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.

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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 advertisers’ cost-per-click (CPC) due to Google Enhanced Campaigns. million campaigns have already migrated over to Enhanced campaigns. … Read the rest The post Top Ways to Combat Rising CPC from Google Enhanced Campaigns appeared first on Fathom.

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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. Thanks to automation, you can easily set and forget your PPC campaigns, letting Google Ads do the heavy lifting for everything from optimization to simplifying campaigns to targeting the right prospects. SEM Account Maintenance = Managing Your Bid Strategy.

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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. That’s why it’s important to balance optimizing your campaigns for budget caps as well as performance goals. Numerous factors can contribute to poor SEM budget spend. Probably the most common reason for SEM budget underspending is setting your budget too low.

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The 17 Best Keyword Research Tools for SEO and SEM


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.” 10: The 17 Best Keyword Research Tools for SEO and SEM.

9 Ways to Use Inventory and Lead Capacity for More Efficient SEM


Sometimes you have to look far and wide for tools and resources that you need for your PPC campaigns to be successful and profitable. Such is the case when you use both your own inventory and lead capacity to optimize your SEM activities and increase ROI. The majority of businesses use search engine marketing (SEM) to sell products or attract leads to their business. DSAs can help you create a more efficient SEM program by saving time.

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Adwords Automation in 2019 – The Best Solutions for Automating SEM


In this article, we offer a complete overview of the best solutions for automating SEM in 2019. Smart Campaigns. Smart Campaigns are the new default campaign type when you sign-up for Google Ads. They’re designed to help small, location-based businesses optimize their advertising campaigns. With this campaign type, you create your ad text and set a budget, then Google helps you with targeting. Goal-Optimized Shopping Campaigns. Local Campaigns.

Why At-Scale SEM Programs Need Bid Optimization Technology


Businesses today use a variety of approaches to SEM that each come with their own benefits and pains, but they all have one priority in common: to create the most effective SEM strategy while minimizing the effort and resources needed to achieve it. This approach, though, comes with some major drawbacks that make it difficult for SEM programs to scale beyond their initial capacity. Audiences – Monitor campaign performance with each audience and adjust bids accordingly.

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7 Bing PPC Secrets That Expand SEM Beyond Google


Another major benefit of using Bing for SEM is lower competition. Once you transfer accounts, you may want to make some changes to your campaigns to optimize on Bing’s platform. Both Bing and Google Ads allow you to include negative keywords at both the ad group and campaign levels. Google Ads, on the other hand, automatically blocks searches related to that negative keyword even if they’re relevant to your campaign.

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B2B PPC Optimization: Thought Leadership with Terry Whalen of CPC Search


The next interview in the B2B Marketing thought leader interview series is with Terry Whalen, a partner at CPC Search , a full-service SEM agency that optimizes PPC campaigns on behalf of its clients. Prior to running CPC Search, Terry led marketing initiatives at Citrix’s GoToMyPC, and before that he received his MBA from UC Berkeley’s Haas School of Business. How is B2B PPC campaign management different from B2C?

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The Top 3 SEM Takeaways from SMX Advanced 2017 – Social/Mobile, Audience Targeting and Shopping


Tests suggest that mobile paid search campaigns will drive as much as 11% lower return on ad spend (ROAS) than a comparable desktop campaign. Mobile Facebook campaigns have also been observed to bring in a ROAS that is as much as 2.3x that of a comparable desktop campaign on Facebook, suggesting that social campaigns work best on mobile. What were the top search engine marketing takeways from the paid search experts at SMX Advanced 2017?

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SEO vs. SEM: This is a Silly Fight. They Are Both Amazing


SEM is also… amazing. What is SEM? SEM stands for search engine marketing. SEM includes paid search and organic search. Traditionally, an SEM team may include experts in both paid search and SEO However, SEM is more heavily associated with paid search, and many SEM services only cover paid search. Does SEO help SEM? Does SEM help SEO? The key to whether or not your SEO or SEM strategies help each other is communication.

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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. Improve your quality score in order to lower your cost per click (CPC). Don’t be scared to start off with a manual bidding strategy (in fact, this is how you should launch a campaign, until there is enough conversion data to support an automated bid). You want to look at the average CPC and see how much you can lower your bid closer to this average without dropping performance.

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SMX East 2016 Day 1 – Ad Copy Best Practices, Local SEM, AdWords & Bing Updates, Social


We close out a jam-packed Day 1 at SMX East 2016 with a variety of SEM insights from every corner of the paid search strategy playbook. For B2B, enterprise SEM ad copy – consider using every bit of real estate available, including all text in an expanded text ad plus extensions – having a sizeable ad unit may be a way to box out the competition. Google Ads / AdWords Search Engine Marketing / SEM Campaign Strategy Performance and Growth Search Social Statistics

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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.

17 (of the) Best AdWords and SEM Guides of 2011


Discover the answers to these questions and many more here in 17 of the best AdWords and SEM guides of the past year. Writing that “all businesses have specific time periods in which they are more profitable than others,” Howie Jacobson steps through the process of how to determine the most and least productive hours for any AdWords campaign, and details the process for excluding certain blocks of time each day.

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Seven Common AdWords Mistakes to Avoid


Digging a bit deeper, it usually turns out it wasn’t the tactic that was ineffective, but rather the execution of the AdWords or other search engine marketing (SEM) program. SEM can be a productive channel for selling virtually anything more expensive than a candy bar and less costly than a commercial jet. Here then are seven common mistakes to avoid when setting up and optimizing an AdWords campaign. CPC may be much more valuable than another with a high CTR and $1.00

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

The Point

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. As most PPC advertisers already know, Google’s Quality Score measures what Google perceives to be the quality of your keyword ads.

How to Approach Demand Gen in Challenging Times

The Point

Most B2B marketers we talk to are continuing to plan, develop and execute campaigns and other initatives, for the time being at least. Consider shifting net new investment to inbound strategies: SEM, paid social, content syndication.

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8 Ways to Improve PPC Campaign Management


You might often hear marketers tell you to take the time to carefully execute PPC campaign management for optimal performance, then you can simply “set it and forget it.” Without a doubt, setting up well-targeted campaigns lays a strong foundation that gets you off to a great start. But experienced marketing managers know that PPC campaign management and optimization aren’t static disciplines. Eliminating poor performing keywords from campaigns.

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Launch Your First Google AdWords Campaign – A Step-by-Step Guide

Let’s get your first Google AdWords ( now Google Ads ) campaign launched on the right foot! I’ll document how I created the campaign from start to finish (including some successful AdWords text ads) so junior marketers, business owners, and entrepreneurs will know what to look out for when setting up a campaign. Before I launched this first campaign, I had Ladder’s director of marketing, walk me through Google AdWords. (It’s Campaign.

Stop Leaving Money on the Table with Manual Bidding on SEM Advertising


Automated bidding can adjust bids constantly, making thousands of changes across thousands of ad groups and campaigns to get the most clicks and conversions at the lowest CPC. Depending on your industry, you might have millions of keywords to manage. A travel company, for instance, could have 8,000 relevant keywords. But be honest, how many can you really manage bidding for if you’re doing it manually? Thousands, maybe?

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Friend or Frenemy: the Synergy Between SEO and PPC


When it comes to Search Engine Marketing (SEM) programs, the question of the synergy between SEO and PPC eventually comes into play. For example, Sammy’s sales campaign includes paid advertising on search engines for the keyword “wool toque.” Search Engine Marketing / SEM PPC SEO

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

The Point

Competition for ‘Sponsored Update’ campaigns is substantially greater vs. ‘LinkedIn Ad’ campaigns. This is especially important for pay-per-engagement campaigns since you’ll pay for any clicks on hashtags, etc. Competition for Boosted Post campaigns is substantially greater compared to Facebook Ad campaigns. Most social advertising channels offer both CPM (Cost Per Impression) and CPC (Cost Per Click) bidding.

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How to Solve PPC Keyword Cannibalization


Optimizing your ROI is a challenging, seemingly endless, process in the highly competitive world of search engine marketing (SEM). The Consequence of “Infobesity” With modern technology solutions now empowering SEM professionals to observe, collect, store, and leverage increasingly large clusters of data , there is a growing — and pressing — need to embrace new ways of understanding the power of big data and how to leverage it to extract actionable insights. .

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Infographic: 17 Tips for Generating Leads from Social PPC Advertising

The Point

Is it best to start with CPM, or CPC? B2B Marketing Campaign Strategy Demand Generation lead generation Online Advertising Online media PPC Advertising SEM Social Media facebook facebook advertising linkedin linkedin ad tips linkedin advertising social media advertising social PPC twitter twitter advertising Looking to include social media advertising as part of your demand generation mix in the new year?

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Think Beyond PPC, Invest in Revenue-Per-Click Advertising


SEM practitioners are beginning to recognize that the analytical methods that they once trusted religiously harbor serious limitations, all due to the uncomplicated fact that they don’t directly correlate to business outcomes and bottom line. It looks at the average revenue of every click on each individual keyword in any given campaign. If a keyword has a calculated average higher than the average CPC, it’s highly valuable. What should you do to scale up your SEM efforts?

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What is PPC? A Guide to the Basics


Consequently, it’s more important than ever that you’re employing pay per click advertising, or PPC, to maximize value, profitability and ROI on your campaigns. There are several types of PPC advertising, but the most popular remains paid search, commonly known as search engine marketing (SEM). When implemented efficiently and funded smartly, PPC campaigns can be the most powerful weapon in a marketing armoury and the return on investment (ROI) can be substantial.

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Are You Making These PPC Mistakes? 10+ Bizible PPC Fails… And How We Fixed Them


Of course there are exceptions to this rule (perhaps a competitor comparison page on your website), but in general, search campaigns have a lead gen goal, so use gated content. Mistake #2: Using a single “brand” campaign on search and display. A brand campaign is a brand campaign is a brand campaign. We realized that we were using the same targeting for our Bizible brand campaign for both search and display through AdWords. adwords ppc paid media sem

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Best Practices to Successfully Prepare and Optimize Your B2B PPC Campaigns

Launch Marketing

Whether you’re just getting started or already have fully-developed paid search campaigns in place, consider the following best practices to include in your strategy: Planning and developing your PPC campaigns. Establishing your PPC goals in the early onset of planning your campaign is the first thing you need to do. Consider the following questions as you plan your PPC campaigns: Do you want to run campaigns to raise brand awareness, drive web traffic or generate new leads?

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


When creating a PPC campaign from scratch and estimating performance for projections, Google Keyword Tool and Google Traffic Estimator are two great tools for research. 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!…

17 Best Paid Media Tools for Marketers

Single Grain

Find countries or regions that are more profitable in terms of advertising costs with the CPC map and modify your ad campaigns accordingly to benchmark your numbers, plan your marketing campaigns and estimate ROI. Optimizes paid search campaigns in Google Ads.

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Best of 2007: Articles and Blog Posts on SEM


Search engine marketing (SEM) is one of the fastest-growing categories in all of advertising, because it is both measurable and logical: present your ads when people are searching for what you're selling. As with any other type of advertising, however, a poorly-designed campaign will be a disappointing waste of money. seems somewhat odd; you should NEVER outsource SEM without ongoing reporting and analysis as part of the service offering.

How to Use Audience Bid Modifiers to Drive PPC Performance at Scale


PPC advertising has always been keyword-focused, but audience targeting features are now more advanced when it comes to improving campaign performance. Ad scheduling – Increase or decrease your bids for campaigns that show only on certain days or during certain hours. Say you set a max CPC bid of $1 for a campaign, but you discover your ads perform better on desktop than mobile devices. Bid adjustments can be set at the campaign or ad group level.

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Let’s Tackle Your Biggest Paid Search Challenges Head-On


Join QuanticMind for a live demo that will show you how to use new technology to optimize your campaigns down to the keyword level, fully utilize Enhanced Campaign modifiers, generate reports in seconds and maximize your ROI, ROAS and profits. However, I’ve noticed some common themes in my conversations: Campaign performance woes. Enterprise companies from across the globe grapple daily with the challenge of stagnant or declining campaign performance.

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Understanding AdWords Sitelink Extensions


Previously, ad rank was calculated by using your max CPC bid and Quality Score. AdWords allows you to have up to twenty total per adgroup or campaign. Depending on the relevance of your sitelinks, you could even see lower CPC’s and better performance. Online Advertising / SEM / Display Retail / E-commerce Sitelink extensions are the easiest and most common type of extension to include in your ads.

How to Solve the Biggest New Problem in Search Engine Marketing


How can you solve SEM’s biggest new challenge? In fact, if you’re a paid search professional who works on PPC campaigns for a living, you’re probably already tracking a huge amount of mission-critical information: your cost-per-click (CPC) bid levels, your click-through rates (CTR) and conversion rates (CVR) on various ad campaigns you’re running. Search Engine Marketing / SEM bid adjustments Bidding Search