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Posted on June 13, 2018

The Search Agency Team Spotlight: Product Feed Management

Getting your products in front of interested users is the name of the marketing game. No application encapsulates this idea as much as products like Google Shopping or Amazon’s Marketplace. The tools and processes that make your products come to life on these engines require deep technical knowledge of the respective systems as well as marketing expertise. The Search Agency’s Product Feed Management team carries extensive industry experience and technical knowledge...

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by Deniz Boysan

Posted on May 31, 2018

Articles, Blog, SEM, Technology

AdWords Data Sharing and You: A Perspective

Starting at the end of May 2018, a setting in your DoubleClick account will be automatically switched “on” under your advertiser settings. This automated rollout will allow your AdWords representatives and sales teams to gain read-only visibility into your DoubleClick Search account’s data; more specifically, your conversion data. They won’t have the ability to make changes or sabotage your data, so there’s not really any real big risk involved. You can...

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by Matthew Naramore

Posted on May 21, 2018

Articles, Blog, SEM, Technology

Maximize Your Bing Reach with DSA Campaigns

Keyword targeted campaigns still dominate most search accounts, but dynamic search ads can help marketers efficiently increase traffic with minimum effort. Bing's dynamic search ads (DSA) became publicly available to advertisers in the US in the fall of 2017. Like Google DSA campaigns, Bing recognizes the searcher’s intent, dynamically generates an ad headline for your ad and then directs the searcher to the most relevant landing page on your site. Benefits of Bing...

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by Kathryn Lally

Posted on May 17, 2018

Articles, Best Practices, Blog, SEM, Technology

Microsoft Excel and You, the Analyst: Beginner Marketing Applications

Excel serves as a powerful tool for digital marketers, who can use the application to fuel analytical thinking. In my early days of digital marketing, figuring out formulas, pivot tables and all the exciting things that Excel has to offer took time; time which, previously, could've been saved had someone given me some direction and purpose around all the unfamiliar capabilities of Excel. In this article, I'll be discussing some of...

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by Matthew Naramore

Posted on May 3, 2018

Articles, Best Practices, Blog, SEM

Why You Need Brand and Non-Brand Segments for Your Shopping Campaigns

Ask any digital marketer worth their salt and they'll tell you that creating separate campaigns for brand and non-brand media is critical. Doing so will improve your conversion rates, lower your costs-per-click, improve brand awareness and ensure those critical last click conversions go to you and not your competitor, who probably is bidding on your brand terms. This piece will discuss how you can replicate this best practice for your shopping campaigns,...

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by Deniz Boysan and Jeffrey Kimura

Posted on April 30, 2018

Articles, Blog, SEM, Technology

5 Ways You Can Benefit from Automated Alerts and Reminders

My day typically starts with the sound of my alarm clock ringing, prompting me to shut it down and check my phone. Reminders show up, regarding my meetings for the day. I get ready and drive down to work. Google Maps alerts me about traffic congestion on my route. I reach the office and open my laptop. A system update alert pops up. I check my emails and a gentle reminder...

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by Barkha Shah

Posted on April 11, 2018

Articles, Best Practices, Blog, SEM

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

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