Your display advertising targets specific audiences, but what about your search marketing? It’s time to think beyond the keyword, and tailor your PPC campaigns based on who is actually viewing or clicking your ad. With a “people-based” approach to your search marketing, you can improve the cross-channel customer experience, optimize PPC campaign performance, and ultimately re-acquire customers and grow CLTV. Visit Digital Marketing Depot to download LiveRamp’s“How to Grow Customer Lifetime Value with People-Based Search Marketing.” About The Author Digital Marketing Depot Digital Marketing Depot is a resource center for digital marketing strategies and tactics. We feature hosted white papers and E-Books, original research, and webcasts on digital marketing topics -- from advertising to analytics, SEO and PPC campaign management tools to social media management software, e-commerce to e-mail … [Read more...] about Using Google Customer Match to optimize PPC campaign performance
d8nn / Shutterstock.com If you find yourself facing an overflowing toilet, you’re not going to deal with it from the confines of an ergonomic desk chair. There’s no time to sit in front of the computer and do your due diligence. Unless you happen to be deft with a plunger and a snake, you’re going to pull out your phone and look for a qualified problem solver as quickly as possible. But what happens when that first search result is nothing more than a phone number and two disjointed phrases, an incoherent mess reminiscent of what’s clogging up your pipes? You’re going to skip to the next item on the SERP in search of a solution. If you’re the plumber, how do you fix this problem? How do you make sure the person with the overflowing toilet calls you and not your competitor? Today, I’m going to dive into how the recent addition of ad extensions to call-only ads can help you earn business by presenting your prospects with a more coherent, engaging … [Read more...] about How to capture urgent leads with call-only ad extensions
Maybe you’re looking for ways to improve your paid search account, or maybe you’re looking at your agency’s newest prospect with fresh eyes. It could be that performance seems to be off lately, or maybe you’re just looking for some new testing ideas. Whatever your reasons, auditing even the most well-kept account is sure to stir up some opportunities for improvement. Not sure where to start? Read on for post one of a two-part series detailing the steps of a comprehensive paid search audit. Get the scoop on the account. If it is your own account, then you’ll already have the background, but if you’re auditing an account on behalf of someone else, you’ll want to be sure to get the full historical picture before you get started. Some questions to ask: Who are the targets? How is performance measured, and what are the goals? How do they track success back to the bottom line? Are there secondary goals? Are there other channels running, and if so, … [Read more...] about The nitty-gritty paid search account health check: Part 1
You’ve got to hand it to the folks at Google — the idea of quality score is pretty brilliant. Unlike most search engines born in the ’90s, Google realized that the success of paid search advertising was directly tied to the quality and relevance of their paid search ads. After all, if someone searches for “best dog food for rottweilers,” and the first result they see on the SERP is a handful of text ads selling Toyota hatchbacks, they aren’t likely to be wowed by your search engine. If people think your search engine is lousy, they won’t use it… which means no one will pay to advertise on your search engine, either. But, if you incentivize advertisers to create ads that are relevant to a user’s search, you can maintain the quality of your SERP and still make money from paid search advertising. The solution? Quality score. Now, if you’ve been doing paid search advertising for a while, quality score probably isn’t a new … [Read more...] about Quality score in 2017: Should you care?
Google has long touted the growth of queries with local intent, such as those that include the words “near me” or a location name, such as a city. Over the past couple of years, the search giant has set about to monetize this ever-growing segment of queries. Whether directly on its own domain, such as with Local Inventory Ads, or in its popular navigational app, Google Maps, new local formats are beginning to deliver meaningful shares of both brand and non-brand traffic. It’s likely to have an even more dramatic impact this holiday season, as 2016 data showed strong growth of Local Inventory Ads and Google Maps ads leading up to Christmas Day. Local Inventory Ads (LIAs) are a variation of Google Product Listing Ads that include local information about available products at certain retail locations. Retailers have increasingly adopted this format over the past couple of years, as Google has grown the prevalence of these ads for any queries that display local … [Read more...] about Google locally focused ads poised to play important holiday season role for brick-and-mortar brands