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.

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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.

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The 17 Best Keyword Research Tools for SEO and SEM


10: The 17 Best Keyword Research Tools for SEO and SEM. Despite some misleading chatter to the contrary, SEO is not dead , and keywords still matter.

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.

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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. What does an SEM expert do?

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7 Bing PPC Secrets That Expand SEM Beyond Google


Another major benefit of using Bing for SEM is lower competition. There are four main ways Bing can manage your bids for you: Enhanced CPC. Enhanced CPC (cost per click) is the default bid strategy for all campaigns that adjusts bids in real time, increasing them on searches that are more likely to convert and decreasing them on searches that are less likely to convert. Like with Maximize Clicks, you can also set a maximum CPC for more control of budget spend.

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


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.

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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. Steering clear of these potholes and using SEM best practices greatly increases the odds of success with AdWords.

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

Modern B2B Marketing

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?

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


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.

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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? Looking to include social media advertising as part of your demand generation mix in the new year?

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

The Point

Most social advertising channels offer both CPM (Cost Per Impression) and CPC (Cost Per Click) bidding. It’s best to always start with CPC because you’ll minimize the risk of potentially paying for thousands of impressions with no clicks to show for it.

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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!…

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.

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


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. adwords ppc paid media sem

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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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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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What is PPC? A Guide to the Basics


There are several types of PPC advertising, but the most popular remains paid search, commonly known as search engine marketing (SEM). Throw into the mix that the SEM world is highly competitive, often forcing businesses to constantly alter their strategies, and you can see how it becomes difficult to anticipate and execute the best investments for your campaign strategy. This may be incredibly time-consuming but it’s the foundation of every SEM program.

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Understanding AdWords Sitelink Extensions


Previously, ad rank was calculated by using your max CPC bid and Quality Score. 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. Not only do these extensions help take up more real estate on the page to improve your CTR by 10-20%, they also have an impact on your ad rank.

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. Education Industry Online Advertising/SEM/Display call extensions cost per enrollment higher education lead to enroll rate

Seven Expert Search Engine Marketing Guides


SEM, paid search, PPC) is a powerful complement to SEO and an effective tactic on its own. Done properly, search engine marketing (a.k.a.

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

This allow me to set my own maximum CPC bid amount. After selecting a manual bid strategy, Google will prompt you to enable Enhanced CPC , where they will automatically adjust your bids to maximize conversions.

8 Tips to Boost Health Insurance Enrollments with Online Advertising


Healthcare Online Advertising / SEM / DisplayHealth insurance advertising is one of the most competitive and therefore expensive industries in paid search advertising. Now with open enrollment only two to three months out of the year, health insurance competition is even more severe.

Affordable PPC Avenues for Marketing a Law Firm


Another positive note: Facebook is cheap – with Cost-Per-Clicks (CPC) as little as $1. Legal Services Online Advertising / SEM / DisplayTraditional PPC advertising in Google and Bing can be tricky for lawyers and law firm marketing.

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The Right Way To Spend Millions on Senior-Living Advertising


Look to Other Channels To Generate Incremental Leads, Combat High CPC. Healthcare Online Advertising / SEM / Display ppc senior living

Are You Advertising Your Urgent Care Clinics Online?


Average cost per click (CPC) across all devices was relatively consistent, averaging out to $2.40. Healthcare Online Advertising / SEM / Display urgent care advertising urgent care digital marketing urgent care online

PPC Budget Forecasting on the Fly


Potential cost: potential clicks*Avg CPC. 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? We have extra budget and would love to see what the numbers would look like if we spent it in PPC. Can you provide me an update by EOD?”. Emails like this can be a blessing and a curse.

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

SMX Advanced Day 2 – Branded Keywords, More Audience Targeting, ETAs and Shopping


QuanticMind has a wrap-up of Day 2’s SEM sessions from SMX Advanced 2017, including more quick hits on branded, audience, ETAs and Shopping: Protecting Your Branded Keywords .

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


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. They also saw a 28% savings in CPC versus traditional Shopping ads and 34% higher CTR than standard PLAs.

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. These are CPC ads that can also be used on product detail pages to cross-sell or upsell related products. Since they run on a CPC basis, there is no risk of wasting spend if there are simply no clicks at all, only an opportunity cost if, for instance, items that vendors are selling get clicks during off-season periods.

Start Spying On Your PPC Competitors In 3 Quick Steps

EMagine B2B Blog

SEM Rush , KeywordSpy , and are a few of my favorites. My typical competitive analysis includes keywords, avg CPC, position, advertisers, and landing page URL. Do you know how much your competitors spend on paid search every month?

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Customer Acquisition Via Email Has Quadrupled Over the Last 4 Years

Marketing Action

The study breaks out acquisition by channels (including PPC, CPC, email, Google, organic, referral, banner, Facebook, affiliate, Twitter, CPM).

42 B2B Marketing Acronyms and Abbreviations

Digital B2B Marketing

SEM : Search Engine Marketing. May refer to paid search or other CPC priced media programs. CPC : Cost per Click. Some days B2B marketing discussions seem more like a reading of alphabet soup.

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2017 AdWords Industry Benchmark Report: An Agency’s Perspective


In July, we released our third annual AdWords Industry Benchmark Report and had Lucia Rodas-Estrada, SEM Team Manager at DWA , a media agency with a predominant focus in B2B technology, join us for a webinar to discuss them.

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


By following this structure, you’ll be able to thoroughly identify poor PPC performance impacting almost all aspects of your SEM program. For example, a $10 CPC one day might put you on position 2 of the search results page.

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Best Practices to Successfully Prepare and Optimize Your B2B PPC Campaigns

Launch Marketing

LinkedIn Ads is typically the best paid social media channels for B2B while many online marketers go to Google Ads for search engine marketing (SEM) campaigns.

12 Essential LinkedIn Groups for B2B Marketers

KoMarketing Associates

Updates shared in this group consist of information about lead generation as it pertains to online marketing, CPC, social media, mobile, direct marketing, etc. SEO SEM Social Media (Digital Search & Internet Marketing) – 61,435 members.

Key Content Marketing Metrics For the Fearless Marketer

Modern B2B Marketing

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.

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Online advertising glossary


Cost-per-click (CPC): Cost-per-click means advertisers pay each time a user clicks on the ad. CPC advertising works well when advertisers want visitors to their sites, but it’s a less accurate measurement for advertisers looking to build brand awareness.