What is a search engine? While that may seem like a crazy question, the world of search continues to change dramatically.
For instance, I took a look at how changes in search interfaces are changing the landscape for travel marketers (as well as many other verticals) yesterday. And my latest Biznology post looks at how these shifts in the marketplace will change what we know about search marketing. These changes include:
- A major decline in the number of organic search results
- A big increase in the number of search engines
- Marketers entering the era of “peak search”
As these changes come into sharper focus, what you do to market your business will change. As will your definition of a search engine. The whole post, Google’s Big Secret: What Search Engine Marketing Will Look Like Next Year, is over at Biznology. Take a look if you get a chance.
And if you’re interested in even more information about the changes in the marketplace, register to receive a free copy of my new special report, “Digital Hotel Marketing in a Multiscreen World,” produced in conjunction with Vizergy, here. While it’s targeted to the hospitality industry specifically, most of the lessons apply across verticals.
And, if that’s not enough, you might also enjoy some of our past coverage of the social, local, mobile web, including:
While I did a quick overview of the Enhanced Search Campaigns in our Thinks Out Loud podcast a few weeks ago, last week was my first chance to spend serious time with the product. Now that I’ve spent some time, I have to say I’m not any more thrilled than I was then. As I note in my latest Biznology blog post:
“…Google giveth and Google taketh away.
Nowhere is this more obvious than Google’s approach to mobile devices. Going forward, all campaigns target all devices by default. This is a major bummer. Even worse, you can’t target specific operating systems (for example, iOS vs. Android). Today many AdWords advertisers improve conversions and drive down cost-of-sale by targeting campaigns to specific devices in a way that will no longer be possible. For instance, if you find that you get more conversions from Android users and fewer from Apple’s devices, you can no longer bid less for the Apple fans or vice versa. (To be fair, managing that level of sophistication was not simple; however, it was possible).”
If you’re interested in using Google AdWords for running campaigns — and you should be — I’d encourage you to check out the whole piece over at Biznology.
Interested in more? Sign up for our free newsletter and get more information on how to build your social, local, mobile marketing strategy. And check out our past paid search coverage here:
Technorati Tags: adwords, Google, google, google adwords, ppc, ppc marketing, search engine marketing, sem
Now stay warm and dry, Big Thinkers. Watch out for Winter Storm Nemo this week.
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