Winning Your Digital Marketing Pitch
It’s easy to go off track if you’re trying to explain to your boss why you need something changed on your website or when telling a client to make a change on their site. Below are a number of ways to avoid pitfalls & to gain acceptance of your digital recommendations. Do you even know […]
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Improving User Experience in PPC
A user’s experience of a brand is a complex thing. At every point of the customer journey, they’re forming an impression of what kind of company they’re dealing with.
Mobile Ad Extensions Replacing Ad Copy
If you have been managing PPC campaigns over the last year, you have realized that Google is placing more and more emphasis on their ad extensions. New betas are constantly being developed and most recently, callout extensions have been released for use by all advertisers. About a year ago though, Google announced extensions are going to […]
RLSA Increases Brand Conversions 71 Percent
This is a tale of a client looking to optimize their PPC brand campaign. They knew showing PPC ads for branded terms was valuable to their business (if you’re wondering what that value is check out my colleague, Harris Neifield’s, blog that answers that very question) but they were having a hard time digesting the […]
SEER PSA: Check Your GDN Magazine Ads
Though it may seem like forever ago in paid-search land, back in May Google changed all text ads on the display network to ‘magazine display ads’. Three months later, you are probably asking- why should I care? What do they look like again? Here is what Google sent out as an example of the new […]
Reaction to AdWords Close Variant Changes
This week Google announced another big AdWords change that will soon impact campaigns, but this time the change is a bit more familiar. Starting in late September, Google will apply close variant keyword matching to all exact and phrase match keywords. Close variant matching is already an optional setting (which will now be mandatory) within […]
Reach & Frequency: The Forgotten Dimension Of GDN On AdWords
The Reach and Frequency report lives under the Dimensions tab in AdWords; yet this information often gets overlooked in favour of analysis on areas such as geographic location or time of day. What Can You See From This Report? Very simply, this report shows the following: Reach: The number of…
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How We Increased LinkedIn Ads CTR 152%
One size fits all doesn’t work well in PPC given how rapidly the industry changes. Here at SEER, we have a vast array of clients with different goals, KPIs and target audiences and are constantly looking for new ways to get in front of the right people. So, when we needed to grow awareness and […]
Think Twice Before Using Top of Page Bidding in AdWords
What we did While bidding to the top of the page isn’t always the best strategy for paid search, it can be a good strategy depending on your goals, i.e. focusing on clicks or awareness, being the most competitive for certain terms, etc. We recently had a client who was hitting the end of their […]
Should You Be Bidding On Your Brand Terms For Your Search Ads?
While many advertisers have bought into the idea of bidding on search terms that include their brand name, there are still plenty of smart people that question the incrementality of such a practice. We’ve questioned it ourselves, most recently in a 2012 study. That study looked at incremental…
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Reassess How You Prioritize Your E-Commerce PPC Campaign Builds
Over the last couple of years, the prioritization of e-commerce PPC campaign builds has shifted dramatically. With the rise of Google Shopping and with dynamic solutions now available to advertisers, standard Search Network text-ad campaign builds fall down the priority list. In today’s world…
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Three Tales of PPC Geotargeting Successes
With the roll out of bid modifiers by geo, tailoring your PPC strategy to specific geographies has never been easier. We here at SEER have been playing around with a few different ways to think about and test geo strategy. (Please read the following in your best Ira Glass.) Today on our program, three mini […]
Everything a CMO Must Know About the Digital Marketing Landscape
It can be very hard to bring classic marketing CMOs on board with digital marketing. Here are some aspects of digital marketing that you can use to create buy-in from CMOs.
Post from Clarissa Sajbl on State of Digital
Everything a CMO Must Know About the Digital Marketing Landscape
Why AdWords Dynamic Search Ads Work Better Than You Think
I have a confession: I used to hate Dynamic Search Ads. I’m sure some of you still do. For my part, I had used them unsuccessfully in a couple of accounts and decided they were no good. It wasn’t until a few months ago, when I saw this awesome presentation from Matt Umbro at SMX…
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The Impact Of Google Display Network Magazine Ads
In May, Google officially launched a new format for text ads on the Google Display Network (GDN) called magazine ads. Have you taken the chance yet to analyse what has happened to your text ads traffic since? Here’s what they look like: I’ve looked into a few accounts to spot what key…
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Remarketing Tips Born Of Years Of Experience
Retargeting is an awesome way to reengage traffic that hasn’t converted. Over the years, it’s evolved, and the tools have become more robust. With this development, we’ve uncovered some effective remarketing strategies. In this article, I’ll cover some ideas related to…
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How A PPC Fraud Ring Impersonated 300+ Advertisers In May 2014
Did you know that your paid search ads are susceptible to the same type of fraud that affects other forms of digital advertising? And we’re not just talking about click fraud here. The fraudulent tactic affecting PPC the most dramatically these days is a fairly insidious one that can be hard…
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Bing Ads Tweaks Its Tune: Desktop/Tablet Traffic To Be Combined, Adding Tablet Bid Modifier
You may recall last spring, Bing Ads issued a manifesto of sorts in response to Google’s announcement of Enhanced Campaigns titled Advertisers Deserve Control: “We do not believe bundling mobile, desktop and tablet advertising together in an opaque manner is in the best interests of our…
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5 Reasons to Try Facebook Advertising for the First Time
Not tried Facebook Advertising Yet? Here are handy 5 tips to get you started…
Post from Sarah Bradley on State of Digital
5 Reasons to Try Facebook Advertising for the First Time
How To Run Single-Device Only Enhanced Campaigns. It Can Be Done!
When I speak about Enhanced Campaigns, I invariably get an audience question like this: “How can I create single-device campaigns? I know it’s possible somehow, tell me how!” I recently figured out the answer. Why The Need For Single-Device Campaigns? I am not usually a proponent…
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