What Search Marketers Need to Know About Criteo’s Retail Media Platform

If you’ve been in the paid search industry for a few years, then you’ve probably heard about Criteo – or even used it. You might also be familiar with Criteo Retail Media from back in the days when it could be described as an ad network for sponsored products, circa 2016 when Criteo acquired a …

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How To Optimize Universal App Campaigns

With the recent changes to Google Universal App campaigns, it’s now easier than ever to promote an app. These changes have both advantages and disadvantages, depending on your level of comfort. The settings and features you have to your advantage in these campaigns are: Operating system device (iOS or Android). Budgets and bids. Cost-per-install caps. …

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Search Marketing Year-End Audit Tips

As much as it didn’t seem possible, we’ve made it to the end of 2020. It’s been quite a “different” year for many of us as search marketers. Interesting challenges presented themselves with shrunken budgets for many, or even altered tactics to see success during this year’s darkest days. For a fortunate few, business actually …

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What It Is & Why You Should Track It

What is one of the biggest challenges faced by all performance marketing stakeholders – agencies, marketers, brands, investors, and executives? Consistently and correctly quantifying the value created for the enterprise via marketing initiatives. To put it succinctly: answering the age-old questions of, “What’s the ROI on our marketing?” Or, more simply, “What’s working and what …

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Dynamic Search Ads: Uncover Purpose-Themed Keyword Opportunities

As search marketers, we spend a great deal of time analyzing search query data. And for good reason! That’s how we recognize when we’re matching to irrelevant queries and can add negatives. Or how we discover new queries that we never even imagined. Are we always looking for the right things though? Often we are …

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Try These PPC Strategies for Your B2B Business in 2021

It’s easy to get stuck in a routine with your B2B PPC program. You monitor your paid search campaigns and optimize them. And they seem to be working well. So why change anything? In short, the reason is that you don’t know what you might be missing. Without question, lots have changed this year (to put …

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How to Restructure Google Ad Accounts Without Wiping out All Your Data

Account structure is always a fierce debate amongst PPC pros. We’re always chasing a campaign structure that will give us the best ROI on our time and money. So this month’s Ask Me Anything About PPC column answers a question we all cut our teeth on. Kiel in Worcester asks: “If I’m using Target CPA …

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3 Important Considerations for Your PPC Leads

Leads from PPC have you questioning the value of your investment? Recently Search Engine Journal columnist Brooke Osmundson wrote an outstanding tutorial 5 Common Reasons PPC Leads May Not be Converting (to Closed Sales). For this article, I’d like to dive a little deeper and potentially expand on a few of her thoughts. Below are …

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YouTube Launches Audio Ads to Reach Music & Podcast Listeners

YouTube is launching a new type of audio-based ad unit to reach people who use the platform as their music and podcast player. Audio ads may sound like an odd fit for a website that specializes in video, but YouTube says users are consuming more audio centric-content. “Whether it’s to squeeze in a living room …

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