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PAID SEARCH ARTICLES ON SEARCH ENGINE LAND

3 Small Paid Search Optimizations With Huge Impact

Oct 21, 2014 at 9:04am by Larry Kim

The ever-changing paid search landscape makes it pretty difficult for marketers to feel totally confident in their PPC strategy. It seems like there are always new optimizations you could be doing – new opportunities to improve performance – but which ones should you prioritize and really focus in on? I spoke at iSummit 2014 in Orlando recently and shared three simple PPC optimizations any marketer can implement right now to see huge improvements in their campaign performance. Quite often, the optimizations that will make the biggest differences aren't the most complicated, or... Read More

First Half Ad Revenue: Search Dominates PC Ads But Not Mobile

Oct 20, 2014 at 2:07pm by Greg Sterling

The IAB has released its first half 2014 digital advertising revenue figures. Total U.S. digital revenues grew 15 percent compared with a year ago to $23.1 billion. Total second-quarter revenues were roughly $11.7 billion. Paid search was the largest single category of online advertising, though its overall share of the pot declined from 43 percent to 39 percent in 2014. Actual dollars were just under $9.1 billion. Display advertising followed search with roughly $6.5 billion (multiple formats). After that was mobile advertising with $5.3 billion for the first six months of 2014. That compares with $3 billion in mobile... Read More

An SEM Christmas Carol: Q4 Past, Present & Yet To Come

Oct 20, 2014 at 10:00am by Susan Waldes

At its inception -- and for years afterward -- paid search could exist in a vacuum. You could send clicks and drive profitable return, staying inside your AdWords and other UIs, analyzing your keywords and executing your optimizations. Over time, to remain competitive, it became more important to collaborate with other teams in order to ensure search engine marketing (SEM) success. Landing page optimization is now an integral part of paid search that requires creative and development resources. Conversion pixels and remarketing pixels need placement and QA by dev teams, as well. We need banners... Read More

Google Testing New Ad Formats For Movies, Music In Anti-Piracy Effort

Oct 17, 2014 at 4:47pm by Ginny Marvin

Today, Google published a report on how the company fights piracy. As part of this, Google provided updates on new ad formats its using to point users to "legitimate sources of music and movie downloads". The newest format, which we have just seen in the wild, shows a list of ads in a card at the top of the search results. In the example above, Amazon, Google Play and Netflix are all advertising on a search to "Watch Star Trek Into Darkness Online". These ads appear when there is no knowledge panel... Read More

Agencies Take Note: Google Third-Party Policy Changes Coming Nov. 2014

Oct 17, 2014 at 3:31pm by Ginny Marvin

Last month, Google rolled out an updated policy center for all advertisers. Starting in November, agencies and other third-party firms and individuals that manage Google advertising for customers will need to conform to new third-party policies. The two new transparency requirements are: Management fees Third parties often charge a management fee for the valuable services they provide, and end-advertisers should know if they are going to be charged these fees. If you charge a management fee beyond the cost of AdWords or AdWords Express, let customers know. At a minimum, inform new customers... Read More

Bing Ads Tests Consumer Ratings Annotations

Oct 17, 2014 at 2:56pm by Ginny Marvin

Bing Ads is partnering with reviews service, Viewpoints, to test out displaying consumer ratings annotations in text ads. Like Google's version, which pulls from its own survey program, the ratings annotations in the Bing ads feature grades on performance features such as customer service, return policies, pricing, and selection. I haven't been able to see this test in the wild, but The SEM Post, which first reported the test has some good screenshots including this one: [caption id="attachment_206025" align="aligncenter" width="663"] Source: The SEM Post[/caption] Bing Ads is also running a test to show Twitter... Read More

Google's 17 Percent Growth In Click Volume Is Lowest Since 2010

Oct 17, 2014 at 2:24pm by Ginny Marvin

In Google's Q3 earnings report, released yesterday, another round of big revenue gains weren't enough to meet analysts' expectations. Google's revenue grew 20 percent over the previous year in Q3, but that's the lowest annual growth rate the company has posted since Q2 2013. Year-over-year click volume increased 17 percent over Q3 2013. But, click growth hasn't been as low as 17 percent since the third quarter of 2010. With this perspective it's easy to come to the conclusion that Google's ad business is under increasing pressure, or becoming victim of its... Read More

Tune Your Paid Search Campaigns To Account For Holiday Volatility

Oct 16, 2014 at 3:15pm by Matt Lawson

The relationship between bids and conversions is like that between ice cream sundaes and maraschino cherries.  It’s theoretically possible to have one without the other, but the natural order involves the two of them being intricately linked. The better your conversion rate, the more aggressive you can get with your bids.  The more value you receive from each of your conversions, the more leeway you have to go out and get more of those conversions. You know this, and I’m sure you have strategies in place in your account to maximize both your... Read More