Google Admits to Tweaking Advertising Auctions for Revenue Goals
MoreVisibility » Search Engine Marketing
by Jill Goldstein
1w ago
In September 2023, Google admitted to making frequent adjustments to the auctions it uses to sell search ads, resulting in increased costs for advertisers, sometimes up to 5% on average and even 10% for certain queries. Jerry Dischler, a Google Ad executive, revealed this during a federal antitrust trial, mentioning that Google typically doesn’t inform advertisers about these pricing changes. 8 months later, the U.S. Department of Justice (DOJ) continues to hammer Google on their manipulation of search prices in their closing statements. The following slides are from the DOJ’s closing deck, wh ..read more
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LinkedIn Announces New CTV Ads for B2B Marketers
MoreVisibility » Search Engine Marketing
by Monica Pissanos
2w ago
Connected TV, often referred to as OTT (Over-The-Top) or streaming television, allows advertisers to reach their audience in a more targeted, personalized, and measurable manner than traditional TV advertising. LinkedIn has recently announced that they now offer CTV ad placements within their self-service advertising platform, “Campaign Manager.” This is very exciting news for B2B advertisers who now have an additional avenue to engage with the highly targeted audiences offered by LinkedIn. LinkedIn states that their network of publishers includes Paramount, Roku, and Samsung Ads and cites tha ..read more
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New Ways to Gain More Control & Deeper Insights into Your Performance Max Campaigns
MoreVisibility » Search Engine Marketing
by Jill Goldstein
2w ago
Google has recently announced more innovations to Performance Max campaigns. The new features below continue to leverage Google AI and offer enhanced control and insights for advertisers. Customer Lifecycle Goals: New(er) customer acquisition goals prioritize finding new customers while now advertisers can focus on finding high-value customers. In addition, a new retention goal targets lapsed customers, fostering a comprehensive customer lifecycle strategy. IP Exclusions: Account-level IP exclusions allow marketers to filter out irrelevant traffic, ensuring ads reach only the most relevant aud ..read more
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Enhanced Conversions 101
MoreVisibility » Search Engine Marketing
by Jill Goldstein
2M ago
In the ever-evolving landscape of digital marketing, staying ahead of the game is crucial for advertisers across industries, especially in the wake of the impending third-party cookie deprecation. Search Engine Marketing (SEM) continues to be a cornerstone of digital marketing, and one of the latest advancements, Enhanced Conversions (EC), is reshaping how marketers measure and optimize their campaigns. In this blog post, we’ll delve into what enhanced conversions are, how they work, and explore their benefits. What Are Enhanced Conversions? Enhanced Conversions represent a leap forward in SEM ..read more
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Types of Email Marketing Automation
MoreVisibility » Search Engine Marketing
by Chuck Forbes
3M ago
Email marketing provides marketers with many ways to connect with consumers. This is best done through automation – setting up email campaigns with certain triggers and rules to serve personalized messages. With people having multiple email addresses and inboxes being saturated with promotional emails, using automation correctly can be key to increasing your open rates and engagement. From my experience working with clients, here are four types of email automations that work well to engage with customers and increase ROI: Welcome Series: When a new user subscribes, signs up or purchases for th ..read more
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Connecting with Your Audience
MoreVisibility » Search Engine Marketing
by Chuck Forbes
3M ago
Every type of advertisement must connect with the audience to be successful. From banners, to videos, to search campaigns – advertisers have a small window of time to make a good impression. As the trends change and the advertising space continues to get more competitive, how you can connect with the audience also changes. Here are some points to be sure you consider in your digital strategy that will help you connect with your target audience: Create Personas: creating buyer personas is a great exercise because you can clearly see your audience come to life as it makes you think about every a ..read more
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Can Meta’s AI Really Find Your Target Audience?
MoreVisibility » Search Engine Marketing
by Monica Pissanos
4M ago
In the ever-evolving realm of AI and digital advertising, staying informed about the tools at your disposal is crucial. Meta’s Advantage+ targeting has emerged as a potentially powerful force in the advertising arena (especially after Meta recently announced further updates being made to the detailed targeting options available), but like any tool, it comes with its own set of advantages and drawbacks. In this blog post, we’ll explore the pros and cons of Meta’s Advantage+ targeting to determine whether it aligns with your digital advertising strategy. Pros of Advantage+ Targeting: Expansion ..read more
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How To Measure ROI from Influencer Marketing Campaigns
MoreVisibility » Search Engine Marketing
by Chuck Forbes
4M ago
Influencer marketing is a very powerful asset for marketers because it sells through trust and a connection already established. The right influencer spreading the word about your brand can yield very profitable results. However, the same reason it is so powerful is also why it is harder to track and quantify results. The factors that can impact a buyers purchasing decision from an influencer marketing campaign are vast, but if we are investing in it, then we must be able to quantify the impact. Influencer marketing will continue to grow as social media and content outlets grow. The more platf ..read more
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10 Pros of Programmatic Advertising
MoreVisibility » Search Engine Marketing
by Chuck Forbes
4M ago
Programmatic advertising is advertising that has a strategy reliant on technology to buy and sell the ad space. While your advertising team creates copy and the creative, ultimately the programmatic algorithm where you are running ads will determine when and where to place your ad. Programmatic advertising was created to focus on two factors: efficiency and precision. If you are not currently running programmatic advertising, here are the top 10 “pros” this ad unit can provide: Real-Time Bidding – Programmatic advertising uses real time auctions that take each advertiser’s bid and sells them ..read more
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An Open Letter to Google Ads Advertisers
MoreVisibility » Search Engine Marketing
by April Nelson
8M ago
September 18, 2023 An Open letter to Google Ads Advertiser To me, the most important thing when a Google search takes place is to figure out what the user’s “why” is, the intent behind their query. With decades of experience on the front line of search, a trend I have seen consistently is that digital advertisers want nothing to do with irrelevant impressions of their ads and the wasted dollars that can come along with it. From inception of Google AdWords, BROAD MATCH was the default match type. And just when you thought there was nothing broader, BROAD MATCH MODIFER was introduced to match yo ..read more
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