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Preparing Retail Campaigns for the Holiday Onslaught
Unwrapping a Gift: A Holiday Intent Map for Retailers
Seven Steps to Intent-Based, Cross-Channel Marketing
Why Broad Match is Not the Answer for Online Retailers
Managing Large Retail PPC Campaigns
Why Paid Search Challenges in Internet Retail Require a Radically New Approach
SEM Innovation – A Game-Changing Approach to Search
Adding Laser-Focus to your PPC Ad Groups so you can Target Searcher Intent
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What to Consider when Considering Google Conversion Optimizer
Considering dabbling in Google Conversion Optimizer (GCO)? You’ll need to rethink your Ad Words playbook, add a couple plays, and pay a lot more attention to what happens site-side. Continue reading
Accepting Instead of Innovating: Agencies Move Their Focus Away From Search
Ad Age reports that several high-profile search engine marketing agencies have widened their focus to include social media, display, and more. While the article hints that these developments are taking place because of slowed growth in paid search, the root cause may be that agencies and technology companies haven’t innovated in the space. Continue reading
The Human Factor – Search Advertising
There seems to be no way to move past the fact that at some point, a human being managing keywords – the search marketing manager – becomes the limiting factor. Continue reading
‘Catching up’ with Google Conversion Optimizer
As we’ve been talking to online retailers, it’s become clear that Google’s Conversion Optimizer has really improved in the last six months. Cost per Acquisition (CPA) bidding has gained traction in recent years with most major search management platforms offering … Continue reading
Your Search Ad Landing Page is More Important than Ever!
It’s not enough anymore to use dynamic keyword insertion to mirror consumer search queries in ad copy and then direct them to a high-level category page within your site. Google’s landing page preview tool will show consumers that your selected product page does not offer them exactly what they are looking for and they will choose another online retailer to purchase from. Continue reading
Posted in Search Engine Marketing
Tagged campaign structure, consumer intent, conversion, dynamic keyword insertion, keyword expansion, keywords, landing pages, marketing complexity, relevance at scale, search campaigns, search engine marketing, search experience, search intent marketing, search marketers, search query, WordMap
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Make Your Retargeting More Effective with Intent
Retargeting is naturally a great way to get a performance lift for your campaigns, but it is not without advertising operations pitfalls: campaigns across search, site, and display should be integrated by consumer intent to create the most relevant, unified brand and advertising experience for the target audience. This can ensure advertising lift from search and site retargeting, and increase conversion rates. Continue reading
Posted in Cross-Channel Marketing
Tagged consumer intent, conversion, display, display advertising, first party data, landing pages, marketing complexity, retargeting, search campaigns, search engine marketing, search experience, search intent marketing, search query, search retargeting, targeting
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Don’t Sweat What You Can’t Control
Don’t sweat what you can’t control – dealing (or NOT dealing) with the shifting sands of Google quality score rules Continue reading
Managing the Conversion Funnel: Step 3, The Myth of the One Best Landing Page
How do you then construct, and optimize, the single best-converting landing page for your campaign? The answer is: you don’t. Continue reading
Managing the Conversion Funnel: Step 2, Dissonance is the Enemy of Clickthrough
I did a search for “cable and internet packages.” On page one of the results, the sponsored links offered me: A major provider’s “official site”[...] Continue reading