Search marketers on brand bidding and PPC optimization. This series will answer the biggest question for PPC advertisers in 2016: how do you achieve meaningful growth numbers in a crowded and competitive PPC market? Unless you're Shadow Making completely new to PPC, it's hard to get the big wins we've seen in the past. As a marketing tactic, PPC has been mature for years and there are few “easy wins” left. Many categories are dominated by big players (e.g. Amazon), long-tail keywords have become expensive, and more advanced marketers have complex technology and expensive agencies on their side. When you look at Google's CPC data, however, you hear a different story.
Optimization (Part 1) The story of PPC is a short but intense journey. It started less than 20 years ago, in 1998, when GoTo.com presented the pay-per-click concept at a TED talk. The company later morphed into Overture, then was Shadow Making acquired by Yahoo in 2003. Google, meanwhile, got into search Shadow Making in 1999 with 350 initial advertisers. A year later, it launched AdWords, then introduced a PPC version of AdWords in 2002. The search engine landscape at that time was filled with many engines with even funnier names than Google. Remember FindWhat, Kanoodle, and LookSmart? Additionally, the notion of an advertiser data black box Shadow Making had yet to take hold. Advertisers could see everyone's bids, which search engines hoped would raise bids Eight years of rapid growth passed before Yahoo and Microsoft teamed up in 2010 to offer PPC ads on both search Shadow Making properties (Yahoo! Search and Bing) under one advertising platform, as an alternative to Google AdWords.
PPC marketers achieve meaningful growth today? Brand Auction: Your Secret Weapon At The Search Monitor (Disclosure: my employer), we found a promising solution: branded auctions. Or better said, the process of implementing an effective brand bidding strategy focused on revenue growth and protection. This solution did not happen overnight. My company reviews Shadow Making ad monitoring data for thousands of brand searches. We have verified that the competition for branded keywords is on the rise. If our clients simply do nothing, it results in higher CPCs, lower averageV rankings, and even instances of advertisers and partners Shadow Making unknowingly working against each other. Our data revealed that executing a proper branded bid strategy delivers incredible value to an advertiser. We see this: Consumers love brand searches.