPCs for PLAs jumped nearly 35 percent, compared to 12 percent for non-brand text ads year-over-year. Overall CPCs rose by 29 percent compared to a [...]


Paid Search Spend Rose 21 Percent YoY In Q2, With Mobile Up 98 Percent [Covario]

Paid Search Grwoth G2 2014 Covario Global paid search investment continued its rise through the first half of 2014, according to Covario's latest quarterly analysis of search spend. Overall spend among the firm's clients rose 21 percent in the second quarter year-over-year, and 2 percent over the first quarter of 2014. Mobile search spend nearly doubled, rising 98 percent year-over-year and 6 percent quarter-over-quarter even as cost-per-click prices fell. Overall impressions dropped off 15 percent year-over-year, which Alex Funk, Covario’s director of global paid media strategy and author of the study, says is largely [...]


Reassess How You Prioritize Your E-Commerce PPC Campaign Builds

ppc-paid-search-mobile-600 Over the last couple of years, the prioritization of e-commerce PPC campaign builds has shifted dramatically.With the rise of Google Shopping and with dynamic solutions now available to advertisers, standard Search Network text-ad campaign builds fall down the priority list. In today's world of e-commerce PPC, I prioritize my campaigns as follows: Google Shopping (Product Listing Ads or PLAs) Remarketing (All Types) Search Network Text Ads & Ad Extensions Dynamic Search Ads (DSAs) Google Display Network Google Shopping According to RKG's Q1 2014 Digital Marketing Report, PL [...]


Bing Ads Lays Out Plans For Coming Year: More Scale, New Ad Formats, Eventually Automation

bing-ads-600 [caption id="attachment_193329" align="alignright" width="259"] David Pann, General Manager for the Search Network, Microsoft[/caption] "As great as this past year was, I'm more excited about FY15 than I've ever been," said Microsoft's David Pann, General Manager for the Search Network, by phone this week about Bing Ads as the company starts its next fiscal year. "All the fundamentals are set," he added. Recapping the successes of this past year in a new blog post, Pann says clicks are up by 30 percent, mobile clicks rose by 133 percent from the previous year and they've seen broader adv [...]


Search Engine Marketing Helps Drive Back-to-School Sales

back-to-school-shutterstock Summer may just be starting, but advertisers that want to do well this back-to-school shopping season need to plan now to make the most of this really impressive annual consumer shopping event. In fact, at an estimated $72.5 billion in combined back-to-school and back to college spending in 2013 [1], this is the second-largest retail event of the year, after the winter holidays. What advertisers are best positioned to capitalize on this major seasonal event? Not surprisingly, 87 percent of the people we've surveyed report that school supplies are the No. 1 category. [2] Not far behind, [...]


Bing Ads Doubles Number Of Keywords Advertisers Can Review In UI To Support Larger Accounts

bing-ads-600 Bing Ads has taken another step toward supporting larger accounts. Yesterday, the ad network announced it had updated its user interface so that advertisers can now review accounts with up to 100,000 keywords in the Keyword Tab. As part of the updates, ad groups and tabs have also been configured to support the increased amount of data. This doubles the 50,000 keywords advertisers could formerly review in the Bing Ads UI after updates rolled out in May of this year. From the announcement: The Bing Ads team is continuing to scale the UI to much larger accounts and have started pilotin [...]


The 10 Most Important Paid Search Developments So Far In 2014

money-mouse-ppc-600 It's been a big year so far for product listing ads on both Google and Bing. Google started putting more ads in the Knowledge Graph. Bing followed Google's lead on combining tablet and desktop traffic. And Google said it would begin stripping paid search queries from referrer strings. Now that we're halfway through the year, let's step back and look at what's happened so far in paid search. These were the 10 biggest announcements and changes to come from Bing Ads and Google AdWords in the first half of 2014. Bing Ads There were three announcements made by Bing Ads in the first hal [...]


Bing Ads Expands Bid Landscape Estimator Tool To Ad Groups, Non-U.S. Markets

Bing Ads Bid Lanldscape Ad Group Leve In March, Bing Ads launched its Bid Landscape tool in the U.S. -- essentially equivalent to the Bid Simulator in Google AdWords. Now, Bing Ads is rolling out Bid Landscape at the ad group level. Non-U.S. advertisers also now have access to bid landscape at the keyword level. Bid Landscape shows the estimated cost, click, impression and top impression impact of a bid adjustment based on recent history.  Estimations reflect how performance would have changed with a different bid in the past 7 days, so, like AdWords Bid Simulator estimates, they aren't guarantees for future performance. Two [...]


Microsoft Shuttering Bing Ads Express

express-train-station-travel-600 Bing Ads Express, Microsoft's program to encourage small businesses to adopt the paid search platform, will be sunsetted this summer. Launched just last October and modeled on Google's own AdWords Express, the program was designed to simplify and automate paid search advertising across the Yahoo Bing Network. Small and local businesses could use their Facebook pages as a landing page in lieu of having their own dedicated websites. Expanded targeting options were rolled out as recently as April. Apparently it wasn't enough. In a blog post announcing the shutdown, Bing Ads Express produ [...]


Bing Ads URL Auto-Tagging Finally Arrives

bing-ads-600 Rejoice, the Bing Ads team has finally rolled out one of its most-requested features -- auto-tagging for ad destination URLs. When UTM tags are added to destination URLs on ads, the performance metrics can flow into Google Analytics. Until now, advertisers have had to manually add tag URLs or rely on a third-party solution every time they uploaded new ads in their Bing Ads campaigns. Here's how you do it: Go to the account and billing tab in the Bing Ads web interface and check the box next to "Add UTM tags to my ads' destination URLs". You then have two options, either to replace all ex [...]


Bing Ads Tweaks Its Tune: Desktop/Tablet Traffic To Be Combined, Adding Tablet Bid Modifier

bing-ads-600 [caption id="attachment_193329" align="alignright" width="259"] David Pann, Microsoft[/caption] You may recall last spring, Bing Ads issued a manifesto of sorts in response to Google's announcement of Enhanced Campaigns titled Advertisers Deserve Control: “We do not believe bundling mobile, desktop and tablet advertising together in an opaque manner is in the best interests of our customers.” In what would appear to be an about-face, Bing Ads announced Wednesday that it will begin lumping desktop and tablet traffic together, á la Google's Enhanced Campaigns. The change, announced [...]


Put Big Data To Work To Build Better Search Ads

Bing Ads Ad Copy Variable Not too long ago, if I said “big data” to someone, I got a blank look in return. Now, big data is the topic du jour. People in healthcare, politics, industry... all are talking about it and how big data is changing the world. Simply put, the concept of big data reflects our growing ability to collect, store and analyze huge amounts of data. That data comes from all manner of sources – credit card purchases, posts on social media sites, public records, mapping software on mobile phones, search-engine queries, weather sensors – you name it. Everywhere in the world, devices and pe [...]


New Bing Ads Location Report Shows Whether Ads Were Triggered By Physical Location Or Location Interest

bing-ads-600 The Bing Ads team has added a new Geo Location report that offers more detail on the type of targeting methods used in serving your ads. The report is available under the list of Targeting reports via the Bing Ads API and the web UI.  Aptly named, the "Geo location (New version)" report includes two new columns: Location type shows the targeting that was used to serve each ad-- Physical location or Location of Interest Most specific location gives more detail about where ads are being displayed by showing the most specific location used in the ad targeting. The new report is parti [...]


Bing Ads Editor To Get Several New Targeting Enhancements

bing-ads-600 Bing Ads is currently piloting several new features for Bing Ads Editor that are planned to roll out in the coming weeks. Here's a preview of three of the new features. Bulk Location Targeting A new "Targeting" tab will be the hub for users to add location targets and exclusions in bulk. An auto-complete feature helps speed the process of location targeting.  This screen also includes the option to set physical intent options such as "show ads to people in, searching for, or viewing pages about my targeted location" Radius Targeting A new window available from the "Campaigns" [...]


7 Conversion Rate Truths That Will Change Your Landing Page Strategy

cro-meme Much of what marketers have learned about landing page conversion is wrong. Worse, the optimizations promoted across industry blogs, courses and at conferences as game changers are really just best practices every marketer should have implemented already. Tweaking headline and body copy, adjusting line spacing, repositioning buttons, playing with fonts and colors – all of these conventional landing page optimization recommendations will bring only small, short-term results at best. We recently analyzed thousands of advertiser accounts to determine just what it is that sets the top conv [...]


Bing Ads Launches Live Chat Support And Industry Insights Portal With Research, Case Studies

bing-ads-600 Today, the Bing Ads team announced the launch of live chat support and a new industry insights portal. Live Chat will be available at all hours every day of the week for in its English-language markets. Customers can use Live Chat to ask questions about campaign set up, optimization tactics, billing issues and more. The Bing Ads Industry Insights Portal is launching in the United States and will feature case studies, videos and research around events like Mother's Day and the World Cup as well as in several verticals such as home improvement, retail, financial services, automotive, trave [...]


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