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PAID SEARCH ARTICLES ON SEARCH ENGINE LAND

An AdWords Script To Make Exact Match, Well...Exact

Sep 29, 2014 at 2:35pm by Daniel Gilbert

Many of you will have heard about Google’s decision to terminate exact match (at the same time as telling us that it’s for our own good). It's a clear move to grab some more advertising dollars, and the news has been met with fury by SEM experts. Most two-year-old kids know that there is a semantic difference between singular and plural forms -- and anyone with the slightest command of the English language will know that there is a difference between [photographer] and [photography]. While a professional photographer might want to spend money on [photographer], they probably wouldn't... Read More

Marin Software, Kenshoo Named As Facebook's Atlas Paid Search Partners

Sep 29, 2014 at 9:10am by Ginny Marvin

This morning, Facebook announced the expected relaunch of Atlas, the ad serving and measurement challenger to Google's DoubleClick. Both Marin Software and Kenshoo have been named as Atlas' paid search partners. Facebook describes the partnerships working this way: Using a Search Engine Management (SEM) tool, a marketer can create paid search campaigns at scale and optimize these campaigns with Atlas conversion and revenue data. Further, Atlas allows a marketer to compare results across all media, and streamlines the workflow so that tracking is consistent across devices and media types. Marketers using Atlas... Read More

Dangerous Weapon Ads On Google: A Look At New Policy Center Enforcement A Week In

Sep 26, 2014 at 1:04pm by Ginny Marvin

Throwing axes, military knives, paintball guns, gun scopes. These items have are among the banned products listed in Google AdWord's Policy Center, a list that in the past has had spotty enforcement at best. Last month, I looked at examples of supposedly banned dangerous products showing up in ads. Below is a look at how things have changed since Google AdWords' new Policy Center went live last week. Most of the policy center changes were minor, but several new product categories (including paintball guns and gun scopes) were added to the... Read More

How To Keep Your Product Advertising Game Sharp

Sep 26, 2014 at 11:02am by Matt Ackley

A magical thing happened prior to the visual explosion of the internet: Google took some of the best elements of brand marketing and married it with some of the best elements of performance marketing to create an all-new ad product category, the shopping ad, which it dubbed the Product Listing Ad (PLA). PLAs were a visually striking update tailor-made for online retailers that also delivered the performance to make retail search marketers take notice. Over the past five years, ever since PLAs debuted in beta in 2009, not only have retailers jumped on... Read More

Bing Ads Makes Close Variants On Exact Match Permanent In U.S.

Sep 26, 2014 at 10:10am by Ginny Marvin

That test didn't last long. A month ago, Bing Ads announced that it would test close variants on exact match in the U.S. As of yesterday, the switch has been flipped and close variants on exact match keywords are here to stay. Close variants include search queries that are close but not exact matches to the keyword such as misspellings, plurals, abbreviations and word blending. Here are specific examples from Bing: Earlier this month, Bing rolled out close variants on broad match modifier keywords, also only in the U.S. While many advertisers... Read More

In His Own Words: Ask.com CEO Responds To Arbitrage Accusations

Sep 25, 2014 at 9:00am by Doug Leeds

Ask.com CEO Doug Leeds contacted Search Engine Land with objections after a column critical of his company and sister site About.com was published earlier this week. Leeds requested a chance to respond, and what follows is his contribution.  Earlier this week, Search Engine Land published a column from contributor Susan Waldes, an executive at Five Mill Marketing, that was replete with inaccuracies about Ask.com, our parent company IAC, and our overall business. The piece itself was not well-researched or even fact-checked (no one at IAC, Ask.com or About.com was contacted for comment or clarification), and its premise rests... Read More

Samsung Vs. Apple In PLAs: Advertisers Spent 3X More On IPhone Ads Than Galaxy In Q2

Sep 24, 2014 at 12:56pm by Ginny Marvin

Mobile device advertisers spent $26.4 million on Google product listing ads in Q2, according to new data from AdGooroo, which looked at 339 mobile device-related keywords. Apple iPhone-related keywords accounted for 45 percent of total spend on PLAs and dwarfed spend on Samsung Galaxy-related keywords. Among the 327 advertisers found running Google PLAs on the keyword set, AT&T came out as the top spender at $5.8 million, followed by Sprint at $5.4 million. Retailers Best Buy and Walmart came in third and fourth respectively in spend. However, Best Buy scored the... Read More

Using AdWords Auction Insights To Find Out Who’s Winning On Mobile

Sep 23, 2014 at 10:20am by Matt Lawson

In an auction-based ecosystem, it’s only natural to think about the competition.  They’re the ones that play a big part in determining what the auction looks like for you and your keywords. Luckily, there are lots of ways to learn about your competition in paid search -- the important step is turning those lessons into something actionable in your account. Since the Auction Insights report was released in 2012, you’ve had the ability to see what’s going on with competitors that are appearing in the same auctions as your ads. Auction Insights is... Read More