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Showing posts from March 3, 2018

Marketing Day: SEM campaigns, Spredfast updates its dashboard & Centro’s Basis ad platform

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:Phrase, broad, or broad match modifier: After exact, what’s the next best match type?
Mar 2, 2018 by Andy Taylor
Contributor Andy Taylor answers by sharing research that shows deploying multiple match types produces little difference between phrase and broad match options.Split testing Google Shopping campaigns
Mar 2, 2018 by Digital Marketing Depot
Many retailers and marketers want to review the performance of their Google Shopping campaigns with split testing, whether it’s to establish if a tool will offer more efficiency than manual implementation or to compare two tools against each other.
Unit economics: The foundation of a good SEM campaign
Mar 2, 2018 by Kevin Lee
Contributor Kevin Lee outlines how SEM campaigns can benefit from applying smarter business unit economics and asking rational questions.Are you ready for the attribution change…

The pros and cons of marketing operations as a corporate vs. field function

Marketing operations (MO) as a capability has exploded onto the scene because of fast-changing technology, the need for a more transparent, efficient, and accountable view of marketing and big-time pressure from the C-suite for marketing to contribute to the bottom line.Three years ago, very few companies had a dedicated marketing operations team. Today, a dedicated marketing operations capability is more common and creates true competitive advantage for those companies who are optimizing this capability.At the same time, we are still in the early days in the optimization of MO. You can talk with 100 different companies and they will have 100 different ways to structure and enable marketing operations.This is especially true in global enterprises. I’ve worked with several global organizations over the last 18 months and their approach and structure for marketing operations varies widely.[Read the full article on MarTech Today.]

via Marketing Land

Phrase, broad, or broad match modifier: After exact, what’s the next best match type?

Exact Match is widely accepted as the Cadillac of match types in paid search, and for good reason. Queries that exactly match the keyword triggering a paid search ad have the highest conversion rate of any query-to-keyword relationship.  When used, a brand can rest assured the searcher is searching for the exact term targeted.However, while some brands advertise offerings that can be adequately covered by exact match keywords alone, the vast majority of advertisers rely on broader match types to show ads for rare or new query variations.In the case of brands with ever-changing, expansive product selections, broader match types are necessary to stay visible for queries which aren’t launched on exact match.After exact match, which match type performs best?My analysis of a number of high volume retailers that deploy multiple match types shows there might be little difference between phrase and broad match options for actively-managed accounts.[Read the full article on Search Engine Land.…