Defining a Strategy for RLSA AdWords Remarketing List for Search Ads (RLSA) campaigns have been around for quite some time, and yet most of the strategies provided by the industry at this point seem straight from Google’s initial press release. Bidding more, updating ad copy, and/or broadening keyword targeting has only one certain outcome: making […]
When speaking with prospects about Obility services, prospects frequently ask about bid management solutions and whether we use a particular tool. At Obility we manually manage bids, and occasionally this leads to push back. Potential clients are often surprised that we can manage all our clients’ keywords without automation. The simple truth is that keyword […]
Google announced yesterday its plan to effectively eliminate phrase and exact match keywords. This action can only be viewed as a money grab and reiterates how little advertisers can trust Google and how all marketers must diversify their digital marketing channels. Wordstream’s assertion that this change only affects 3% of advertisers simply demonstrates how poorly […]
Competitor campaigns are consistently some of the most effective campaigns B2B marketers can run. For B2B marketers with established competitors, competitor campaigns tend to perform as well as core keywords. Targeting competitors makes sense. Typically, someone researching a competitor or a current competitor customer is a great lead. Folks researching competitors are often further down the funnel than […]
With only one month until Dreamforce and months of planning in the rear-view, meetings are set, company swag and team unis picked out, and press releases and blog posts written. A monumental amount of work and effort – not to mention marketing budget – has gone into planning four short days, but lead capturing and […]
As targeting becomes more sophisticated, you should consider how you segment retargeting audiences. Consider testing retargeting networks: AdWords display, Yahoo Plus, AdRoll, Bizo, etc., but also consider retargeting specific audience segments such as homepage and blog visitors, visitors from paid search, Twitter, or LinkedIn campaigns. Similar to search, retargeting campaigns should have multiple, segmented ad […]