Channel: SEM

Are you changing keyword bids too often?

The AdWords advertising system utilizes an auction-like process to decide which advertisers’ ads get to show and in which order. By bidding higher or lower, you can appear at higher or lower positions — depending on what your competitors are bidding. Account managers use many approaches for setting and tweaking bids over time, and bid optimization is one of the oldest features in the SEM software industry. Automated bidding can work...

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Choosing a call analytics platform

Thanks to the ubiquity of the smartphone, phone calls are finally getting the respect they deserve as an integral part of the customer journey. Mobile calls now account for 60 percent of inbound calls to businesses, according to BIA/Kelsey, which projects that the number of mobile calls to businesses will climb to 170 billion in 2020. As consumers increasingly use their smartphones to research, browse and connect with businesses, brands are...

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3 ways to build a better agency-client relationship

The reality of maintaining a complex business relationship where revenue is on the line is that there are several pitfalls that can destroy it. Although not all of these points will apply to all partnerships, the lesson is the same. If you’re in-house marketing staff: Do you treat your agency like they’re members of your team? How do you keep them in the loop and give them everything they need to...

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The nitty-gritty paid search account health check: Part 2

Welcome to the second and final post in a two-part series about paid search account audits. If you haven’t read the first post, be sure to check it out here! Without further ado, let’s dive right into the good stuff — the remaining analyses standing between you and a perfectly manicured paid search account. Keywords and negatives Keywords are essentially the building block of your search campaigns, so needless to say, there’s...

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Google AdWords to roll out ‘parallel tracking’ to speed up mobile landing page delivery

Google’s been working to speed up mobile web experiences on several fronts, AMP being the most visible of these efforts. On Wednesday, the company announced a change to the way it will handle tracking parameters appended to AdWords landing page URLs. Processing tracking codes can bog down page load time by “hundreds of milliseconds” and hurt campaign performance, says Google. Instead of processing the tracking with the landing page, Google is...

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