The Vast Opportunity Of Audience-Based Search Marketing
Google may soon allow advertisers to use first-party data targeting in their search campaigns, and contributor George Michie explains why this change...
Apr 24, 2015 at 9:47 am ET
George Michie
George Michie is Chief Marketing Scientist of Merkle|RKG, a technology and service leader in paid search, SEO, performance display, social media, and the science of online marketing. He also writes for the RKG Blog. Follow him on Twitter at @georgemichie1.
Understanding Auction Dynamics: Why More Traffic Can Mean Less Revenue
What's the relationship between traffic and revenue in SEM? Columnist George Michie...
Paid Search Portfolios: The Good, The Bad & The Ugly
Last month, I suggested that spending beyond observed profit maximization in paid search can make a great deal of sense on a number of grounds. In a...
How Hard Should You Press The Gas Pedal In Paid Search?
The following post contains a number of metaphors strained to the breaking point; viewer discretion is advised. An enduring truth in the paid search...
Not Provided Comes To Paid Search: What Will The Impact Be?
If you’re reading this, you probably already know that Google is making changes that will bring the much-maligned “(not provided)”...
Analyzing Paid Search To Maximize Customer Acquisition
Sophisticated marketers think about building business from two different constituencies: new customers and repeat customers. In industry vernacular,...
3 Components Of Geo-Targeting Excellence For 2014
Smart use of the geo-targeting controls through Enhanced Campaigns in AdWords will prove to be the single largest opportunity for paid search...
Coping With Enhanced Campaigns & The Problem Of Modifier Stacking
As we predicted a few months back, Enhanced Campaigns and mobile modifiers have been a benefit to those companies that employ them wisely....
Paid Search Drives Store Revenue… But How Much?
RKG has long been interested in the question of online to offline spillover. We’ve also long been critical of the sloppy, ill-conceived tests...
Average Position: A Distracting Lie
A great many folks spend time thinking about position on pages, both for their ads and for their organic listings. People care about position, but...
Overthrow The Tyranny Of Paid Search Budgets
Budgets are a fact of life for many paid search program managers. Budgets are essential for some firms, unnecessary but required nevertheless for...
PLAs: Cannibals? Allies? Or Both?
The spectacular growth of Product Listing Ads (PLAs) over the past 2-1/2 years has been a boon for Google and advertisers as well as for consumers....
3 Location Requests For Enhanced Campaigns
The shift to Enhanced Campaigns is important to every advertiser, but critically important to Enterprise programs, particularly those with meaningful...
Enhanced Campaigns: The Future Is Now
Enhanced Campaigns are the most important architectural change to Google AdWords since it moved from the right rail to take the place of...
28 Revealing Questions To Ask When Reviewing Last Year’s SEM Performance
The smartest way to begin 2013 might well be to make a careful review of paid search performance and practices in 2012. If your company spends closer...
3 Top Line Search Marketing Resolutions For 2013
The beauty of working in the digital marketing industry is that it is difficult to get bored. There is a new advertising option available every week,...
Why Changed Goals Require Changed Metrics
Enterprise businesses demand savvy communication from SEM managers. It is the nature of large organizations to have the following: Senior executives...
3 Ways Time Can Warp Your View
The time delay between marketing exposure and marketing success creates tremendous opportunity for consternation for all paid search managers, but...
How Device Specific SEM Can Lead To More Valuable Traffic
Segmentation is the key to success in most marketing activities. Simply recognizing that how traffic gets to the site tells us a great deal about its...
What Is The Real Value Of Branded Search Campaigns?
Enterprise SEM practices apply not just to direct response advertisers, but to brand advertisers as well. We’ll dive into that logic after a...