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Video Tech Company Leverages SEM to Drive Enterprise Leads

The Point

In 2015, JW Player piloted a small-scale, in-house SEM program on Google AdWords to gauge the potential efficacy of using search advertising to drive qualified leads for its enterprise video platform. Though that pilot campaign didn’t yield any conversions, the company felt reasonably confident that, with the proper guidance and management, SEM could be a viable demand generation engine for the enterprise business. Average Cost Per Click decreased by more than 60 percent.

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Top Ways to Combat Rising CPC from Google Enhanced Campaigns


Early results are in from the Google AdWords Enhanced Campaign migration; Google’s revenue was up 18% year-on-year and soon we expect a hefty increase in advertiserscost-per-click (CPC) due to Google Enhanced Campaigns. Increased CPCs = Increased Costs = Lower Return on Ad Spend. … Read the rest The post Top Ways to Combat Rising CPC from Google Enhanced Campaigns appeared first on Fathom.

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How to Avoid Underspending and Overspending Your SEM Budget


Balancing your SEM budget is one of the major challenges of marketing management today. It can also frustrate the leaders who put you in charge of SEM in the first place. Numerous factors can contribute to poor SEM budget spend. And even the smallest inefficiencies in your maximum cost per click (CPC), targeting, and overall bid strategy can add up to serious budget management issues down the road. Calculating Optimum Cost Per Click.

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SMX East 2016 Day 2 – SEM for Brands, SEM Testing Best Practices, SEM + TV, Beyond Search, Multi-Channel


Day 2 of SMX East 2016 is in the books – here are the insights we’ve recorded from some of digital advertising’s best and brightest. . As QuanticMind continues its journey into the latest digital advertising trends at SMX East 2016, we invite you to check out the tips, tricks and insights we’ve gleaned from a variety of paid search and social panels. Panelists discuss the ups and downs of various SEM tools, particularly on a finite budget.

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The 17 Best Keyword Research Tools for SEO and SEM


Pricing: $70 to $550 per month. Sample review: “For identifying new keywords for your organization, there’s no better place to start than Google’s Keyword Tool…you can identify monthly searches of various keywords, discover new variations of long-tail keywords and for your PPC efforts, estimated CPC costs to help determine your future campaign spend.” Pricing: $27 to $99 per month. Pricing: $49 to $299 per month.

7 Bing PPC Secrets That Expand SEM Beyond Google


So for advertisers who only focus on Google, failing to create a Bing PPC strategy represents a lot of missed opportunities. Meanwhile, the demographic makeup of Bing users is also unique, providing a slew of compelling reasons for advertisers to place their PPC ad money there. Another major benefit of using Bing for SEM is lower competition. Now Bing and Google advertising are so similar, it’s possible to easily transfer your Google ad accounts to Bing using account syncing.

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Simplify Your PPC Campaigns: How to Focus on Efficiency in SEM Account Maintenance


If you’ve advertised on platforms like Google Ads or Bing Ads, you know by now that they try their hardest to make the SEM account maintenance process as easy as possible. The more time, money and resources your marketing teams invest into SEM account maintenance, the more difficult it is to create enough efficiency and momentum to steadily increase ROI. SEM Account Maintenance = Managing Your Bid Strategy. clicks, conversions, etc.).

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The Ultimate Guide to Accurate PPC Forecasting


Most business leaders today know the importance of investing in search engine marketing (SEM) to reach target audiences and desired goals. Whether you’re an independent marketing agency pitching to clients or an in-house SEM manager, you need accurate PPC forecasting to succeed in your role. Google Ads forecasts can also help SEM managers understand the impact of different campaign adjustments on future performance. How to Forecast CPC with Keyword Planner.

Social PPC: 17 Tips for Successful Ads on Twitter, LinkedIn & Facebook

The Point

It seems only yesterday that “PPC advertising” was synonymous with Google AdWords. Google still dominates search advertising – at last count, it handles roughly two-thirds of all Web search queries , a market share that won’t be decreasing any time soon. Its top 25 US-based search advertisers alone spent more than $1.3 Increasingly, however, B2B marketers have other options when it comes to investing pay-per-click dollars.

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What’s the Difference Between SEO and SEM?

TrustRadius Marketing

SEO stands for search engine optimization , and SEM stands for search engine marketing. SEO experts focus on generating traffic and leads through organic search whereas SEM experts aim to generate traffic and leads through organic and paid search. When it comes to practicing SEO and SEM, it’s not an either/or–SEM actually includes SEO tactics. We’ll explain what both SEO and SEM experts do, rather than soley their differences, to help paint the picture for you.

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5 Simple PPC Landing Page Changes that May Improve Your Quality Score

The Point

As most PPC advertisers already know, Google’s Quality Score measures what Google perceives to be the quality of your keyword ads. Every keyword in a campaign receives a quality score, ranked on a scale from 1-10, that, in combination with other factors – not all of which Google discloses – helps determine your cost per click (CPC), ad position, and other variables that contribute significantly to the success and cost-effectiveness of your PPC campaign.

Seven Common AdWords Mistakes to Avoid


As Google’s standard search results page has evolved from displaying ten organic links on the left and eight ads on the right to a more varied page (see example below), featuring more or fewer ads and different media types depending on the nature of the search, the old pattern of organic results receiving 70%-85% of all clicks has also gone by the wayside. Steering clear of these potholes and using SEM best practices greatly increases the odds of success with AdWords.

Are You Advertising Your Urgent Care Clinics Online?


One of the newest paid advertising trends Fathom Healthcare has noticed is the investment in advertising of urgent care centers online using pay-per-click (PPC) advertising. From a digital marketing perspective, urgent care centers are a great fit with paid search advertising. Secondly, urgent care centers are able to get new patients in the door within 30 minutes to an hour after clicking your ad.

8 Tips to Boost Health Insurance Enrollments with Online Advertising


Health insurance advertising is one of the most competitive and therefore expensive industries in paid search advertising. They found over 28,000 advertisers spending $103 million on just desktop and tablet devices. To learn more about this study from AdGooroo, click here. We realize that not all health insurance companies have millions of dollars per year to invest in their digital advertising efforts. Healthcare Online Advertising / SEM / Display

Google Keyword Tool vs.Traffic Estimator: How Do They Differ?


Google Keyword Tool is a great tool to find monthly search volumes, average cost-per-click (CPC), analyze the competitive nature of a specific query, find additional keywords, a quick snapshot of seasonality, and more!… Online Advertising/SEM/Display Uncategorized estimating google traffic google estimates google keyword tool google keyword tools google traffic estimator

How to Reduce Costs of My Paid Search Campaigns

SmartBug Media

CPC, CPM (cost per 1000 impressions), CPA, cost … so many monetary metrics to track and optimize. How do we lower the cost on these crazy acronyms? It’s not just about lowering cost—it’s about creating an economical spend model where we are squeezing the most performance out of each dollar. Improve your quality score in order to lower your cost per click (CPC). The most important factor is the expected click-through rate.

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12 Pay Per Click Professionals Crushing the PPC Advertising Game


The true power of pay-per-click (PPC) advertising is its ability to drive bottom-line results for businesses. Approximately two-thirds of people who click on a PPC ad do so to purchase a product. Those stats are not just reserved for Search Engine Marketing (SEM). As such a prominent part of the online marketing world, PPC advertising has attracted some of the best minds in the business. Advertisers/Marketers larry kim

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5 Paid Search Metrics for Schools and Education Companies


Due to the competitive nature of digital marketing in the education industry and the higher than average costs per click (CPC), whether it be for small local schools or national higher education providers, it’s essential to know which paid search metrics are important to your company. Cost per lead (CPL) is one of the most recognized measurements, but your school should also focus on these additional paid search metrics for schools: Cost per Application (CPA).

Affordable PPC Avenues for Marketing a Law Firm


Traditional PPC advertising in Google and Bing can be tricky for lawyers and law firm marketing. This is not to mention that both Google and Bing have their own advertising policies which can limit your PPC strategies. Another positive note: Facebook is cheap – with Cost-Per-Clicks (CPC) as little as $1. Leverage YouTube Advertising to Create Effective Brand Awareness. PPC advertising doesn’t always have to break your bank in the legal industry.

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Baidu Limits PPC Ad Space: What This Means for B2B Marketers

KoMarketing Associates

On May 24, Chinese search engine Baidu made significant changes to the configuration of its paid advertising, including limiting the amount of ads that appear on the search engine results page. In early May the Cyberspace Administration of China (CAC) launched an investigation into Baidu’s health care advertising practices. The advertising on the right has been eliminated. From a long-term perspective, advertisers may consider not putting all their eggs into one basket.

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Online advertising glossary


Ever since the first banner ad emerged in 1994, the digital advertising world exploded with new terminology seemingly going the way of Wall Street with exchanges, DSPs, SSPs—turning this new industry into some sort of obscure alphabet soup. With even more acronyms focused on data, tech, segmentation, movement, attribution, and management, it’s incredibly easy to get lost in the confusion of it all—especially if you’re new to digital advertising or the world of ad tech. (We

How to Get Started with Performance Marketing


Needless to say, it also completely altered the way companies advertise and sell. Performance marketing is the term given for online marketing campaigns where advertisers pay marketing companies or advertising platforms for results achieved, such as clicks or conversions.

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SMX East 2017 Day 1 – Online-to-Offline, Shopping, Display


Reporting & Analytics: “Must-Have Reports for Search Advertisers” by Bradley Giddens. O2O: “Offline Attribution in SEM: Getting From Good To Great” by Aaron Levy. Google ran an independent study with 140+ advertisers across multiple verticals. Geographic reporting – This tool was launched this year, and tracks, down to the ZIP code level, and tracks who is driving the most clicks. Must-Have Reports for Search Advertisers.

B2B PPC Strategy and Tactics for B2B Digital Marketing

The ABM Agency

Pay-per-click (PPC) advertising has become one of the most common B2B digital marketing channels due to the immense value it brings to the table—for every $1 spent on PPC advertising through Google Ads, there’s a return of almost $2. Benefits of B2B PPC Advertising.

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Marketing Tactics in 2019: A Guide With 200+ Tactics Worth Testing

A few of the most-used marketing channels include: Digital advertising. Naturally, organic strategies still cost money because you must pay someone to execute them. They’re just more sustainable: You just don’t have to invest a per-dollar amount into each initiative as you do with a paid campaign. Some paid marketing strategies include: Pay-per-click (PPC) advertising. Search advertising (Google Ads). Print media advertising.

Big List of Digital Marketing Acronyms


BR = Bounce Rate – Percentage clicking on CTA or navigating to other pages on web site from landing page. CAC = Customer Acquisition Cost. CPA = Cost-Per-Acquisition/Cost-Per-Action. CPC = Cost-Per-Click. CPL = Cost-Per-Lead.

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Bing PPC Ads: How They Work (and Compare to Google Ads)


It's an ambitious goal, but one place where Bing differentiates itself is through its Pay Per Click ads or PPC. Pay Per Click ads are, "a form of search engine marketing (SEM) where the advertiser pays for clicks on an ad." The advertiser has to pay the publisher whenever a visitor interacts with the ad. When tested by Blue Corona , Bing PPC experienced a 34% higher click-through rate than Google ads. Cost Per Click.

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The Rise of Automated Bidding


At its core, the idea behind automated bidding is a simple one: it’s a process designed to take all of the heavy lifting and guesswork out of the equation within the context of your online advertising campaigns, allowing you to use real data and actionable insight to achieve specific goals for your brand in easier ways than ever before. CPC was important, yes — but it was only one small part of a much larger story. Optimize your cost-per-acquisition.

42 B2B Marketing Acronyms and Abbreviations

Digital B2B Marketing

SEM : Search Engine Marketing. PPC : Pay Per Click. May refer to paid search or other CPC priced media programs. UX : User Experience Online Marketing Acronyms CTR : Click Through Rate or Click Rate. Calculated as clicks divided by impressions. CPC : Cost per Click. Generally used for paid media programs and calculated media cost divided by clicks. CPM : Cost per 1,000 Impressions.

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SMX East 2017 Day 2 – Paid search trends, Amazon and Automation


Day 2 of #SMX East offers new insights on paid search trends, what Amazon is doing in search engine marketing, and SEM automation. Amazon’s SMX Debut: “What Is Customer First Advertising? What Is Customer First Advertising? Amazon has made its SMX debut to discuss how to “how to work on the Shopping experience, working backward to advertisers, and create value for all audiences: shoppers, advertisers and publishers.” (In

A guide to using Google Ads for B2B lead generation


B2B campaigns often suffer from a variety of common challenges including highly competitive and expensive keywords in industries like finance and marketing, a smaller keyword universe with lower search volumes (thus driving up prices even more) and B2B vs. B2C keyword “crossover” which results in attracting unqualified clicks. Wordstream reports that the average cost per click (CPC) for B2B terms is over $3, while most B2C terms range from between $1.50

A guide to using Google Ads for B2B lead generation


B2B campaigns often suffer from a variety of common challenges including highly competitive and expensive keywords in industries like finance and marketing, a smaller keyword universe with lower search volumes (thus driving up prices even more) and B2B vs. B2C keyword “crossover” which results in attracting unqualified clicks. Wordstream reports that the average cost per click (CPC) for B2B terms is over $3, while most B2C terms range from between $1.50

The Ultimate Guide to PPC


On a scale of 1-10, how much do you really understand the world of paid advertising? Despite the fact that 45% of small businesses use paid ads , pay-per-click is still a concept that eludes many of us. This guide will help you grasp pay-per-click marketing in its entirety. To start, we’ll begin with the benefits of paid advertising and then get into some key definitions that you’ll need to know. Search Engine Marketing (SEM). CPM (Cost per Mille).

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Top 10 PPC Trends for 2020


The landscape of digital advertising will be more dynamic in the year 2020 than ever before. Read more: Pay-Per-Click & Why You Need It Today. According to a report by Quartz cutting down on the traffic acquisition costs (TAC) has always been a challenge for businesses.

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Key Content Marketing Metrics For the Fearless Marketer


Stop advertising if you can’t measure click-throughs. Click To Tweet. Click To Tweet The best marketers focus their efforts on creating content that can be discovered across all of these. You can find this data quickly using some available tools like SEM Rush, BuzzSumo, your website analytics platforms like Google Analytics, and your engagement platform. Then simply multiply the CPC by your content marketing organic search visits. Click To Tweet.

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The Big List of Content Marketing Acronyms


PR and ad agencies will check the earned media’s performance against how much it would have cost to pay for that same media coverage. Ideally, your ad-value equivalency will be much higher than what it cost to create the earned media. CAC: Customer Acquisition Cost.

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Why PPC Automation Technology is the Future of Paid Search


As Google introduces new tools and features, advertisers must change their PPC strategies and adapt. That makes it hard to keep up with new ways of approaching SEM every year. They’re a solution that can help advertisers follow the future of paid search without having to reinvent their strategy time after time. We take a deep dive into why it will soon be essential for all search engine advertisers. It reinvents how we approach search engine advertising today.

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