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PAID SEARCH ARTICLES ON SEARCH ENGINE LAND

Looking Back At The Top 13 PPC Marketing Articles Of 2014 (So Far)

Nov 26, 2014 at 10:03am by Larry Kim

Yes, it's that time of year again already. You haven't even sat down for Thanksgiving dinner with friends or family, and already everybody is clamoring to compile their "Best [insert topic here] Articles of 2014" lists. Well, this round-up of 2014’s best paid search articles is worth checking out, because these posts offer tips, tricks, and insights that could help you start your 2015 campaigns with a bang. I've categorized each article by PPC topics, so you can quickly check out the articles that are most relevant to your job. I've also added... Read More

Report: Google-Apple Safari Search Deal Expiring, Yahoo & Bing Want In

Nov 25, 2014 at 3:14pm by Greg Sterling

According to The Information Google's default Safari search deal with Apple is up in 2015. Microsoft and Yahoo are reportedly separately competing for the Safari business across devices. The Information says that both companies are pitching to Apple's Eddie Cue and that his decision will be based "on the quality of the product as much as the potential money made from search ads." If Yahoo wins Microsoft will still benefit in terms of shared ad revenue between the companies. However the fact that Yahoo is competing against Bing suggests that CEO Marissa Mayer is preparing to separate... Read More

Yahoo Test Removes Display URLs On Select Text Ads

Nov 25, 2014 at 11:11am by Ginny Marvin

Yahoo appears to be running a new test on search ads in which the display URL isn't displayed in the ads. What's interesting, though, is that the display URLs aren't removed on all the ads within a SERP -- some ads do have a display URL showing. Above is a screenshot captured by paid search brand monitoring firm, BrandVerity, which spotted the test. Notice that the three highlighted ads have no display URL showing below the ad headline. But there are display URLs in the ads for Orvis and Amazon. Typically we... Read More

3 Key Display Advertising Themes For Search Marketers

Nov 25, 2014 at 11:00am by Matt Ackley

Digital marketers' jobs are not getting any easier. Whereas search marketing complexity arises from the sheer volume of keywords and campaigns that brands have to manage and optimize for, display marketing complexity is born from the dizzying array of players in the display ecosystem. It’s hard to keep track of the seemingly endless number of publishers, networks, exchanges and ad tech vendors, each of which plays a specialized and sometimes important role. And, with the increasing "search-ification" of programmatic display (and social) ad buying, we've seen that more search marketers are finding themselves taking on additional... Read More

3 Proven Ways To Write Ads That Deliver More Conversions

Nov 24, 2014 at 11:37am by Frederick Vallaeys

Last month I spoke with David Greenbaum of Boost Media -- a company for which I am an advisor and a shareholder -- about the reasons why ad text fatigue sets in and what advertisers can do to keep ads engaging. After our conversation, I began to wonder about specific steps David might recommend for improving ads. Since its inception in 2009, Boost Media has written hundreds of thousands of ads for enterprise brands and agencies. What follows is his advice -- in his own words -- and some guidelines Boost Media has developed... Read More

Ahead Of Black Friday, Google Adds Shopping Details For Mobile Users

Nov 24, 2014 at 10:37am by Ginny Marvin

Google says that shopping searches from smartphones have increased 3.5 times compared to last year and that Google Shopping is already sending more mobile traffic to retailer sites than it did during the first week of December last year. To capitalize on this growth, Google is now providing more detailed product information available from Google Shopping on mobile devices. When users search for a specific product on their smartphones or tablets there will likely be a "See more" arrow below the Google Shopping ad on search results (note that text ads... Read More

Google Keyword Planner Now Shows Conversion Estimates

Nov 20, 2014 at 5:40pm by Ginny Marvin

Google announced today that conversion estimates have been added to the Keyword Planner tool in AdWords. Google will use an account's historical conversion data, or users can enter their own conversion rates and conversion values to see how bid changes might impact metrics such as estimated conversion, conversion value, ROAS and Average CPA for mobile and desktop. You can see the conversion estimates broken out by ad group, keyword, device and location by selecting the respective tabs above the chart area. To get started, choose the "Get traffic forecasts for a list of... Read More

Google Adds New Shopping Campaigns Tools: Auction Insights, Diagnostics Tab And More

Nov 19, 2014 at 9:44am by Ginny Marvin

Strange things happen during the holiday shopping frenzy -- search queries sky rocket and inventory fluctuates as demand surges on certain days. Managing spikes in search volume on brand and product queries and ensuring product feeds accurately reflect inventory pose particular challenges. Today, Google announced updates to help retailers keep their Shopping campaigns running smoothly. To help retailers plan and manage the types of surges that come on Black Friday and Cyber Monday, Google is adding Auction Insights to Shopping campaigns. Auction Insights allow advertisers to see how they stack up... Read More