Marketing Insights
Marin Software's Official Blog

Posts Tagged ‘keyword management’

4 Stress-Free Tips for Manual Keyword Bidding

4 Stress-Free Tips for Manual Keyword Bidding

This is a guest post from Dionte Pounds, Account Manager at 3Q Digital. Digital marketers love automation. No secret there. With as many different target markets and key metrics as we have to monitor, any rules or reports that we can automate to save a few minutes here and there add up over time and […]

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Google Exact Keyword Match Changes: Everything You Need to Know

Google Exact Keyword Match Changes: Everything You Need to Know

Last Thursday, Google announced that exact keyword match will now include close variant keywords as well. Many of you may be wondering what this means for your campaigns and what action is required on your part. We’re here to assure that there is no reason to panic! For some background, advertisers currently have two options […]

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Farnell element14 Realizes Impressive Results with Marin Software

Farnell element14 Realizes Impressive Results with Marin Software

Farnell element14 is a high-service distributor of technology products and solutions for electronic system design, maintenance and repair in Europe, the Americas and Asia Pacific. We are happy to have their business, and thank Farnell element14 for allowing us to share their story in one of our newest case studies.[…]

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5 Quick Ways to Increase Paid Search CTR without Breaking a Sweat

5 Quick Ways to Increase Paid Search CTR without Breaking a Sweat

Before writing this post, I performed a few web searches to scout out my competition. Based on that research, there appears to be one thing that everyone agrees upon about increasing paid search click-through-rate (CTR), the benefits: increased Quality Score, increased ad position, and lower cost-per-click. However, given the title of this post, I figured just about everyone has their quick ways for increasing CTR—and I was right. There’s about 20 “quick” ways to increase your CTR, but not all of them are quick. […]

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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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One Metric You Haven’t Considered for Creative Optimization

One Metric You Haven’t Considered for Creative Optimization

As keyword lists expand, they sometimes out-grow the groups that were initially created to contain them. For example, a group may have started out with a single keyword, “running shoes”. However, after some time and a little keyword expansion, that same group now contains the keywords “running shoes”, “womens running shoes”, “jogging shoes” and “black running shoes”, among others. […]

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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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