Paid Search/Online Ads Archives - Bruce Clay, Inc. BlogDecember 17, 2015
Search engine marketing grew up a lot in 2015. Advertisers began looking beyond Google desktop PPC ads to mobile ads across Google, Yahoo and Bing, as well as new sponsored post opportunities on many major social networks. New ad formats targeted the mobile user specifically, and verticals for automotive, hotel, insurance and other industries sprang up, each with its own specific ad types. Remarketing ads (which display to people who previously clicked on an ad or visited a web property but did not convert) became more prevalent; for instance, remarketing in Bing ads became possible for Search and Shopping campaigns.
Our livebloggers captured news and lots of in-depth information from top paid search experts throughout the year. Here we present the four most popular of those to bring search marketers up-to-speed on 2015 developments in pay per click.
December 4, 2015
It’s that time of year — the time to reevaluate your PPC campaigns in order to improve and strengthen your strategies. In the last quarter of 2015 alone, Yahoo, Bing, Google, Facebook, and Twitter debuted new extensions, features, and targeting abilities that have the potential to spruce up your campaigns well past the New Year. Resolve to read up on the latest advancements to outperform your competitors in 2016.
Read up on your PPC New Year’s Resolutions.
October 7, 2015
Good morning from Las Vegas! Brett Tabke, Pubcon’s founder and this morning’s moderator, says this is only the second time that AdSense has been chosen as a Pubcon keynote topic. This is an Ask Me Anything style format and these questions came up from different forums and places including WebmasterWorld forum. The topics in this quick Q&A range from how Google is trying to solve the problem with ad blockers to the just announced Accelerated Mobile Pages project and EU cookie issues.
Our distinguished Googlers, Product Manager Richard Zippel and Head of Publisher Policy Communications John Brown, introduce themselves …
Read the full liveblog.
October 1, 2015
Full disclosure: I am pretty excited for this session, “Getting Images Right in Paid Search.” The content team here at Bruce Clay, Inc. makes a lot of images for search and social, both for content marketing and ads. We test a lot of tools, sites and tactics when it comes to designing images. We’re pretty good at what we do, but there’s always room to learn more — especially from a first class designer like Dustin Stout, the CMO at Weal Media in Los Angeles. Stout does not disappoint.
“Let’s put design talk into real world talk. This is for people who are not designers, but use visuals in their marketing,” Stout says. Then he proceeds to teach us:
- 3 facts about modern visual advertising
- What are the visual indicators of trust
- How to achieve visual trust in your images
- Many recommended sites for free photos, design tools and more
Read the full liveblog!
September 30, 2015
This SMX East session titled “Winning At Mobile PPC (Beyond mCommerce)” promises to take us beyond the “why you have to be on mobile” rhetoric, since that’s now a given. Speakers Aaron Levy, Amy Bishop and John Busby will share from their experience (they’re all senior-level ad managers) to help advertisers take advantage of mobile user behavior to drive ecommerce. They ask (and answer):
- Why mobile doesn’t convert like desktop.
- Four types of mobile users and what they want.
- How to adjust ad radius to increase activity.
- What Google AdWords tools help you track conversions from phone calls or other.
Read the full liveblog.
Brad Bender, vice president of product management at Google Display Network, delivered a keynote at SMX East 2015. Google VIPs often use the SMX stage to share big announcements, and today was no exception!
Read the full liveblog to find out Google Display Network’s announcements and how to use new programmatic advertising capabilities to reach your perfect audience.
June 18, 2015
Traffic comes to a website through many avenues, and mobile’s a major highway. As digital marketers and business owners, it’s our job to ensure this road is the shortest, easiest route to our products or services; potential clients, current customers, and the search engines all expect this of us. If you haven’t embraced mobile search engine marketing, don’t worry. Use this guide to learn the most valuable ways you can optimize and advertise your mobile site for customers on the go. Read more.
June 3, 2015
In this bite-sized liveblog, Kevin Ryan shares where he sees paid search headed as an industry. Ryan is the founder of MotivityMarketing, a columnist for Search Marketing Land and the author of “Taking Down Goliath: Digital Marketing Strategy for Beating Competitors with 100 Times Your Spending Power.” (Try saying that title ten times fast!)
“Search is declining as a percentage of share – we’re getting less data on search … Our dependence on keywords is a little ridiculous. We need to think about moving away from potentially misleading keywords,” Ryan says.
Read the full liveblog of Paid Search: Focusing on Audiences & Categories Instead of Keywords.
Jerry Dischler, who heads AdWords, is full of contagious energy as he gears up to talk about what’s working and what’s not in search ads and AdWords in this morning’s keynote conversation. Whenever there’s a Googler onstage, the crowd is packed and this session is no exception.
Everyone wants to know the latest news in paid search, and Dischler won’t disappoint as he delves into topics near and dear to search marketers hearts, including:
- How advertisers can capitalize on the opportunity of Micromoments
- The future of text ads and buy buttons
- Advances in attribution models
- And how marketers are marrying online and in-store strategy
Facilitated by Search Engine Land Editor Danny Sullivan and Search Land Paid Search Correspondent Ginny Marvin, the keynote conversation transpired as follows. Read the liveblog coverage of a Keynote Conversation with Google AdWords VP Jerry Dischler.
June 2, 2015
2015’s “The Mad Scientists of Paid Search” panel features PPC pros at the top of their game: Soren Ryherd, Andrew Goodman and Andy Taylor. Learn why current tools aren’t ideal for the multi-channel landscape, hear what influences a conversion, and get other deep thoughts for paid search professionals to think about.
Read the SMX Advanced 2015 liveblog coverage of Mad Scientists of Paid Search.