Did you know that Google spent $5 million to influence politicians just last quarter? And that was doubled from the quarter before and may double again this quarter. Facebook spent a boatload too, but not as much Google. Microsoft spent even more. In my home state of Texas, over-eager tax collectors are auditing SEO firms for back sales taxes. Nevermind that for years the law has been interpreted to mean that service firms are exempt from sales tax. Oh yea, and thanks to the Texas Comptroller, Amazon will pay a fine and start collecting sales tax in Texas beginning July 1. I’m going to rent a UPS box in Oklahoma, I think. But can you guess who isn’t paying attention? Search Engine Marketers. Look at the headlines in any of the leading SEM trade magazines. Go to the forums. Read the Twitter streams of prominent search marketers. Most SEM news is about algorithm chasing or new things that Google or Facebook has done to piss us off. We’ve also got tips and tricks and … [Read more...] about Who Has Search Engine Marketers’ Backs? No One
Search engine marketer
Regardless of medium, the best marketers know cross-channel integration is key, and the exchange of information between channels should be a two way street. The world of online marketing is no exception, as more and more search marketers are looking to search retargeting as a way to leverage their knowledge of search engine marketing over into the rapidly evolving world of online display advertising. There are several motivations for search marketers to get involved with display advertising. These include: Lower CPC costs. In many cases, CPC costs are lower in display than they are in search, especially in verticals where there is significant competition exists and keyword prices are bid up to levels that make it uneconomical to further increase bids. Increased Reach. While search marketing can be highly effective, search marketing often offers limited reach, and advertisers are often looking to target a larger audience. Increased Frequency. In search, frequency is limited, as the … [Read more...] about How Search-A-Likes Can Improve Both Search Retargeting and Search Engine Marketing Campaigns
On Thursday, March 13th, I will be presenting on the Extreme Excel Excellence panel at SMX West with John Gagnon and Brett Snyder (moderated by Chris Sherman). In the session, we will be delivering power-user tips for marketers using Excel, and Chris has raised the bar very high for us to deliver truly advanced-to expert-level hacks on what has become the most commonly used software platform in the digital marketing industry. In my time here at Search Engine Land (this will be my 148th post), I’ve written about best practices, innovative technology and the business of paid search. However, the series of articles from which I have by far received the most reader feedback have been the pieces I wrote in 2009 regarding Excel for SEM Applications: Excel For SEM Applications Mini-Guide Part 1 – Conditional formatting, Concatenation, Length Formula Part 2 – Select only visible cells, Macros, Create a Table of Contents, Set Print Area Part 3 – More Excel resources, … [Read more...] about Excelling (Again) At Excel For Search Engine Marketers
For an industry that’s only been viable for about 15 years, search engine marketing has provided a strong career option for many of us — most of whom (like myself) have literally fallen into the field. I remember working for one of the first large search agencies in 2006 and asking my colleagues their backgrounds. Surprisingly, very few of us had marketing degrees. My peers majored in things like English, philosophy, journalism, communications, engineering, law, and even in film (me). One of my brothers-in-law is an architect. The other is a doctor. Careers like those have fairly clear paths from start to finish, but in a nascent industry such as search marketing, there has yet to even be a retirement class to follow. For those of you reading this today: What’s your path in this industry? How do you plan to grow your career? Following are seven potential paths for your search marketing career. Staying A Practitioner Hey, “if it ain’t broke, don’t fix … [Read more...] about Where Do You Go From Here? 7 Career Paths For The Search Engine Marketer
As of the time of this writing, it’s been just over 3 weeks since the release of enhanced campaigns, the biggest upgrade to AdWords in the last 5 years. Initially, search marketers reacted with panic and concern – an online petition appeared, asking for Google to bring back more granular targeting options in AdWords! Are Search Engine Marketers Warming up to AdWords Enhanced Campaigns? Let’s find out! Enhanced Campaigns Disliked by People Who Hadn’t Tried It Yet At my company, WordStream, we conducted an informal poll of approximately 200 advertisers who attended one of our webinars, on Friday February 15 – just over a week after the initial launch of enhanced campaigns. We asked advertisers if they had a chance to use the new enhanced campaigns in AdWords, to which just 14% of advertisers said yes, as illustrated in the webinar screen capture below: Now, even though only 14% of respondents had a chance to try out the new enhanced campaigns, when asked a … [Read more...] about Are Search Engine Marketers Warming up to AdWords Enhanced Campaigns?