Building out Product Listing Ad campaigns in Google AdWords with single product or single SKU ad groups has become a fairly common practice. The idea being that isolating each product into its own ad group gives advertisers more control over which item gets served for a given query and enables faster product-level performance analysis and more granular bidding strategies. A new paper from CPC Strategy challenges this approach to PLA management. It’s not a new position from CPC Strategy, but CEO Rick Backus says, “We were surprised to see how quickly this SKU-level build out strategy gained traction in our industry. Internally, our tests showed that it was a very basic and primitive way to structure PLA campaigns, but somehow it’s perceived as this ‘cutting edge’ strategy. We pretty much set out to debunk that perception.” The company says the single product PLA ad group approach is: Difficult to manage effectively even with bid automation in place … [Read more...] about Do Single Product PLA Ad Groups Strangle ROI?
Debt sellers and buyers group
As I reported at Search Engine Land last week, Yandex has penalized link sellers in their latest effort to fight efforts by link spammers to manipulate their search results.Yandex has penalized hundreds of link seller web site's TIC score, similar to Google's PageRank, in part of their AGS penalty algorithm.The AGS algorithm specifically targets link sellers. Yandex also has an algorithm that targets link buyers which is named Minusinsk.Supposedly, several hundred sites were penalized in this latest update, including large ones.In March Yandex dropped links from part of their algorithm and then brought it back in April.Forum discussion at Threadwatch.This post was pre-written and scheduled to be posted today. Have a happy, healthy and sweet new year! … [Read more...] about Yandex Slaps Link Sellers
If you have a love/hate relationship with buyer personas, you’re not alone. According to a 2016 survey by Customer Think, 72 percent of marketers are familiar with these personas, and 60 percent have created their first persona within the last two years. Unfortunately, lots of search marketers are confused about how to use their personas or are frustrated that their personas are not producing the hoped-for results. For this reason, buyer personas have been criticized as an exercise which, although well-intentioned, can distract marketers from actually producing meaningful deliverables. So, let’s get practical. A typical buyer persona contains a lot of “touchy-feely” stuff: the interests, values, behaviors and pain points that motivate a particular market niche, all wrapped up in a cutesy name and a stock photo picture to match. That’s nice, but it often isn’t all that useful when it comes to marketing metrics like cost per click (CPC) or return on … [Read more...] about How to use your buyer personas to build your 2017 search marketing budget
Along with spam and malware, bad ads — whether they’re for illegal or counterfeit goods, delivering malware or trying to scam users — are a scourge on the internet, eroding trust and poisoning the environment for legitimate marketers. A few months ago, folks at some of the internet’s biggest ad sellers — AOL, Google, Facebook, and Twitter — began talking about collaborating to fight this universal problem. The result is the Ads Integrity Alliance, an industry initiative launching today under the aegis of non-profit StopBadware, and also involving the Interactive Advertising Bureau (IAB). These charter members plan to collaborate in a few different ways. First, they’ll work to develop and share definitions of bad ads, make industry policy recommendations and establish best practices. They will also share information about specific bad actors, who may be buying ads across a variety of sellers. They’ll also establish ties to policymakers … [Read more...] about Four Of The Internet’s Biggest Ad Sellers Join In Ads Integrity Alliance
It’s not enough to have killer content anymore; you have to know how your audience will absorb that content. Creating killer content won’t do you any good if it’s not something your users actually need. Instead of jumping right into brainstorming content types, start by creating buyer personas and buyer journeys. This tells you who your buyers are and how they’re shopping, giving you a clear idea of what you need to produce to make their decision easily. Note that buyer personas and user groups are not interchangeable. Users use; buyers pay. Think about any kid’s toy. While the child will ultimately be the one using it, the parent is the one you need to create content for because they’ll be the one purchasing. For simplicity sake, let’s assume you only have one type of person you’re targeting, but in most cases, you’ll be marketing to a couple of different sets, so you’ll need to replicate this process for each of your … [Read more...] about 3 Steps to Create Buyer Personas & Buyer Journeys to Kick-Start Your Content Strategy