Search Marketing

A guide to writing irresistible calls to action

Often, when we think of optimizing our call to action (CTA), we immediately think of landing page buttons and tweaking colors. However, your landing page CTA isn’t the only marketing CTA that matters. To get people to your landing page, you need them to click on your ads, which means you need a smart call to action in your ads. This is particularly important for paid search advertisers in situations where you can’t...

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Links to competing shopping engines in UK Google Shopping results

How’s that “inclusive” new look for Google Shopping results in the EU coming along? Kind of strangely, it seems. Last summer, the European Commission fined Google nearly $3 billion for favoring its own shopping content in search results and hurting competition. The Commission ordered the company to deliver a solution that offers “equal treatment” to competing comparison shopping engines in its results. The search giant has denied wrongdoing, but last fall, the...

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5 New Year’s resolutions for your PPC campaigns

It’s never too late for New Year’s resolutions, so why not give your PPC campaigns a little New Year’s love? In this article, I’ll provide suggestions to tune up your campaigns in 2018 and get them firing on all cylinders. 1. Review your ad copy Upgrading decent ad copy into fantastic ad copy almost always leads to better campaign performance, driving more sales and increasing conversions. In my opinion, it’s some of...

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Comparing two performance marketing tools/agencies

As performance marketers, we’re conditioned to want to test everything. From the impact of feed titles to the incrementality of each channel, we want to be sure that we’re making the right choice before we commit all our resources to something. That goes for deciding which tools/agency to use as well. Moving your performance marketing activities from one tool/agency to another (or picking one to start with) is a big commitment...

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Understanding AdWords keyword match types for manufacturers

In a previous column, I addressed the challenges paid search advertising can present to industrial manufacturers who sell capabilities versus stock products. Another challenge is the AdWords help files themselves. As an advertising platform, AdWords is geared more to retailers — when a platform uses common retail products to illustrate keyword strategies, it’s often hard to see how the example relates to keywords for complex manufacturing capabilities. For example, under Basic Tips...

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How to reverse-engineer your online advertising strategy

Online advertising experts love to talk about the importance of matching your landing page content to your ads. And you’ll get no argument from me — it’s a great way to improve the performance of your online advertising. I mean, it just makes sense. People click on your ad because the messaging resonates with them. If you have the same messaging on your landing page, that should resonate with these users...

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Our top SEM columns of 2017

Though paid search has long since cemented its place as a pillar of digital marketing, changes in technology and consumer behavior have continued to reshape the PPC landscape and keep search marketers on their toes. In 2017, we saw the last of “standard” text ads in AdWords as expanded text ads, introduced in 2016, became the new norm. We also said goodbye to the literal definition of “exact” as Google expanded...

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6 ways ad agencies can thrive in an AI-first world

Artificial intelligence (AI) and machine learning have long been part of PPC — so why are AI and machine learning all of a sudden such hot topics? It is, in part, because exponential advances have now brought technology to the point where it can legitimately compete with the performance and precision of human account managers. I recently covered the new roles humans should play in PPC as automation takes over. In this...

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Four brand-building activities that lay the foundation for SEO

At Google’s inception, one innovation differentiated it as a search engine: It used information gained from off-site sources to inform its estimation of the relevance, importance and quality of pages in its index. Originally, this source of off-site information was the network of links found by crawling the web. Nearly two decades later, in 2017, with countless other rich data sources at its disposal, Google uses a more diverse and sophisticated...

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Auction Insights 3: The final script

Who would have thought that Auction Insights could inspire an entire TRILOGY? Well, if you know AdWords, I suppose it’s not a huge shock that our original script has had to undergo a few adaptations over the last couple of years. Google does like to keep us PPC practitioners on our toes! Changes to AdWords aside, it’s always nice to spruce things up. Optimization is an infinite process, after all. So, please...

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