Category: SEM

POV

Who Are These Searchers? Audience Targeting in Paid Search

Background Marketers have traditionally sought to find the “hand-raisers” who expressed a specific interest and utilized search marketing to connect them to their relevant content.  However, over the next year or two, Paid Search will experience a sizeable evolution towards…

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POV

Google Removes Query Data for Paid Ads

Background Over the past couple of years, Google has taken steps to remove search query data from being passed along to advertisers and site owners, starting in 2011 with the news that organic search query data would be encrypted for…

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Google Shopping Campaigns

Blog

Google Shopping Campaigns – The Migration from Product Listing Ads

Background Google’s Shopping campaigns offer a simplified, retail-centric experience for campaign management over what exists with Product Listing Ads (PLAs). Google recently announced that Shopping campaigns will replace the way PLAs are currently managed within AdWords by late August 2014,…

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Blog

Yahoo Gemini – Combining Mobile & Native Advertising

Background On Feb. 19, 2014, Yahoo unveiled Yahoo Gemini, a new platform for managing mobile and tablet traffic exclusively for Yahoo properties. The platform consolidates two unique ad formats: (1) Mobile/Tablet Search & (2) Native Ads. Mobile/Tablet Search Ads: This…

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POV

Ad Rank Gets a Revamp

Background Ad Rank has been a fairly steady metric over the years – it determines your position on Google Search by multiplying your bid by the Quality Score of each keyword. Quality Score is, of course, Google’s way of measuring…

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Google Estimated Cross Device Conversions - Photo Courtesy of Noah Talesnick

POV

Google Estimated Cross Device Conversions

Background With more and more users utilizing multiple devices to access content and surf the Web, the ability for advertisers to understand this cross-device activity has been lacking. Google reported in a recent study of consumers that regularly use multiple…

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Blog

Knowledge Graph Makes Google Smarter

Background Google has been talking about a semantic refresh of their search engine for months, and it finally arrived as the Knowledge Graph on 5/16/12. The Knowledge Graph is Google’s latest step into artificial intelligence, and their large scale attempt…

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POV

Google Landing Page Quality Score Update

Background Quality Score (QS) has always been a significant factor in management of Google AdWords campaigns.  While it holds a lot of weight when it comes to measuring and optimizing campaign performance, it’s been somewhat difficult to assess because Google…

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