By Ryan Kh October 12th, 2017 AdWords is an excellent source of high-converting web traffic. I have had colleagues that have used AdWords to generate over 50% of their business for several years. But for marketers without a background in PPC, Adwords can be hard to crack. One of the biggest challenges new marketers face is … Continue reading Adwords: Higher Conversions & Lower CPA With Manual Bidding
One of the largest users of people-based marketing, PCH first launched header bidding with the OpenX ad exchange this past summer. Barry Levine on February 14, 2017 Publishers Clearing House (PCH) is best known among the general public for its free-to-play, chance-to-win promotional sweepstakes. Among marketers, it’s also known as the holder of one … Continue reading Publishers Clearing House attributes 26 percent revenue lift to header bidding
Columnist Kevin Lee explains the ins and outs of header bidding in programmatic display and how it will make its way into other forms of media. Kevin Lee on January 5, 2017 Header bidding is all the rage in the programmatic ecosystem at the moment, and it signals a significant shift in the way … Continue reading How programmatic and header bidding will disrupt all media in 2017
Contributor AJ Wilcox bucks the conventional wisdom and outlines a process for maximizing ROI for your LinkedIn Ads. AJ Wilcox on December 29, 2016 While consulting with companies on their LinkedIn advertising initiatives, I routinely get asked, “How should I bid? CPM or CPC?” I very quickly noticed that my response is very different from … Continue reading LinkedIn Ads: CPC vs. CPM bidding — Stop saying, ‘It depends on your goals’
Time-of-day bidding enables agile adjustment to holiday season volatility. If you manage paid search marketing and your business is retail, the weeks between Thanksgiving and Christmas probably don’t give you much time for sober reflection. Retail is intensely seasonal, and that is as true online as it is in stores. Search engine marketers generally … Continue reading ‘Tis the season to optimize search bidding
Elizabeth Marsten — November 24, 2016 — November 24, 2016 The holidays are nearly here, and PPC marketers are already in overdrive. As a rule of thumb, the holiday season means more impressions, more click-throughs and (hopefully!) higher conversion rates. However, there might be some paid search marketers out there who’re procrastinating and will dive … Continue reading Budgeting and Bidding Strategies for Paid Search During the Holidays
Columnist Mark Ballard explains how we can use statistics to supplement our conversion data and intuition when deciding on keyword-level bids in AdWords. Mark Ballard on November 14, 2016 Paid search is an industry that’s grounded in data and statistics, but one that requires practitioners who can exercise a healthy dose of common sense … Continue reading Coaxing smarter paid search bidding decisions out of sparse conversion data
Why conventional bidding methods leave money on the table. Generating keywords that effectively identify search engine users as likely prospects for a successful campaign is a deeply intuitive process. And with large campaigns incorporating thousands or even millions of keywords, managing keywords can be a full-time preoccupation. For all the sophistication that search engine marketing … Continue reading Are you still bidding like it’s 2007?
Bidding on your competitors’ brand terms could yield positive results, but columnist Jacob Baadsgaard warns that it might cause problems in the long run. Jacob Baadsgaard on September 16, 2016 These days, bidding on your competitors’ branded terms has become a common practice for paid search advertisers. To be honest, the logic behind this trend seems … Continue reading Bidding on the competition: Is it really worth it?
by Dionte Pounds July 30, 2016July 30, 2016 Digital marketers love automation. No secret there. With as many different target markets and key metrics as we have to monitor, any rules or reports that we can automate to save a few minutes here and there add up over time and help us breath easier. Bidding … Continue reading 4 Stress-Free Tips for Manual Keyword Bidding