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 minutia than they do thinking about what are far and away the most important questions […]
People are happier with their search results, including the ads, when those results are relevant. Advertisers are more successful when they show relevant ads, as they’re more likely to see engagement. It’s with this in mind that we factor the quality of your ads into our AdWords auction.
Ad Rank and ad quality are important because they can impact position, price and extensions.
Now that Shopping Ads and Product Listing Ads (PLAs) are getting more prominent positions on the SERPs (and taking away traffic from search ads); I’ve started to focus on them more with my clients. I found that working with Google Shopping campaigns is a good deal different from working with traditional keywords and text ads; […]
If you’ve kept count of how many of my posts during the past year have touched on AdWords Scripts (6 out of 16), you’ll know how useful I believe they can be to streamline repetitive tasks in AdWords. I use them all the time for accounts I manage; and without them, I simply couldn’t be […]
Marketers are finding that Google’s Product Listing Ads (PLAs) perform better than regular paid search campaigns. As a result, they’re moving ad dollars from general paid search budgets toward PLA spending.
A recent survey noted a majority of CMOs are considering taking programmatic buying in-house (AdAge story), If you're like me, you absorbed this study with both interest and leeriness. On the one hand, I find this really encouraging, as it’s a strong indication of the draw of – or, on an even more basic level, an understanding that there is such a thing as – programmatic at the highest levels within marketing organizations. On the other hand, it raises all kinds of questions – about the evolving role of agencies, about the future of “agency trading desks,” about what it means to be in the service business, and certainly, by extension, about the composition of tomorrow’s marketing organization.
Having worked in digital media from inside an agency and out, and having some experience building a programmatic buying team (to be clear, within an agency – Razorfish, in my case), below are a few questions I believe marketers should consider as they are weighing the decision about whether or not to take programmatic media management in-house:
Walmart’s widely revered as a retail maven, but media buyer? It’s a brand-new capability for the $473-billion company, which on Friday revealed more details about the digital marketing platform it’s developed, the Walmart Exchange (WMX).
As more mobile advertisers adopt programmatic buying, this method of real-time optimization to reach audiences is becoming a valuable part of any campaign. Through an April 2014 survey of programmatic buyers, paired with data from our platform, this infographic looks at mobile advertisers’ plans and perceptions around programmatic buying.
There is no universal cookie targeting option for mobile advertising, so audiences built on top of the consumer behavior patterns that advertisers have come to rely on aren’t available. In order to get the most out of buying mobile in real time, three separate mobile ad targeting tactics need to come together.
By now, you’ve probably read the New York Times piece that’s been making the rounds lately. If not, here’s the upshot: it concludes that Google AdWords isn’t practical for small businesses. Unfortunately, it’s not the first time the Gray Lady has gone after AdWords, nor is it the first time that the paid search community […]
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