Bing Ads Updates Pro Accreditation Training; Exam Is Now Free

Bing Ads Logo Bing has announced updates to its Bing Ads Accredited Professional Program for search marketers looking to get certified as “Pro Bingers”.  Among the changes, Bing transitioned the training segments from video based to text based content. Users can now view the training on the Bing Ads website or print out the training materials, a frequent customer request according to a Bing spokesperson. The number of training sections increased from 25 to 29 to provide more in-depth content. Users can share the trainings via Facebook, Twitter, and email with the new social media bar. The co [...]


The Big AdWords Update: Enhanced Campaigns Puts The Focus On Mobile

google-adwords-featured “If we were going to build AdWords today, what would it look like?” That’s the question Google’s Nick Fox, VP of Product Management, and his team began asking last year. The result is AdWords enhanced campaigns, a major update announced today that is designed to simplify campaign management across multiple devices, and to increase adoption rates of mobile advertising among small and medium sized businesses. PPC managers have become accustomed to the time-consuming workarounds needed to target ads by device type and location by cloning campaigns and managing granular settings and bid [...]


Google Tests B2B Market With Google Shopping For Suppliers

Google Shopping For Suppliers Beta Google is entering the B2B shopping segment with Google Shopping for Suppliers. CPC Strategy reported yesterday on the quiet roll-out, noting that the beta is open only to electrical and electronics industries at this time. The beta started about two weeks ago and is showing in the US only. Google has built Google Shopping for Suppliers to accommodate the unique aspects of B2B selling that has limited supplier participation on Google Shopping. Recognizing that B2B transactions often involve negotiations on shipping costs and volume discounts, many Google Shopping policies on Pricing and [...]


Report: PLAs Drove 28% Of Google Non-Brand Ad Clicks In Q4

2012-holiday-paid-search-weekly-revenue-growth-RKG Google Product Listing Ads generated 28% of Google non-brand clicks in Q4 according to RKG's latest Digital Marketing Report released today. PLA CPCs were 26% lower than CPCs for competitive text ads. RKG also found a larger than average gap between bids and actual CPCs for PLAs, suggesting competition is still relatively light. Product Listing Ads are also having a big impact on non-brand Google ROI when compared to Bing. RKG reports, “As Google CPCs have declined overall and compared to Bing, the non-brand ROI for Google now stands 22% higher than that for Bing.” Google Nonbrand Paid [...]


Report: Global Paid Search Spending Up 18% In 2012

Advertiser spending on paid search rose 18% in 2012 according to Covario’s Global Search Advertising Spend Analysis, which tracks paid search spending in more than 45 countries. That growth trend is down just slightly from the 21% annual increase Covario reported for 2011. In Q4 Google commanded 86.5% of global paid search spend and a whopping 93% of impressions.  Advertisers spent 13% more on search spending with Google than they did a year ago.  Spending on the Yahoo Bing Network increased 23% over the past year, however spend fell 6% from Q3. Source: Covario Regional Outloo [...]


RKG Report: Search Growth Declines Slightly; Shakeup In Store For Shopping Space

PaidSearch-OverallTrends-RKG Paid search's growth rate slowed a bit in the second quarter of 2012, but it still increased 29% year-over-year -- down from a 32% year-over-year growth rate in Q1. That's according to the RimmKaufman Group's latest report on digital marketing, released this week. Generally speaking, CPC's were down (6%) as compared to the same period last year, but click volume increased fairly dramatically (37%). RKG put together the report using stats from its clients, which include more than 30 of the top 500 etailers. Trends varied from engine to engine. Google's paid search spending grew only 32% i [...]


Microsoft AdCenter Rollout Comes To Three More European Countries

search_alliance_en_201108 The paid search part of the Search Alliance has conquered three more countries. Both Bing- and Yahoo-owned and operated properties, as well as publisher networks, in Germany, Austria and Switzerland are now powered by Microsoft Advertising's adCenter, the company announced today. Now both the algorithmic and the paid search portions of the Alliance have been rolled out in Austria, Canada, France, Germany, India, Ireland, Switzerland, the UK and the US. The remaining European countries -- Denmark, Finland, Italy, Netherlands, Norway, Spain and Sweden -- are expected to be transitioned later [...]


New Exact & Phrase Matching Behavior: Early Findings

In a world where lots of search marketers are still reluctant to use broad match type due to its lack of relevance and control, Google has released two features to have more advertisers show their ads on all those very long tail queries: The broad modifier feature was rolled out in July 2010 in the U.S and was mostly aimed at scaling up those accounts not already using regular broad match type. Search marketers have to then build new broad keywords using "+" signs to effectively unlock the broad modifier feature. Because it requires some time and effort, not all advertisers have actually [...]


Search Alliance: AdCenter Migration Complete In UK, Ireland And France

adcenter logo Microsoft and Yahoo -- the Search Alliance -- have announced the completion of the migration of advertisers to the adCenter platform, from Yahoo Search Marketing, in the United Kingdom, Ireland and France. Since they previously migrated all Yahoo algorithmic search results to Bing, the transition is now complete in these countries. The migration has been underway since February. Next up for the transition comes Germany, Austria and Switzerland. Yahoo and Microsoft will start working with partners to make the change this month. The companies have typically offered migration assistant soft [...]


Microsoft Advertising Is Becoming “Bing” For SMBs

bing-b-logo There's Microsoft, there's Bing, there's Yahoo, and there's the Search Alliance. How can any small business search advertiser figure out what's what? That's the thinking behind the rebranding of Microsoft Advertising to Bing, announced this week. Besides the name change, marketing collateral and web sites will incorporate the large beautiful images that the Bing consumer site has become known for -- to unify the brand experiences. "Previously, there was just a lot of confusion around our brand," Matt Lydon, general manager of Microsoft's SMB Advertising group, told me. The brandin [...]


For Social Media Marketers, SEO Is Much More Popular Than PPC

seo-time-clock-featured Social media marketers are much more likely to also use SEO in their marketing efforts than PPC, according to a new survey out today. Social Media Examiner announced the results of its fourth annual survey, which this year had replies from more than 3,800 social media marketers around the world. When asked what other marketing channels they use, search engine optimization (SEO) was the No. 2 response behind e-mail marketing. Paid search -- or "online ads" as the survey called it -- was far down the list at number six. Sixty-five percent of social media marketers say they use SEO, compare [...]


Blekko Testing Search Ads

blekko-man-logo MediaPost reports that Blekko, the slashtags search engine, has started testing monetization efforts through search ads. Currently, the ads are provided through ad fees from Google and Bing. Blekko has yet to build out their own ad network. Rich Skrenta, Blekko founder and CEO said, "we're still ironing out the kinks." They are testing out the RPMs, page revenue per 1000 ad units. Skrenta said he expects the CPMs to be worth between $50 and $100 because of the targeted nature of search ads. I have yet to see any signs of ads on the search engine but they are indeed testing it. If [...]


Did Super Bowl Advertisers Take Advantage of Search Interest?

football-tv-featured Over the past couple of days, numerous stats and figures have been published about how Super Bowl advertisers took advantage (or not) of social media this year. But commercials also drive people to search engines, which in turn (when things go right) can lead potential customers to advertiser web sites where rather than talk about a brand as they can on social media sites, they can watch the commercials again, cementing brand messaging, and take a closer look at the products being sold. (Which is presumably why a company would spend $3.5 million dollars on a thirty second spot in the first pla [...]


Report: Social Media Spending Threatens To Overtake Paid Search Among SMBs

social-media-adoption-featured Borrell Associates has come out with an extensive new report about small business ("SMBs") and social media adoption. It contains forecasts and spending estimates as well as other data about SMB usage of social media as a marketing tool. There's a great deal of data already in the market about SMB adoption of social media. What they show is that between 45 percent and 70 percent of SMBs say they already have a presence on social media sites (mostly Facebook). Borrell reports that between 60 and 64 percent of SMBs have a formal presence on social media sites. An earlier 2011 study by [...]


Search Retargeting: 4 Tips To Use Recency To Drive Performance

In life, timing can be everything. But in marketing, it can make the difference between a sale and a missed opportunity. That’s why the topic of recency is so important to marketers. Fortunately, search retargeting can help marketers capitalize on recency to drive performance. Understanding Recency & The Window Of Opportunity The concept of recency has been a key element in marketing for decades. It speaks to customer engagement in relation to time. For example, a consumer who interacted with your brand two days ago is more engaged and has a better recency score than someone who di [...]


The Industry Speaks On The Overlap Between Search & Display

We talk a lot in the digital industry about the overlap between search media and display media, and how when planned and operated in unison, there is a 1+1=3 benefit model that magically appears, resulting in higher returns than could be generated by those channels on their own. But does this overlap really exist, and does 1+1 really equal 3, or does is it actually just equal 2? In order to find out the answer, I recently asked several experienced figures within our industry for their insights and comment. AKQA Media – Drew Wahl, Director of Business Development Booyah Advertisin [...]


Confirmed: Bing Tests Ads Within Organic Search Results

bing-ads The RKGBlog blog posted a screen shot of Bing testing search ads directly in the organic results. Honestly, I almost cannot believe it - but more on that later. Here is a cropped picture of the screen shot. Why is this so shocking? Placing search ads inline with organic free listings is somewhat taboo for search companies. Years ago, search engines had "paid inclusion" programs which guaranteed content to be indexed, but they had no ranking factors. In fact, Yahoo after much controversy dropped their paid inclusion program in 2009. But to allow advertisers to inject ads wi [...]


Report: Tech/Electronics Q1 Search Ad Spending Surpasses Q4

Search ad spending among tech and electronics companies is way up so far in 2011, so much so that Q1 spending surpassed Q4 levels for the first time. That's the word from Covario's Global Search Advertising Spend Analysis, which tracks about $400 million in annual spending around the world. Covario says Q1 spending was up 6% over the traditionally heavier Q4 period, and up 26% over Q1 of 2010. The huge year-over-year increase is mainly due to how weak spending was in Q1 2010. Much of the growth is coming outside the US: Spending in both the Asia-Pacific and Europe-Middle East region [...]


Eye-Tracking Study: Everybody Looks At Organic Listings, But Most Ignore Paid Ads On Right

Interesting new data about searcher behavior from a recent User Centric eye-tracking study: Whether using Google or Bing, all 24 participants looked at the organic search results for their queries, but between 70% and 80% ignored the paid ads on the right side of the page. User Centric studied the search behavior of 24 "experienced users" of both Google and Bing, all between 18 and 54 years old. They were asked to do eight searches -- four on Google (with Google Instant turned off) and the other four on Bing. The results? Here's a table version of the diagram above. Google [...]


Case Study: How Negative Keywords Can Pump Up Paid Search Performance

Once campaigns reach a certain size, successful paid search marketing becomes less about generating traffic and more about identifying and driving the highest value visitors. At the same time, however, scale makes creative testing and ad group refinement difficult to implement across hundreds of thousands or even millions of keywords. In a high-volume world, actively managing negatives is possibly the single most impactful opportunity you have for increasing conversions and decreasing costs. Keyword building is a continuous process for both positive and negative keywords. If you have not [...]


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