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Archive of Search Engine Advertising Posts

How B2B Companies Can Use Sitelinks For More Effective Advertisements

Written by Joseph Vivolo April 7th, 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.

5 Key Considerations for Setting Up a Baidu PPC Account

Written by Lena Xu March 13th, 2014


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

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.

Unfortunately, setting up a PPC Advertising initiative through Baidu isn’t as easy as it sounds, especially for those B2B marketers used to Google AdWords and Bing AdCenter; even though the functionality is quite similar, administration is considerably different.

Our Favorite Online Marketing Posts of 2013

Written by Casie Gillette December 19th, 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.

A Guide to Retargeting (Remarketing) for B2B Marketers

Written by Joseph Vivolo October 7th, 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.

Ways B2B PPC Advertisers Deal with Ad Blindness on Google AdWords

Written by Joseph Vivolo June 27th, 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.

How B2B Ecommerce Vendors Can Get Listed in AdWords Seller Ratings

Written by Joseph Vivolo May 30th, 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

You’re Not eBay. Why Paid Search Still Makes Sense for B2B Marketers

Written by Joseph Vivolo April 23rd, 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.

Four Reasons Why Facebook Power Editor Is an Essential Tool

Written by Michael Pickowicz January 22nd, 2013

Facebook Advertisement has seen a rise in effectiveness over the last couple of months, evident in Samsung’s recent success where the company saw almost 13 to 1 returns. As companies’ advertising dollars continue to be budgeted to Facebook, agencies need to effectively manage large volumes of Facebook Ad campaigns. Luckily for agencies, Facebook offers the Power Editor, an endlessly helpful tool that makes Ad changes on the fly.

Facebook Power Editor is similar to Google Adwords Editor in that it allows for mass edits to be made on multiple campaigns and ads. The advertiser can import all data from an account, make a variety of changes to the ads, and export them back into the account.

In this post, I’ll focus on the four unique features that set Facebook Power Editor apart from Google Adwords and that make it an essential tool for any Facebook advertiser.

How to Avoid SEO Fraud: 10 Clarifying Questions to Ask

Written by Derek Edmond December 28th, 2011

With search engine optimization being one of the most effective tactics for the B2B marketer, budgeting for SEO will certainly remain available in 2012. That said, with almost no barrier to entry and a limited industry standards, choosing an SEO vendor can be a precarious proposition.

While it does not surprise us to find a lack of quality information about SEO when meeting new prospects, this certainly becomes troubling when that organization has been burned by a bad SEO relationship in the past. Misconceptions and SEO fraud hurt the industry in general, evidenced recently in a few mainstream examples.

If your organization is looking for the right SEO partner, or you know of one that is, here is a list of questions to consider when interviewing the prospective vendor. Hopefully this will help your organization avoid SEO fraud and build a foundation for an effective SEO partnership moving forward.

Search Engine Marketing Process: The Relationship Between PPC, SMM, & SEO

Written by Derek Edmond March 7th, 2011

We receive a lot of questions about our “search engine marketing process”. For KoMarketing Associates, our search engine marketing process, revolves around a comprehensive search engine marketing plan. That plan includes three core components: pay per click advertising, social media marketing, and search engine optimization.

Even though these solutions can be handled separately, there is tremendous value in the integration of all three, and in coordination with the organizations’ marketing program in general.