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Category Archives for Search Marketing

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Google Customer Match: One Step Closer to Consumer-Based Targeting

Google made headlines at the onset of Advertising Week with the launch of Customer Match for AdWords campaigns running across Search, YouTube and Gmail. The launch marks the first time that Google will allow advertisers to target audiences based on first-party CRM data and aligns with tools like Custom Audiences, which have led to big […]

Managing SEM & PLAs Together to Create Cross-Search Harmony

For years now, Search Engine Marketing’s (SEM) evolution has been described as “fragmented” – a generalization for how a once distinct research and shopping path has been forked by time and technology. What is unclear, though, from the descriptor is just how much search has been disrupted, and in what ways. Device fragmentation emerged with […]

Mobile Search: What Marketers Need to Consider Beyond Website Content

Search has reached a mobile tipping point with more than 50 percent of all queries coming from mobile devices. To make the most of search efforts on mobile, marketers should be aware of the fact that search engines are no longer just driving to website content, but to native app content as well. In April, Google […]

Amending the Alliance: A Sneak Peek into Yahoo Gemini’s Ad Enhancements

In a move that provides Yahoo with greater flexibility to monetize its search traffic, Microsoft and Yahoo announced in a recent press release that the online media giants have amended their search partnership to “improve the search experience, create value for advertisers and establish ongoing stability for partners.” The basic framework of the original agreement […]

How Google’s Mobile Algorithm Update Is Impacting Marketers

On April 21, Google implemented an algorithm change that could grant “mobile-friendly” pages a higher ranking on mobile search engine results than pages not optimized for mobile devices. In the months leading up to the algorithm update, marketers were concerned about the possible negative impact it could have on performance. Mobile searches comprise up to 35 […]