How to use good ol’ PPC to support fun and creative branded content
Contributor Kevin Lee looks at creative synergies and the power of collaboration to increase the efficiency of branded content using PPC campaigns.
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The importance of targeting branded searches
Though many search marketers focus primarily on non-branded searches, columnist Thomas Stern believes it’s crucial to invest in a branded search strategy.
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Four brand-building activities that lay the foundation for SEO
Columnist Brian Weiss explains why a strong brand is necessary to ensure that your SEO efforts can reach their full potential.
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Amazon vs. search: Why you shouldn’t put too many eggs in one shopping basket
Where should retail marketers focus most of their time and effort: search or Amazon? Columnist Purna Virji shares data from an analysis of shopper behavior and the findings may surprise you.
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6 web properties you can use to protect your branded search results (with real examples)
How can you take more control of the SERPs for your brand name, beyond using your own site? Columnist Brian Patterson shares ideas for maximizing positive portrayals of your company on page one.
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10 tips for choosing the perfect domain
When it comes to choosing a domain name for your business, you’ve got more choices than ever. Columnist Ryan Shelley provides suggestions for narrowing it down.
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Site category exclusions for Google Display Network getting brand safety update
The changes are related to updates first announced in March in response to an advertiser YouTube boycott.
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Site category exclusions for Google Display Network getting brand safety update
The changes are related to updates first announced in March in response to an advertiser YouTube boycott.
The post Site category exclusions for Google Display Network getting brand safety update appeared first on Search Engine Land.
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SEO: The missing piece in brand protection
Columnist Bobby Lyons outlines the ways in which search engine optimization (SEO) is critical in building and defending your brand’s reputation online.
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How Pinterest has developed computer-vision technology to power visual search for users and brands
Pinterest has been developing computer vision technology since 2014 and is now applying it to visual search queries and ad targeting.
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Three ways B2B manufacturers can capitalize on ‘Made in the USA’ searches
In the third and final installment of her three-part series on marketing American-made products, columnist Dianna Huff discusses how manufacturers can most effectively utilize SEO, SEM and other channels for B2B marketing.
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Initial Interest Confusion rears its ugly head once more in trademark infringement case
Columnist Chris Silver Smith details recent trademark infringement cases in which site search results pages caused legal issues for retailer sites. E-commerce businesses should take notice!
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The consumer decision journey in the increasingly complex search retail marketplace
As e-commerce continues to grow, retail marketers will need to invest in digital marketing. Columnist Christi Olson makes the case that search can strengthen your online retail strategy at every stage of the buyer journey.
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2017 SEM growth hacks: Monster growth from brand protection
Are your competitors bidding on your branded terms and driving up your CPCs? If so, what can you do? In part 1 of her multi-part series on brand protection, columnist Lori Weiman provides some advice on how to make your brand terms work for you, even w…
The value of search across the modern consumer decision journey
Columnist Christi Olson of Bing shares research on how search fits into the overall buyer’s journey, reaching consumers at all stages in the funnel.
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Dos and don’ts of PPC advertising for universities
For those in the higher education vertical, columnist Pauline Jakober provides tips for making the most of your paid search campaigns.
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The essential guide to pharma SEM
Columnist Justin Freid explains the basics of getting your PPC campaigns up and running in the highly regulated industry of prescription drug advertising.
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Attention search marketers: ALL keywords are branded keywords!
Columnist Larry Kim explains how brand affinity impacts both paid and organic search performance — and how you can use this information to bolster your SEO and PPC campaigns.
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Using PPC brand protection to decrease campaign costs by 51%
Columnist Lori Weiman makes the case for why it’s worth seriously focusing on — and defending — your own branded terms in paid search.
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Bidding on the competition: Is it really worth it?
Bidding on your competitors’ brand terms could yield positive results, but columnist Jacob Baadsgaard warns that it might cause problems in the long run.
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