Jonathan Kagan

Articles by Jonathan All articles by Jonathan

• The Keyword Is Dead: Accept And Adjust in Search & Performance Marketing Daily on 05/13/2019
  

  Today's focus is on the audience target/segment -- something we couldn't even fathom in search a decade ago. The necessity of keywords to a search campaign is "going the way of Old Yeller."

• Competitor Not Defending Their Trademark? Then Exploit It in Search & Performance Marketing Daily on 01/09/2019
  

  Bidding on competitors' names is common practice in any search marketing strategy, but a frequent challenge is a low quality score leading to high CPC, which often makes it a less desirable method.

• 2018: One Agency's Search Predictions in Search & Performance Marketing Daily on 01/03/2018
  

  If 2017 has shown us anything, it's that the Google and Facebook duopoly has been infiltrated (for ecommerce/retail) by Bezos and Amazon.

• Google Ads Showing On Questionable Content? Don't Forget To Blame The Marketer in Search & Performance Marketing Daily on 03/24/2017
  

  Google transparency at the interest or category level is weak, but advertisers have tools to minimize and mitigate these scenarios. Failure to use them is the fault of the advertiser, not the platform.

• Search Engine Partner Networks: A Questionable Search Asset?  in Search & Performance Marketing Daily on 02/09/2017
  

  Google has prevented the ability to exclude specific domains or operate them in a stand-alone campaign, while Bing is the polar opposite. A deeper investigation of domains that get supplied search results from the partners reveals an issue that leaves us questioning if we should even opt into the network.

• Google: If You Were In Fifth Position You Don't Exist Anymore in Search & Performance Marketing Daily on 03/31/2016
  

  Unlike most of Google's search engine marketing changes where there is a lot of hype and little to no impact, the change of the SERP to have just four ads at the top and no right-hand rail is the polar opposite: insignificant hype and potential for major impact. It may be the most significant change Google has made to paid search since it launched the infamous "Enhanced Campaigns."

• File Your Trademarks Or Let Your Competitors Drive Up Your CPCs in Search & Performance Marketing Daily on 10/21/2015
  

  Back in the good old days of search, when Quality Score was even more of a mystery than it is today, you couldn't bid on competitors' keywords in some engines, let along use their names in ad copy. In fact, doing it could lead to a certified letter containing a cease and desist getting delivered to your desk. It happened to me more than once.

• Yahoo Fights For Power in Search & Performance Marketing Daily on 04/02/2015
  

  Yahoo has been increasing its search share in the U.S., largely thanks to the deal with Firefox. According to StatCounter, in January 2015, Google fell below 75% search share for the first time, while Yahoo reached its highest U.S. search share in more than five years.

• Search Or YouTube: Where Should Incremental Search Dollars Go Next? in Search & Performance Marketing Daily on 01/16/2015
  

  Every so often, paid search is graced by the incremental funding fairy. This is a scenario where another media channel ended a flight with extra funds, and turned to search to utilize those funds before the end of the quarter.

• Paid-Search Budget Planning For Next Year: How Much Do I Need And What Will It Get Me? in Search & Performance Marketing Daily on 07/08/2014
  

  Most clients are not aware of the tedious, complex planning process required for annual budgets. If your operation has predictive modeling tools for paid search to forecast budgets, then you are all set. For those without the resources, these strategies can help you determine your investment.

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