A common way of managing a brand in paid search results is to bid all brand terms to the first position. While this strategy may seem correct from a brand management standpoint, it misses out on many of the nuances of search engine marketing(SEM). For one, many brand campaigns contain over a 1,000 brand variations, […]
A question often posed by marketers is, “What is the relative importance of different factors Google uses to determine quality score (QS)?”. Some of the factors mentioned on the AdWords blog are: Click through rate of the keyword and the matched ad Account history Landing page quality Keyword/Ad Group relevance The question for an advertiser […]
The beauty of online marketing is that every step in the click path is visible. A searcher clicks on an ad, lands on a merchant’s site and navigates to purchase—all of which can be viewed and analyzed. This process is often referred to as multiple metric optimization. However, this term is often misused so it […]
In a recent Search Engine Land opinion piece entitled Automated Keyword Bidding? More Like Automated Money Sink, the author espouses the view that automated keyword bidding is flawed because it is impossible for agencies to scale their systems to deliver positive results to clients. While I agree with most of the points the author has […]
Optimal bidding for performance is a complex task for search marketers. When placing bids every day, you must be mindful of the volatility in the marketplace due to changing search traffic, competition, matching algorithms that vary across search engines and the changing needs of your business. For many of you, particularly if you work in […]
It is no surprise that the recession has affected online consumer spending habits. In lean times, people are more apt to curb spending and seek out the best bargains. From a search perspective, it is now more important than ever for marketers to adapt their campaigns to these changes in consumer behavior to better optimize […]