Doing a Google import into Bing Ads? Here’s what you need to know

Doing a Google import into Bing Ads? Here’s what you need to know

You’ve spent a lot of time creating and optimizing your search campaigns. Endless hours in your Google Ads account optimizing account structure, optimizing bidding strategies and rules, adjusting your audiences and targeting, writing and rewriting ad copy. What about your Microsoft Advertising account? Have you spent as much time honing that PPC account? I get it from my days managing a search agency – there isn’t enough time in the day to do everything that needs to be done across multiple platforms. You don’t have time to reinvent the wheel (over and over and over again) across platforms. But now, you don’t have to. You can use Google Import, a […]

Enter the 2020 Search Engine Land Awards — it’s your turn to win!

Enter the 2020 Search Engine Land Awards — it’s your turn to win!

What is the all-out best search campaign you’ve pulled off this year? Do the people work with every day continue to knock it out of the park time and time again? Who on your team continues to make jaws drop with their outstanding performance? (Yes, you can say yourself!) We want to know about it. Showcase your company’s search marketing achievements by entering the 2020 Search Engine Land Awards today! This year’s submission process has been streamlined to make it easier to complete your application. We’re also giving you more control over how you tell the story of your campaign: Have an unconventional metric that will blow the competition away? […]

How to Make Responsive Search Ads Work for You via @john_a_lee

How to Make Responsive Search Ads Work for You via @john_a_lee

Change is hard. (I think we can all agree to that.) As digital advertisers, change is also constant – new features, new ways to target, and new ad types. Responsive search ads (RSA) hit Google Ads in 2018 and became globally available in Microsoft Advertising in January. Not exactly new, yet it would seem that everyone is still figuring out how (or if) to proceed with RSAs. This trepidation is why I decided to take a look at RSAs. In my view, responsive search ads are a fascinating opportunity. Just write up a bunch of headlines and ad descriptions and whammo – up to 40,000 potential ad permutations. On the […]

5 Ways You May Be Sabotaging Your Content Marketing Campaigns via @JRiddall

5 Ways You May Be Sabotaging Your Content Marketing Campaigns via @JRiddall

Do you want to drive more engagement and traffic via the social channels you are distributing your content to? Of course, you do. However, developing and managing effective modern content marketing and social media campaigns are easier said than done. With the dawn of a new decade, marketers continue to experience challenges executing strategic and thoughtful digital marketing strategies – in particular, bringing together content marketing and social media. It never has been, nor will it ever be, enough to just publish a bunch of content and haphazardly share it out via the standard social channels. In fact, as more organizations create more and more content, it only becomes more […]

10 reasons to attend SMX Advanced

10 reasons to attend SMX Advanced

Elite search marketers like you never rest on their laurels… being the best requires constant training to stay top of the latest tactics, trends, and technologies. Perfect your SEO and SEM skills at Search Marketing Expo – SMX Advanced, the only conference designed with search marketing pros in mind. Here are 10 reasons you should join us June 8-10 in Seattle: Unbiased, trustworthy content. SMX Advanced is programmed by the experts at Search Engine Land, the publication of record for search marketers — that means the content you get will be authoritative, actionable, and fresh. The agenda will be live soon… for now, get a sneak peek at the brand-new, […]

Video: Ginny Marvin, our Editor-in-Chief, on the Periodic Tables of PPC

Video: Ginny Marvin, our Editor-in-Chief, on the Periodic Tables of PPC

Ginny Marvin is technically my boss, but it wasn’t weird at all sitting down with her and chatting about search marketing. She is Third Door Media’s Editor-in-Chief, running this site and the other properties and events the company manages. She did make time at SMX East last November to sit down with me and talk shop. We talked about her past working experience and how she ultimately ended up running things here at Search Engine Land. We also spoke about what is is like working in an agency versus in-house. Then we shifted gears and spoke about the Periodic Table of PPC and the work that went into those amazing […]

See How President Donald Trump Segments His Ads with Post-Click Experiences in an Attempt to Get Re-Elected (3 Examples)

See How President Donald Trump Segments His Ads with Post-Click Experiences in an Attempt to Get Re-Elected (3 Examples)

Earlier this week, we looked at how Democratic candidates Mike Bloomberg, Pete Buttigieg, Elizabeth Warren, and Bernie Sanders all use advanced advertising techniques to meet user expectations and establish credibility with voters: By using ads segmented to specific audiences, and connecting them to personalized post-click experiences to tell the same narrative. Now let’s see how President Donald Trump does the same to increase campaign donations, support, and get reelected. How President Donald Trump uses post-click experiences Example 1: Google search ad Someone looking to make a donation to the Trump campaign might search “donate to Trump” and see this paid search ad: The user will know the ad is relevant […]

Local Email Marketing: A Crash Course

Local Email Marketing: A Crash Course

You’ve read the stats: email marketing is an undeniably powerful marketing strategy. In fact, on average, email generates $38 for every dollar spent, which is a 3,800% return on investment. And did I mention that there are almost four billion email users worldwide? Crazy, right? Email marketing works for companies with customers all over the globe, like BuzzFeed and Uber, two huge companies that have invested in an impressive email strategy. But what do you do when you’re working for a local company? One that runs on a much smaller scale? Customers are right in your area, and to make sales, you have to focus on locality. Enter your solution: […]

Facebook Updates Its Response to the Coronavirus Outbreak, Including Free Ads for WHO

Facebook Updates Its Response to the Coronavirus Outbreak, Including Free Ads for WHO

With the Coronavirus outbreak slowly spreading across the globe, people are understandably spooked and looking for more information. And given the propensity for people to get their news updates from Facebook, it’s a fairly safe bet that many will be looking there – and with 2.5 billion active users, it’s now likely the best platform to reach the maximum amount of people, and disseminate necessary information on the latest updates, relevant to each region. Late last month, Facebook outlined its initial response to the outbreak, which included increased fact-checking and removal of misinformation, along with dedicated News Feed notifications for users in relevant regions, as guided by the World Health […]