Posts Tagged ‘paid search’

What Has Helped Our Healthcare Clients Most Rapidly Respond to COVID-19

When the COVID-19 pandemic struck, the reality quickly became apparent that many healthcare organizations were ill-equipped to fight the COVID-19 battle. Healthcare has been stretched to new limits in inpatient volume, equipment shortages, and the sheer number of calls, emails, and inquiries coming from the patients/members, media, and government. So what has helped healthcare clients […]

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[Guide] Digital Health Jump Starts: Build Payor/Provider Resilience During COVID-19

COVID-19 appears certain to be a long-term challenge, with successive, overlapping waves of surge and retreat. Healthcare providers and payors remain immersed in the pandemic. Deaths and hospital admissions are well above normal levels, requiring emergency response measures to manage and care for thousands of patients. Many questions, nuanced by geographic and demographic considerations remain: […]

Automotive Brands are Digitally Cannibalizing Themselves

Digital marketers, working on behalf of the same brand across all three tiers in the automotive industry, are competing with each other. They are driving up costs for each other and providing inconsistent messaging and pricing to consumers. To give you a specific example, let’s use Paid Search marketing, as this is the marketing channel […]

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Performance Planner Part 1 – Make the Most of Your Google Ads

Google Ads is launching a new tool called the Performance Planner. The goal of this tool is to identify the ideal budgets for your campaigns and drive additional conversions by giving you bid and budget recommendations, which highlight how you could maximize one out of three performance metrics: clicks, conversions or conversion value. In the […]

Why Paid Search’s Last-Click Attribution Model is Dying

In recent years, Google’s been highly invested in educating advertisers on various attribution models, and making data sets readily available and easy to analyze. The old way of relying on last-click attribution was often problematic and limited. It essentially ignores early touch points that sow seeds for future conversion harvests, making it tough for marketers to optimize […]

Overcoming the Frustrations of Bidding Automation with AMO

Bidding automation within paid search, while a very exciting opportunity, can be a frustration for advertisers. For advertisers with specific and/or complex bidding needs, tools like Smart Bidding just aren’t flexible enough. Numerous bidding automation tools exist to help companies face these challenges. In a recent blog post, Tania Lau of  Perficient Digital discussed her favorite […]

Third-Party Bidding Automation: Inside Adobe Media Optimizer

Bidding automation in paid search is a hot topic and a growing area of opportunity for profit-minded advertisers. As the scope of digital marketing programs continues to increase, sophisticated bidding tools can provide greater scale and precision to reach optimal return targets. It’s no surprise that AdWords has been emphasizing its own Smart Bidding tools. […]

The Benefits of Bidding on Branded Terms

There are few topics that have been met with more conversation than bidding on branded terms. With paid search evolving faster than ever with new ad formats, new targeting options, and increased competition, it’s vital to have a well-rounded account that supports customers through the entire sales funnel. Bidding on your branded terms might seem […]

Cross-Device Retargeting Now Available in Adwords

With the rise in tablet and mobile device use over the past few years, marketers have been battling the difficult task of tracking individual users across devices. Understanding the impact of one’s ads on a mobile device when users regularly switch over to desktops to complete purchases is nearly impossible. However, as mobile phones become […]

New AdWords Device Targeting: Tablet Goes Solo

The Change Recently, Google announced a lot of new features that are coming to their search advertising platform, AdWords.  One of them being expanded text ads, which you can read about here.  Another big one announced was complete device targeting on AdWords.  Now, advertisers will be able to set bid adjustments at all three device […]

AdWords Expanded Text Ads and Why You Should Care

The Big Bang…in Digital Marketing Since the beginning of AdWords theoretical time, ad structure for AdWords has been as follows: 25 characters in the headline, 35 characters for description line 1, 35 characters for description line 2, and 35 characters for the display URL. On May 24th, Google decided to shake up the entire digital […]

Google Moving Away From “Competitive Bid” to “Minimum Bid” Model?

What’s going on, Google? For years, Google has had an algorithm that states, as simply as possible, you only have to bid higher than the person below, while having a better ad experience to compete in the AdWords landscape.  This, for some brands, meant they could bid as low as they pleased on branded terms […]

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