Be smart, advertisers. Here’s how to approach rising Google brand CPC
Branded keywords, or keywords that include the name of the advertiser bidding on those keywords, have long been a source of controversy...
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Is Amazon friend or foe? Retailers must weigh the opportunity before tapping revenue gains
One of the most discussed topics in e-commerce over the past 18 months has been The Amazon Effect. Amazon has been throwing its weight...
The big picture from Google Marketing Live: With multi-channel campaigns, Google aims to own the fun
Google Ads SVP of Ads and Commerce Prabhakar Raghavan on stage at Google Marketing Live Tuesday. SAN FRANCISCO – A trend that has been...
Google announces new ‘discovery’ ad formats, revamped Shopping experience, native placem
SAN FRANCISCO — Discovery is a big theme at this year’s Google Marketing Live, its annual event to unveil new ads products, held in San...
Welcome to the Golden Age of competitive research
Robert Brady, founder of Righteous Marketing, presented at HeroConf this year on what he’s calling the the Golden Age of competitive...
What happens post-conversion? It’s time we figure it out, together
Now that I’ve had time to fully digest HeroConf 2019, there was one main theme: what happens post-conversion. When a room of session...
If you’re not remarketing keywords, you’re missing out
As a small or medium sized business owner, you have been rocking it at PPC lately. You’ve got a few different campaigns running, you’ve...
Contextual audience targeting: Pivot your audience strategy from cookies to content
The 2018 European Union’s General Data Protection Regulation, or GDPR, started the snowball of data tracking and privacy regulation in...
Déjà vu! CMOs are bringing back always-on marketing
Inertia. Momentum. Mojo. We try to build and capitalize on these powerful forces every day to change and accelerate the initiatives that...
Learn how to get better returns from Microsoft Ads
Note: On April 29, Microsoft announced the rebranding of Bing Ads to Microsoft Ads. Microsoft Ads have always played second fiddle to...
We must demand a higher standard of quality for online advertising
We enjoy an ad-supported internet based on fair value exchange. Consumers incur virtually zero cost for consuming content like text,...
Bing Ads rebrands as Microsoft Advertising
First there was Microsoft adCenter. Then there was Bing Ads. Now there is Microsoft Advertising. Why we should care. The rebrand...
One-to-one-household marketing requires solving the ‘shareability’ problem
‘I’m going to open this column by repeating, verbatim, the opening line from another recent Marketing Land article: “At a time when...
Are you wasting money on Google Ads?
This is great news in concept, but the practical complexities of this opportunity can be overwhelming. This step-by-step guide from...
The time has come to optimize for IRLs rather than URLs
Sometimes we have this fight in our minds between reason and data. Should I trust my gut feeling or should I trust the data? Back when I...
Debunking the top 5 stereotypes of programmatic traders
Do you think programmatic traders’ jobs consist of basic data entry, playing around on computers and saying “no” to requests all the...
New customer acquisition vs. retention: 7 best practices for search
Like nearly all retailers, a large health and beauty organization is facing escalating competition and CPCs on search. The performance...
Here’s how digital word of mouth and search have converged
For many industry practitioners, including me, the Moz Local Search Ranking Factors report serves as a useful and reference throughout...
Window shopping 2.0: How visual search is revolutionizing digital fashion retail
The future of fashion retail is e-commerce, but the future of e-commerce is unclear. On the one hand, e-commerce grew 15 percent in 2018,...
4 stats on what wins on Amazon vs. Walmart
Previously, I’ve outlined some findings from Amazon benchmark reports in this column, but applying those findings across other retailers...
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