Secrets of marketing agency success
New CallRail report reveals highlights from 2021 — and 2022.
Topic: Customer acquisition cost
Three PPC targeting tactics that power every stage of the funnel
"You can make any channel work for you depending on who your prospects are and which channels they use and which targeting options are available across all channels."
Killer paid search tactics that every marketer needs to know
In this webinar, learn how to turn more high-intent searchers into inbound calls that accelerate your customer acquisition.
Microsoft Advertising launches new Tours and Activities ad format in open beta
Available for advertisers in the U.S. and UK, this new ad format, unique to Microsoft Advertising, can show in Bing search, Bing Maps and Bing Travel Guides.
Will the Discover feed be Google’s next cash cow? What advertisers are saying about Discovery campaigns
Early looks at the new campaign type and native ad formats that have had little fanfare since launching in beta last year.
Search used when brands are unknown, but it’s direct navigation for existing customers
A new survey from Yext explores what content sources are more trusted and what's at stake in not paying enough attention to third party platforms.
Amazon adds customer acquisition metrics for Sponsored Brands campaigns
The "new-to-brand" set of metrics are also available for Amazon sellers' display and video ad campaigns.
Learn how one startup doubled CPL and saved money
In this case study, a focus on keywords and cleaning up data to better understand CRO led to a 55 percent decrease in purchase CPA and larger deal size leads.
Google adds pay for conversions bidding in Display campaigns
Display advertisers can pay for conversions rather than clicks or impressions.
Email Marketing Guide
Very early in my marketing career, I remember hearing something I thought was super weird: Email Marketing is still the most effective form of digital marketing. Even with SEO, SMM, PPC, Influencer, Geo-Targeting, Programmatic and every other advance in technology and acronym use, Emails are still the most effective thing you can do to get […]
If you’re not updating ROAS and CPA targets frequently, you’re missing out
Implementing automated bids from the engines doesn't mean advertisers can forget about bid management.
5 PPC mistakes you’re probably making in your campaigns
Most common PPC campaign mistakes can be easily rectified. With extra awareness, time and effort, you can adjust your optimization strategy to focus on ROI instead of CPA and get better results. With some changes to the way you approach your PPC activities as a whole, you can fine-tune your funnel and get higher-quality […]
5 conversion boosters to optimize your PPC campaigns
Earlier this year, Facebook broke some bad news. Organic reach is officially being choked, making it harder for brands to reach the audiences they’ve worked so hard to build. Because of this, I believe marketers will look to SEM (search engine marketing) to recapture lost attention. The problem is, there’s already so much competition. How […]
Bing Ads now shows remarketing bid adjustment suggestions based on CPA data
Suggestions are available in the Opportunities tab.
How to cut through cross-channel noise using intent-driven personalization
In the world of digital marketing, the ever-increasing number of consumer devices and competing messages is making it harder than ever to connect with your target audience. With consumer attention spans at an all-time low, how can you ensure that your campaigns, bids and budgets are reaching the right people for maximum ROI? Personalization can […]
Are you still bidding like it’s 2007?
Why conventional bidding methods leave money on the table.
6 reasons to boost SEO & content investments with influencer marketing
Practically every digital marketing budget in 2016 includes line items for both SEO and content marketing. If you want to add rocket fuel to any campaign’s overall impact, the inclusion of influencer marketing is a must. The right influencers will enhance brand discoverability and audience development, boosting reach, results and ROI. Here are six […]
AdWords Automated Bidding Gets An Overhaul: Welcome, Portfolio Bid Strategies
Terminology changes come with some new functionality, including the ability to set different CPA targets at the ad group level within the same bid strategy.
Meet A Landy Award Winner: How SearchMarketers.com Won Overall Small Business SEM Initiative For Its Surf Air Campaign
Granular targeting and key technology integrations helped increase memberships for the agency's client Surf Air.
Google AdWords Adds Bidding Tools For Target CPA And Target ROAS
Target CPA Bid Simulator and target recommendations offer automated bidding suggestions.
eBay’s “Paid Search Is Ineffective” Study Gains Buzz And Skeptics, Again
By claiming that paid search is largely ineffective, eBay has attracted a lot of attention and buzz with media outlets repeating the findings. Anyone who isn’t familiar with eBay’s history of throw-it-at-the-wall-and-watch-what-happens paid search advertising strategy may be able to take the company’s final release of a report that first made the rounds last year […]
Google Shares Performance Stats On Search Network With Display Select Campaigns
Last fall, Google rolled out a new campaign type called Search Network with Display Select. The option was designed to make it easier for advertisers constrained by management resources to run both search and display ads, while shedding the waste advertisers typically saw when they combined search and all of the display network in the […]
How & When You Can Turn SEM From A Checkbox To A Core Business Component
Search Engine Marketing (SEM) is no longer a “nice to have” for businesses, but rather a “must have.” This wasn’t the case 10 years ago, when SEM got dumped into the “test budget” if there was any money left over after TV, radio, print, out-of-home, display, email, SEO, PR and sponsorships. It turns out, however, […]
Now Live: Bing Ads Keyword Distribution Graph
After piloting the Keyword Distribution Graph in April, Bing has made its keyword performance visualization tool available to all Bing Ads users. The Keyword Distribution Graph is located under the keywords section in the Bing Ads Web interface. A drop down allows you to view aggregate keyword performance data in trend graphs or by the […]
Fresh Out Of The Oven: Contextual Tastes Way Better Than Cookies
In recent years, using cookie data in behavioral targeting strategies has been heralded as a game-changer by online marketers. A large part of this attention is focused on data management platforms (DMPs) that enable behavioral targeting through the use of cookie data to categorize a user’s website activity and optimize ad buying. Although this has […]
The Technology Behind Autobidding: Q&A With OptiMine’s Dr. Rob Cooley
Autobidders. Every SEM management tool has one. The promise is powerful: simply input the performance you’re trying to achieve and sit back, have a sody-pop, and smile as the little robots make your job easy. Ha! If it was only that easy! Most of you reading this post have used one in the past. Have […]
Google Product Listing Ads Available To All Advertisers
Google Product Listing Ads are now being offered to all advertisers over the coming week. They are a way for advertisers to give Google a feed of products, have images of those products appear in the ads, and to pay on a cost-per-acquisition basis. Google has been offering the ads since last year, in a […]
A Google Alternative For Small Business: Breadcrumbs & Business Directories
So, you’ve junked your day job and made the commitment to your shiny new startup business. You’ve created your website, and what’s the first thing you do now? Like just about every other startup business person you do the search on Google for your business name. At this point, two things might happen: You discover […]
Bid Management Automation: Fraught with Questionable Assumptions
Today, there’s no viable “con” position in the “paid search bid management” debate. Either you sing the praises of automated bid management, or you’ll be asked to sit in a dark corner (or cave) and contemplate what possessed you to enter the digital marketing arena. Unfortunately, there are few real debates on the advantages and […]
The Search Shopping Mall: Moving Up The Long Tail
Some time ago, I did a blog post called the “Other Long Tail of Search“. When Chris Anderson’s book came out, several smart search marketers realized that the long tail phenomenon applied to our industry as well. If you look at the keywords that drive traffic to your site and plot them according to traffic […]
Google Releases Conversion Optimizer To Aid AdWords CPA Bidding
Google announced a new AdWords feature to help advertisers automate their bids on their CPA (cost-per-acquisition) ads. Conversion Optimizer is a tool that will look at your costs and conversion goals and automatically change your bid prices based on those metrics. All you need to do is define a maximum CPA bid and this tool […]
SMBs, Paid Search And Self-Service
One of the most challenging aspects of local search is small business (SMB) advertiser acquisition. Everyone is aware, especially Google, Yahoo and Microsoft, that the US SMB market is where the advertiser volume is: almost 99% of US businesses qualify as small businesses (here defined as < 100 employees). According to the US Small Business […]