As 2019 draws to a close and the festive celebrations dial-up, we thought we’d take a look back and round-up the most popular blog posts written by our Customer Success Team this year. These are the folks who are on the digital marketing frontlines helping our customers get the most out of the QuanticMind platform every day – in short, our resident experts. From advising on general PPC strategy to sharing specific machine learning techniques, this team provides strategic and hands-on help to all types of SEM programs.
So, we invite you to dive and learn what these superstars have to say – enjoy!
By Scott Brunstein, Senior Data Analyst
Who Should Read: Even if you don’t work in health insurance this is a good read to see how NLP can positively impact an SEM program.
Summary: If you are a health insurance company, your goal is to maintain fair ownership of the available market for health insurance. With only a finite number of people at any given time who are eligible for your health insurance plan, you need to make sure you are optimizing your bids in such a way that you give yourself the best chance to maintain the highest amount of market share you can. However, with the ever-changing bidding landscape, along with the constantly changing competition, it can be difficult to scale your program from year to year to ensure your bids are optimal every single day. Read on to learn why tools such as NLP are the answer.
By Tara Lee, Account Director
Who Should Read: Proactive SEM teams that want to get ready for voice search.
Summary: The rapid advancement and proliferation of voice assistant technology are introducing exciting opportunities for companies in consumer-facing industries. The SEM industry is no stranger to this phenomenon. The rise of voice assistants is changing how consumers interact with devices and search engines, so digital marketers need to re-strategize how they approach their SEM optimization efforts to account for this up-and-coming voice commerce. Until the very day AI completely takes over our world, you should proactively leverage current voice search trends to capture the full potential of your SEM program. In this article, Tara breaks down what those are.
By Lauren Yarger, Account Director
Who Should Read: Anyone with a bilingual audience including multi-country focused or domestic programs that want to target bilingual users.
Summary: Whether your PPC program targets users in many countries or is solely domestic, how to best optimize toward a bilingual or multilingual audience is an often overlooked question. According to the US Census Bureau’s 2017 American Community Survey, 21.6% of Americans speak a language other than English at home, and depending on the metro area, that percentage can be much higher. Along with considerations like keyword selection and location targeting, if your campaign’s target area has a large population of bilingual or non-English speakers, it’s important to consider how your overall SEM program’s structure and specific settings you employ could mean missing out on potential revenue opportunities and increased efficiency. This feature takes a deep dive into these themes and provides some best practices for executing effective PPC marketing in multilingual areas.
By Zachary Dammel, Account Director
Who Should Read: Marketers interested in a reliably satisfying answer to the question of how best to geo-target your SEM campaigns.
Summary: Effectively geo-targeting SEM campaigns is one of those arcane questions with an answer that never satisfies. There may be a precedent to go off of, or a thousand of them, but it feels like a leap of faith anyway. That’s because, of the thousands of people who have tried to answer this question before you, not one of them were wrestling with circumstances exactly identical to yours. Best practices are notoriously unclear when confounded by a swarm of variables that ensure that no two cases are alike. So, even though it’s all been done before, there’s no one best approach. The ever-unsatisfying answer to the question of how best to geo-target your SEM campaigns? Well, as Zach describes, it depends.
By Shannon Dwyer, Digital Marketing Manager
Who Should Read: SEM teams that want to increase spend and maintain current performance levels.
Summary: A common headache for any account manager is a decrease in budget. It seldom feels that we’re faced with extra ad dollars, but every once in a while, miracles do exist. While it may seem like an answer to account limitations, there are some things to look out for concerning budget increases. Any large change to an account can require a secondary ramping up period. Much like when a new campaign launches, larger account changes need to build a history with Google to find a sweet spot in performance. Account managers often look at budget increases as a major change requiring special attention. This issue is magnified if the account was already struggling to spend the budget it had been allocated in the first place. Here, we list four tips for increasing SEM spend without taking a hit, ensuring your performance stays profitable.