Search Engine Marketing and Optimization


However, many marketers are still relying on the bid optimization tools that Google and Bing provide, even those with decent SEM budgets (~$50k). These publisher optimization tools and best practices like “Estimated first-page bid recommendations” and “Smart bidding” end up increasing our CPA and thinning our margins on those top keywords. This eBook – SEM Optimization Techniques: Are You Overpaying Google? We all have thousands of keywords in our SEM PPC accounts.

Seven Expert Search Engine Marketing Guides


Done properly, search engine marketing (a.k.a. SEM, paid search, PPC) is a powerful complement to SEO and an effective tactic on its own. SEM enables enterprises to rank for specific search terms immediately (including terms for which it would difficult to rank organically), target traffic to specific landing pages, test everything (keywords, bid levels, ad copy, landing page design), and precisely quantify ROI based on sales or leads generated.


Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

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.

SEM 51

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. Bidding low on competitive keywords significantly reduces the chances that you’ll win bid auctions and get visibility for your ads in search results.

SEM 45

Ego Bidding: Why Paying for #1 Position on Google Costs You More Than You Think

The Point

In the process of managing search marketing campaigns for clients, we occasionally run into situations where client management is dictating that their company “own” certain key search terms on Google. Additionally, if that domination can’t quickly or easily be achieved through organic means (via Search Engine Optimization), then at minimum the mandate is normally to ensure that the company’s search ad appears at the top of the page.

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. Conversions (for Search and Display ads).

SEM 40

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. Search Engine Optimization, or SEO , is the process of getting traffic from the organic (unpaid) search results on search engines.

PPC 85

7 Bing PPC Secrets That Expand SEM Beyond Google


As a marketer, you have access to a popular search platform with desirable and high quality target demographics, accelerating growth rate and profitable long-tail search opportunities. It may be surprising, but Bing is a hugely overlooked opportunity for search engine marketers today. Bing beats out Google in share of long tail search queries. Another major benefit of using Bing for SEM is lower competition. Try Bing’s Dynamic Search Ads.

SEM 40

Best of 2008: Search Engine Marketing


Is there SEM life beyond AdWords (and if so, where?)? How do you write a killer search ad? What should you look for when hiring a paid search agency? What steps should take to optimize SEM campaigns—and which mistakes should you avoid? Discover the answers to all of these quandaries and more below, in some of the best blog posts and articles on search engine marketing from 2008. For example, "generates a cost per acquisition (CPA).competitive

How Moz Slashed CPA and Boosted PPC Revenue with QuanticMind [Video]


An SEM Success Story. Ready to learn how one of the biggest web companies in the world increased PPC revenue while simultaneously decreasing their CPA? According to Smart Insights, only about half of businesses actually posses a basic understanding of search engine optimization. Let’s not even talk about paid search marketing. Now you can scale quickly with intelligent, time-saving, über-effective paid search solutions.

CPA 40

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.

Search 187

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. While social media may not seem connected to search, it absolutely is!

SEM 40

Best AdWords Tips and Tactics of 2009, Part 2


Click-through rate (CTR) is the single most important factor in determining Quality Score, which is as important as bid level in determining how highly an ad will appear in search results. Get the answers to these questions and many others here in more of the best articles and blog posts from last year on Google AdWords search engine marketing. Setting up PPC Campaigns 101, Part 1 by Search Engine Watch. by Search Engine Land.

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


Bid adjustments are a Google Ads feature that can help you optimize performance by displaying ads more or less frequently based on where, when, and how people search. With Google Search Ads, there are several types of bid adjustments you can use: Device – Show your ad more or less frequently for searches on computers, tablets, or mobile devices. Remarketing lists for search ads (RLSA) – Set bid adjustments to show ads to people on your RLSA lists.

PPC 55

The Characteristics of Portfolio Versus Keyword-Level Bidding


For example, if we are bidding to a Target CPA, a goal that is set too low for that keyword will likely result in disappointingly low volume. Portfolio Bidding can promote an increase in volume where one set of keywords drives volume, and another set will provide a much lower CPA to drive the efficiency target. A given portfolio has a single campaign containing two keywords, and the target goal is to drive volume at a Target CPA of $10.

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


If your goal is to hit a CPA of $20, conversions would be a part of your optimization metric. For example, if your goal is CPA, and you only sell a small portion of conversions per month but have tens of thousands of keywords, you would only be able to effectively bid on a handful of keywords, when realistically, there are a plethora of keywords that might give you similar, or better, opportunities to capture cheaper conversions. Profit Maximization, CPA, Brand Presence, etc?)

PPC 40

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


QuanticMind is covering the latest trends and tactics in paid search and digital marketing at SMX East 2017 from search publishers and expert practitioners. Reporting & Analytics: “Effective Data Storytelling: The Key to Search Reporting” by Michael Barthalow. Reporting & Analytics: “Must-Have Reports for Search Advertisers” by Bradley Giddens. O2O: “Offline Attribution in SEM: Getting From Good To Great” by Aaron Levy.

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. Presently, it helps to describe this SEM bidding optimization technique. Download the eBook SEM Optimization Techniques: Are You Overpaying Google?

PPC 40

Why PPC Automation Technology is the Future of Paid Search


Search engine marketing is constantly changing. 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. Google Ads offers automated bidding features for search and shopping advertisers. Dynamic Search Ads.

PPC 40

Utilizing Revenue-per-Click to Calculate PPC Keyword Value


How do you determine a search keyword’s value? 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. There are many questions to ask to determine how valuable a keyword can be to your paid search program.

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. Creating SEM Forecasting Reports.

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. A well-crafted search marketing program can provide not only broad brand exposure at a very reasonable cost (with CPMs of $10 or less), but also high-ROI lead generation. Then he offers advice on how SEM clients and agencies can work most productively together.

How to Get Found on The Web


Between new brands entering the scene and search engines updating their algorithms daily, it takes a lot to keep companies on the map. Search Engine Optimization (SEO). Search engine optimization (SEO) is all about keywords. Nothing moves the search engine needle more than relevant backlinks (when someone else publishes a link to your site). The way search engines rank websites is constantly changing.

SEM 73

10 Tips for Success with Bing Shopping Optimization


Consistently Review Your Search Terms Reports. That’s why regularly reviewing your search terms is good practice for Bing Shopping optimization, as it can help you to identify important growth areas such as: New irrelevant queries to add to your negatives High spend queries that are well below your CPA or ROAS thresholds Other optimization opportunities, such as products that can be moved into their own ad groups.

CMOs You Should Watch in 2013


She drives marketing initiatives initiatives via the blogosphere, the social mediasphere and search engines to cultivate a more active role in the discovery process of potential buyers. Poirier is a thought leader in PPC, CPA and SEM optimization. by Jesse Noyes | Tweet this Today’s guest post was written by Amanda F. Batista , a freelance writer, editor and content developer.

CMO 219

Big List of Digital Marketing Acronyms


CPA = Cost-Per-Acquisition/Cost-Per-Action. E-A-T = Expertise, Authority and Trust – How Google measures web page quality for search results. GSC = Google Search Console. RSA = Responsive Search Ad. SEM = Search Engine Marketing.

List 52

The Big List of Content Marketing Acronyms


So go ahead and Ctrl + F or Command-F and search the acronym you’re looking for. CPA: Cost-per-Action. To find CPA, divide your total cost (whether measuring by campaign, keyword or ad group) by the number of conversions. SEO: Search Engine Optimization.

List 87

How to Get Started with Performance Marketing


CPA stands for Cost Per Action, and it measures campaign performance according to a specific desired action you want the target audience to take, such as downloading an ebook, signing up or subscribing, purchasing an item, or some other action. Check out this great SEM guide.

CPM 51

42 B2B Marketing Acronyms and Abbreviations

Digital B2B Marketing

SEM : Search Engine Marketing. Includes both SEO and paid search. SEO : Search Engine Optimization. Activity intended to improve organic search rankings. May refer to paid search or other CPC priced media programs. CPA : Cost per Action. Some days B2B marketing discussions seem more like a reading of alphabet soup.

SME 169

Top 10 PPC Trends for 2020


Pay-per-click advertising, also popularly known as the cost per click (CPC) advertising, is a form of digital advertising wherein, an advertiser pays the publisher, commonly the search engines or website owners to drive traffic on their websites, whenever an ad is clicked on.

PPC 60

The Ultimate Guide to PPC


Pay-per-click advertising is most common in search engine results pages (SERPs), like Google or Bing, but is also used on social channels (although CPM is more common). If you’re wondering where you can find pay-per-click ads, they’re the results you see before and to the right of the organic search results. For instance, check out the ad that came up in my search for “hair plugs”. Search Engine Marketing (SEM). The search engine receives 3.5

PPC 55

PPC Automation: Why and How to Implement It

One of the most widely used forms of PPC is search engine advertising. Dynamic Search Ads: Dynamic search ads is a way to find potential customers searching for your products. It is done at a set target cost per acquisition (CPA).

PPC 52

How to Hire the Right VP of Marketing for Your Company

Single Grain

Technologically savvy with an excellent understanding of concepts such as CPC, CTR, ROAS, CPA, EPC, MQL, SQL, LTV, etc. Proficient in SEO, SEM, SMO, email marketing, affiliate marketing, and other digital marketing channels.


B2B Hubs Or PPC? Are All Leads Created Equal?

delicious b2bmarketing

Home Members Only News Features Columns SEM SEO PPC Social Media How To Google & Search First Time Here? Bids – Bidding strategies that allow you to target specific positions on a search results page. Keyword Selection – A visitor to a Buyer Hub may have gotten there through a variety of means, including a keyword search that was not nearly as qualified as you would like it to be.

PPC 46

The Rise of Automated Bidding


These are all tangible goals that weren’t as directly related to CPC as they needed to be, and were more appropriate to gauge against something like cost-per-acquisition (CPA) or even return on advertising spend (ROAS). Increase search engine visibility. Google calls this “Target Search Page Location,” which you can use in an effort to help your domain rank as high as possible on search engine results pages.

Why Host a Blog on Your Corporate Website?

delicious b2bmarketing

› Home › Column › Search › SEO Why Host a Blog on Your Corporate Website? Mark Jackson | August 18, 2010 | 0 comments ); //]]> Share Tweet My company has recommended blogging to many of our search engine optimization clients. For example, if you’re searching “ how to know if you need an ac repair company ,” you most likely wouldn’t find this type of content on a corporate website.

Mail 48

Best of 2008: AdWords Tips and Tactics


While Google AdWords certainly isn't the only option for search engine marketing, it's by far the biggest. Search marketers need to get AdWords right before expanding campaigns to Yahoo! Search Marketing , MSN AdCenter or Ask SponsoredListings. Even features unique to AdWords often "migrate" to other services over time, so search engine marketing (SEM) mastery begins with AdWords. tags: Google AdWords, search engine marketing, SEM, Yahoo!