Marketing Insights
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Posts Tagged ‘keyword expansion’

Online Retail: 5 Strategies for Search Marketing Success, Part 2

Online Retail: 5 Strategies for Search Marketing Success, Part 2

We’re going to pick up where we left off and discuss three more strategies to make your online retail search marketing programs a success.[…]

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Online Retail: 5 Strategies for Search Marketing Success, Part 1

Online Retail: 5 Strategies for Search Marketing Success, Part 1

Retailers face unique challenges in the battle for online revenue. Marin Software studied some of the world’s largest and most successful retailers, and identified 5 strategies for success.[…]

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Three Search Marketing Resolutions for the New Year

Three Search Marketing Resolutions for the New Year

With January underway, most search marketers have already made their personal New Year resolutions. Whether it’s better health, spending more time with friends and family, or helping out in the community, we all have high hopes for 2013. For me, and many other search marketers, the motivation to do better each year defines the strategies I hope to execute on in 2013. It all starts with planning and creativity. […]

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Shaping Paid Search Traffic with 3 Effective Keyword Expansion Techniques

Shaping Paid Search Traffic with 3 Effective Keyword Expansion Techniques

Keyword expansion can take many forms. Larger paid search programs that lean heavily on click volume tend to expand on and add keywords in bulk, favoring scale over micro-managing. For smaller programs, or when expanding keywords based on a prioritized list, taking a more methodical approach often makes more sense. To ensure effective keyword expansion and proper search query matching, search marketers should leverage modified broad match keywords, create separate ad groups, and implement a focused negative keyword strategy. […]

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Making SEM and SEO Work Together, Beyond Keyword Research

Making SEM and SEO Work Together, Beyond Keyword Research

Last month I highlighted the importance for SEM and SEO managers to communicate their findings to one another during keyword research and analysis. By keeping the lines of communication open and providing positive feedback, both teams can benefit from more aggressive, but mutually beneficial, strategies. When implemented correctly and optimized effectively, the two strategies that I mentioned—leveraging SEM keywords to drive traffic to SEO-challenged landing pages and using SEO to absorb the cost of expensive SEM keywords—can pay big dividends. […]

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Fighting the Keyword Battle: An Introduction to Competitive Keyword Analysis

Fighting the Keyword Battle: An Introduction to Competitive Keyword Analysis

Competitive keyword analysis should play in integral part in your paid and organic search optimization strategy. As paid search activity continues to grow, so will the number of businesses you compete against within the search landscape. Understanding who your competitors are and the keywords they’re optimizing for is critical to staying relevant, competitive and profitable in your pursuit to acquire more revenue. […]

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How to Maximize Your Keyword Opportunities Using 5 Free Google Tools, Part 2

How to Maximize Your Keyword Opportunities Using 5 Free Google Tools, Part 2

As paid search programs mature, it becomes more and more difficult to achieve incremental increases in traffic and revenue. Consequently, search marketers lean heavily on keyword expansion to drive more traffic in hopes of acquiring more revenue. Last week, we reviewed the Google Search Term Report and Google Keyword Tool. Today we will walk through three additional keyword expansion tools and provide best practices for maximizing your keyword expansion efforts. […]

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How to Maximize Your Keyword Opportunities Using 5 Free Google Tools, Part 1

How to Maximize Your Keyword Opportunities Using 5 Free Google Tools, Part 1

As paid search programs mature, it becomes more and more difficult to achieve incremental increases in traffic and revenue. Consequently, search marketers lean heavily on keyword expansion to drive more traffic in hopes of acquiring more revenue. Subscription-based keyword expansion tools can provide a quick way of generating new keywords, but still require manual effort and often lack granularity. These shortcomings make free keyword expansion tools very attractive. […]

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Mind the Gaps, Maintain Parity: An Introduction to Publisher and Match Type Keyword Parity

Mind the Gaps, Maintain Parity: An Introduction to Publisher and Match Type Keyword Parity

In a post late last year, we briefly explored the importance of match type parity—expanding broad match keywords to phrase and exact match—to not only improve keyword efficiency, but lower CPCs. Today, we’ll broaden our discussion to review additional strategies for maintaining keyword parity across match types and publishers. This post will help identify where potential keyword gaps reside and provide the necessary tools for filling them. […]

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Uncover New Revenue Opportunities with Marin Next

Uncover New Revenue Opportunities with Marin Next

Excited to introduce Marin Next, an innovative recommendation engine we designed to help advertisers uncover new areas for optimization. We realize advertisers have only so much time in the day and developing new creative, testing new target audiences, etc. is probably a better use of energy than spending hours crunching numbers to discover areas for optimization or expansion. […]

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