At the end of 2014, I wrote that dynamic copy needed to be an integral part of paid search advertisers’ 2015 arsenal. I spoke to the positive results I had seen with Google AdWords ad customizers. Then in June, I presented a case study of the AdWords countdown customizer that showed the CTR and conversion rate to be higher on dynamic ads than on their static ad counterparts. Needless to say, I’ve seen great results with dynamic copy. As a follow-up to these posts, I wanted to see if advertisers made use of countdown ads this holiday season. As a reminder, here is what a sample countdown text ad looks like: Along with the countdown customizer, I looked at Shopping ads to see if advertisers were using Merchant Promotions. This feature allows Shopping ad units to include a “Special offer” link, which opens a pop-up that contains the promotion. In this pop-up is a countdown of how much time is left until the offer ends. On a daily basis from Nov. 23, … [Read more...] about How Much Did Countdown Ads Play Into Advertisers’ Strategies This Holiday Season?
Google ads how much
We’ve all read stories about the most expensive CPCs in AdWords — and while we may find these high CPCs surprising, I bet most of us don’t truly know how much we are bidding for our own keywords. How is that possible, you ask? As bid management has become more complex over the years, it’s very easy to lose sight of the final CPC that’s hidden behind layers of bid modifiers that are stacked on top of the base bid. The evolution of PPC bid management While I won’t say bid management was ever simple, there was a time when things were much more transparent. In the days of GoTo and Overture, bids were so transparent that bid jamming was a common practice; companies would bid a penny less than the max bid of their competitors to force them to pay the highest possible price. Then along came Google AdWords, where the final CPC became dependent on the Quality Score. While you could still see your max CPC, the bid that was used in the auction became impossible … [Read more...] about Do you really know how much you’re bidding?
How much SEO knowledge does a journalist need? Is it a key part of the job in the modern world, or should they just concentrate on writing? From my perspective, looking after the ClickZ and Search Engine Watch sites, it plays a big role in what we do. Especially this site – if we’re going to write about SEO, we should know what we’re talking about. I see it as being essential to the modern journalist or writer online. These skills will help you write for the web effectively and ensure that your content finds its audience. Let’s be clear though: the quality of content is the first consideration: if the article sucks then no amount of SEO knowledge is going to help. The ability to write is the thing. After that, it’s about giving the content you created and the site you write for the best chance in the search engines. This isn’t all down to the writer, but I think writers should be learning abut this. It’s a way to future-proof your career. The … [Read more...] about How much do journalists and editors need to know about SEO?
Nearly every business today must decide how much to spend on search engine optimization (SEO). This isn’t an if question. Robust online marketing is imperative for survival in a web-driven world. The question every business professional must ask is, “How much will we spend on SEO?” Keep reading for all the information you’ll need to make that decision, plus some helpful tips on how SEO agencies work so you can be successful as you forge a crucial partnership with an online marketing firm. SEO Payment Models To understand the dollars and cents discussed below, you must understand payment models used by agencies. SEO agencies typically offer four main forms of services and payment: Monthly retainer: In this model, clients pay a set fee each month in exchange for an agreed-upon array of services. The monthly retainer is the most common payment model, because it provides the greatest ROI. Monthly retainer arrangements usually include regular analytics reports, … [Read more...] about How Much Should You Spend on SEO Services?
It is not hard to find information regarding digital marketing budgets. Many papers and articles discuss what percentage of your overall marketing budget should be devoted to digital and, as you might expect, opinions vary greatly. Most of the published data is oriented toward consumer-oriented businesses. In this article, I will provide a framework to help B2B marketers determine their optimal spend on digital. The big picture The clear trend is that digital marketing continues to grow as a percentage of overall marketing spend. In fact, eMarketer predicts that digital will account for nearly 45 percent of media ad spend by 2020: As companies continue to expand their digital marketing programs, here’s a breakdown of specifically where they plan to increase their investment: Mobile is accelerating It cannot be overstated how much mobile will continue to grow and eventually dominate as the primary digital interface we use. The most recent CMO Survey predicts that marketing spend … [Read more...] about How much should B2B companies invest in digital marketing?