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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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Can Mobile Search Advertising Make or Break Retailers?
Consumer’s in-store mobile shopping behavior can make or break retailers, depending on how they react. Continue reading
The Human Factor in Search, Part 3 – Institutional Knowledge, or the Lack Thereof
There are human factors that limit the value and potential of paid search advertising. Search engine marketing can be made easier when institutional knowledge of paid search advertising campaigns is implemented. 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
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
5 Reasons Why Online Retail MUST Mine the Long Tail
More qualified, better targeted, more competitive, cheaper and more profitable – five reasons retail SEMs MUST mine the long tail. Continue reading
Search and Consumer Intent
Search queries can TELL you about consumer intent, but search queries do NOT EQUAL consumer intent. Continue reading
Google Search Previews: Bad for SEM? Good for consumers? And what about Google?
The ramifications of Google search previews – bad for SEM? Good for consumers? Continue reading
Pity the poor Search Engine Marketer.
There are people behind all that dazzling technology enabling search engines and the blizzard of statistics they generate. And things aren’t getting any easier for them. Continue reading