This month advertisers must say goodbye to “converted clicks” and say hello to “conversions”. in Google AdWords. Google has been making the “conversion” metric more sophisticated over the years, so find out what this will mean for marketers who use “converted click” as a metric for their campaigns
When it comes to paid search campaigns you need to continuously keep up with the ever-changing consumer needs and search trends. Paid search audits allow businesses to engage in comprehensive evaluations of their online marketing strategies and adjust accordingly.
Consumers are becoming more reliant on mobile devices and mobile websites. As marketers, we need to keep up. Luckily, Google is here to help.
Over the last few years, Google and Bing have been rolling out features which allow search marketers to leverage increasingly complex audience data including remarketing lists for search ads, demographics for search, device bid adjustments, and household income targeting. While looking at these features on their own can help trim the fat and improve campaign efficiency, if you consider them together it becomes apparent that the future of search is moving beyond just a keyword.
Google recently announced the arrival of device bid adjustments. Find out why this is huge news for marketers.
Seasonal changes call for varying paid search practices based on shifts in customer behavior. As marketers and advertisers, we have recognized this with holiday shopping discounts and back-to-school ads. These seasonal occurrences are very predictable since they happen each year. But certain seasonal changes aren’t, making it more difficult to improve paid search strategies.
For most B2B marketers, the primary goal of paid search efforts is to drive as many leads for as little money as possible. But what happens to those leads once they’re passed off the sales team? What is the overall lead quality? How many of these leads actually turn into sales, and what keywords are driving those sales?
Brand term coverage is a smart strategy to protect a Brand, particularly when competitive ads start showing up in the Search Engine Results Page (SERP). These terms also tend to have high Quality Scores and CTR with lower CPCs. But what happens when CPCs start to spike, average position and Impression Share falls? To top it all off, Conversions and their efficiency start to go down as well!
While Google’s recently announced Expanded Text Ads are still currently in beta, they are definitely coming. They are expected to become available to all advertisers, and eventually, to become the standard ad format for Google by the fourth quarter of this year.
This is an update to an Elite SEM Point-of-View blog post from around a month ago, and an expansion of several items covered in our announcement back in May of Google’s intent to change the rules for their Text Ads. In the time that’s elapsed since we first reported the coming changes, beta testing of the new program has begun and initial results seem very strong – stronger than Google claimed they would be – and stronger than many in the industry expected.