SES NY Roundup – Learnings from Our Retail Roundtables
I spent my week at SES New York talking to retailers and hosted two “Meet the Expert” roundtables focused on retail SEM. Retailers big and small shared their challenges and the ways they deal with...
View ArticleWhat to Consider when Considering Google Conversion Optimizer
Considering dabbling in Google Conversion Optimizer (GCO)? You’ll need to rethink your Ad Words playbook, add a couple plays, and pay a lot more attention to what happens site-side. Your CPAs should be...
View ArticleYour Search Ad Landing Page is More Important than Ever!
In the past few months, Google has been busy making many updates to its Analytics features and ad copy formats. Most recently, I saw news that the search giant was extending its landing page preview...
View ArticleWhy You Can, and Should Invest More in Search
I have heard it time and time again, especially from retailers… “Search is my best channel for acquisition, and I want to double or triple my spending there, but the channel is tapped out!” Let me tell...
View ArticleThe Challenges of Ad Grouping while Mining the Long Tail
As we have alluded to in previous posts, retailers can dramatically improve the results of their search engine marketing through mining the long tail of search queries and avoiding reliance on Broad...
View ArticleRetail SEM Pitfalls: Relying Solely on Broad Match
For retail search engine marketers, finding optimal ROI comes down to constraints. Even with superior skills, experience and a deep understanding of best practices, SEMs can be humbled by time, budget...
View ArticleOnline Advertising Needs a New Abstraction Layer
Global online advertising spend is poised to grow 16% in 2011. Online advertising is the only form of advertising projected to grow this year (with the exception of television). And online spend is...
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Mining the Long Tail: Is It Worth the Effort?
In the previous post, we talked about the importance of mining the long tail. You might be sitting there nodding your head when I say that tail keywords are more profitable than head keywords. But,...
View ArticleIs your ad group structure a house of cards?
Do your ad groups contain too many keywords? Too few? Or are they just right? The answer can make all the difference in your ability to deliver targeted ads and relevant landing pages. Tightly themed...
View ArticleDon’t Sweat What You Can’t Control
I just read Brad Geddes’s article in SearchEngineLand, “Is Google Changing Quality Score Rules Again?” (full article here). His conclusion, that quality score is Google’s opinion, and that that opinion...
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