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Posts Tagged ‘AdWords

Not every page on your site is important. Ad Sitelinks

Think of this as multiplying your existing ads’ effectiveness; all thanks to the Ad Innovations team at Google

Ad Sitelinks offers a way for you to make your ads more useful and relevant to users searching for information on Google. While the standard text ad format can often provide enough information for users to find what they’re looking for, sometimes additional information is necessary to help provide the best response.

What if you’re a company that has multiple divisions or multiple pages, and you would like someone to be able to visit them from a single keyword? Just use the Ad Sitelinks extension and voilà, you can highlight the important pages on your site right up front.

Branded terms are often the most efficient keywords you can buy, but they are often the most clicked-on words adding to the cost, and brands often question what additional value they add. With the combination of Search Funnels and Ad Sites links, these debates should finally be laid to rest.

So what is the added benefit advertisers are seeing using Ad Sitelinks? According to Google a 30 percent increase in click-through rates when they are used. Combine that with the fact that a brand gets deeper site penetration to the pages they want to drive consumers to, and this is a no-brainer.

Google’s Ad Innovations team doesn’t just help advertisers, it helps consumers make navigating the internet more efficient, enabling us to find what we’re looking for in the fewest possible clicks.

Paid search has long been the hallmark of simplicity, and much of it is thanks to the Ad Innovations team at Google. “Useful, measurable, and efficient” is the mantra for this group.

Which keywords help other keywords? “Search Funnels”

First off, this is something that has profound implications for solving one of the most vexing problems in online advertising: the last cookie problem. Read the rest of this entry »

Such a strong word

It is a company that is loved, and yet surprisingly hated — if not despised — by some. It is the friend whose little strange habits and quirks we once cherished. But now they annoy and grate on our nerves. It is a company that we have held up as a shining beacon of hope — the giant killer. The company that could stand against Microsoft and the great evil empire.

But alas, the company is but the latest victim of the same pedestal on which we elevated Microsoft years before. Beware that pedestal, for it provides a perch that only looks downward. Sometimes when companies ascend to it, they start to believe they are separate, better versions of humans.

They start to believe their own hype; in that moment, they become lost.

There is a fine line between confidence and arrogance, between self-assuredness and hubris, and unfortunately Google is straddling that line. Why the perceptive shift in attitudes toward Google? What has the company done other than bring us fantastic tools? Tools, like Android, that have changed entire industries. Tools, like search, that have provided insight into the most remote corners of the world. Why is the simmering of discontent Read the rest of this entry »


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  • The Nexus 7 Tablet Will Fail July 2, 2012
    I have asked myself why, with the greatest collective brain trust at a single company, Google continues to fail to develop anything new that drives revenue? And why do they have to give away products for free (Gmail), deeply discount them (Nexus 7), or fund them at a loss (YouTube) to buy goodwill. Fail?! How could I say that? Google is by far one of the mos […]
  • Social Media Is to Social Discovery, Like Porn Is to... June 7, 2012
    ...Well, good porn, I guess. The Glimpse Social Discovery Conference in San Francisco brought together an all day fest of experts in the Social Discovery space. Social Discovery is the new black, I guess, and that black is a better, one-more, one-louder version of social media; for it takes into account the core emotional benefit of Social, and that is […]
  • The Mobile Signature: 'Please excsue typoo's' May 9, 2012
    NOTE This is an iPhone email. The iPhone keyboard is, to say the least, persnickety. Since I have neither the thumbs of a newborn, nor the texting prowess of a 13-year-old, please excuse the occasional spelling mistake. And so reads my iPhone signature line. Why should this offend anyone? And what harm is it alerting someone of this possibility? Ah, therein […]

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  • 6 brand spokespeople who need to die November 20, 2014
    Geico, Progressive, and Skechers all have one thing in common: Their spokespeople need to be replaced. Follow these marketing rules for attaching your brand to the right personality, or discover when it's time to find a new one.
  • Why Bitcoin is failing March 20, 2014
    Bitcoin arguably has the potential to transform every aspect of the internet and marketing as we know it. But for that to happen, we have to understand how it works. Here's a closer look.
  • 5 brands that will be dead in 5 years September 11, 2013
    The health of some major companies is in serious decline. Say your last goodbyes because these brands are on their way out.
  • 6 steps to rebound from an ugly firing August 28, 2013
    Concerned that a past employer or professional experience will haunt you the rest of your days? Fear not. These steps will get your career -- and life -- back on track.
  • Awesome ads that saved lame products March 26, 2013
    We all know that the "sheeple" of the world are easily conned by slick marketing. Here are the insanely brilliant ad campaigns that drove sales for lackluster products.

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  • 5 Companies to Watch from ad:tech SF 2013
    There are those other companies that have a unique something that has so much promise for reaching consumers in unique and new ways that are breakthrough, I am salivating at the prospect of using them.
  • Did you see Tim Armstrong's Keynote at ad:tech San Francisco?
    #adtechsf Imagine that like the Post Office closing on Saturdays, that the Internet shut down for 15% of its ad targeting opportunities a week? Offline competition for advertising is going down, and it will continue to do so.

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