Mark Irvine's blog

AdWords Quietly Launches New Demographics Targeting Tab

As marketers, we know all too well that not all clicks are created equal. Not every ad impression will truly leave an impression and not all visitors to our site will convert. That’s why it’s important to know your target market and understand how to cater to your key demographics.Advertisers on the Google Display Network have the ability to view their performance by a user’s gender, age range, or, starting recently, parental status.

And while this was great insight into whom we were reaching with our ads, we were limited to view our demographic performance by only one demographic at a time. Complex decisions, like deciding whether you wanted to cater your campaign to target younger mothers (with presumably younger children) or older bachelors, are difficult when you can only view on... > Read more

October 06, 2014     |   Written by: Mark Irvine   |   Posted In: AdWords Tips   |   Comments: 4

The State of Mobile PPC: Past, Present, and Future [Data]

My fellow paid search advertisers, our world is always changing. It seems like we can’t go a month without a new ground-shaking announcement in this industry. Whether it’s policy changes, sitelink changes, changes to what impacts your Quality Score, new demographic targeting options – the paid search environment never sits still.

This is particularly true for advertisers who value the mobile market. The mobile landscape is growing and changing rapidly and it has real consequences for advertisers.Mobile ReachIt’s not news that it seems like everyone has a smartphone these days. In 2013, smartphone users officially became the majority in the United States:US Mobile PenetrationSource: Google: Our Mobile PlanetAs these devices become better and more affordable, and their networks become... > Read more

August 27, 2014     |   Written by: Mark Irvine   |   Posted In: Paid Search Marketing   |   Comments: 0

5 Mobile Ad Strategies You Need To Be Using

If you had the chance to read my recent post on why it’s so easy to fail at mobile advertising, then you’ll remember that we discovered:Mobile search volumes have been growing exponentially the past few years.Mobile CTR drops off 45% faster in lower positions than desktop or tablet.Search CPCs have been rising dramatically for mobile over the past 12 months.

The mobile impression share penalty is more dramatic that its desktop counterparts.These trends make the mobile PPC market appreciably harder to control. Advertisers without a clear mobile strategy are almost certain to fail. So what can you do to beat the mobile curse? Our Client Success reps here at Wordstream and our loyal blog followers shared their best tips:#1: Use Mobile Bid Adjustments to Control What You Pay for on MobileMo... > Read more

August 18, 2014     |   Written by: Mark Irvine   |   Posted In: AdWords Tips   |   Comments: 5

Why It’s So Easy to Fail on Mobile [Data]

Unless you’ve been living under a rock for the last few years, you already know that the mobile market is becoming increasingly important. The big guys know this too – last summer, Google pushed advertisers into mobile with the transition to Enhanced Campaigns, and Bing recently announced it would be following suit this September.

Experts are seeing mobile search volumes grow much faster than desktop, and some forecast they will even exceed desktop search volumes as early as next year.Mobile vs. Desktop Local Search Volumes (BIA/Kelsey Forecast)As mobile searches have been heating up, so have rumors about the implications for mobile advertisers. Rather than speculate, let’s quantify what’s important for mobile marketers out there today with real data. What’s a good CTR for mobile... > Read more

August 12, 2014     |   Written by: Mark Irvine   |   Posted In: Paid Search Marketing   |   Comments: 1
 
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