Digital Marketing Blog

Discover the latest internet marketing strategies and digital marketing trends happening in the industry through our digital marketing blog. Hear it first from our thought leaders in SEO, SEM, Social Marketing, Display Media, E-mail and other online channels.


Comparison Shopping Engines and Product Listing Ads: Aligning Your Campaigns

Posted on Apr 14, 2014 by
The search landscape underwent a complete overhaul in the past 18 months, as the roll out of Google’s paid Product Listing Ad product drove search performance to new heights. The comparison shopping landscape changed just as drastically. The lines between CSE and SEM are blurred now, and as a result, brands have aligned both budgets to be more fluid to allow for optimizations across channel based on performance. Sometimes this means that funds may shift away from CSEs into search, if needed. PLAs are accounting for increasing proportions of SEM CTR and conversions, and accompanying this new PLA-centric search model […] Continue reading

The Google Change that Wasn’t

Posted on Apr 14, 2014 by
We’ve gotten used to big announcements from Google – we are well trained to expect one a year.  In 2012 Product Listing Ads went from a free to a paid model, in 2013 it was the monstrous Enhanced Campaigns transition, and since the transition to Google Shopping Campaigns is not a game changer, we thought maybe this announcement was the big one of 2014: Google brings ‘Not Provided’ to paid ads  . But despite all the worry, chatter, and speculation around what Google will do with paid search query data – and the fact that Google’s own statement wasn’t necessarily easily […] Continue reading

News You Can Use – April 11, 2014

Posted on Apr 10, 2014 by
It's Friday and it's okay if you've missed this week's top digital stories. We've got you covered: From Heartbleed's security scare to Twitter's makeover, here's a snapshot of some of the stories that shaped this week's news. Continue reading

Because an Image is Worth Far More than a 75 Character Subject Line…

Posted on Apr 10, 2014 by
The end of an era is drawing near; Google recently announced the rollout of image-based grid views within the Gmail promotions tabs, which signifies that the fight for subject line prominence will finally see an end. Since its inception, email marketers have had the unenviable task of trying any and every subject line variation in an attempt to capture the attentions and clicks within the inbox. However, as most email marketers can attest, there is only so much that can be done to differentiate offerings and products within a 75 character limit. The transition from subject line copy to images […] Continue reading

Google Announces Deadline for PLA Transition

Posted on Apr 07, 2014 by
Last week Google announced the inevitable end of Product Listing Ads as we know them today. The official word is: advertisers must transition to the new Google Shopping Campaigns by the end of August. Obviously having this transition complete by the end of Q3 is critical to avoid any ramp up delays during the holiday season in Q4. Here’s the good part– this is not the “Enhanced Campaigns” of 2014. The transition is not that painful. While tech teams everywhere (including PM Digital’s) are upgrading their Google API integration to support the new Shopping Campaigns, once that is done, the […] Continue reading

Google AdWords Quality Score: How PLAs are Changing the Equation for Text Ads

Posted on Apr 07, 2014 by
Google, do you have a plan for updating your quality score algorithm?  We know that ultimately the QS algorithm is a black box, but we have a fairly comprehensive understanding of the factors that go into evaluating quality score.  The #1 bullet on the list is CLICK THRU RATE (CTR). See Google Adwords support. This quality score rundown is something we as advertisers have taken as doctrine, and for our clients, we optimize our programs to improve CTR. It’s a no brainer, right? Enter Google’s Product Listing Ads (PLAs).  PLAs are an amazing ad format and a majority of our […] Continue reading

News You Can Use – April 4, 2014

Posted on Apr 04, 2014 by
It's Friday and it's okay if you've missed this week's top digital stories. We've got you covered: From Microsoft's Cortana platform to Nielsen ratings in Google's DoubleClick, here's a snapshot of some of the stories that shaped this week's news. Continue reading