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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 and conversions are the relevant bidding options for SEM. MORE
Twitter and even Facebook have shown more limited success, but both can be a good fit for certain B2B companies whose target markets align well with specific interests or keywords. Most social advertising channels offer both CPM (Cost Per Impression) and CPC (Cost Per Click) bidding. MORE
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. MORE
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. What’s the best general approach for starting and growing a B2B SEM program? MORE
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 MORE
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. Keyword Analysis and Valuation. MORE
O2O: “Offline Attribution in SEM: Getting From Good To Great” by Aaron Levy. Last year, the Carousel extension went through a limited holiday beta, and participating merchants saw a 10-13% CTR lift with no observed cost-per-click (CPC) increase. Enhanced CPC for Bing Shopping – Available now in the US, coming soon to the UK. Note: Keyword-level bidding is not available in Shopping.) Custom affinity audiences + keywords. Similar audiences + keywords. MORE
Researching search queries and adding relevant new keywords to accounts. Eliminating poor performing keywords from campaigns. Your ideal and maximum cost per conversion (CPC). Your ideal and maximum cost per click (CPC). Define your goals before you start, because it will ultimately impact what bidding strategy you choose, what keywords you target and what kind of ads you serve. Duplicating keywords across campaigns and ad groups. MORE
There are several types of PPC advertising, but the most popular remains paid search, commonly known as search engine marketing (SEM). This sophisticated, keyword-driven discipline allows industry professionals to place bids for ad placement on a search engine results page (SERP) real-estate when a consumer searches for a keyword that is related to their products or services. This is where you set up your bids on the keywords you want to trigger an ad display. MORE
Average cost per click (CPC) across all devices was relatively consistent, averaging out to $2.40. Mobile / Responsive Website: with over 50% of users searching urgent care related keywords from mobile devices, it’s imperative to have a website that renders properly on mobile devices. MORE
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. MORE
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). The ads absolutely need to be relevant to the landing page and keywords that are being put forth. Keywords. MORE
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. A keyword with a low CTR and a $10.00 Using the wrong keywords. MORE
In this article, we offer a complete overview of the best solutions for automating SEM in 2019. Day-to-day practitioners don’t have time to manually adjust the max CPC for individual keywords to optimize their campaigns. MORE
Day 2 of #SMX Advanced includes tips and tactics on branded keywords, audience targeting, expanded text ads and Google Shopping. It’s estimated that competitors running ads against branded keywords can cost up to a 10% drop in clicks and 20% higher CPC. MORE
Despite some misleading chatter to the contrary, SEO is not dead , and keywords still matter. And of course, keyword stuffing, as an SEO tactic, is long dead. But keywords (more precisely, keyword phrases) still matter in the sense they reveal searcher intent. MORE
It’s well established that landing page design impacts many facets of an SEM program’s success. Landing Page Quality Influences Ad Rank and CPC. The rank your ad receives determines whether it will be displayed, what position it will be displayed in, and the cost per click (CPC). MORE
Optimizing your ROI is a challenging, seemingly endless, process in the highly competitive world of search engine marketing (SEM). That of course includes implementing best practices around keywords, as well as staying on top of any unanticipated PPC roadblocks — like keyword cannibalization. . A costly, oftentimes unrecognized, consequence of this can be keyword cannibalization across entire PPC programs. Keyword Cannibalization – The Basics. MORE
Such is the case when you use both your own inventory and lead capacity to optimize your SEM activities and increase ROI. The combination of the products you have available, along the number of leads you can successfully generate and handle are critical data points that can be leveraged to your advantage — as important indicators regarding the success of your campaign, as well as a foundation from which to make your SEM strategies and campaigns even better. MORE
SEM professionals have a variety of tactics and tools to target and shape their audiences, including Remarketing Lists for Search Ads (RLSA) , Customer Match and retargeting via Google Display Network. Sellers who overbid on their PLA campaigns will not only see massive drops in efficiency as their products begin surfacing for irrelevant, broad-match keywords, but even worse, they will also tend to see an increase in CPC. MORE
Potential cost: potential clicks*Avg CPC. 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 It’s Friday afternoon and an e-mail comes through to your inbox from your client: “Do you think we can spend an extra $10,000 this month? MORE
Not only are the keywords in the legal industry extremely expensive but they are also extremely competitive as well. Another positive note: Facebook is cheap – with Cost-Per-Clicks (CPC) as little as $1. You can target specific keywords, topics, and/or various demographics on YouTube. MORE
Promoting content based on persona -- e.g. blog posts targeted at CMOs only go to CMO audience -- greatly increases ad relevance and CTR, which results in more conversions and lower CPC. Mistake #9: Going general with keywords, then narrowing. Mistake #10: Using broad match keywords. MORE
Discover the answers to these questions and many more here in 17 of the best AdWords and SEM guides of the past year. Keyword Match Types: The What and Why. MORE
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. MORE
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. MORE
As most PPC advertisers already know, Google’s Quality Score measures what Google perceives to be the quality of your keyword ads. MORE
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. … Read the rest The post Google Keyword Tool vs.Traffic Estimator: How Do They Differ? MORE
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. Creating your keyword lists and ad groups are not simply tasks for initial campaign setup. MORE
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. MORE
You definitely need to track your ads and keywords in a way to understand which are generating high-quality and low-quality leads. Assisted-Living and Memory Care Keywords Are Most Expensive. Look to Other Channels To Generate Incremental Leads, Combat High CPC. MORE
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. MORE
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. MORE
Our new Guide, Machine Learning Powered PPC Optimization , walks through both the prerequisites of a thorough bidding process and the bid calculation stages that modern SEM optimization tools are utilizing to unlock the most from large PPC programs. One: Understand and Estimate Keyword Value. MORE
This is usually due to the usage of dynamic keyword insertion, but if your brand is trademarked, you can report them to Google if they are using your name in their ad copy via the AdWords trademark complaint form. Healthcare Online Advertising / SEM / Display MORE
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. Perform keyword research. MORE
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. MORE
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. What should you do to scale up your SEM efforts? MORE
Webbiquity
JULY 19, 2016
Despite some misleading chatter to the contrary, SEO is not dead , and keywords still matter. And of course, keyword stuffing, as an SEO tactic, is long dead. But keywords (more precisely, keyword phrases) still matter in the sense they reveal searcher intent.
The Point
NOVEMBER 10, 2016
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.
QuanticMind
MAY 8, 2019
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.
QuanticMind
MARCH 27, 2019
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. Keyword Analysis and Valuation.
QuanticMind
MARCH 19, 2019
In this article, we offer a complete overview of the best solutions for automating SEM in 2019. Day-to-day practitioners don’t have time to manually adjust the max CPC for individual keywords to optimize their campaigns.
Webbiquity
MARCH 14, 2012
Discover the answers to these questions and many more here in 17 of the best AdWords and SEM guides of the past year. Keyword Match Types: The What and Why.
|
Fathom
APRIL 12, 2013
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. … Read the rest The post Google Keyword Tool vs.Traffic Estimator: How Do They Differ?
TrustRadius Marketing
MAY 30, 2018
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. Perform keyword research.
QuanticMind
DECEMBER 5, 2018
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.
QuanticMind
NOVEMBER 27, 2018
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 and conversions are the relevant bidding options for SEM.
.png)
QuanticMind
OCTOBER 30, 2018
Such is the case when you use both your own inventory and lead capacity to optimize your SEM activities and increase ROI. The combination of the products you have available, along the number of leads you can successfully generate and handle are critical data points that can be leveraged to your advantage — as important indicators regarding the success of your campaign, as well as a foundation from which to make your SEM strategies and campaigns even better.
|
Modern B2B Marketing
JULY 23, 2009
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. What’s the best general approach for starting and growing a B2B SEM program?
QuanticMind
JUNE 15, 2017
Day 2 of #SMX Advanced includes tips and tactics on branded keywords, audience targeting, expanded text ads and Google Shopping. It’s estimated that competitors running ads against branded keywords can cost up to a 10% drop in clicks and 20% higher CPC.
Webbiquity
JULY 24, 2012
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. A keyword with a low CTR and a $10.00 Using the wrong keywords.
QuanticMind
APRIL 26, 2019
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.
QuanticMind
JUNE 20, 2017
SEM professionals have a variety of tactics and tools to target and shape their audiences, including Remarketing Lists for Search Ads (RLSA) , Customer Match and retargeting via Google Display Network. Sellers who overbid on their PLA campaigns will not only see massive drops in efficiency as their products begin surfacing for irrelevant, broad-match keywords, but even worse, they will also tend to see an increase in CPC.
SmartBug Media
JULY 4, 2019
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). The ads absolutely need to be relevant to the landing page and keywords that are being put forth. Keywords.
QuanticMind
MAY 23, 2019
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. What should you do to scale up your SEM efforts?
QuanticMind
NOVEMBER 30, 2018
There are several types of PPC advertising, but the most popular remains paid search, commonly known as search engine marketing (SEM). This sophisticated, keyword-driven discipline allows industry professionals to place bids for ad placement on a search engine results page (SERP) real-estate when a consumer searches for a keyword that is related to their products or services. This is where you set up your bids on the keywords you want to trigger an ad display.
The Point
OCTOBER 7, 2014
Twitter and even Facebook have shown more limited success, but both can be a good fit for certain B2B companies whose target markets align well with specific interests or keywords. Most social advertising channels offer both CPM (Cost Per Impression) and CPC (Cost Per Click) bidding.
QuanticMind
APRIL 16, 2019
Our new Guide, Machine Learning Powered PPC Optimization , walks through both the prerequisites of a thorough bidding process and the bid calculation stages that modern SEM optimization tools are utilizing to unlock the most from large PPC programs. One: Understand and Estimate Keyword Value.
bizible
OCTOBER 8, 2015
Promoting content based on persona -- e.g. blog posts targeted at CMOs only go to CMO audience -- greatly increases ad relevance and CTR, which results in more conversions and lower CPC. Mistake #9: Going general with keywords, then narrowing. Mistake #10: Using broad match keywords.
The Point
DECEMBER 12, 2014
As most PPC advertisers already know, Google’s Quality Score measures what Google perceives to be the quality of your keyword ads.
QuanticMind
MARCH 6, 2019
It’s well established that landing page design impacts many facets of an SEM program’s success. Landing Page Quality Influences Ad Rank and CPC. The rank your ad receives determines whether it will be displayed, what position it will be displayed in, and the cost per click (CPC).
WebMarketCentral
JANUARY 22, 2008
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.
Webbiquity
FEBRUARY 25, 2011
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.
QuanticMind
APRIL 9, 2019
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.
QuanticMind
APRIL 3, 2019
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. Creating your keyword lists and ad groups are not simply tasks for initial campaign setup.
Ladder.io
OCTOBER 31, 2018
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.
QuanticMind
DECEMBER 4, 2018
Researching search queries and adding relevant new keywords to accounts. Eliminating poor performing keywords from campaigns. Your ideal and maximum cost per conversion (CPC). Your ideal and maximum cost per click (CPC). Define your goals before you start, because it will ultimately impact what bidding strategy you choose, what keywords you target and what kind of ads you serve. Duplicating keywords across campaigns and ad groups.
QuanticMind
OCTOBER 10, 2017
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
Fathom
MAY 8, 2015
This is usually due to the usage of dynamic keyword insertion, but if your brand is trademarked, you can report them to Google if they are using your name in their ad copy via the AdWords trademark complaint form. Healthcare Online Advertising / SEM / Display
Fathom
JANUARY 16, 2015
You definitely need to track your ads and keywords in a way to understand which are generating high-quality and low-quality leads. Assisted-Living and Memory Care Keywords Are Most Expensive. Look to Other Channels To Generate Incremental Leads, Combat High CPC.
Fathom
APRIL 30, 2015
Not only are the keywords in the legal industry extremely expensive but they are also extremely competitive as well. Another positive note: Facebook is cheap – with Cost-Per-Clicks (CPC) as little as $1. You can target specific keywords, topics, and/or various demographics on YouTube.
Fathom
APRIL 17, 2015
Average cost per click (CPC) across all devices was relatively consistent, averaging out to $2.40. Mobile / Responsive Website: with over 50% of users searching urgent care related keywords from mobile devices, it’s imperative to have a website that renders properly on mobile devices.
Fathom
JULY 3, 2014
Potential cost: potential clicks*Avg CPC. 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 It’s Friday afternoon and an e-mail comes through to your inbox from your client: “Do you think we can spend an extra $10,000 this month?
QuanticMind
OCTOBER 24, 2017
O2O: “Offline Attribution in SEM: Getting From Good To Great” by Aaron Levy. Last year, the Carousel extension went through a limited holiday beta, and participating merchants saw a 10-13% CTR lift with no observed cost-per-click (CPC) increase. Enhanced CPC for Bing Shopping – Available now in the US, coming soon to the UK. Note: Keyword-level bidding is not available in Shopping.) Custom affinity audiences + keywords. Similar audiences + keywords.
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