Category: Search Marketing

LiveRamp brings its search targeting to Bing Ads

LiveRamp brings its search targeting to Bing Ads

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Almost exactly a year ago, data onboarding and identity resolution provider LiveRamp announced a new people-based search targeting service for IdentityLink. The first effort for that service was designed for Google’s Customer Match. IdentityLink is LiveRamp’s people-based identity resolution service. With Google’s Customer Match, a brand can target customers with ads in Google Search results. […]

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If you’re not updating ROAS and CPA targets frequently, you’re missing out

If you’re not updating ROAS and CPA targets frequently, you’re missing out

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Our founding CEO, Fred Vallaeys, has written extensively about how the role of PPC experts will change as more of the day-to-day ad management will be done by automated systems driven by artificial intelligence (AI) and machine learning (ML). One task that’s particularly apt to become automated is bid management because it requires lots of […]

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Ask the #SMXperts series - Advanced audience targeting

Ask the #SMXperts series – Advanced audience targeting

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The “Ask an #SMXpert” series continues the question-and-answer (Q&A) segment held during sessions at Search Marketing Expo (SMX) West 2018. Today’s Q&A is from the Advanced Audience Targeting & Management Tactics session with Jillian Nagle and Ben Wood and introduction from moderator Brad Geddes. Brad Geddes The rise of audience targeting is the biggest change in paid […]

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Ask the #SMXperts series - B2B SEM: Meeting challenges with smart tactics

Ask the #SMXperts series – B2B SEM: Meeting challenges with smart tactics

By admin 2 0

The Ask the SMXpert series continues the question and answer (Q&A) segment held during sessions at Search Marketing Expo (SMX) West 2018. Today’s Q&A is from the B2B SEM: Meeting Specific Challenges With Really Smart Tactics session with Sana Ansari, Robert Brady and Dave Rigotti.  It features an introduction from moderator Brad Geddes. Brad Geddes […]

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Attention + intensity: Tips for navigating the new age of media strategy

Attention + intensity: Tips for navigating the new age of media strategy

By admin 4 0

As marketers and brands have seen, the prevalence of digital video has transformed how consumers access media and content. Essentially, video is not the future, it’s the “now”. According to Cisco, global IP video traffic will represent 82 percent of all consumer internet traffic by 2021, up from 73 percent in 2016. Consumers no longer […]

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Q+A with IKEA's Kendra Ferguson

Q+A with IKEA’s Kendra Ferguson

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IKEA is a natural fit for Pinterest, where home decor is one of the most popular categories. Recognizing its potential early on, IKEA was actually the first brand to launch a search campaign through Pinterest’s self-serve platform. As Pinterest has evolved into more of a visual search engine, IKEA’s strategy evolved right along with it. Last […]

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Why do we overcomplicate link building?

Why do we overcomplicate link building?

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People regularly ask me what tactics and strategies I can share with them about link building. When I answer, “Well I just search the web for good sites and reach out to them,” I tend to get a lot of disappointed looks and long faces. I don’t have any top-secret methods for finding good linking […]

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7 ways protections for online content are being eroded

7 ways protections for online content are being eroded

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Section 230 of the Communications Decency Act (CDA) is critical to the foundation of online commerce as it’s exercised today. That’s why the recent debate about tweaking it to tackle online sex trafficking pitted some of the biggest online players against the interests of some of the most vulnerable victims in our society. In the […]

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Strategies for expanding your search marketing

Strategies for expanding your search marketing

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Every brand wants to be a global powerhouse, right? But of course, breaking into other markets is easier said than done. Marketers must keep the diverse needs and cultures of consumers in mind, optimizing their web presence and content strategies accordingly. From an SEO perspective, that requires specific action plans separate from those executed in […]

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The new Google AdWords interface is coming soon. Are you ready?

The new Google AdWords interface is coming soon. Are you ready?

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Google is gradually rolling out a new AdWords user interface. Word has it this change will be complete and available to everyone sometime in the first half of 2018. Many of us using the new interface have been asking questions like “Have you seen this feature/report/functionality in the new interface?” If you are frustrated by […]

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SMB marketing survey finds only 3% use outside agency or vendor

SMB marketing survey finds only 3% use outside agency or vendor

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BrandMuscle recently released a “State of Local Marketing” report for 2018. The sprawling document captures marketing and ad-spending trends among US small and medium-sized businesses (SMBs) that participate in co-op or MDF funding programs where brands help subsidize local marketing by their dealers, retailers and affiliates. The report offers a snapshot of tactics and attitudes […]

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Helping you choose the right SEO tool

Helping you choose the right SEO tool

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ClickZ along with its sister site Search Engine Watch have embarked on a mission to help its readers and the wider industry understand the marketing technologies that are changing and transforming businesses and even industries. Last month we released the ClickZ Buyers Guide to Bid Management Tools and this month our focus is on enterprise […]

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Google, Amazon and the relationship between paid search and ecommerce

Google, Amazon and the relationship between paid search and ecommerce

By admin 6 0

Last year, digital ad spend totaled $209 billion worldwide, finally surpassing TV. That’s great news for the industry, particularly Google and Facebook, who took home about 60% of that revenue. The duopoly’s dominance is projected to wane, mostly at the hands of—who else?—Amazon. The quintessential retail disruptor, Amazon now poses an increasing threat to Google, […]

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Why Google Shopping is dominating retail search marketing

Why Google Shopping is dominating retail search marketing

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As Google has scaled up its Shopping products in recent years, there has been a growing consensus in the retail search marketing space that Shopping ads are one of the most effective ways to win valuable consumer clicks. This is especially true of the non-branded, broader search terms that are typical of the early stages […]

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What's different about digital marketing in the cannabis industry?

What’s different about digital marketing in the cannabis industry?

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The cannabis industry is one of the fastest-growing in the US, with a diverse and exciting startup landscape. And yet, it faces an uphill battle when it comes to search engine optimization (SEO), pay-per-click (PPC) and marketing. There are no AdWords or Facebook advertising programs available and no current opportunities to advertise a cannabis company […]

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SEO Ranking factors panel: SMX West session recap

SEO Ranking factors panel: SMX West session recap

By admin 6 0

I attended the SEO Ranking Factors session at this year’s SMX West and enjoyed listening to the panelists present their opinions, experiences and ideas. Any discussion of ranking factors raises a lot of emotions and controversy, and this was no exception. It is important to understand how to use information from these types of sessions: None […]

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How to use online reviews to drive digital and real-world business

How to use online reviews to drive digital and real-world business

By admin 2 0

This brings with it a host of opportunities for companies, but also some challenges too. So how can brands use local reviews to drive increased revenue, both online and in the real world? The appeal of reviews in the digital age is entirely understandable. Purchase journeys are no longer linear and their complexity only increases […]

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After exact, what’s the next best match type?

After exact, what’s the next best match type?

By admin 2 0

Exact Match is widely accepted as the Cadillac of match types in paid search, and for good reason. Queries that exactly match the keyword triggering a paid search ad have the highest conversion rate of any query-to-keyword relationship.  When used, a brand can rest assured the searcher is searching for the exact term targeted. However, while […]

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How independent retailers can thrive in a volatile market

How independent retailers can thrive in a volatile market

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Recent retail news headlines have been focusing on two major areas: the apparent death-knell of traditional retail stores and the market shift of customers to major brands such as Amazon and Walmart. But these market conditions — including reduced brick-and-mortar overhead, low-cost technology integrations and shifting customer demand — provide an opportunity for independent brands […]

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How will the social media landscape change in 2018?

How will the social media landscape change in 2018?

By admin 3 0

It’s a new year and it’s time to look ahead. What are the social media trends, both existing and emerging, that will keep us busy through 2018? The end of Facebook engagement bait Facebook will demote the posts that directly encourage users to engage with a page, begging for like, shares and comments. With those […]

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How Airbnb is putting AMP at the core of its digital strategy

How Airbnb is putting AMP at the core of its digital strategy

By admin 5 0

Accelerated Mobile Pages (AMP) is an open-source initiative that aims to render and deliver content at high speed on mobile devices. Originally aimed at publishers (who have had a love-hate relationship with AMP to date), AMP has since been adopted by ecommerce sites including eBay and has been incorporated into elements of Google AdWords, DoubleClick […]

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How to integrate display with search and video

How to integrate display with search and video

By admin 3 0

This is for all you GDN (Google Display Network) displayers out there. I repeat, this is just for GDN display advertising and how you can use data from AdWords and YouTube to improve your targeting. Read on if that sounds good. Audience data is key to a good PPC (pay-per-click) strategy, and it can be […]

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