6 Advanced Strategies For Optimizing PLA Campaigns

In January, Marin Software released a study on Google’s 2012 transition from Google Product Search to the commercial, “pay-to-play” model built on Product Listing Ads. When this enhanced shopping experience was first announced in May of 2012, online retailers reacted with both praise and criticism. However, since the transition, PLA campaigns have performed with a […]


4 Trends That May Surprise Online Marketers In 2013

Over the last year, like every year prior, online marketers have witnessed an incremental growth in digital advertising spend and a rapid adoption of new technology. In 2012, we saw the introduction of Product Listing Ads as Google shifted to a pay-to-play model for shopping. Facebook began testing every ad format under the sun, with […]


7 Optimization Strategies For A Limited Daily Search Budget

No matter what level your paid search program is operating at, whether small business or enterprise, inevitably some campaigns will outgrow the daily budgets that were set to sustain them. Aggressive keyword expansion or increasing CPCs due to competition could be two contributing factors. Until these budgets can be expanded, your campaigns will be limited. Optimizing a […]


What’s The Next Big Metric For Creative Optimization?

As keyword lists expand, they often outgrow the groups that were initially created to contain them. For example, a group that started out with a single keyword, [running shoes], could expand over time to contain [running shoes], [womens running shoes], [jogging shoes] and [black running shoes], among others. The original creative that was generated to […]

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5 SEM Tips For A Successful 2012 Holiday Season

The holiday shopping season has always been the most profitable time of the year for online retailers. Search, display, social and mobile have shown tremendous growth year over year and continue to be vital programs for acquiring more revenue during the holidays. Online marketers going into the 2012 holiday season should have a plan for […]


What You Need To Know For Competitive Keyword Analysis

Competitive keyword analysis should play in integral part in your paid and organic search optimization strategy. As paid search activity continues to grow, so will the number of businesses you compete against within the search battlefield. Understanding who your competitors are and the keywords they’re optimizing for is critical to staying relevant, competitive and profitable […]


Creative Testing For The Advanced Search Marketer, Part 3

For paid search programs, big and small, creative optimization remains one of the single most impactful strategies for increasing traffic, lowering costs and acquiring more revenue. Continuously generating, analyzing and iterating on new creative delivers incremental improvements in keyword-to-creative relevancy. Increasing relevancy results in higher click-through-rates (CTR) and Quality Score, and as a result, lower […]


Creative Testing For The Advanced Search Marketer – Part 2

In a search landscape where millions of keywords define intent, generating the most compelling creative can prove to be a daunting task. Understanding your audience and formulating a message might be easy, but packaging up that message within the narrow limits of a 130 character creative can be a challenge. For paid search programs, for […]


Creative Testing For the Advanced Search Marketer, Part 1

In a search landscape where millions of keywords define intent, generating the most compelling creative can prove to be a daunting task. Understanding your audience and formulating a message might be easy, but packaging up that message within the narrow limits of a 130 character creative can be a challenge. For paid search programs both […]


Accelerating Revenue Growth With Keyword Parity

As campaigns mature, keywords evolve from experiments to proven revenue drivers. Remembering to add a keyword to Bing after a successful trial in Google or remembering to expand a new top performing keyword across its other match types is easier said than done. With so much focus these days on the next best thing — […]


Benefits Of Cross-Channel Analytics For Search Marketers

John Wanamaker once stated, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” One of the things we love to tout as search marketers is our ability to track our efforts. We pride ourselves on it. But, as much as our tracking capabilities would leave Wanamaker dumbfounded, […]


Preparing Your Search Program For Mobile In 2012

Between the rise of tablets and the continued proliferation of smartphones, 2012 is looking more and more like the year of mobile for search marketers. Neilsen reports the number of smartphone subscribers accessing the Internet on their phones has grown 45 percent since 2010 with the majority of 18 to 34 year-olds owning a smartphone. […]


What The Holidays Tell Search Marketers

I realize most of us are already well-focused on 2012, so a look back at the 2011 holiday season may seem a bit dated. However, the holiday season provides search marketers a snapshot of behavior that should prove relevant for the upcoming year, though perhaps on a smaller scale. To gain a more accurate view […]


Digital Marketing Trends To Watch Out For In 2012

As you put the finishing touches on 2012 budgets and plans, it’s important to build a point of view on the future. While it’s impossible to predict what will happen or when, running through a few what-if scenarios makes you more prepared for changes as they come. In this column, we’ll highlight some of the […]


How To Get Started With YouTube Promoted Video

Earlier in the year, YouTube surpassed Yahoo as the world’s second largest search engine. In June 2011, ComScore reported that in the U.S., YouTube attracted 5.6 billion viewing sessions per month and the average U.S. visitor frequents the site 23 times a month with each visit lasting on average 26 minutes. And, just today, ComScore […]


3 Tips Key To 2011 Holiday Advertising

Last holiday season, online consumers spent approximately $32.6 billion, a 12 percent increase from 2009. We can safely assume the trend will continue in 2011 as shoppers’ propensity to search online for the best deals grows and retailers respond by bulking up their online offers. As a result, competition among online retailers will be at […]


The Lazy Search Marketers Guide To Increasing Volume Without Adding New Keywords

Sick of spending afternoons reviewing raw query reports? We’ve all been there— pouring over keyword expansion tools trying to identify those stellar terms that your account may be missing. Adding new keywords and refining match types is certainly important for optimization, but it’s not necessarily the fastest way to increase volume. Often, advertisers focused on […]


The One Metric You Need To Optimize Across Paid & Organic Search

The importance of a combining SEO and SEM to optimize online performance is not a new idea. Paid advertising programs cannot be successful without top ranking natural search results and vice versa. That is why most large scale organizations typically have experts focused on each practice separately. Every once and a while, it’s important to […]


Keeping Pace As Competition In Paid Search Heats Up

Back in December 2010, I was relatively convinced that click prices were going to continue increasing in 2011, but Marin Software recently released a study of large scale paid search programs that suggests otherwise. The Paid Search Quarterly Benchmarking Report showed that although average cost per click (CPC) has increased since December 2010, it hasn’t […]

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