Blog Archives: Search Engine Advertising

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.

October 8, 2014: At the beginning of September, Google announced that it was adding another member to its ad extension family in AdWords. The extension is called “Callouts” and it adds non-linkable bullet points to any search ad. Throughout the month, AdWords has started rolling out this new extension to eager advertisers.

Callout Extension Overview

The easiest way to describe the Callout extension is simply Sitelinks without the links.

AdWords’ Callout Extension

July 14, 2014: Baidu2014
In our last Baidu blog post, we introduced the basics for setting up a Baidu PPC account. Setting up a Baidu PPC account is just the beginning as B2B online marketers must consider the ongoing management and continued refinement of their Baidu advertising program. In this article, we present you 5 important tools essential to Baidu PPC Advertising: The Baidu Keyword Tool, Bid Estimate Tool, Search Terms Report Tool, Baidu Analytics and The Baidu Editor.

Baidu Keywords Tool:

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.

March 13, 2014: Baidu2014

Baidu is the world’s largest Chinese search engine and holds more than a 60% share in the Chinese search engine market. Worldwide, Baidu is the 5th largest destination online, in terms of traffic ranked relative to other sites, based on data from Alexa.com

As such, Baidu presents an attractive opportunity for B2B marketers looking to achieve visibility in the Chinese market. Baidu PPC Advertising is one mechanism for B2B companies to enter Chinese market via online marketing.

December 19, 2013: Favorite Posts of 2013Wow! It’s hard to believe that 2013 is coming to a close. It’s been a fast but fantastic year here at KoMarketing as we’ve welcomed new employees, travelled across the US and China, and moved to a new location in downtown Boston. We’ve also been very fortunate to have amazing clients, partners, and industry friends that we’re so thankful for.

As the year draws to a close and we reflect on all the things we’ve done this year, it’s also nice to look back at all the things we’ve learned. After all, it’s been a crazy year of updates from both search engines and social networks, and 2014 promises to bring more of the same.

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

Contact KoMarketing Associates

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.

Jodi Coverly

"I worked with KoMarketing during my time at Pongo in a variety of roles. At first, they were doing the work for us, but in the end, they trained my growing team on Search Engine Marketing (SEM). Their education of the importance of Search Engine Optimization (SEO) led to us launching a job search blog, over 30 learning center articles, and a social media campaign. I would not hesitate to recommend the KoMarketing team for any size project you may have." - Jodi Coverly, Marketing Manager, Pongo LLC

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