Master Marketing Blog

Lesson #20: Don’t Forget Long Tail Keywords

Campaign Structure, Default

So why are long tail keywords so important? As we continue this week’s foray into keywords, it is important not to forget about long tail keywords.  Long tail keywords are keywords, generally 3-5 words long, … Read More

Lesson #19: Never Put More Than One Keyword Type In the Same Ad Group or Campaign

Campaign Structure, Default

Earlier this week, we discussed the four different types of keywords: brand, non-brand/generic, competitive and long-tail. Since long-tail keywords can fall under any of the other three categories though, for today’s discussion, we will only … Read More

Lesson #18: Bidding on Brand Keywords

Campaign Structure

To bid or not to bid? That is the question. Bidding on an advertiser’s own brand keywords is a very contentious topic within the SEM community. However, from every test I’ve seen, bidding on brand … Read More

Background: The Four Different Types of Keywords

Background, Terminology

Not only are there a variety of keyword match types, but there are also different types or categories of keywords that are commonly used to help classify the different keywords within an account. Understanding the … Read More

Lesson #17: Send Customers To The Most Relevant Landing Page

Campaign Structure

An advertiser has a beautiful expensive landing page or homepage that shows off the large array of products available on their site. But that doesn’t mean it’s the right page to send paid traffic to. … Read More

Lesson #16: TEST, TEST, TEST!

Campaign Structure

The good digital marketers all know one big secret – they test, test, and test some more. Testing is digital marketing’s largest advantage when it comes to the advertising space. Because the field is quantitatively driven … Read More

Lesson #15: Rotate Ads Evenly (Or Auto-Optimize Ad Rotation)

Campaign Structure

Earlier we discussed how important it is for an advertiser to run more than one ad at a time. But if an advertiser is running 3-5 ads per campaign at a time, how can they … Read More

Background: A Note on Conquesting Keywords

Background, Campaign Structure, Networks

Conquesting Keywords refer to keywords that are competitor’s brand names or terms. Advertising on competitor’s keywords is a very contentious topic in the industry, but here are some words of wisdom: 1. Do NOT expect strong … Read More

Google Product Search To Become Google Shopping

Default

In the eCommerce space? A big search development almost went under the radar on Thursday when Google announced that it would discontinue Google Product Search (formerly Froogle) and turn it into Google Shopping. The new … Read More