Blog Archives: Search Engine Advertising

July 27, 2016: Chinese Search EnginesWith 688 million Internet users and growing, China has become a compelling market for Western companies looking to expand globally. What makes it this market even more enticing is the number of Chinese Internet users is growing at a rate that far surpasses that of most countries, which speaks to the business growth potential in the marketplace.

Despite the incredible potential, China is a unique market, and many companies lack the knowledge and expertise necessary to succeed in online marketing in China. In fact, most marketers have no idea where to start.

As a digital marketing agency providing international services, we often suggest our clients start with the search engine. It’s the ideal entry place to begin gaining visibility and traction in a new marketplace.

The goal of this article is to give B2B marketers an idea of why search engine marketing is important in China and why Chinese search engines are different from Google or Bing, or other Western search engines.

July 6, 2016: So, by now, several of you have been given access to Google AdWords expanded text ads beta, which offers some really exciting and sweeping changes to the length and parameters of ad creative.

The table below tells you some key differences and advantages of expanded text ads compared to their vanilla counterpart.

Some back of the napkin math tells you that the expanded text ads have 45 more characters available for use.  Since the description lines are consolidated you don’t have to do anymore word order gymnastics to get your longer words to fit towards the end of the first line of description text.

Factoring this in expanded ads give you about 50% more space in which to craft your ad messages.

So, knowing that soon all campaigns will have expanded text ads at their disposal, the question is: How can B2B advertisers best utilize the changes to craft more effective ads?

Let’s take a look:

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.

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.

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"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

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