Google’s announcement of a bevy of changes to the AdWords and Analytics platforms at their Performance Summit last month felt like a list of long-awaited answers to questions that search marketers have been asking for years. When are they finally going to monetize the maps channel? When are we going to be able to modify […]
In what certainly seemed to many like an abrupt move, Google rolled out a global change to its search engine results page (SERP) layout for desktops and tablets late last week, effectively ending its long-standing tradition of serving ads to the right of its search results. For those of us who have spent much of […]
For more than a decade, paid search has been a go-to channel for digital marketers. It’s not hard to understand why. It’s measurable and accountable. It plays right at the bottom of the funnel where the action happens. It’s flexible and scalable. Last but not least, when executed with even a moderate degree of expertise, it almost […]
Ready or not, here it comes. Various groups in the digital community have been trying to say goodbye to Flash advertising for a long time. Flash ads have given us so much: rich, interactive brand experiences online, entertaining videos and games, and yes, even unwanted virus attacks. After hearing countless rumours about the Death of […]
In digital marketing, we often find that SEO (Search Engine Optimization) is an afterthought for large brands looking to make a splash in the online space. A combination of lack of understanding, minimal immediate results and a perceived difficulty in measuring the ROI are often the reason for this. As a result, a great deal […]
Like many of you, I jumped ship from a career in another industry into the “cutting-edge” world of digital marketing. Migrating to an industry in high demand and experiencing unprecedented growth seemed like a very smart and sensible choice. But, following a year of working with various software applications, I grew suspicious of automation’s role […]
Last Tuesday (April 22, 2014), Google’s #StepInsideAdWords was introduced to a modest live crowd and sweeping array of anxious Hang Out participants, all eager to learn the next big thing. What we got was somewhat of a surprise, in a good way. Jerry Dischler, VP of Product Management for Adwords, took the stage to showcase the following: […]
When you lead a paid search team, it’s tempting to sit back and breathe a sigh of relief when a major Google algorithm update like Hummingbird is announced. Let the SEO’s handle this one, right? After all, we’re still recovering from Enhanced Campaigns. Tempting, perhaps, but certainly not wise. Any change to the way Google […]
A few years ago, I was interviewing for a search engine marketing position and the interviewer (who happens to be an SEM guru of sorts) asked me what my favourite Google innovation was. “Sitelinks,” I answered very quickly (they were new at the time). He nodded and asked the highest increase in CTR I had […]
By now you’ve most likely heard about Google’s recent “enhancements” and, chances are, you have already formed an opinion. At the very least, I’m certain you have heard several other people’s opinions! I’m not here to weigh in on the pros and cons of the changes but, rather, to help you set expectations and prepare […]