During SMX East, Frederick Vallaeys, Justin Freid and Jon Kagan focused on match types, making targeting exclusions and audience intent to help advertisers find efficiencies. NEW YORK – With the rising cost of CPCs, it’s always a best practice to…
Category: SEM
Next on Live with Search Engine Land: CCPA Enforcement Has Arrived, What Marketers Need to Know
The California Attorney General estimates compliance costs could reach $55 billion. On Thursday, July 2, Search Engine Land contributing editor, Greg Sterling, will host a discussion about, who CCPA applies to, basic compliance rules (and penalties) and how software can…
SMX Overtime: Evaluating and managing your ad options
PPC expert Sean Murphy offers advice on taking advantage of extra ad space, getting clients onboard with responsive ads and finding untapped click potential. Paid Media Director at Red Ventures, Sean Murphy, spoke at the SMX West session, “The Text…
Prime Day halo effect and 6 other trends to watch for back-to-school search marketing
Here are some results of Prime Day’s impact in the Google search channel, what they mean for the coming weeks and other major trends on the back-to-school season and beyond. Amazon Prime Day is the hard start to the back-to-school…
The PPC changes that bugged and elated marketers most in 2019: An unscientific poll
Close variants changes and poor customer support topped the list of grievances this year. Of the dozens of changes that rolled out across the paid search landscape this year, what had the biggest impact? This was the question I put…
5 audiences you should exclude from your PPC campaigns
Negative audiences help reduce wasted spend and prevent shoppers from being retargeted with products too many times. With the blurring of match type accuracy, PPC has become more about audience targeting than ever before. Ad platforms offer almost infinite ways…
Your inside look at SMX East
This year’s agenda, featuring 100+ search marketing presentations and two new tracks devoted to agency operations and local search for multi-location brands, is loaded with actionable tactics you can implement immediately to drive more awareness, traffic, and conversions. It’s the biggest agenda the Search Engine Land…
How much martech should PPC marketers actually use?
The categorization of tasks, problems and solutions is key for PPC professionals to make informed choices. I won’t be the first (nor the last) saying that the explosion of marketing technology is overwhelming. With so many new vendors and categories…
PPC and machine learning: Where do we draw the line on automation?
During SMX Advanced, Frederick Vallaeys and Brad Geddes examine automation and need to understand the potential impact of unintended consequences. One of the most hotly debated (and least understood) topics in the PPC world, Automation, is a behemoth to take…
What clients expect from their PPC agency
Keep clients happy with in-person meetings and short, frequent check-ins. It is as critical to a healthy relationship as delivering the numbers they want. I recently attended a panel at HeroConf where three advertisers working with PPC agencies shared what…