Whether you’re just starting out in paid search or have fully built out search campaigns, in order to be successful, you’ll want to know how to implement negative-keywords within your campaigns. Why? Actively managing negatives is possibly the single most impactful tool marketers have to increase revenues and lower costs. The virtuous circle of lowering costs while simultaneously increasing quality and position results in a win-win for the advertiser: increased revenue and ROI. Given the benefits, negative keywords should always be a top consideration for advertisers looking to optimize paid search.
In a recent white paper, Marin Software reviews the benefits of successful negatives strategies and presents a variety of best practices for deploying and managing negatives. Some of these best practices include:
Gain a complete understanding of how to leverage negatives to maximize revenue and performance for online advertising programs. More importantly, become equipped with the techniques necessary to make a strategic implementation of negatives a reality.
Download the free white paper here.
And, join our free webcast on Thursday, March 15 at 10am PST (1pm EST).
The Giants may have won this year’s Vince Lombardi Trophy, but auto advertisers won the online advertising wars on Super Bowl Sunday.
The list of car companies vying for consumer attention was a who’s who of the industry, and included such household names as Acura, Cadillac, Toyota, GM and Volkswagen. Ads were priced at $3.5 Million for 30 seconds and averaged around a minute.
So was the $7 Million worth it?
To try and answer this question, we looked at click volumes and paid-search spend for the auto sector on Super Bowl Sunday and compared it to the rest of our US clients. Here’s what we saw:
Compared to Sunday the previous week, automotive advertisers saw a 28% jump in clicks, a 34% increase in impressions, and a staggering 122% increase in spend on Super Bowl Sunday. As advertisers competed for the same users, the auto segment’s cost-per-click (CPC) increased 73% on Super Bowl Sunday. In comparison, we saw a modest 6% increase in paid-search spend across our overall US clients, coupled with a 9% increase in CPC.
By getting the largest increase in click volume this Super Bowl, car companies clearly won the battle for the digital consumer’s mindshare. And in the process, they showed us how TV advertising and Search advertising can be used in concert to drive brand lift and deliver performance.