Miranda Miller's blog

Meet Bing Product Ads: Bing's Answer to Google PLA's

Just a few days after announcing the beta launch of Product Ads for Mobile, Microsoft has made Bing Product Ads available to all advertisers in the US. The new ad format, Bing's version of Google Product Listing Ads (soon to be replaced with Shopping Campaigns), allow advertisers to add rich images, prices and descriptions to ads appearing for e-commerce related searches across Bing and Yahoo.

Here's what the new Bing Product Ads look like:Bing Product Ads should definitely be considered for online retailers, given that the Bing/Yahoo network accounts for 117 million retail clicks a month, or 22% of all US retail paid clicks (comScore, June 2013).And Bing really, really wants you to use them – one of the key features is that advertisers can import right out of Google's PLAs. Alongside th... > Read more

March 26, 2014     |   Written by: Miranda Miller   |   Posted In: Paid Search Marketing   |   Comments: 1

Facebook Organic Reach Rapidly Approaching Zero

The organic reach of brand content on Facebook is rapidly dwindling, to the point you can expect it to peter out to nothing in the coming months.Facebook began restricting the organic reach of Page content in 2012 and has since seemingly given up on telling marketers they aren't going to have to pay to play.

In fact, Ogilvy cites anonymous "Facebook sources" as telling community managers they can expect Facebook organic reach to plunge to absolutely nothing in the foreseeable future.In their analysis of more than 100 brand pages in February 2014, Social@Ogilvy found that Facebook’s organic reach is just 6%, with large pages over 500,000 followers seeing just 2% reach. (Meaning, the bigger your brand, the more you're being pressured toward paid content.) These numbers are rapidly in decli... > Read more

March 12, 2014     |   Written by: Miranda Miller   |   Posted In: Social Media   |   Comments: 4

Bad Ads, Worse Ads, and Very, Very Bad Ads: The Worst of PPC

Larry Kim has been sharing a lot of research lately on the traits and features of winning AdWords campaigns, from those with mega-high click-through rates to those with best-of-the-best Quality Scores. In the course of seeking out examples of advertisers doing all the right things, we found many more who are getting it oh-so-wrong.

From dynamic keyword insertion abuse to crappy headlines and nonsensical ad copy, we've seen it all. What follows are a few epic fails I refuse to feel bad about pointing out, because someone really should have caught these by now. Is anyone home on the other end of these campaigns?Come, marvel at the mistakes, the missteps, the wasted opportunities. We're not just here to poke fun, though; there are important PPC lessons to be learned from each of the bad ads be... > Read more

March 06, 2014     |   Written by: Miranda Miller   |   Posted In: Search Engine Marketing   |   Comments: 9

More Ads Coming to Knowledge Graph: Google Testing Ads in Movie Results

Remember how we said wayyy back in 2012 that Google's Knowledge Graph feature was conditioning searchers to look to the right side of the SERP for information, where the ads usually go? Our conspiracy theory gets a little more credence today: According to Search Engine Land, Google is increasing their commercialization of Knowledge Graph and simultaneously promoting their Google Play service by testing movie ads in Knowledge Graph panels.

Back in 2012, this was just a theory and we had to give Google the benefit of the doubt – that Knowledge Graph truly intended to use this space for relevant, informative answers to questions and informational queries. But early on, Elisa theorized that Google had more nefarious intentions. What if Knowledge Graph was really about training the eye to see ... > Read more

February 20, 2014     |   Written by: Miranda Miller   |   Posted In: Paid Search Marketing   |   Comments: 4

Paid Ads Drive a Third of Traffic But Almost Half of Search Revenues – Here’s Why

As online shopping continues to grow as the commerce method of choice for US consumers, so too does the efficacy of paid search for internet retailers. MarketLive Performance Index data shows that as paid search drove 37.6% of all search traffic in Q3 2013, the channel produced a disproportionate 45.8% of all search revenues. That suggests, as we’ve said in the past, that paid search ads get the clicks with the most intent to buy.This was a 4.5% gain over the same period a year prior, when paid search accounted for 40.3% of search revenues. Online retailers are increasingly finding greater value in their paid search marketing campaigns.Image credit: MarketingCharts.comMobile traffic to the sites analyzed increased 56% YoY, with revenue from mobile visitors growing 65%. Tablet traffic was... > Read more

February 14, 2014     |   Written by: Miranda Miller   |   Posted In: Paid Search Marketing   |   Comments: 3

Uh-Oh, A Third of Your Display Ad Impressions Are Worthless! Here’s What to Do About It

Google Rolls Out Active View Metrics & Viewable Bidding to Counter Worthless Display Ad ImpressionsGoogle seems to be in the process of (finally) launching Active View features average CPM, viewable CTR and viewable impressions. I say “seems to be” as they have not yet made an official announcement, and no supporting material (i.

e., help documentation) is yet available.This is an important change because traditional impression-based bidding charges advertisers based on served  display ad impressions – a misleading figure, since, according to comScore, 31% of display ads are never actually seen by users. These features go some way toward correcting that shortcoming on the Display Network.Viewable CPM bidding allows advertisers to optimize their bids so ads appear in slots mor... > Read more

November 26, 2013     |   Written by: Miranda Miller   |   Posted In: AdWords Tips   |   Comments: 0

Small Business Saturday Advertisers: These 5 PPC Goofs Will Ruin Your Holiday Campaigns

Small Business Saturday might feel a bit weightier this year for many, given the shortened shopping period from Thanksgiving to Christmas. Individual retailers and restaurateurs participating in the annual holiday season kickoff plan to offer coupons, discounts and other holiday promotions, according to new research from American Express and the National Federation of Independent Businesses (NFIB).

This year, 70% of those participating believe it will help them attract new customers, and 67% plan to offer discounts to drive sales. Offering a free gift with a purchase is an incentive 33% plan to deploy. Notably, the number of small business owners planning to rely primarily on paid advertising to promote Small Business Saturday has doubled since 2012.Now in its fourth year, Small Business Sa... > Read more

November 22, 2013     |   Written by: Miranda Miller   |   Posted In: Paid Search Marketing   |   Comments: 8

Google Pushing Holiday Retailers to Use Both Text Ads & PLAs

Text ads and Product Listing Ads (PLAs) are more powerful used together, according to Google; in fact, using text ads alone means lower brand recognition, less site engagement and fewer online sales, they say.Google’s recent study, conducted in cooperation with research and consulting firm Millward Brown, shows that:People who see a brand’s PLAs and text ads are 75% more likely to search for that brand within 30 days than those who only saw text ads.

People who see both text ads and PLAs are 90% more likely to visit the retailer’s website. They are also more likely to visit product pages, add items to their cart, and click on store locator buttons.People who see both text ads and PLAs are 83% more likely to make a purchase than those who only saw text ads.Their findings pertain mostly... > Read more

November 20, 2013     |   Written by: Miranda Miller   |   Posted In: Paid Search Marketing   |   Comments: 3
 
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