Blog

The 800-Pound Gorilla NOT in the Room

COVID-19 is taking its toll on search marketers in the form of slashed budgets and reduced consumer demand. In this difficult (and worsening) macroeconomic environment, it can be easy to ignore one search-specific tailwind that many Google advertisers are currently enjoying: the absence of Amazon in both Google Shopping and text ads. While Amazon has…

Read more »

Being Realistic About ROAS

‘What should my ROAS target be?’ is a common question for advertisers new to paid search, but one that’s surprisingly difficult to answer. The difficulty lies in part in its subjectivity: There’s no right answer for all businesses; there’s no industry ‘best practice.’ Ultimately, the right ROAS target will depend on business priorities (growth versus…

Read more »

COVID-19 Device Impacts

As COVID-19 continues to affect the dynamic search marketing landscape, we’re monitoring our client portfolio for trends, opportunities, and learnings. Most of our guidance during this time has focused on the increased volatility in search due to rapidly shifting consumer behavior and changes in competitor strategy. But while increased volatility creates challenges, it isn’t especially…

Read more »

Bottom of the Funnel Content Marketing Strategies that Build Confidence

When customers reach the lower half of the marketing funnel, they’ve already done their research. At this point, they’re seriously considering spending money on your product or services. But they’re also considering spending money on the products or services of your competitors.    Bottom of the funnel (BOFU) content—detailed, helpful, and engaging blog posts and articles—can…

Read more »

Is Your Agency Asleep at The Wheel?

5 Warning Signs Your Agency Doesn’t Have an Automation Strategy Since its launch in 2016, Google’s Smart Bidding technology has proven its value. Companies of every size are using the machine learning tool to automate bids and maximize conversions—including within specific targets such as ROAS or CPA.  But bid automation is not without risks. Optimizing…

Read more »

Search Engine Optimism

Investing Wisely in Search by Looking Beyond COVID-19 Enterprise-level SEO growth can move slowly, but the long-term ROI is far greater than that of other paid marketing channels. For the foreseeable future, immediate ROAS will be harder to come by than in 2019. But we know an eventual return to normalcy will come — now…

Read more »

The Agency Stress Test Post COVID-19

Navigating choppy waters in paid search with dedication & experience. In the current shopping environment, paid-search campaigns require constant analysis. Every day brings new challenges, and the year-on-year benchmark for gauging performance has gone out the window. It’s time to make sure you’re making the most of every precious ad dollar. No, it’s not 2008…

Read more »

COVID-19 & SEM

Managing Paid Search in a Crisis COVID-19 is presenting new challenges to search marketers. Performance volatility can recall Cyber Weekend, but with additional uncertainty around the overall economic environment, its impact on consumer behavior, and potential inventory issues as a result of supply chain disruptions. We hope everyone is tucked away safe and quickly adapting…

Read more »

Research Your Competitors’ Content Marketing Strategy

If content marketing is king, when done wisely, it creates a thriving kingdom. Content marketing is an exceptional way to deliver new leads from search engines and create brand awareness that increases engagement across all of your marketing channels: A consumer is more likely to open an email from your company if you’ve created familiarity….

Read more »

What’s Hiding in Your Non-Brand PPC Campaigns?

Check Your Reports: What’s Hiding in Your Non-Brand PPC Campaigns? Our blog series, Check Your Reports, reveals a variety of common but valuable missed analyses and opportunities to improve marketing performance in e-commerce. Today, we will shed light on a surprisingly common SEM mistake that can negatively affect efficiency, and impact the way you invest….

Read more »

Holistic Search Marketing

Check Your Reports – A Holistic Approach to Search Marketing Understand the dynamic SERP ecosystem to better leverage SEO, Google Shopping and Text Ads. Our blog series, Check Your Reports, reveals a variety of common but valuable missed analyses and opportunities to improve marketing performance in e-commerce. In this edition, we explore how Google shopping…

Read more »