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Enterprise SEM is written by search marketers running massive search advertising campaigns. Running large budget campaigns with millions of keywords can be an entirely different animal than running less complex ad campaigns. Additional details, such as more complex ROI metrics, optimizing efficiently, managing creatives and automation become the focus of such campaigns. Experts share real-life experience and perspective to running search campaigns of such scale.
Paid Search looks at search advertising programs and how to most effectively use them. Columnists cover topics such as bid management, managing multiple campaigns, ad and landing page quality issues and other subjects. The Paid Search column appears weekly at Search Engine Land.
Search & Conversion helps website owners and search marketers guide the searcher from search engine results pages – both organic listings and search ads – to relevant landing pages and complete a desired conversion action, whether that means an e-commerce transaction, engage in a phone call, an email newsletter sign-up or filling out a lead gen form. Columnists provide tips for taking searcher intent through to the finish – with landing page testing and tuning tips, techniques for moving searchers through the conversion funnel and how to feed valuable conversion data back into search campaigns.
Search & Display explores the intersection of traditional display media with search advertising and how online advertisers can leverage targeted keyword advertising alongside a branded display campaign to achieve greater lift, maximize click-through rates, conversion and engagement metrics. We’ll explore best practices and tactics for re-targeting, as well as share insightful data and meaningful case studies to help you navigate through the challenging, converging world of search and display.

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