Category / Pay Per Click Advertising
On May 14th, Bing & SEMPO jointly hosted the second annual SEMPO Canada Search Summit. Topics included social media and search marketing, mobile search, Bing Ads product improvements, analytics, reporting, SEO audits & measuring SEO metrics. Mediative presented a controversial topic in comparing elements of Bing Ads vs. Google AdWords. Suffice it to say, the presentation was well received, even by Bing Ads representatives present on the day. In this roundup of the event, we will focus on Bing Ads. If you haven’t noticed, Bing Ads has been in the news a great deal of late and more importantly, the news has focused on a ton of new feature updates that Bing Ads has made.
Sitelinks and Call Extensions have long been used as tools to boost the performance of AdWords paid search campaigns for advertisers targeting at the local level. They offer the ability for your ad to do more, whether it is linking to the latest special offers on your site, giving directions, or making it easier for potential customers to get in touch with their nearest store location. Along with the upgrades to bid management and location targeting that came with the launch of Enhanced Campaigns, Google has also launched a series of updates and new features to Sitelinks and Call Extensions that will provide major benefits to advertisers targeting at the local level. Sitelinks Sitelinks is a tool that enables advertisers to provide up to 6 additional links other than the main link within their AdWords ads. This gives the advertiser the opportunity to promote extra material that potential customers may find useful, even if the main body of the ad is not exactly what they are looking for. Google’s updates to this feature include: Segmenting Sitelinks by device: Sitelinks can [...]
Geo-targeted PPC: New AdWords Features Enhance the Location Targeting Capabilities of PPC Advertising
Most marketers are aware of the increasing demand of integrating a marketing approach at the local level; there are numerous stats released, nearly daily, about the explosion of location-specific searches. Local SEM and SEO have never been more important to garnering more traffic in-store and online. The reality is that the line between the online and offline world has become increasingly blurred. Recent Google AdWords Updates have supported this change in user behaviour and are giving marketers more options when engaging target markets at the location level
Today, at 12pm PST, Google announced a massive change to Google AdWords that will significantly impact both advertisers and agencies that have been using the current model. This change is the rollout of ‘Enhanced Campaigns’, which Google defines as follows: Enhanced campaigns let you easily manage complex targeting, bidding, and ads for different platforms like mobile and computers all within the same campaign. Account management has also been consolidated for tablets and desktops. Additionally, with enhanced campaigns you can reduce the overall number of campaigns you need to create — you no longer need to create a separate campaign for each target device type or location. The Benefits Message On the surface, this consolidation of the Google AdWords platform has some benefits. This will in fact help to simplify campaign management across multiple devices because those devices will now be housed in the same campaign. Below are the three key benefits that Google is selling for Enhanced Campaigns: Powerful advertising tools for the multi-device world: Ability to manage your bids across devices, locations and time (e.g. bidding higher when showing your [...]
Paid search advertising is essential to customer acquisition strategy as it provides instant brand visibility and immediate, measureable lead generation and purchase results. Effective paid search campaigns are about understanding how to zero in on customer intent and directly increase conversion goals.
From landing page optimization to mobile advertising, paid search comprises different tactics that can be employed at various stages throughout the project – it differs from client to client depending on existing paid search maturity, immediate marketing objectives, overall business objectives, budget, time frame etc.