• No More Keywords -- No More Text Ads, Either?
    A few weeks ago, Google hosted its annual AdWords live stream to announce the latest batch of additions to its ecosystem. In keeping with tradition, the changes came fast and furious. For me, the most significant changes were a slew of new mobile ad units that deemphasize both keywords and ad text. Essentially, the role of the advertiser is to provide a properly formatted feed to Google and set the right bid amounts, and then let Google determine where and when to show your ad.
  • Mobile Ascends The Throne Of Search
    At its recent AdWords LiveStream 2015 event, Google announced that mobile search volume had passed desktop in the U.S., Japan, Canada and seven other undisclosed markets. The company used this as the backdrop for highlighting three features rolled out in the past year: 1) app promotional tools 2) cross-device conversions and 3) store-visit insights. Beyond its specific products, Google made some provocative statements ("the purchase funnel is officially dead") and tied its work on "micro-moments" to new AdWords opportunities. It emphasized three major industries: automotive, finance and travel. The implications are obvious to retailers, especially those in the emphasized industries, ...
  • 12 Rounds Of Search Marketing Insights From Mayweather And Pacquiao
    This past weekend brought the highly anticipated welterweight unification boxing match between Floyd Mayweather and Manny Pacquiao. While the fight went 12 full rounds, many fans felt they did not get their money's worth. Sometimes marketers can feel that way about search. (How's that for a segue?) Here are 12 boxing-inspired insights to ensure your search marketing lives up to the hype:
  • Five Deadly SEO Replatform Sins
    There comes a time when every company needs to look at its current technology platform to make sure it is cost-effective, productive, adapts with new technology, is scalable and meets business objectives. On the downside, most companies will evaluate many different platforms and involve only the tech team, ignoring the most important group of all: SEO. As a result, when it comes time to set up the website on the new platform, things can go horribly wrong. Many companies routinely make mistakes that result in a tremendous reduction of traffic, revenue and conversions. All of this can easily be avoided ...
  • Will Facebook Anthology Disrupt Video Advertising?
    Video advertising still kinda sucks. The persistent video advertising model typically forces viewers to suffer through 15-30 seconds of excruciating pain while waiting to view the content they actually want to watch. Anthology is Facebook's attempt at improving the video advertising experience by increasing both the quality and relevance of video ads.
  • Steal This Book
    Every year, agencies give away millions of dollars of free information. Go to virtually any agency website and you're likely to see dozens of whitepapers, webinars, blog posts, and interviews chock-full of free information on how to improve online marketing. And most of this isn't high-level, vague garbage but rather detailed tactical techniques that should actually drive real value to anyone who digests them.
  • Use Search To Maximize Recruiting Efforts
    Search engine optimization (SEO) is a specialized practice, but it's essentially relevant for all digital content, including content that's relevant to most businesses -- at least the ones that hire employees. To get all of your career content and open jobs listed in organic search, you have to start by using the same approach as with regular website content, and do three things.
  • SEM In The 'Mad Men' Era
    With the final season of "Mad Men" debuting this week, let's ponder what life for search marketers might look like in a world where Don Draper called (and drank) the shots.
  • Why Did Facebook Purchase TheFind?
    With its mid-March acquisition of the personalized commerce search application TheFind, Facebook showed it's getting serious about connecting people to products as much as to each other. TheFind melded search data to location-based purchase data to better hone product suggestions, so it's telling that Facebook acquired TheFind and immediate shuttered it, absorbing its technology and much of its talent.
  • Better RFPs: A Field Guide For Agencies And In-House Teams
    I have a lot of SEM agency friends who refuse to participate in RFPs (requests for proposals). Their rationale usually boils down to this: if you (e.g., the agency) wasn't involved in writing the RFP, you aren't going to win. Or to put it another way: With most RFPs, the "fix is in" -- there's an agency that has already won, but the marketing team has to go through the RFP process to appease procurement.
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