Adam Shain Posts from the Internet Marketing Blog
It’s been almost a month since my colleague Tony Testaverde and I made the short trip to New York City for the ClickZ Live conference. For those unfamiliar with the event, ClickZ Live was formerly known as SES Conference and Expo and is one of the preeminent gatherings for online marketers with big-name keynote speakers and industry thought leaders in virtually every panel.
I haven’t had the chance to attend many conferences before, so I was really looking forward to meeting other search practitioners and learning from the great lineup of speakers. Plus, the venue totally rocked and the NIT champion Minnesota Golden Gophers were staying there as well (the championship game was held at Madison Square Garden on the last day of the conference).Because we’re more interested in the search ... > Read more
Yesterday, Google announced that it was releasing a major change to its Ad Rank algorithm, which determines the order of the paid search ads on each SERP as well as how much advertisers pay in the ad auction. In a nutshell, Google is now using the presence and performance of ad extensions in determining Ad Rank.
Previously, Ad Rank had just two components: your Max CPC Bid (the most you were willing to pay per click) and your Quality Score (Google’s assessment of the quality of your keywords, ads, and landing pages). Now, the formula has three components: your Max CPC Bid, your Quality Score, and, as Google puts it, “the expected impact from your ad extensions and formats.”I was chatting with our founder, Larry Kim, about the change, and he noted that this change is bad for sma... > Read more
So you’re advertising on mobile devices. What now?As most advertisers know by now, one of the biggest changes in Google’s new Enhanced Campaigns is that they target all devices. After the upgrade, this means that at least a portion of your impressions are coming from users on mobile devices – even if your market is primarily desktop based.
Sure, you can set your mobile bid adjustment to -100% to effectively turn off mobile (although Google has noted that even this won’t guarantee that your ads will never be displayed on mobile devices) but if you’re like most WordStream users, then you are either willing to experiment with mobile or you simply haven’t gotten around to changing the bids.And this isn’t a bad thing. More and more search usage is shifting to mobile devices, and s... > Read more
Mobile devices are playing a larger and larger role in the life of a paid search marketer and it is projected that a quarter of all paid clicks on Google will come from mobile devices by the end of the year. That’s basically a 500% increase from the beginning of 2011! Silently but surely, Google has a mobile product portfolio readied for the burgeoning mobile search market.
This wouldn’t be such a big deal if all you had to do was make sure that high-end mobile devices are enabled for your campaigns. However, you and I (and everyone else with a smart phone) knows that searching on a mobile device is a vastly different experience than searching on a desktop.The format of the results page is different. The keyword is different. User intentions are different. Competition is different. And ... > Read more
To Bing or not to Bing, that is the question – for countless advertisers who are considering whether to advertise on Bing (and Yahoo!). The pros are pretty clear. Advertising on Bing gives you access to roughly 30% of the search market. If you play your cards right, that’s 30% more impressions. And 30% more clicks.
To top it all off, costs per click (CPCs) on Bing tend to be a little cheaper than AdWords, so advertisers can potentially get a higher ROI on their PPC spend.Now I know what you’re thinking – more impressions, more clicks, better ROI –there has to be a catch right?And there is.In order to access Bing’s share of the market you need to set up a separate account on Microsoft adCenter. This means you need to have new campaigns, new ad groups, new keywords, new ads and n... > Read more