Author Archives: Charlene Veras

The Importance of SEM Ad Copy Testing: Lessons from a Simple Brand Test

Writing compelling ad copy in search engine marketing (SEM) can be one of the most important things we do. It plays a critical role in increasing your ad rank, boosting click through rates (CTR) and, most importantly, improving conversions. The desired outcome of an ad copy test is to determine what type of message delivers […]

SEM Strategies for Conversational Search and Enhanced Campaigns

The impact of Enhanced Campaigns is beginning to be felt, not only from the perspective of CPCs but also in terms of the new opportunities and capabilities for search marketers. One of the areas that has been impacted is conversational search. Conversational search has always been available, but as of May 2013 users can click […]