Articles in the Search Engine Marketing Category

Search engine marketing is still the “bread and butter” of many digital marketing strategies. Learn about platform features and practices that will make your cost-per-click campaigns successful through their lifecycles – from impression, to click, to conversion. Our experts explore keyword strategy, ad copy, campaign structure & organization, bid strategy and more on our blog.

December 10 2012

Last-minute SEM Tactics to Target Online Holiday Shoppers


The holidays are quickly approaching and you may be strategizing on new tactics to increase sales before the year ends. Below are several strategies for Google AdWords that don’t require too much heavy lifting so, that you can implement before the online shopping season ends.

  • Google Shopping: Implement Product Listing Ads to appear in Google Shopping search results. If you have a Merchant Center account already created, sync it to AdWords and create a new campaign to target all products.
  • Offer Ad Extensions: Enable offer extensions for last minute promotions. Works great with Green Monday (December 10th) and/or Free Shipping Monday (December 17th) and can be used both online and in brick and mortar locations.
  • Automated Rules: Just because your ecommerce store is open 24/7 does not mean you need to be awake and working 24/7. Create automated rules to enable and pause those free shipping and discounted promotions you’re offering.
  • Remarketing: Create remarketing campaigns to target users who come to your site but don’t complete a transaction. Studies have shown that 70% of users place items in their shopping cart but abandon the site without finishing the sale. Target your ads to these users to ensure that you’re not leaving transactions on the table.
December 7 2012

An Overview of AdWords Ad Extension Options


Google AdWords Ad Extensions are a way for advertisers to extend their ads with deeper, more relevant content to searchers in the form of additional links within a text ad.  Ad extensions provide extra links to a standard text ad to link to additional pages within your website versus one link to one landing page. Google has expanded their ad extension options from its original release of Sitelinks over two years ago.

Below is an overview of various ways advertisers can implement ad extensions.

  • Location Extensions: Expand your ads to include location and contact information for your customers. Your business’s address(es) and phone number(s) are included with your ad text and the extensions attract customers who are interested in businesses in your area.
  • Call Extensions: Increase calls to your business by enabling call extensions which add a phone number to your ad. Customers can easily call your business directly with one touch on their mobile phones. You can also reach users on desktop or laptop devices by enabling call extensions with forwarding phone numbers.
  • Sitelinks: Increase your real estate on the search engine results page by implementing Sitelinks that can add up to four additional links to your standard text ad.
  • Product Extensions: Sync your Adwords and Merchant Center accounts to promote your products within your ads.
  • Social Extensions: Social Extensions allow Google+ users to see which people within their network have +1’ed your website.
  • Mobile App Extensions: Promote your mobile app via Google AdWords and users can download the app straight from a paid search ad.


December 3 2012

Implement Offer Extensions to Extend Your Ads with Relevant Offers


Google AdWords has introduced a new line of ad extensions to enable advertisers to give their customers redeemable offers like deals, rebates and coupons through paid search text ads. The ad extension called Offer Extensions are as easy to implement as Google’s other ad extensions — sitelinks, location extensions, click to call extensions and Communication ad extensions.

Text ads with offer extensions help advertisers by showing searchers their most up-to-date promotion within a paid search ad immediately after the search engine results page has finished loading.

To enable Offer Extensions advertisers must include an offer that promises discounted or free products or services to customers and must be exclusive or have limited availability. Advertisers can use coupon or redemption codes and can also offer both online and offline for advertisers who have brick and mortar locations.

Similar to other ad extensions, Offer Extensions are likely to increase the click-through rate of an ad, because the offer stands out on the SERP and adds extra real estate to text ads.

Offer Extensions is in limited release to U.S. advertisers. Below is a screenshot of a paid search ad with an Offer Extension.

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