Search Engine Marketing Helps Drive Back-to-School Sales
Summer may just be starting, but advertisers that want to do well this back-to-school shopping season need to plan now to make the most of this really impressive annual consumer shopping event. In fact, at an estimated $72.5 billion in combined back-to…
How Hard Should You Press The Gas Pedal In Paid Search?
The following post contains a number of metaphors strained to the breaking point; viewer discretion is advised. An enduring truth in the paid search business is that paid search managers and marketing teams spend far more time thinking about tactical m…
Study: Search Campaigns Earn Double Conversion & Revenue Rates When Integrated With Social
According to a new study from Marin Software, advertisers that leveraged integrated search and social ad campaigns experienced twice as many conversions, and doubled their revenue per click rates. Using data from its Global Online Advertising Index, Ma…
How Recent Organic Search Changes Will Affect Paid Search
Search marketers were pitched not one but two curveballs recently which have forever reshaped the landscape of search engine optimization (SEO). The industry saw the first one coming a mile away as Google began encrypting organic search queries two years ago. Now, there’s almost zero…
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Segmenting Your Paid Search Program For Improved Manageability
Most direct response marketers either need to meet a given efficiency goal (CPA, ROAS, etc.) or get the most of the budget available — or both combined. The budget and efficiency goals typically vary over time for lots of different reasons, such as seasonal trends and promotion periods, and…
Please visit Search Engine Land for the full article.