Master Marketing Blog
Lesson #21: Bid Rules Are Not Set It And Forget It
Campaign Structure
Yesterday, we discussed bid rules. But while bid rules can carry out a logic indefinitely, they do not regulate themselves. As a result, it is important to keep an eye on bid rules, and actively … Read More
Background: An Introduction to Bid Rules
Background, Terminology
So what exactly are bid rules? Bid rules are automated rules that an advertiser can put in place to regulate the bidding on a particular keyword. For example, a bid rule could tell the search engine … Read More
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