The next (disruptive) thing in search marketing.
Query diversity makes search marketers’ lives miserable. Prospective customers are typing their wants and needs into a search engine – should be simple to respond, yes? No. Humans being humans,...
View ArticleOnce upon a time in search engine marketing …
There’s a tempting metaphor for search marketers in the Cinderella fairy tale (Prince Charming wading through a sea of ugly stepsisters in search of his one true tiny-footed love). The moral of the...
View ArticleAccount Restructuring … Or Not
Erin at PPC Hero suggests that refining account structure might be a productive end-of-year task (http://www.ppchero.com/6-optimization-tips-to-get-ready-for-the-new-year/). She asks, “Could your ads...
View ArticleThe Care and Feeding of Single-Keyword Ad Groups
Are they highly nurtured and privileged only children? Or lonely misfits who have trouble interacting with others? And would they be better off in tightly-themed ad group families? Read about the...
View Article5 Reasons Why Online Retail MUST Mine the Long Tail
If you’re an SEM for a major retailer, you probably have thousands of SKUs and possibly millions of keywords you could consider bidding on. But with only 24 hours in a day, and a limited number of...
View ArticleMining the Long Tail: Is It Worth the Effort?
In the previous post, we talked about the importance of mining the long tail. You might be sitting there nodding your head when I say that tail keywords are more profitable than head keywords. But,...
View ArticleRetail SEM Pitfalls: Relying Solely on Broad Match
For retail search engine marketers, finding optimal ROI comes down to constraints. Even with superior skills, experience and a deep understanding of best practices, SEMs can be humbled by time, budget...
View ArticleWhich Intents Drive In-Store Sales?
Last week, Laurie Sullivan wrote about a 2 year study that has found that for every $1 of ecommerce revenue from paid search ads, marketers generate another $6 of in-store revenue. The study...
View ArticleWhy Keywords Suck
Keywords are the core of the SEM industry. Without keywords, the paid search industry wouldn’t exist, right? From another perspective, however, keywords are exactly what’s holding the SEM industry...
View ArticleSEM Coping Mechanisms
It’s tough being an SEM. To make life easier and more efficient, many SEMs employ shortcuts in their daily routines. Many of these shortcuts, however, can have significant negative impact on SEM...
View ArticleThe Search Marketer’s Translation (and Reverse Translation) Problem
Adchemy’s founder and CEO, Murthy Nukala, was featured in Adotas. Murthy discusses how search marketers face both a translation problem — i.e., translating their entities (products, store taxonomies)...
View ArticleAdchemy CEO Murthy Nukala: How to Give the $20B Search Ad Industry a Kick in...
Paid search is the economic engine that fuels the internet. It’s a $20B per year industry, and it’s over 10 years old. Not surprisingly, growth (especially in the U.S.) has slowed significantly. Is...
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