Author Archive: Joseph Vivolo

3a10722 Joe Vivolo is the Director of Search Engine Advertising for KoMarketing.

April 5, 2016: A little more than one month after Google announced it would no longer be serving paid ads on the rightpay-per-click sidebar in desktop results, advertisers and marketers alike are still adapting to the changes.  Earlier in the month, my colleague Michael Pickowicz gave us a great primer in the many different implications that would have on the search space, and if you haven’t or if you are unfamiliar with the changes I suggest you start there.

Here I’d like to take the next step and discuss tactics that marketers can use to adjust to the changes in the ad space and continue to drive results in paid media.

October 20, 2015: 2016 mobile ad spendOur browsing habits and search engine usage has undergone a significant shift over the past decade. Mobile device connectivity continues to take more and more of our time, focus, and energy. Portability and function have become more important for the average person than having a powerful desktop environment. The experts agree that the way people are searching, browsing, and accessing information has changed and will continue to do so over the next several years.

  • According to Search Engine Land, digital media usage has grown 49% and mobile app usage has grown 90% between June 2013 and June 2015.

August 11, 2015: Google AdWordsWe often are presented with a range of unique challenges when trying to demonstrate the value and impact of our search engine advertising campaigns. Not only will we often uncover several different conversion “actions” on a website, but it is not unusual for several to function more closely towards lead nurturing objectives instead of generating direct sales action.

The extended sales cycle we face in B2B online marketing adds to the confusion. So what is the best way to report on the day to day activities of a paid search campaign, allowing advertisers to get a better picture or understanding of the value behind their paid search statistics? Here are three essential metrics.

June 16, 2015: Shortly after its launch, my colleague Mike Pickowicz wrote a great post calling Google’s callout extension a “no-brainer” for most advertisers. His post did an excellent job explaining some of the features and benefits that the callout extension has to offer.

Example of AdWords Callout Extension

It’s pretty common for clients to believe that the callout extension, with its natural scheduling features and short text limits, is much better suited for consumer or B2C sales. While that argument has merit (and by no means are callouts a magic bullet for better advertisements or CTR), there are several ways B2B advertisers can leverage them to change or enhance their existing ad messages beyond just taking up more real estate.

March 3, 2015: One of the key responsibilities of a search marketing agency is in staying up to date on enhancements, features, and new functionality associated with the search engine marketing space. Fortunately, Google has made this a bit easier AdWords professionals in setting up a dedicated page which highlights changes and enhancements by month, with references to help center articles and the announcements themselves.

New AdWords Features

Monitoring updates, testing new features, and regularly examining and optimizing tactics are all key components of a successful search engine marketing strategy – however, sometimes we need to go back to the basics and make sure we are utilizing the tried and true best practices.

January 29, 2015: As I reviewed Salesforce 2015 State of Marketing report, I was encouraged to read that even though search engine marketing took a backseat to more “popular” programs such as social media and mobile marketing, it is still considered a highly valuable and effective component of the marketing mix.

Salesforce 2015 State of Marketing report

As the chart above reveals, SEO and SEM were ranked 4th in popularity and effectiveness, and 31% were piloting or planning an SEO / SEM initiative in 2015. More importantly, 62% of those surveyed indicated they were increasing budget for SEO and SEM in 2015.

Salesforce 2015 State of Marketing report

November 20, 2014: Click-through rate (CTR), very simply, is the number of clicks your ads have received divided by the number of total impressions. Specific keywords as well as ad creative variations will all have individual click-through rates.

Evolution of Google's Search Results Pages & Effects on User Behaviour

The Benefits of Having a High CTR:

Click-through rate is one of the most important factors in Google’s Ad Rank formula. This means that CTR is key in determining your Quality Score. This, in turn, affects several things:

  • Your ad position is determined by your maximum cost-per-click (CPC) bid and by Quality Score – exclusively.

June 5, 2014: Google AdWordsValueTrack is an easy-to-use AdWords URL-tagging feature. ValueTrack works with Google Analytics or your own tracking solution to provide detailed, useful data about each click on your paid search ad. You can use this information to fine-tune your campaigns and settings for better performance.

In order to use ValueTrack, you first need to add a special tag to your ad’s destination URL. Then, when a customer clicks your ad and visits your website, ValueTrack records certain details about the ad in the URL. Details can include the site where the visitor clicked your ad, the specific ad that was shown, the keyword that caused the ad to appear, and more.

April 7, 2014: There are a number of ways B2B companies can make their advertisements more effective.  Sitelinks, for example, is a tool that can help advertisers gain additional presence on the main page (see example below) when they are in one of the top advertising positions.

AdWords PPC Sitelink Example

In the above, “Current Mortgage Rates,” “First Time Home Buyer,” etc. are examples of sitelinks, additional hyperlinked text that goes to a separate landing page from the main text link above it. Think of it as a smaller sitemap that’s displayed on the search engine results page.

February 3, 2014: Google Shopping is one of the more underutilized PPC strategies for B2B companies, especially those that have an e-commerce component to their online marketing strategy.  Why?  Because many B2B marketers fail to realize that Google Shopping is now integrated with AdWords, putting this area of prime real estate in search results in optimal paid advertising position.

Shopping Results in Paid Listings

Because the Google Shopping results utilize photos, they tend to draw more attention than the other text ads on the page. Google Shopping results also send searchers directly to product listings, arguably making the path to conversion easier.

Contact KoMarketing

If you have questions or would like to talk with us about our online marketing services, call us at 1-877-322-2736 or use our contact form to get in touch with our leadership team.

chris-long

"KoMarketing takes PPC management to a completely different level of focus on performance and commitment to client business goals." – Chris Long, CMO, L-com Global Connectivity

Subscribe to our free quarterly newsletter to get the latest recommendations for B2B SEO, PPC and social media marketing: