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Paid Search/Online Ads Archives : Page 4 of 26 : Bruce Clay Blog

March 11, 2013

Ready, Aim, Fire… Then Retarget #12D #Liveblog

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Marty Weintraub @aimClear is sharing a tactical retargeting field guide for really smart marketers. Every PPC agency in the world is calling themselves a DSP because it’s not really hard to do it. We all want a slice of it. Retargeting is a simple concept. Someone comes to your website, touches you for whatever certain […]




March 5, 2013

Creep-Free Retargeting and More with SMX West Speaker Susan Waldes

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If you’re already investing in PPC, retargeting is a logical next step. Retargeting, or remarketing as it’s sometimes called, allows you to keep track of your visitors and serves up your ads as they browse the Web to remind them of your products and services. But there’s an art to remarketing, and today, as part […]




January 31, 2013

PPC Drafting: Coining a Term for a Competitive PPC Maneuver

Drafting

Hello, my name is Todd Mintz, and in this post, I’m going to try something I’ve never done before — attempt to coin a new paid search phrase (PPC Drafting) for an event that’s commonly seen by paid search managers who manage the accounts of strong business brands. To introduce the term, I’ll need to talk about another topic not frequently mentioned in search marketing industry blog posts: NASCAR.

Click through to see drafting it in action on the NASCAR track and read about Todd’s competitive paid search maneuver.




September 27, 2012

Advertising to Men: Is He Cheap or Does He Have Expensive Taste? A Shifting Social Demo

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Shopping, browsing and social habits point to a sophisticated modern man. How should you be marketing to him? Some new studies give us clues.

Men are cheap …

Cheaper to advertise to on Facebook. According to a study of click analysis and ad impressions on Facebook ads, male users are an easier audience.

Men click at a rate of 60 percent and have an impression volume of 58 percent. Women, meanwhile, maintain a click rate of 40 percent with 42 percent impression volume.

It gets back to how members of each gender group use the network. Females use the service to maintain relationships. Males are looking to make new relationships. In the latter mindset, men are scanning for any attention-grabbing signals, including relevant and persuasive ads.




August 15, 2012

Dos and Don’ts in Executing a Retargeting/Remarketing Strategy

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This session has two great speakers lined up. Starting it off is David Monsees (@DaveIsDynamic), Google Product Management, doing a deep dive into the Google display network, tagging and targeting initiatives, some new in the last couple weeks.

Read more of Dos and Don’ts in Executing a Retargeting/Remarketing Strategy.




March 20, 2012

Protecting High-Value Branded Search Terms – SESNY

Links of London, a jewelry brand has stores in USA, Canada, Europe, Japan. Their iconic products are the Sweetie and the Friendship bracelet, and have given the most problems and the most success. Counterfeiters have tried to capitalize on the brand. A luxury goods study shows that counterfeit sellers divert 120 million annual visits from brands, equivalent to 47% of traffic to a brands’ core e-commerce sites. 1100+ sites contain a luxury brand name in the domain name (cybersquatting).

How does this relate to search?

Traffic lured to rogue sites via paid search campaigns:

  • increase cost of branded search terms
  • negative impact to overall e-commerce success
  • decrease in customer confidence for the brand

Read more of Protecting High-Value Branded Search Terms – SESNY




February 29, 2012

SMX West 2012: Beyond The Google AdWords Tool: Advanced Keyword Research Tactics

SMX West logo

Ted starts and says that there was a good report on Predicting Bounce Rates in Sponsored Search Advertisements. The findings were:

  1. Quality Score is largely related to CTR.
  2. When CTR is unavailable, Google uses a proxy.
  3. Bounce rate is highly predictive of CTR.
  4. Variable that most correlates to bounce rate is relatedness of KW to creative.

The keyword [bicycle] is related in decreasing amount to:

  • itself, [bicycle]
  • stems
  • synonyms

The AdWords tool is unreliable. Protect yourself against it – use other tools.

Read more of Beyond The Google AdWords Tool: Advanced Keyword Research Tactics.




September 28, 2011

It’s All a Big Game — Search and Social Hawaii

Search and Social Hawaii Conference Logo

Evan Fishkin (@eFishkin) is from SlingshotSEO says he’s going to open up today’s last session at Search and Social with a joke: “That’s my father” [points to his father, Scott. They both smirk]. He is talking game mechanics today — why people want to participate in games and how marketers can get in on the opportunities […]




September 15, 2011

SMX East 2011: Mobile Search Ads

Mobile Panel

The last session of our liveblog coverage is on mobile advertising. First up is Dennis Glavin, @dennisglavin, of Microsoft Advertising. What’s going on in mobile search? Two kinds of usage: Consumer using a mobile device as a substitute for a PC: informational in nature. On-the-go queries: supplement desktop search volume, centered on local action and with greater […]




September 14, 2011

SMX East 2011: Best Practices for Paid Search Testing

Stork Slide

Sid Shah will start us off. Public service announcement: Sex ed is wrong. Babies are delivered by storks. Let’s prove this with data: The cross section analysis of population of stork and babies shows hat they follow. Is he mad? In the biz world, biz make the wrong conclusions based on inaccurate analysis all the […]




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