It’s a question that paid search marketers who seek better performance should ask themselves more often. And who among us doesn’t want better performance?
Unfortunately, a lot of paid search campaigns suffer from a serious keyword bidding problem that most people don’t know about because it hides deep within their campaigns.
Google says keyword bidding is the most critical driver of paid search ROI, but to get the best financial results, you have to do it right.
Recently our own Rob Cooley, OptiMine CTO, hosted a webcast that looked at the most common keyword bidding methods, with an emphasis on how to significantly improve paid search financial results by applying the best of these:
- Rules-based Optimization
- Local Optimization
- Global Cluster-level Optimization
- Global Keyword-level Optimization
So what’s next for Google?
After a decade of driving billions and billions of dollars from paid search, Google continues to look for new worlds to conquer, new digital advertising channels to turn into money-making machines. According to an article in Forbes, the best is yet to come for the giant of search. Contributor Elise Ackerman points to three reasons she believes “Google’s glory days may still lie ahead.” (more…)
Although we at OptiMine are focused on keyword bid optimization, there are other elements you need to keep an eye on if you want to succeed in arena of paid search. One that ranks near the top of the list is Quality Score.
Global keyword-level is the pinnacle of paid search bid optimization. Nothing can beat it for driving performance improvement. Not rules-based, not local optimization and not global cluster-level optimization. The reasons for global keyword-level’s superiority are many. To explore the issue in detail, OptiMine has published a white paper, authored by CTO Rob Cooley, that takes a detailed look at optimization in all it’s forms.
Whether you’re new to paid search, or a seasoned veteran, “Achieving the Gold Standard in Paid-Search Bid Optimization” lays bare the truth: that all model-based optimization is not the same and the differences are significant in approach and results.
Download your copyof “Achieving the Gold Standard in Paid-Search Bid Optimization” today.
The obvious answer to the question posed in the headline is: Yes. After all, the ad in the top position is more likely to be clicked and, therefore, drive more business in the direction of the company holding the coveted spot. To reinforce that notion, Scott Smigler contributed an article to the practical ecommerce comparing top position click thru and conversion rates with those of side ads.
The battle rages between Google and Yahoo, both fighting to be the winner in the war for digital advertising dollars. Google is, to date, the clear winner in the paid search realm, but display advertising…
That’s a different story.
Have you ever wondered how your Google Adwords ads are performing against others on the Display Network? Did you know Google now gives you the ability to see that information with Relative CTR. Relative CTR is another in a never-ending stream of Google data points and, as with those that came before, there is a risk of getting so caught up in that we forsake the bigger picture.
Paid search is looking more and more like One-to-One marketing and the latest addition to Google’s Adwords arsenal has brought that reality closer to fruition. In today’s Search Engine Watch, Greg Habermann gives us a peek under the hood of Google’s Interest Category Targeting. (more…)