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Marketers trained in the practice of traditional paid search know the large universe of SEM optimizations well. We have lists, or in my case, a tortured novel, full of changes to implement and tests to conduct. But these lists of vetted paid search tactics don’t always translate when it comes to Google Shopping. Google
By: Rachel Zinanti & Maggie Castle To make the change, or not make the change? You think it will be great for the account, but what if it’s not? What if it tanks and your SEM performance takes a nosedive? If you manage paid search accounts, you know what we’re talking about. You’ve had this
Price-conscious shoppers are a popular target for marketers, but there’s a lot beyond deals and coupons that influence consumer perception of a business’s pricing. Using these more subtle factors can be a valuable tool for crafting effective marketing copy. Consider this: you are planning a party, but now isn’t the best time to be spending
I’ve spent much of the last 10 years building tools that automate online marketing tasks. Early on, I had a grand vision of creating an application that would perfectly distribute marketing investment based on an advertiser’s ROI goals. But along the way, I met a few, very smart people who changed my thinking. Before I get
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