13 More Bing Ads Secrets to Broaden Your SEM Coverage


Last year we published some tips and secrets on how to expand your SEM strategy using Bing Ads. If you want to maximize the value of Bing Ads for SEM in 2020, here are 13 new tips and strategies to consider. Bing’s Keyword Planner. Product Negative Keyword Conflicts Report.

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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. Probably the most common reason for SEM budget underspending is setting your budget too low. When you have a small war chest, it becomes more difficult to bid on more relevant (and competitive) keywords.

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National vs. Local Geo-Targeting: Which SEM Strategy is Best for Your Business?


Effectively geo-targeting SEM campaigns is one of those arcane questions with an answer that never satisfies. The ever-unsatisfying answer to the question of how best to geo-target your SEM campaigns? The goal of this article is to demystify all of those dependencies, to show you that others have indeed tried this before, and ultimately, help you toward a reliably satisfying answer to the question of how best to geo-target your SEM campaigns.

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The Characteristics of Portfolio Versus Keyword-Level Bidding


What you may not yet know are some of the intrinsics of Portfolio Bidding, and how this bidding strategy differs from the traditional Keyword-based approach. What is Portfolio Bidding, and how is it different to Keyword-Level Bidding? In a traditional keyword bidding strategy, each individual keyword is bid on in such a way to ensure that each keyword hits the target goal. Below is a hypothetical example of a keyword’s volume/efficiency curve.

Data-Driven Attribution and SEM [ebook]


Using a blanket strategy to bid equally on all kinds of keywords using a simple CPA model can lead to lost opportunities and wasted ad spend. A simple portfolio strategy can cause search marketers to overspend on cheaper keywords or overspend on expensive keywords.

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7 Bing PPC Secrets That Expand SEM Beyond Google


Another major benefit of using Bing for SEM is lower competition. Some of the key differences include: Bing treats negative keywords differently. Both Bing and Google Ads allow you to include negative keywords at both the ad group and campaign levels. However, unlike Google Ads, Bing will not negate any keywords that are included as one of your target keywords. With Bing, you can still show ads for negative keywords that appear in a target keyword phrase.

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Seven Common AdWords Mistakes to Avoid


In fact, recent WordStream research highlighted on eStrategy Trends reveals that, for keyword phrases with “high commercial intent,” almost two-thirds of all clicks are now on paid ads. 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. A keyword with a low CTR and a $10.00 Using the wrong keywords.

Utilizing Revenue-per-Click to Calculate PPC Keyword Value


How do you determine a search keyword’s value? Are you making data-driven bid optimization decisions based on keyword data? Should you be focused on keyword revenue-per-click in your PPC campaigns? Search keywords. What we do know is this: keywords are the lifeblood of paid search. Building a keyword list and then collecting data about keywords is paramount in search engine marketing, especially if you’re looking to optimize PPC campaigns.

SEM for B2B: Lessons Learned from 40+ Accounts [VIDEO]

Directive Agency

Today we’re going to talk about SEM for B2B and the lessons that we’ve learned from 40+ accounts. For example, we saw that in non-branded search, the average CPA across over $1,000,000 in spend was $122. SEM for B2B: Lessons Learned from 40+ Accounts — Takeaways.

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5 Most Common Fails in B2B Search Campaigns

The Point

Because costs per click in B2B search campaigns can often be extremely high when companies compete the for same keywords, Search Engine Marketing (SEM) for B2B advertisers offers its own very unique challenges. Add in the fact that B2B sales cycles are typically long and complex (meaning that advertisers may not see ROI for weeks or months), and it becomes clear that thriving in today’s SEM landscape requires getting a lot of things right.

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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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Search Engine Marketing and Optimization


That got me thinking creatively about how we manage our keywords. If you are a performance marketer (like me) you would agree that we often pay too much attention to our set of top keywords. We are ready to bid and pay Google, Bing, and Amazon any amount to get our ads in the top positions for that keyword or set of keywords. We know that those queries/keywords, i.e. chocolate ice cream and strawberry ice cream, have topped our sales charts over and over again.

Data Science + Machine Learning = Powerful e-Commerce and SEM Performance Lift


How did industry leader and e-commerce frontrunner Rosetta Stone use cutting-edge data science and machine learning to lift revenue +40% and conversions +50%, while cutting CPA in half? Overall CPA: reduced 50%.

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17 Best Paid Media Tools for Marketers

Single Grain

Plus, all this is complemented by the fact that SEMrush has one of the biggest keyword databases in the world. See ads displayed for certain keywords in Google. Apply large-scale changes to your Ads account without wasting time by adapting existing keywords to target specific locations.

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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.” Raising the profile and authority of your website, as well as the experience, usually decreases your ads’ CPC and lowers your overall CPA. How does keyword research differ between PPC and SEO?

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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. The ads absolutely need to be relevant to the landing page and keywords that are being put forth. If a user is searching for a solution using a specific keyword, a relevant ad needs to be shown to them, and that ad needs to drive to a page relevant to those search terms. Keywords. Add phrase and exact match keywords that are highly relevant to your product or service.

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Seven Expert Search Engine Marketing Guides


SEM, paid search, PPC) is a powerful complement to SEO and an effective tactic on its own. Google and Yahoo both say that by including your keywords in your ad title and descriptions will greatly help increase your quality scores&# ). Done properly, search engine marketing (a.k.a.

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.

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.

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PPC Budget Forecasting on the Fly


Create columns for potentials (you’ll need ‘potentials’ columns for impressions, clicks, conversions, costs, and CPA). Potential CPA: potential cost/potential conversions. Of course, adding additional keywords or moving targeting and settings around will help to generate additional opportunities. Online Advertising / SEM / Display AdWords Online Marketing optimization Paid Search ppc

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


An ad group contains one or more ads which target a shared set of keywords. ads, keywords, and bids) that share a budget, location targeting, and other settings. Here are a few that I referenced: Step-By-Step Keyword Tactics for Effective Google AdWords Campaigns.

Why is My PPC Performance Bad? Part III: How to Ensure You’re Optimizing Towards the Correct Metric


An optimization metric is a metric you use in order to determine what bid you would like to place on a keyword, which bid adjustment you would place on a device, etc… Optimizations will always, to some degree, be related to your business goal. If your goal is to hit a CPA of $20, conversions would be a part of your optimization metric. However, you have tens of thousands of keywords you are bidding on, and historically you only sell 100 computer games each month.

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The Advanced PPC Auditing Guide: Determining Root Causes, Bleeding Dimensions, and Optimization Strategy


A comprehensive audit will help you understand what is happening throughout your entire paid search program, surface areas that can be optimized more rigorously, and uncover any keywords or campaigns that are simply not moving the needle in your favor. Out of the gate you’ll want to ask yourself these questions: Am I using the right keywords? Your program may well contain hundreds of campaigns, thousands of ad groups, and tens of thousands of keywords or product groups.

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Best AdWords Tips and Tactics of 2009, Part 2


Ron Jones steps through the process of structuring content for AdWords campaigns, developing keyword lists and setting up ad groups, along the way identifying helpful resources and tools such Permutator. for Windows and Mac : Austin Rachlin reports on key changes in the latest updated of the AdWords Editor tool, including the ability to import.CSV files, selectively download specific campaigns, and view and organize new keywords by topical category.

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. Google themselves are even taking the focus away from keyword targeting, rebranding from Google Adwords to Google Ads in 2018. Smart Bidding strategies include Target CPA, Target ROAS, Maximize Conversions, and Enhanced CPC. Adwords bidding strategies have changed a lot in recent years.

How to Get Found on The Web


Search engine optimization (SEO) is all about keywords. This strategy involves identifying the keywords you want to be known for, investing in them, and aligning your online presence. First, you need to choose your keywords. Once your keywords are finalized, you’re ready to create your content. Articles, landing pages, and blog posts are all prime places to sprinkle your keywords. Use your keywords verbatim in header tags, metadata, and body copy.

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


O2O: “Offline Attribution in SEM: Getting From Good To Great” by Aaron Levy. Uncapped budgets lead to cheaper CPCs and more clicks, which drive higher CVR at lower CPA. Optimizing PLAs to capture user intent – DeSisto recommends attempting to capture user intent for PLA campaigns by bidding to query value – a method that is similar to AdWords text ads’ system of bidding by individual keyword. Note: Keyword-level bidding is not available in Shopping.)

Portfolio Bidding: A Breakdown of the PPC Bid Optimization Technique


But just in case, we’ll go on… Portfolios are groups of assets, and in search engine marketing, these assets are the keywords and “publisher objects” that you can apply bids and bid strategies to. One, it allows similar keywords to share goals and data, and be pointed in the same general direction. Presently, it helps to describe this SEM bidding optimization technique. The relationship between spend and return is non-linear, and that is true across keywords.

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SMX West 2017 Day 2 – AdWords Attribution, Drafts & Experiments, and More Attribution


DDA is a machine learning-based attribution method that attempts to properly credit upper-funnel keywords for their contributions to conversions. Search keyword “best phone” -> search keyword “Google Pixel” gets 2% conversion rate.

10 Tips for Success with Bing Shopping Optimization


E-commerce advertisers spend a lot of time optimizing their target keywords in Google Ads, failing to realize that Bing Shopping is a completely separate landscape. You can import your campaigns, but then you must make necessary adjustments to your targeting and negative keyword lists to optimize for a different audience. Creating your keyword lists and ad groups are not simply tasks for initial campaign setup.

5 Simple Steps to Develop an Effective PPC Strategy


The key to success with AdWords audience targeting is not targeting the most relevant keywords related to your business, but targeting based on intent. For example: An ecommerce business should invest largely in transactional keywords to encourage conversions.

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How to Position Content Marketing’s Value in an Ad-Saturated World

Content Standard

It’s only when you look down to your phone to pull up that graphic of your perfect keyword strategy for the upcoming holiday season that your second aunt or third cousin twice removed mumbles something about needing to refresh their drink and slips away.

The Ultimate Guide to PPC


So, why would you pay for ads when you can reach your audience organically through great content and strategically-placed keywords (otherwise known as SEO )? The answer is: keywords have become increasingly competitive. When people search for your keywords, you know their search intent and can display the most relevant ad to your audience. It can help you promote your next marketing initiative, improve brand awareness , or rank for difficult keyword terms. Keywords.

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Best of 2008: Search Engine Marketing


Is there SEM life beyond AdWords (and if so, where?)? What steps should take to optimize SEM campaigns—and which mistakes should you avoid? Superpages , Facebook , Quigo (interesting), ContextWeb , LookSmart , ASK (lower CPA than Google?

Top 10 PPC Trends for 2020


The feature is known as “auction time bidding” Some of the smart bidding strategies are Target CPA, Target ROAS, and Maximize Conversions & Enhanced CPC. The device-specific performance targets can be set up for mobile desktop as well as a tablet with Target CPA bidding.

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Why PPC Automation Technology is the Future of Paid Search


That makes it hard to keep up with new ways of approaching SEM every year. Most advertisers today know that it’s possible to automate certain SEM tasks using Google Ads or third party tools. Setting the right bids for individual keywords is a huge undertaking that requires constant adjustments. Choose Smart Bidding for your campaigns and Google will automatically calculate bids for you at the keyword, ad group, or campaign level.

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Why is My PPC Performance Bad? Part I: How to Identify Root Cause


Your program might contain hundreds of campaigns, with thousands of ad groups, and tens of thousands of keywords or product groups. First, identify poorly performing accounts, followed by campaigns, ad groups and finally keywords/product groups. By following this structure, you’ll be able to thoroughly identify poor PPC performance impacting almost all aspects of your SEM program. Find the Keywords/Product Groups That are Dragging Down PPC Performance.