New insights on the customer decision journey
Columnist John Cosley shares research from Bing Ads on the customer journey and explains how you can apply these learnings to optimize your paid search campaigns.
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John Cosley's latest articles
The Election: More searchers, more opportunities
Columnist John Cosley of Bing discusses how advertisers can leverage election searches for paid search wins.
Journey to better paid search ROI with this travel ad copy data
School's nearly out, and it's time for summer vacations. Contributor John Cosley shares data on what travel-related keywords and creative approaches are paying dividends for advertisers in the sector.
A century of celebrating Mom: smart ad strategies for the mother of all holidays
Want to make the most of your paid search campaigns this Mother's Day? Columnist John Cosley of Bing Ads shares Mother's Day insights for digital marketers.
Why Copying Campaigns Between Search Engines Misses Opportunities
Are you making the most of the unique characteristics of each search engine? Contributor John Cosley explains paid search opportunities you may be missing.
4 Search Advertising Trends To Watch
Columnist John Cosley of Bing unearths clues about the future of paid search as we head into 2016. What are you doing to prepare for or take advantage of these opportunities?
New Insights: The Consumer Journey For Electronics
What does the path to purchase look like for those making major electronics purchases? Columnist John Cosley of Microsoft shares key insights from the company's research on the topic.
Achieve Holiday Zen Through The Art Of Paid Search Planning
Columnist John Cosley of Bing discusses the holiday trends that impact planning and budgeting for search marketers.
Bid Boosting On Bing: Discover The Untapped Value
Are you using bid modifiers in your Bing Ads campaigns? Columnist John Cosley explains what bid modifiers are and how bid boosting works.
9 Facts To Improve Your Mobile Search Performance
Columnist John Cosley of Bing shares insights gathered from internal Microsoft data and other research studies to improve your mobile search ads.
New Device Launch Campaigns: Key Insights For Online Advertising Success
About to launch your first device-specific paid search campaign for smartphone, tablet, wearable, or something else entirely? If so, columnist John Cosley of Bing has some tips!
Search Ascending: The New Brand Strategy
Advertisers have long used paid search as a direct response tool to reach consumers who are ready to make a purchase, but columnist John Cosley asserts that it's coming into its own as a branding tool as well.
The Future Is Intelligent Advertising
What does the future hold for search engine marketers? Columnist John Cosley of Microsoft discusses how personalization and context will change the way we do paid search.
6 Search Tips For Travel Advertising Success
Advertisers in the hospitality vertical, don't miss columnist John Cosley's essential tips for making your seasonal travel campaigns the best they can be.
Bing Ads Power Tools: Ad Insights
Want to glean deeper insights into your search ad performance? Columnist John Cosley discusses four valuable ad insights tools within Bing Ads.
The Shifting World Of Search: Predictions For 2015 And Beyond
As the search ecosystem matures, search engines must overcome new challenges. Columnist John Cosley of Bing discusses how search engines are adapting to new trends in order to address user needs.
The Future Of Search Is Productivity Across Platforms
Columnist John Cosley of Bing Ads discusses the future of search in a multi-device, cross-platform world.
Reaching The Modern Family: Cross-Device Advertising Is A Must
Are you deploying a cross-device search strategy to capture users as they move between devices? Columnist John Cosley of Bing notes that you're missing out if not.
The Dynamics Of The Search Ad Marketplace: Dissecting A Moving Target
Columnist John Cosley of Microsoft shares insights about how Cost Per Click, Ad Click-Through Rate, and search volume organically evolve throughout the day.
The 4 Cs Driving Mobile Search, Shopping & Buying
Mobile is driving the evolution of shopping behaviors. Contributor John Cosley explores how marketers can meet consumer needs and win customers.
3rd-Party Campaign Management Platforms: A Secret To Search Ads Success
Contributor John Cosley shares data from Bing Ads that quantify the benefits of using a third-party tool to manage search ad campaigns.
Use Holiday Search Data To Prep Your SEM Campaigns For The Upcoming Season
What are people searching for and when are people searching on Thanksgiving, Black Friday, and Cyber Monday?
Search & ROI: Make The Most Of This Evolving Relationship
Paid search has made it easier than ever to demonstrate the value of advertising, allowing us to rethink our methods for measuring ROI.
Hearing The Rhythms Of Human Search Behavior: What We’ve Learned
Watching people search is great entertainment. It’s not a one-note performance. It’s an all-day, around-the-clock jazz show, with the performers constantly changing their themes, rhythms, even their instruments. Along the way, one gains some great insight into human behavior and how people go about their connected lives. Search marketers that pay attention to this tune […]
Search Engine Marketing Helps Drive Back-to-School Sales
Summer may just be starting, but advertisers that want to do well this back-to-school shopping season need to plan now to make the most of this really impressive annual consumer shopping event. In fact, at an estimated $72.5 billion in combined back-to-school and back to college spending in 2013 [1], this is the second-largest retail event […]
Put Big Data To Work To Build Better Search Ads
Not too long ago, if I said “big data” to someone, I got a blank look in return. Now, big data is the topic du jour. People in healthcare, politics, industry… all are talking about it and how big data is changing the world. Simply put, the concept of big data reflects our growing ability […]
Boost Your Campaigns By Becoming An Expert Search “Forecaster”
In the Greater Seattle area, you never know what spring weather will bring — cloudy at 8 a.m., sunny at noon, pouring down rain at 5. I always start the day with a check of the forecast, so I know what to expect. In the same vein, anyone planning a search advertising campaign should know […]
Create A Winning Paid Search Strategy For The World Cup
For world-class marketing opportunities, few events surpass the World Cup. Given its global reach, a viewership that by some estimates reached nearly half the world’s population in 2010, and the feverish devotion of football (aka soccer) fans, the World Cup is marketing gold. Marketers that rise to the occasion can score big. Four years after […]
Tax Season: Plan Now For Great Advertising Returns
Someone once said that Americans deserved a tax system that looked as it if were designed on purpose. No doubt, the world is a complicated place when tax time looms. Rule changes, exemptions, complicated deductions — it’s no wonder that people start to sweat a little as April 15 approaches. If there’s one thing taxpayers can […]
For SMBs, The Time Is Now To Embrace Search Advertising
As a recently as a few years ago, the owner of a small or local business could legitimately ask, “Why should I buy search ads?” After all, he or she first faced the hassle of setting up an ad campaign in a relatively foreign platform — then, assuming they got ads served, maybe people clicked. […]
Don’t Dismiss Broad Match: It’s Come A Long Way
A red car is a red car. Unless it’s a maroon sedan. Or a crimson convertible. Or a burgundy truck. Or, for that matter, a red car. Search marketers know that bidding for exact search terms — a [red car], for instance — yields a high degree of precision, reaching searchers who are very specific […]