Author Archive: Joseph Vivolo

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

October 7, 2013: B2B Marketing Budget Spending by ChannelAccording to research from American Business Media, B2B marketers are set to make increasing investments in digital advertising, specifically through search engine and mobile advertising, in the coming year, as detailed in a recent article from eMarketer.

A critical reason search engine advertising in particular is attractive for B2B marketers is because of the immediacy in performance measurement. Cost per lead, cost per acquisition, or cost per sale can easily be defined with PPC.

As these digital channels help pave the way for marketing initiatives in the coming year, B2B marketers need to consider options for investing their advertising dollars in the most effective tactics even within search advertising.

Retargeting (or Remarketing) is one such related option. This blog post will specifically explore retargeting as a tactical initiative for B2B marketers, including background, myths and misconceptions, and best practices.

June 27, 2013: There are many of us that have the unique position of having to write hundreds or thousands of lines of creative for the B2B audience (or god forbid, other marketers).   For this exercise let’s assume that all ads are created equally and they all are exactly as compelling to the average B2B buyer.  In that case, we must take important strides to do what we can to make sure our ads stand out in a sea of similar advertisements.

We can do this by maximizing geography and ensuring visibility.

May 30, 2013: Getting listed on Google AdWords Seller Ratings can have a host of benefits for the B2B ecommerce vendor; however this isn’t the easiest or most transparent of processes. You cannot opt in to Seller Ratings and it is not a readily available social extension through the AdWords interface. Instead, Seller Ratings consist of reviews from a select set of shopping and merchant portals across the web. Only these specific sites are recognized by Google merchant program and allow for their ratings to be shown in search results.

AdWords Seller Ratings

April 23, 2013: A recent study released by eBay, “Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment” refutes the value of paid search and claims an overall ineffectiveness both of branded and non-branded keyword ads.

Over a specified test period, eBay conducted a series of SEM campaign experiments that stopped running paid queries for brand based keyword strings in search results to determine if organic results picked up the clicks of the forgone advertisements. In addition, eBay selected a group of test cities in the US to cease all non-branded keyword advertisements as well, their tests initially found that in these areas revenue was not affected by the cessation of paid ads.

May 24, 2012: Retargeting (also called remarketing) is the act of serving display advertisements to users who have viewed specific pages on your web site as they browse other sites across display networks on the web.  It is an extremely effective and valuable method for interacting with your customer base.

So why aren’t more B2B advertisers utilizing it?

Problem: You are a specialized consulting firm and your site only averages about 10,000 unique visitors every month.

January 12, 2011: As AdWords has hundreds of individual pages with tips, help files, and tutorials I thought it would be helpful to put together a list of some of the questions I get over and over by seasoned advertisers and newbies alike.

Please browse the following list for some of the most commonly referenced AdWords questions and its corresponding page in the AdWords Help Center.

August 13, 2010: What is the Google Grants Program?

If you are currently working, own, or operate a 501(c)3 non-profit organization you may be eligible to receive an advertising grant from Google to raise awareness for your program through Paid Search advertising.

Here are the basic requirements:

  • You must have a website, and your ads must link to a page on your website.
  • The keywords you target must be relevant to your programs and services.
  • Your website cannot display revenue generating ads, such as Google AdSense or affiliate advertising links, while participating in Google Grants.

July 12, 2010: I’ve found that once people have determined what their ideal campaign settings are for a particular client they usually go into set it and forget it mode.  I’m going to go into detail about how we can use one specific section to get a little bit more out of our campaign settings.

Giving National Campaigns a Local Flavor

Normally when choosing to serve ads to the United States you’d simply pick the United States bundle under the Locations and Languages tab in the campaign settings.  Instead, try manually choosing each state from the list one by one.

June 21, 2010: It’s important to differentiate between a time-saving shortcut and one that has some serious drawbacks to the quality of your work or your relationship with your advertiser.

Here are a few “shortcuts” that I’ve found are important to avoid:

Failing to Use a Unique Login (Or Your Master Client Center) To Access the Account

The first thing you should do when you build an account for an advertiser or take over as the primary manager of an existing account is to associate a unique user name to all of your interactions.  This is important for several reason:

May 25, 2010:

Keyword insertion is a tactic used for creating ad copy, where rather than display a specifically crafted headline you choose to import the search query.  Due to character limit restraints not all searches can be imported as the headline, so a reserve or backup headline needs to be crafted.  Only keyword phrases that are under 25 total characters can be shown, and when the search query is too long, the pre-generated message would be displayed.

So using the above ad text as an example, if the search phrase was  PPC Management the ad would read:

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