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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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The Holiday Shopping Season is Upon Us – Take Cover(age)
Internet Retailer recently posted results from an annual holiday survey conducted by consulting firm (and our partner and investor) Accenture. While lukewarm growth is expected in the face of turbulent times, almost two-thirds of consumers are expected to shop online – up about 30% over last year. With so many more people searching for gifts online, will retailers be able to fully capitalize on this trend and create even more profitable paid search campaigns? That depends… Continue reading
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
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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Why You Can, and Should Invest More in Search
To generate more profits from your search campaign you need to unlock more keywords for more products in such a way that they are profitable. Continue reading
Connecting Search Intent to Facebook Ads
Facebook ads are more like display ads than they are like search ads, but search engine marketers are being asked to take on Facebook advertising. How can they use their search campaign data to run better Facebook campaigns? Continue reading
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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Mining the Long Tail: Is It Worth the Effort?
It’s no surprise that a lot of SEMs decide that it’s simply not worth the extra effort to chase long-tail keywords. In a manual world this is the correct decision – it’s NOT worth the effort to chase the long tail. But what if you had a technology that allowed you to massively scale your keyword portfolio while decreasing management complexity and overhead? Continue reading
What If We Didn’t Have To Worry About Keywords?
Our take on Alex Cohen’s SearchEngineWatch article, “The Dawn of Paid Search Without Keywords.” Continue reading