Below you'll find a list of all posts that have been tagged as “Paid Search”
Marketers far too often get caught up in chasing campaign-level metrics. Instead, your digital marketing should be measured, optimized, and invested in based on the same goals you have for your organization. By optimizing towards profitability, instead of a specific target metric, you’ll avoid self-imposed limitations on revenue growth and maximize the effectiveness of your marketing efforts. The key is …
Who doesn’t get excited over a good promotion? But for manufacturers, it may not be what you want to lead with in your digital ad copy. Why? We have found that, when running the details of your promotion vs. highlighting your name or brand, customers do not realize it’s your brand directly advertising. They look for an ad with your name …
The times they are a-changin’… Google has announced that they will be sunsetting the Average Position reporting metric later this year in Google Ads, and agencies everywhere are rejoicing as they no longer have to spend time discussing average position of ads in their status meetings! Seriously though, average position is an extremely outdated tactic/metric that precedes even Myspace. Even …
Imagine if there was an admissions counselor, or enrollment specialist, at your university that continuously forgets who the students were that they just enrolled. And they spent significant money, resources, and time every month re-recruiting those students, instead of identifying and enrolling new students. That person probably would not be working at your school for long, right? While this may seem …
When investing in paid search ads, most marketers focus on getting people to click on the ad. The click, however, is only the first step. The experience someone has after clicking on your ad can mean the difference between a purchase and a lost opportunity. Driving that experience is your landing page. The copy and content that greets visitors when …
Which do I use? by Tim Peyton – For ecommerce marketing campaigns, deals and promotions are useful tools to drive new consumers and remain competitive throughout the year, especially during the competitive holiday season. With the new promotion extensions released by Google AdWords ahead of Q4 2017, we set up a test to discover how we could strategically align …
By Eileen Buleza – Google’s shopping ads are a huge part of the 2017 SEM strategies and budgets for many ecommerce companies. Since shopping campaigns are managed and optimized differently than standard search campaigns, here are 5 quick optimization tips to improve Shopping campaign performance. 1. Have a dedicated Shopping ROI Shopping campaigns will perform differently than search ads or …
By Eileen Buleza – There were three leading trends for Lever Interactive’s SEM clients in 2016: Social Mobile Shopping These three trends shaped our client discussions and strategy more than anything else in 2016, especially for our retail and ecommerce clients, and will likely continue to do so into 2017. Today I’m going to dive into some of the growth …
One question we frequently receive from prospects and clients is regarding the need to focus on both paid search and organic search strategies as part of their comprehensive marketing plan. We often have clients ask us, “Why do I need to invest in both paid search and organic search as part of my digital marketing strategy? If I am performing …
By Eileen Buleza and Amanda Mayfield Google made the official roll-out of extended text ad formats across all AdWords accounts, taking the much anticipated update out of beta. The full transition from standard ad formats to extended text ads is slated to come in late October. What impact will these changes have on your SEM and SEO efforts? How can …
