Calculating and pushing keyword bids in real time is one of the most talked about paid search bidding strategies. However, this approach is easier said than done. Accounting for consumer behavior and collecting enough performance data minute-to-minute or hour-to-hour is difficult and often results in sub-optimal bids. Today we’ll discuss the challenges that online marketers face when attempting to calculate bids in real time and the requirements that need to be in place to execute a successful bidding strategy. [...]
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Over the last three years, the rapid proliferation of tablet devices has changed the way consumers and advertisers interact across the search landscape. Consumers now rely on their tablets more than ever before to gain access to local business information, product details, reviews, coupons, and competitors. And advertisers responded with relevant ads targeted towards these tablet users. [...]
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The Feature Spotlight blog series highlights and discusses the use cases for new and popular features within the Marin platform. Today we’ll be taking a look at the new sitelinks URL Builder, a time-saving feature released earlier this month. Users anticipate a relevant and engaging search experience, where the messaging and landing pages align with their needs. Unfortunately, organic links often deprioritize high-value landing pages or leverage ineffective language. [...]
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Congratulations to Renato Del Vento for winning the 5th annual SMX Biggest Search Geek Contest sponsored by Marin Software! Renato bested more than 2,700 contestants across the US, UK and Australia with a score of 84% in 5 minutes and 39 seconds. Renato’s prizes for winning the competition were round-trip tickets for two to SMX West, an award on stage by Search Engine Land Editor-in-Chief Danny Sullivan and an iPad mini. [...]
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In the two days spent speaking and exhibiting at SMX West this week, it was clear that Google enhanced campaigns are at the top of every search marketer’s mind. With the forced mid-year migration looming around the corner, marketers were keen to ask the important questions; though they didn’t necessarily receive the answers they were looking for. Throughout our time in the Expo Hall and during two of our speaking opportunities, Marin engaged in several candid discussions regarding enhanced campaigns and what Google’s recent change to AdWords means for search marketers. Here’s what we heard. [...]
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A lot of people “Like” Facebook. According to ComScore, the social media behemoth ranked as the top destination on the Internet in December 2012, edging out Google. So, when Facebook announced changes to its News Feed, advertisers took note. One thing that’s dogged Facebook the last year or so is the stigma that the social site isn’t ideal for performance marketing. While we certainly agree advertising on Facebook leans towards branding and it isn’t quite the performance marketing nirvana like search is on Google or Bing, our data hints at Facebook’s potential. [...]
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Innovation in retargeting technology has increased over the last few years. With new players, the simplification of tools, and an increase in platform integrations, retargeting has become a valuable channel for reacquiring leads and filling in the middle of the marketing funnel. Last week in part one of our two part series, we discussed why testing platforms, setting realistic call-to-actions (CTA), and segmenting visitors are all critical to a successful retargeting program. [...]
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It’s March Madness, and for Marin Software, that means trade shows and lots of them. On March 11th and 12th, Marin will be exhibiting at SMX West at the McEnery Convention Center is San Jose. Visit us at Booth #201 to say hello and learn more about our platform. Don’t miss our VP of Marketing, Matt Lawson, on the Mobile Ads panel on Monday, March 11th at 1:30 p.m in Room 210G. Matt will have a wide array of mobile data and insights to impart. Study up beforehand by reading our 2013 Mobile Trends Whitepaper. [...]
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Retargeting has been a commonplace strategy for online marketers for quite some time. However, many companies, specifically non-retailers, overlook the value of this channel for reacquiring leads and filling in the middle of the marketing funnel. Over the last few years, the landscape for display retargeting has seen a sharp rise in innovation; new players, the simplification of tools, and an increase in platform integrations have made it easier for online marketers to kick-start and expand their retargeting strategies. [...]
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Last week was the 14th annual SES conference in London. I was delighted to host two round-table sessions focusing on paid search tactics and want to share some of the topics that were discussed. A variety of search marketers from around Europe attended the round table sessions, representing almost every vertical from retail to travel; education to automotive; finance to entertainment, and everything in-between. [...]
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