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Posted on April 11, 2018

4 Ways to Get the Most Out of Your Paid Search Campaigns

Keywords still reign supreme in paid search, but audience targeting can take your campaigns to the next level. While display and paid social offer the largest number of targeting options, search audiences have come a very long way and offer many practical features which can help you reach your marketing goals. Here are some options for your audience-targeting strategy. 1. Demographic Targeting You can target by age, gender, parental status, household income (HHI)...

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by Chris Lantzy

Posted on April 4, 2018

Articles, Blog, SEM

Demographic Targeting for Search: Reaching the Right Audience with the Right Ad

Ever wanted the ability to customize ad copy or landing pages based on a visitor’s age or gender? Google’s demographic targeting for search ads allows you to do just that. This has long been a feature available to all advertisers running campaigns on the Google Display Network, but is now available to all advertisers on Google’s search network. As long as the necessary AdWords conversion pixel is placed on your site,...

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by Ami Grant

Posted on March 29, 2018

Articles, Blog, SEM

The Buddy System: A Multi-Brand Digital Marketing Approach

In a digital world where brand presence is key, controlling Google search results is important. Brands regularly fight to maintain above-the-fold positions on highly competitive non-brand search results. Showing up in position one on a core non-brand term for the business/vertical the advertiser is in can be the difference between growing/maintaining a successful brand in a competitive space and risking falling victim to those that are able to do it better...

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by Sean Cohen

Posted on March 21, 2018

Articles, Best Practices, Blog, SEM

Product Listing Ads 101: Getting Started

Product listing ads are a critical component of any successful e-commerce strategy. PLAs help catapult your products to the top of the SERP – even above text ads – and give advertisers an opportunity to put their best foot forward when users search for your products, as well as a chance to immediately out-shine your competition with great prices and special offers. PLAs can take the lead as your main non-brand...

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by Deniz Boysan

Posted on March 19, 2018

Articles, Blog, SEM, Technology

5 Life Lessons I Learned from AdWords

Google AdWords isn’t just the game-changing online advertising platform we see it as. If you spend years working with it, you'll realize that there's more to it than just clicks, conversions and cost. Here are a few life lessons you can take away from the not-so-ordinary advertising monarch. 1. Fear is an illusion AdWords, as a platform, pushes you to experiment. The launch of campaign drafts and experiments is a case in point....

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by Barkha Shah

Posted on January 31, 2018

Articles, Blog, SEM

Why User Experience Is Important in Paid Search

Recent hunger cravings and a curiosity to try something new pushed me to go online and browse for some food services. A Google ad piqued my interest, so I clicked on it and browsed a restaurant menu. An interesting photo of "Harissa Udon Noodles" tempted me to place an order, and the food arrived shortly -- within 20 minutes of checkout. So, in terms of prompt service, it scored a 10....

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by Barkha Shah

Posted on November 21, 2017

Articles, Blog, SEM, Technology

The ABCs of AdWords’s New UI

Google announced the AdWords interface facelift last year, which is currently in beta and will roll out to all advertisers by the end of this year. The new AdWords may look and feel different, but campaigns will run the same as today with no upgrades or migrations. Here’s a rundown on the differences between the new and old interfaces. Visual Aspects a. The new interface has a vertical navigation tab layout compared to the...

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by Pritha Upmanyu

Posted on November 9, 2017

Articles, Best Practices, Blog, Consumer Experience, SEM

Streamline Your Audience and Device Targeting Strategies with IF Function Ad Customizers

In the past, advertisers have had several different types of formulas they could use within single ads to make them dynamically show desired messaging. This goes as far back as simple dynamic keyword insertion, feed-based ad customizers and countdown ads. Google AdWords’s IF function formulas are relatively new. They’ve been available for almost a year, but advertisers are still testing their full capabilities. IF function formulas allow the creation of a single...

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by Greg Biggerstaff

Posted on October 2, 2017

Articles, Best Practices, Blog, SEM

How to Be Efficient in Paid Search with Automation

It is said that time has a wonderful way of showing us what really matters. This stands true even when it comes to paid search management and optimization. In that regard, relying on manual control is sometimes not very helpful as it either leads to errors or is simply too time-consuming. When we figure out smart ways of automating work, we can finish more in less time and with higher accuracy....

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by Barkha Shah

Posted on September 26, 2017

Articles, Best Practices, Blog, SEM

The Exact Match Conspiracy

A long time ago, in a galaxy far, far away (or roughly three years ago), Google decided to do away with exact match keyword targeting. You can still bid on exact match terms in AdWords, but you can’t stop AdWords from opting you into closely-related queries in the process. AdWords got rid of the option to opt-out of close match variants on keywords in the fall of 2014. The reasons, no...

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by Sean Cohen

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