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...
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.
Google may soon allow advertisers to use first-party data targeting in their search campaigns, and contributor George Michie explains why this change...
What's the relationship between traffic and revenue in SEM? Columnist George Michie...
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...
The following post contains a number of metaphors strained to the breaking point; viewer discretion is advised. An enduring truth in the paid search...
If you’re reading this, you probably already know that Google is making changes that will bring the much-maligned “(not provided)”...
Sophisticated marketers think about building business from two different constituencies: new customers and repeat customers. In industry vernacular,...
Smart use of the geo-targeting controls through Enhanced Campaigns in AdWords will prove to be the single largest opportunity for paid search...
As we predicted a few months back, Enhanced Campaigns and mobile modifiers have been a benefit to those companies that employ them wisely....
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...
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...
Budgets are a fact of life for many paid search program managers. Budgets are essential for some firms, unnecessary but required nevertheless for...
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....
The shift to Enhanced Campaigns is important to every advertiser, but critically important to Enterprise programs, particularly those with meaningful...
Enhanced Campaigns are the most important architectural change to Google AdWords since it moved from the right rail to take the place of...
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...
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,...
Enterprise businesses demand savvy communication from SEM managers. It is the nature of large organizations to have the following: Senior executives...
The time delay between marketing exposure and marketing success creates tremendous opportunity for consternation for all paid search managers, but...
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...
Enterprise SEM practices apply not just to direct response advertisers, but to brand advertisers as well. We’ll dive into that logic after a...