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
Open the Black Box: Maximizing Success in Bid Automation
Transparency and control are the keys to maximizing success in bid automation. Bid automation software is essential for companies with complex paid-search programs. However, with black-box bid automation software it’s hard to determine the “why” behind their paid-search performance. This … Read more
Effective Landing Page Optimization – Best Practices to Lift Conversion
The landing page is often the first thing customers see when they interact with your brand online. Whether it is a web page, Facebook app or mobile interstitial, landing pages exist to deliver relevant messaging that converts visitor traffic. If … Read more
7 Factors to Consider When Choosing a Search Bid Optimization Platform
In its early days, search marketing was relatively simple: all campaigns were aimed at the desktop. As technology evolved, new opportunities rapidly became available. Today’s search campaigns run on desktop, mobile, and tablet devices, with many new ad formats and … Read more
Search Guide for the Holidays
Online holiday shopping is turning into a yearly endeavor for consumers—and a yearly challenge for marketers. We already know search can be complex. But it becomes even more complex when you consider your holiday to-do list: on top of the … Read more
Algorithms and Optimization for SEM
We can’t control economic ups and downs or consumer behavior, but we can control our online response. So when our current marketing strategy produces results that are less than optimal, it’s time to enlist a different approach. With Adobe’s portfolio … Read more
10 Ways to Use Your Product Catalog to Maximize Retail PPC Campaigns
Every retailer has a database of products for sale, commonly referred to as a product catalog. Not every retailer, however, is using their product catalog to the fullest extent possible to maximize their retail PPC (pay-per-click) campaigns. Without employing a … Read more
The Search Marketer’s Guide to Creative Testing and Optimization
Turn Impressions Into Clicks, and Clicks Into Conversions In a search landscape where millions of keywords define intent, generating the most compelling creative can prove to be a daunting task. For paid search programs, big and small, creative optimization remains … Read more
PPC Bidding Basics: What you don’t know is probably hurting you
The Subtle Science of Bidding Bid management for brand keywords is a complicated beast. If you’re perplexed by campaign results, it’s possible that seemingly intuitive methods—like bidding all brand keywords at high levels and always aiming for position 1.00—could in … Read more