Keywords on Mobile: Not Comparable to Desktop
Now that mobile search has overtaken desktop, it's important to understand the differences: on mobile, shorter keyword counts have higher CTR, while longer keywords lead to increased CPC.
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Jason Tabeling is a Partner at Rosetta responsible for all things paid, owned, and earned media. Jason has a deep understanding of digital marketing, including paid search marketing and online display advertising. He has successfully managed dozens paid search campaigns during his career, and has developed evolving integrated strategies across all connected devices for various clients focusing on each clients core competencies in both the online and offline channels.
Articles by Jason Tabeling
What First-Party Data Use in Search Might Mean for You
For the first time Google may allow advertisers to use first-party data to inform search targeting. Here are three ways this change could help search marketers deliver better results for their programs.
2 Reasons It Might Be OK for Keywords to Miss Their ROAS Target
Return on advertising spend isn't the end all, be all for paid search campaigns. Here are two reasons why.
Why the Stock Market and Personalization Will Drive the Future of Search
The future of search will be vastly different than it is today - what might it look like?
3 Underused Insights From AdWords’ Dimensions Tab
These three pieces of data that can be found in the Dimensions tab often go unnoticed, but they can be extremely useful for search marketers.
How Will Voice Search Impact a Search Marketer's World?
Voice search use is growing more and more each day - so what are the implications for search marketers?
4 Pitfalls to Avoid Heading Into the Holidays
Here are four pitfalls that seem to occur every year, along with some thoughts on how to best avoid them or deal with them as they occur.
4 Reasons Why Attribution Is So Hard
Attribution can be so hard to get "right" because of organizational alignment, tricky metrics, the mobile problem, and the legacy of digital marketing.
Paid Media Is the Future
Marketers are evolving away from the need to be paid search and display specialists and toward the need to be more broadly educated paid media specialists.
3 Ways to Dig Deeper for Bigger Paid Search Success
The little things, like match types, ad groups, and geo-targeting, can make all the difference in your search marketing tactics. Here are some examples that show why it makes sense to dig into the details.
Optimizing Across Paid & Organic Search: 3 Ways to Maximize Value
With more data available to help make smarter decisions, brands are being more strategic about when and where they overlap paid and organic efforts. Here are three things to think about for your brand as you optimize for paid and organic search.
PPC Optimization & Balancing the Relationship Between Metrics: Top 3 Things to Consider
Use the power of data for good, not optimization for optimization's sake. Conversion rate and position do have a correlation; every action has an equal and opposite reaction; and remember to focus on the business problem you're trying to solve.
PPC Click-Through Rate by Position: Does Rank Matter? [Data]
What is the "right" position is for a given keyword? A data set of more than 12,000 data points was analyzed to find out what the click-through rate (CTR) would be at various average positions. Here are three insights from the data.
Google AdWords RLSA: 3 Ways to Take Full Advantage
RLSA is a very powerful tool, especially as personalization continues as a trend across the digital landscape. Here are three tips on keyword targeting, bidding, and ad copy, plus three important reminders on how to set up RLSA for success.
3 Ways Context Clues Reveal a Powerful Paid Search Opportunity
Many search marketers still aren't taking users' context clues (e.g., time of day, location, device, and keyword) into account when creating ads. If you're one of them, you're missing out. Here's how to leverage these context clues.
Can You Build Buzz Like Brands Advertising in the Super Bowl?
Brands have begun building momentum around their Super Bowl ad campaigns. So what are the keys to being successful in a pre-launch and throughout the Super Bowl, and what can all search advertisers learn from these brands? Three simple things...
Top 10 Trends in Mobile Across Paid, Owned, Earned Media
The expansive growth of mobile traffic in 2013 has led to some major changes and opportunities in the mobile marketing space. With mobile showing no signs of slowing, here are the 10 trends to watch across paid, owned, and earned media.
3 Google Shopping Campaign Challenges & Solutions
PLAs have been tremendously successful at increasing paid media exposure and driving incremental revenue. However, advertisers are still dealing with a number of challenges. Google Shopping campaigns effectively address these issues head on.
5 Ways to Unlock the Value of the AdWords Dimensions Tab
The Dimensions tab in Google AdWords has a lot of data that you can tap into to identify insights that will take your account to the next level. Here are five ways to use the information to optimize your campaigns and get ahead of the competition.
2 Reasons to Love the New Google AdWords Paid & Organic Report
Google recently added a report that shows the total traffic by keyword from paid and organic search. As data started pouring in to the account it was easy to see why this report will be very valuable to marketers. Here are two of those reasons.
