Blog Archives: Search Engine Advertising

June 1, 2016: Baidu LogoOn May 24, Chinese search engine Baidu made significant changes to the configuration of its paid advertising, including limiting the amount of ads that appear on the search engine results page. These changes will have lasting implications for B2B marketers.

The move was not unexpected. Following the death of a 21-year-old college student in April, Baidu’s paid ad policies came under scrutiny by the public, as well as the Chinese government. The student died after trying an experimental cancer therapy from an ad that showed up on Baidu. As a result, the company was criticized for unethical search ranking and ad placements and a public debate ensued over the ethical responsibilities of the search engine giant.

May 31, 2016: Last week, during Google’s Performance Summit, the company announced a series of exciting changes to their online services. The focus of the Summit was how mobile is shaping user behavior on Google around the world. With mobile on the mind, Google laid out how they plan on evolving in order to make the lives of both users and advertisers easier.

From AdWords to Analytics to Google Maps, Google plans on making big changes to some of their key platforms.

Here’s a look at the changes coming specifically to Google AdWords:

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.

February 25, 2016:

If you’re like me, you probably Pic1dedicated numerous hours trying to win your Fantasy Football league(s) this fall – not only for the glory, but also for the gratification that your hard earned time (and possibly $$) didn’t go to waste. You did all the research, took all the risks, and learned from your mistakes, all to come out on top (at least I did).

As a Paid Search Advertising Manager at KoMarketing, my job is to pretty much do the same. Looking at the parallels between the Fantasy sports world and paid search marketing, it’s easy to see that both can be approached in the same competitive manner.

Let’s take a look:

January 5, 2016: GoogleIn early December, Google dropped the “followers on Google+” social annotation for AdWords advertisers, as uncovered in an article from The SEM Post. This is announcement was just another indicator that B2B marketers can focus less on activity directly associated with Google+ in the new year.

This is also just one of hundreds of changes Google made in the past year when you take into account search updates, product announcements, and organizational changes. While its practically impossible to stay up to date with every major announcement from Google, there are certainly are a few that deserve more attention than others.

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

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