The Search Marketer’s Guide for Migrating to Google Enhanced Campaigns
Since Google’s announcement of enhanced campaigns in February 2013, paid search advertisers have raced to not only understand how this change will reshape their campaign structures and strategies, but also how it will impact their ability to acquire revenue. The … read more
Beyond Last Touch: Understanding Campaign Effectiveness
How do you measure digital advertising success? And how do you track and measure each digital channel to evaluate and optimize your digital advertising investments? As a marketer, we know that understanding what drives customers to take action is critical … read more
PPC Bid Management Guide
PPC bid management is one of the more complicated areas of PPC marketing, so many advertisers choose to automate the process using either the automated bidding option in Google AdWords or a third-party bid management solution. Each approach has it’s … read more
8 Tips for Successful PLA Management
During 2012, Google launched Google Shopping, a paid-only service powered by product listing advertising (PLA). A hybrid of Google’s PPC and Product Search feed programs, PLAs have proven vital to the success of any business selling products online. However, in … read more
Mobile Search Advertising Around the Globe: 2013 Annual Report
With smart mobile devices becoming ubiquitous, advertisers need to adapt their online marketing strategies to more closely reflect how people search, buy and share. Specifi- cally, marketers will need to learn how to communicate with an always-on audience, think harder … read more
Display Ad Clickers Are Not Your Customers
We’re all familiar with the usefulness of search engines to answer a specific or immediate need for information online. And because consumers expect to click to find what they’re looking for, click measurement is typically an effective metric for evaluating … read more
Why Advertising Through Real-Time Bidding Needs a New Pricing Model
For decades, CPM pricing controlled how all advertising was bought and sold and how different media properties were compared. Today’s real-time advertising is a significant opportunity, which can help advertisers reach more targeted viewers, gain efficiency, and improve ROI. Real-time bidding … read more
Global Digital Advertising: Q2 2012 Update
We’re at the halfway point. How do your results stack up? Using an index of 250 billion ad impressions and Facebook activity for 46 million fans across 225 companies, Adobe® Digital Index evaluates digital advertising activity for Q2 2012 and … read more
Six Things You Need to Know About Real-Time Display Advertising
At only three years of age, real-time bidding’s (RTB’s) impact on the display advertising industry has been a catalyst for amazing growth and extraordinary technical accomplishments. Yet, there is a growing sense across the industry that something’s amiss — outside … read more
DMD this week: Webcasts on Wednesday and Thursday
June 11, 2012This week we’ve got two webcasts for marketers: On Wednesday, June 13 at 1 PM, Gord Hotchkiss and Marko Wollschlaeger will present “SEO Roadmap for the B2B Marketer.” They’ll discuss how to create successful B2B search engine optimization campaigns. There … read more
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