Blog

Callout Extensions – How to use Them Effectively

September 10, 2018 · Ask Matchcraft

Who doesn’t enjoy a good offer? That’s right – no one! That’s why search engines rolled out a form of ad extensions, called “Callouts”. These extensions give you a way to pump up your ads with additional copy. Allowing you to showcase offers within your campaigns can serve as a powerful tool to garner more

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The 5 Most Common Questions About Google AdWords

September 4, 2018 · Industry Developments

Google AdWords is one of the top advertising systems in the world and its inception changed the way self-serve advertising works forever. When businesses use AdWords, they make about $2 for every $1 they spend. Currently, more than 1.2 million businesses use the service. Despite the popularity of AdWords, however, many marketers still have questions

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Remarketing vs Retargeting – The Differences Explained

September 4, 2018 · Analysis Industry Developments

With Pinterest launching inaugural retargeting tools, now is a good time for advertisers to reevaluate their own policies around remarketing vs retargeting. These campaigns are a point of contention between modern consumers and advertisers. Poorly executed marketing campaigns cause consumers to feel that advertisers are invading their privacy and inspire screeds like Forbes’ article titled: “Retargeting

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5 Benefits of Paid Search Marketing Automation

August 28, 2018 · Industry Developments

Of course, you know that paid search marketing is a worthy investment. But how can you effectively scale your paid search marketing efforts so that you can do it more efficiently, regain hours in your day and focus on other priorities too? The answer lies in automation.  1. Automation allows for a personalized experience This

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Happy Birthday to MatchCraft: Celebrating 20 Years

August 24, 2018 · MatchCraft News

It’s the year we’ve been anticipating—we officially turn the ripe age of 20, and we plan to celebrate it all year long! For any technology company, the first few years are a challenge of its own. Just surviving those early days is worth celebrating (at the very least, it’s worthy of a happy hour cheer).

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Pro Tips For Managing Negative Keywords

August 15, 2018 · Sales & Training

Search marketing managers spend a lot of time deciding which keywords they should include in a campaign. But negative keywords – terms that are specifically excluded from campaigns – deserve equal attention. Negative keywords operate in the exact opposite way as keywords: If they’re on your list using the appropriate match type, users who include

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AdWords’ Mobile Bid Adjustments: How To Guide & Best Practices

August 15, 2018 · Industry Developments

Mobile bid adjustments appeal to the control freak in all of us. Really. You’re able to do what you do best—get behind the driver’s wheel and take greater control of your mobile ads. If you’re a new to the concept, bid adjustments allow you to decide how (what device), where (geo-location) and when (ad scheduling)

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Understanding Customer Churn Rate and How to Improve Your Churn Rate

August 13, 2018 · Industry Developments

All companies that sell digital marketing services to SMBs share one common frustration: customer churn and how to reduce churn rate. Local search analyst Greg Sterling puts the average annual churn rate for search marketing clients at or above 50 percent, with some companies seeing churn rates even higher. At LSA|15, the Local Search Association’s

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Get on Board with Bing Network Syndication

July 25, 2018 · Campaign Management and Optimization MatchCraft News

There’s no doubt about it – it is a crowded world when it comes to paid search. Advertisers are fighting a tidal wave of competition and easily distracted viewers, all while trying to keep their ad spend in a reasonable range. These challenges aren’t disappearing any time soon. That is why syndication is on the

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8 Impactful Display Ad Ideas for a Successful Campaign

July 20, 2018 · Campaign Management and Optimization

Display ads are everywhere, from social media feeds and entertainment websites to newspapers and online magazines. But for their massive popularity, a lot of companies struggle to get a decent conversion rate to justify all of their efforts (and ad spend). One challenge with display ads in particular: they tend to get served up to

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