Many online advertisers find themselves in the never-ending and seemingly unattainable quest to achieve the best marketing mix across all channels, including paid search. They continually struggle with monetizing paid search in terms of sales and customer engagement, wondering how to measure real ROI against these two metrics. However, most marketers don’t realize that the […]
In this last installment of my series on “Making Search Campaigns Work Harder in the Downturn” (part 1, part 2), I will cover essential bidding techniques and strategies, and what I call “insider” bidding secrets. Let’s begin with keyword categorization. One way to categorize your keywords is to relate them to the number of conversions […]
As economic uncertainty continues, smart search marketers are on the lookout for ways to wring better results out of existing campaigns. In this post, I’ll look at how to make even your worst-performing creatives work better. Don’t scrap your worst-performing creatives altogether; update them with ideas from best-performing creatives. To find your top creatives, you […]
Even in this challenging economy, paid search will continue to be one of the best-performing marketing methods out there. Search marketing has weathered economic storms of the past. In fact, Google and the entire industry was born out of necessity, during the dot-com bust. When times are tough, marketing needs to work hard and prove […]