Search Engine Land

FEBRUARY 12, 2024

TikTok published a best practice guide on how to optimize your ad campaigns and bidding strategies for maximum performance. As part of a nurtured account strategy, TikTok recommends ensuring your Ad Account is structured towards the end-to-end user journey, for example: Only use one ad account. Nurtured account strategy.

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Campaign Start-ups Growth Conversion 115

Search Engine Land

MARCH 12, 2024

Real-time bidding buyers. Real-time bidding buyers. Google is making new real-time bidding buyers available in AdMob to “amplify revenue impact for app publishers.” ” Unity Ads Network and ironSource Ads will soon be able to bid on publisher inventory available with AdMob. Upgraded mediation toolkit.

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A/B testing Construction Gaming Campaign 112

Search Engine Land

OCTOBER 27, 2023

Leverage automated bidding There are probably just a few people left who can still successfully run manual CPC campaigns – and that’s a good thing. Look, I know the PPC community is angry at Google for raising ad prices, and some even go as far as saying that automated bidding strategies are only meant for having advertisers spend more.

Non-Profits 121

Non-Profits A/B testing Campaign Networking 121

Search Engine Land

DECEMBER 8, 2023

Bidding on branded and competitor keywords in PPC can help protect your brand and steal competitors’ traffic, but should you do it? Dig deeper: Why you should invest in branded keywords even if your company ranks #1 on Google What are the benefits and drawbacks of bidding on brand terms? Your competitor’s business brand.

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Search Engine Land

APRIL 4, 2024

The findings cover search marketers’ largest concerns, top priorities, spend data, automation insight and a wealth of information about the most pressing trends in paid search. AI and automation was named as the biggest priorities for search marketers this year. Automated bidding trends. PPC specialists from around the globe.

Trust 85

Trust Campaign Drivers/motivators Growth 85

Search Engine Land

APRIL 24, 2024

This article reveals actionable strategies to identify and target three key groups through search campaigns: Customers actively looking to switch providers. To reach these profiles, you can employ a search strategy focusing on transactional keywords relevant to your products or services. Customers trying to cancel services.

Legal 106

Legal Contract Gambling Lead generation 106

Search Engine Land

MARCH 1, 2024

Reserve CPM bidding strategy. Editor now supports Reserve cost-per-thousand-impressions (CPM), a bidding strategy similar to Target CPM. Get the daily newsletter search marketers rely on. This recommendation automatically generates a new ad with pre-populated text and images, streamlining the ad creation process.

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Launch Campaign Process Customers 126

Search Engine Land

AUGUST 30, 2023

Google Ads has been around for 23 years and is arguably the most complex PPC ad platform within digital marketing. On the one hand, I think it reduces friction on campaign setup for the less marketing savvy. However, as someone who has dedicated their professional career to digital marketing, it can cause frustration.

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Click Through Rate Campaign Retail Clients 130

Search Engine Land

JANUARY 23, 2024

Smaller budgets, limited data and an emphasis on quick ROI mean that SMBs can’t simply replicate the strategies of big brands. Enterprises vs. SMBs: Differences in PPC strategy Budget One of the biggest differences between SMBs and larger organizations is the amount of money/budget available to them. to 4 a.m., -10% to 4 a.m., -10%

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Territory Campaign Networking Construction 105

Search Engine Land

JANUARY 25, 2024

With billions of users worldwide, one of the lowest advertising costs and the growing preference for video, YouTube has some serious marketing potential. Aside from the well-known organic side of YouTube , it also offers highly lucrative marketing tools: retargeting video and display ads. Is YouTube a good way to advertise? Affinities.

Objectives and Key Results 112

Objectives and Key Results Campaign Finance Real Estate 112

Search Engine Land

OCTOBER 13, 2023

While some digital marketers agreed with Google that the practice provides a better user experience, others sided with the Department of Justice (DOJ), arguing that it makes ad auctions unfair and purely helps line Google’s extremely deep pockets. Increase their bid amount. times higher, reports This Week In Google Antitrust.

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Price CTR Click Through Rate Campaign 116

Search Engine Land

SEPTEMBER 28, 2023

Advertisers have been encouraged to reevaluate their match type and bidding strategies to effectively optimize costs and maximize campaign performance. For advertisers, it’s crucial to test new strategies in your campaigns before making decisions. Get the daily newsletter search marketers rely on. Conversion rate.

CTR 119

CTR Click Through Rate Networking Campaign 119

Search Engine Land

AUGUST 31, 2023

Think automated bidding and recommendations, plus data-driven attribution.) One solution is to spend hours researching and reading about each specific area you are marketing. It’s a good starting point to understand topics in which you do not have a strong background but need working knowledge to develop a PPC strategy.

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Angle A/B testing Campaign Strategize 134

Search Engine Land

OCTOBER 19, 2023

This means marketers can start using the automated bid strategies in all regions where Audience Ads are available. Automated bidding optimizes campaign performance without requiring hands-on involvement, making life easier for advertisers. Get the daily newsletter search marketers rely on. Why we care.

Conversion 110

Conversion Territory Strategize Engineering 110

Search Engine Land

OCTOBER 6, 2023

Is your bid strategy achieving its target? Dig deeper: 5 outdated marketing KPIs to toss and what to reference instead 2. Get the daily newsletter search marketers rely on. Bidding Your bid strategy is a great data point to include in your performance analysis and, ideally, should correspond with your primary goal.

Objectives and Key Results 120

Objectives and Key Results CTR Campaign Territory 120

Search Engine Land

JANUARY 19, 2024

Establish value-based bidding Once you have established privacy-safe measurement, you must revisit your value-based bidding strategies in your paid search program. We have found that value-based bidding drives revenue and sales, which is now standard practice in our campaigns. Enhanced conversions. Google Analytics.

Campaign 104

Campaign Retail Engineering Gaming 104

Search Engine Land

FEBRUARY 23, 2024

Department of Justice, which has accused it of unlawfully monopolizing the search market. SA360 is a platform for managing large search marketing campaigns across multiple search engines. SA360 also offers automated bidding through bid strategies. Get the daily newsletter search marketers rely on.

Legal 121

Legal Government Manufacturing Contract 121

Search Engine Land

SEPTEMBER 19, 2023

As a marketing agency, you’re constantly looking for better ways to deliver exceptional client results while optimizing your operations. You’ve probably used AI tools like ChatGPT for efficiency and creativity, but other AI solutions can enhance your understanding of customer data and improve your marketing campaigns.

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Clients Conversion Click Through Rate Campaign 127

Search Engine Land

OCTOBER 16, 2023

17 – including the first winner of our all-new category, Best use of AI technology in search marketing. All the winners of the 2023 Search Engine Land Awards will be revealed Monday, Oct. Meet Search Engine Land 2023 award winners at SMX Next We will be inviting some of the winners of this year’s awards to join us on Day 1 of SMX Next (Nov.

Engineering 135

Engineering Non-Profits A/B testing Growth 135

Search Engine Land

AUGUST 17, 2023

With the rise of generative artificial intelligence (AI), search marketing has been empowered with advanced capabilities that go beyond traditional approaches. Generative AI is reshaping how we find information online, transforming search marketing and revolutionizing how marketers optimize online presence.

Click Through Rate 93

Click Through Rate A/B testing Campaign User Experience 93

Martech

APRIL 1, 2024

See more about how marketers are using MarTechBot here. I am the first generative AI chatbot for marketing technology professionals. Answer: As a marketing expert, I believe retargeting is a highly effective technique in paid search and display advertising. I am trained with MarTech content. I am trained with MarTech content.

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Campaign Customers Technique Strategize 84

Search Engine Land

DECEMBER 4, 2023

As we wrap up 2023 and look ahead to 2024, now is the time to evaluate our marketing strategies to ensure we are fully prepared for what’s to come. This article discusses six pivotal areas B2B marketers should focus on to kick off 2024 proactively. Tracking upper-funnel and B2B activities is challenging but feasible.

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Martech

OCTOBER 4, 2023

First, “After the pandemic, they had to change a lot of flight routes because of border rules,” said Anjlee Majmudar, VP of programmatic, for the airline’s digital marketing partner Brainlabs North America. Dig deeper: Bid shading costing advertisers $6.6 Using AI, Scibids makes it possible to use DSPs’ custom bidding function.

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Represent Price Campaign Conversion 111

Search Engine Land

FEBRUARY 15, 2024

Whether you’re using LinkedIn Ads, Google Ads, or Microsoft Ads, Nicole Waddington, digital marketing manager at Cypress North, offered valuable tips on optimizing lead generation campaigns for maximum performance at SMX Next. The strategies leveraged to do this can vary based on your target customer, company, and industry.

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Lead generation Campaign SQL CRM 113

Search Engine Land

JUNE 28, 2023

As Google continues to push for automation , advertisers have gotten more creative about making updated best practices, including smart bidding strategies, work for their companies and verticals. But it should be treated a bit differently in terms of strategy and setup. The revenue is already set up.

Retail 92

Retail Appointment Healthcare Finance 92

Martech

JANUARY 30, 2024

How do you do digital marketing without third-party cookies? How will it impact your marketing and your marketing technology? Despite several years of warnings, half of marketing professionals don’t think their organizations are ready for deprecation, according to a study by Basis Technologies.

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Education Territory Growth Technology 120

Search Engine Land

FEBRUARY 6, 2024

Any PPC marketer caught off-guard by this either haven’t paid attention to the signals for several years or haven’t corralled the necessary parties to create a cohesive strategy in response – or both. As an agency marketer, I’ve been in the position to help dozens of brands formulate an approach to life after third-party cookies.

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SQL Angle Campaign B2C 111

Martech

OCTOBER 6, 2023

The new capabilities, which are available in GA4 now, enable marketers to redact client-side text and exclude Google data signals from reports and explorations. Additionally, you can share this data with linked Google Ads accounts for re-marketing and bid optimization. Data redaction. Why we care. Get MarTech! In your inbox.

Legal 117

Legal Clients Trust Conversion 117

Martech

FEBRUARY 26, 2024

Department of Justice, which has accused it of unlawfully monopolizing the search market. SA360 is a platform for managing large search marketing campaigns across multiple search engines. SA360 also offers automated bidding through bid strategies. antitrust law. What is Search Ads 360? What the DOJ is saying.

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Government Legal Manufacturing Contract 100

Search Engine Land

AUGUST 8, 2023

The platform has made the changes in a bid to improve insights, expand access to the Search top slot, reduce onboarding time for local inventory ads, and enable marketers to quantify the impact of online-only bidding vs. Smart Bidding for store visits. Why we care. What’s new?

Launch 97

Launch Retail Campaign Engineering 97

Search Engine Land

AUGUST 14, 2023

Instead, Shopping campaigns using eCPC will behave as though they are using Manual CPC bidding, according to an email Google sent advertisers. Google says switching to Manual CPC bidding will give you more control over bids and budgets, which could be advantageous. Get the daily newsletter search marketers rely on.

Campaign 92

Campaign Launch Contact Engineering 92

Martech

AUGUST 9, 2023

The platform has made the changes in a bid to improve insights, expand access to the Search top slot, reduce onboarding time for local inventory ads, and enable marketers to quantify the impact of online-only bidding vs. Smart Bidding for store visits. Why we care. What’s new?

Retail 95

Retail Campaign Launch Product 95

Search Engine Land

SEPTEMBER 26, 2023

Here’s a recap of Greg’s comments from the Marketing O’Clock podcast. ” “Google says it cares about advertisers and all these other marketing lies, but the minute it has to hit these marks, the staff ratchet up the spend, and they ratchet the revenue up to 5% or 10%.” But will others follow?

Trust 136

Trust Price Retail Engineering 136

Search Engine Land

SEPTEMBER 25, 2023

A core tenet of digital marketing is that the more conversions you get, the more expensive they are, so you’ll have to decide whether your first goal is improving efficiency or driving scale. Dig deeper: 3 steps for effective PPC reporting and analysis Get the daily newsletter search marketers rely on. SUBSCRIBE See terms.

Campaign 120

Campaign CRM B2C B2B 120

Search Engine Land

SEPTEMBER 22, 2023

Have an audience strategy for your business and goals Segmentation of at least new and returning customers – as long as there is sufficient volume – helps increase overall performance in my experience. Get the daily newsletter search marketers rely on. If you still need to start using bid strategies, do it.

Profit margin 111

Profit margin Non-Profits Campaign Clients 111

Martech

SEPTEMBER 27, 2023

Furthermore, as your best-selling items are most likely to go out of stock, this adversely affects the bidding algorithm as Google’s latest signals perceive these products as live but unproductive, pushing them down the priority list when they are back in stock. Automated bidding: Optimize your bidding strategies to maximize ROI.

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Price CTR Campaign Click Through Rate 106

Search Engine Land

MAY 24, 2023

Marketers have relied on paid and organic search to deliver steady results time and again over the past decade. Changes occurred gradually, giving marketers ample time to adapt their strategies. Here’s a rundown of events that have a significant ripple effect on the search marketing industry. Firefox: 3.5%

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Campaign Trust Launch Networking 105