Marketing Insights
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Posts Tagged ‘keyword optimization’

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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Historical Quality Score and Why It Matters To Search Marketers

Historical Quality Score and Why It Matters To Search Marketers

Of all the search publisher metrics available, Quality Score seems to always receive the most attention; yet search marketers have the least amount of visibility into how to effectively improve it and its impact on performance. What we do know is that every time a user conducts a search that triggers ads, a Quality Score is calculated based on a number of factors, including: […]

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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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How to Make SEO Keyword Research and Analysis Work with SEM

How to Make SEO Keyword Research and Analysis Work with SEM

Yesterday, I shared a story I commonly refer to whenever I talk about how SEM managers using keyword research and analysis can help their SEO counterparts. As I discussed, the knowledge share of mutually beneficial keywords is typically absent not because there’s a shortage of keywords, but rather because the value of sharing isn’t often realized. […]

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Why SEM and SEO Keyword Research and Analysis Work Better Together

Why SEM and SEO Keyword Research and Analysis Work Better Together

Last month at SES San Francisco, I was posed a question during my Roundtable Forum discussion about the sometimes non-existent relationship between search engine marketing (SEM) and search engine optimization (SEO) managers. In the case of keyword research and analysis, this is often the case. However, the knowledge share of mutually beneficial keywords is absent not because there’s a shortage of keywords, but rather because the value of sharing isn’t often realized. […]

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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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Adjusting Bids for Seasonality [Video]

Adjusting Bids for Seasonality [Video]

If your paid search program experiences an increase in volume over a seasonal period, how much should you increase your bids by to maximize performance? Sam Wilcke, PhD and Director of Analytics at Marin, talks through how to do this and dispels a common misconception. […]

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You, Google and the Display Network, Part 2: Making the Most of Next-Gen Keyword Contextual Targeting

You, Google and the Display Network, Part 2: Making the Most of Next-Gen Keyword Contextual Targeting

In a post last year, we explored a few best practices for managing and optimizing campaigns across the GDN—tightening group themes to increase creative relevance, continuously optimizing creative language and excluding poor performing placements. Today, in light of the recent changes to contextual targeting, we’ll revisit this discussion and review additional best practices for managing and optimizing campaigns across the GDN. […]

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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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