Google AdWords is planning to launch a new tool called Keyword Planner, which is a hybrid between two current AdWords tools: Keyword Tool and Traffic Estimator. Google will launch this change to primarily help small business owners with digital advertising. This tool is said to launch in July 2013. Pricing Engine is here to give you the inside scoop.
Google created the original Keyword tool to help small business owners advertise their products so they wouldn’t need to deal with the hassle of learning the ins-and-outs of Search Engine Marketing. The Keyword Tool allows small business owners to identify relevant keywords that a consumer searches for when looking for related products. By identifying necessary keywords to include in their ads, small business owners can accurately target their ads at the right consumer, which is the primary purpose of search engine marketing.
When a small business owner searches for the usefulness of a keyword in the Keyword Tool, Google returns statistics of the amount of times the keyword is searched per year, suggests alternate keywords ideas, and discloses the amount of competition among other ads currently in the market. By doing this, a small business owner can easily compare whether this keyword is necessary for their ad.
The Google AdWords Traffic Estimator is another tool designed to simplify Search Engine Marketing by allowing small business owners to see the best way to utilize their limited budgets. In other words, the Keyword Traffic Tool estimates the amount of clicks an ad will receive based on the daily budget and the bid amount. This tool Read More
Pricing Engine wanted to see the recent trends in local digital advertising spend. It’s important to understand what factors are driving growth in digital advertising and what the future holds for the industry. We looked to different industry experts to see how they predict the future of local advertising. Here is what they had to say:
BIA/Kelsey, a market research firm, predicts digital advertising to make up increasing portions of local advertising. In 2012, BIA/Kelsey estimated digital advertising made up 17.4% of total local advertising. By 2017, its experts predict 27.6% of local advertising will be digital, an increase attributable to a $16.3 billion increase. BIA/Kelsey also attributes the increasing presence of digital advertising to mobile marketing, one of the most effective marketing tools up to date. Mobile marketing allows small businesses to target specific customers in their region and allows customers to search for local businesses at any time in any place. For this reason, its experts predict mobile search to increase revenue from $704 million is 2012 to $5.7 billion in 2017.
Borrell confirms BIA/Kelsey’s predictions by focusing their research on the role digital promotions play in mobile advertising. Borrell estimates digital promotions make up 65% of digital advertisements, because mobile marketing is effective. For a company, advertising by using digital promotions allows for more accurate targeting Read More
Search activity in the U.S. saw an all-time high last month - from the usual suspects: Google, Bing, and Yahoo!. What was unusual about last month was how search share was split by these search engines.
ComScore’s March 2013 vs. February 2013 report shows Google losing 0.4% of its search share, while Microsoft, Yahoo!, and Ask all gained share. The report also shows an estimated 20.4 billion desktop searches, according to Search Engine Land, which is an 11% increase from February 2013 and an all-time high.
Naturally, search share fluctuates. However, Microsoft has seen a steady incline since 2011. Although minute Read More
Competitive benchmarking is one of the most fundamental and valuable tools for successfully managing paid search campaigns.
At its heart, benchmarking is the practice of analyzing the performance of your competitors’ and industry’s paid search efforts in order to monitor, adjust and improve the relative performance of your own campaigns. [Source: Search Engine Watch]
Spencer Reiss of WIRED moderated the panel, which featured five different NY-based founders. Ironically, Reiss was the only native New Yorker on stage. His panelists, Chantel Waterbury (Chloe + Isabel), Oisin Hanrahan (HandyBook), Aaron Schildkrout (HowAboutWe), Matt Brimer (General Assembly), and Scott Heiferman (Meet Up), hail from all over the country. They were asked why the tech startup scene here is flourishing, and like true New Yorkers they all had different, strong opinions.
Chantel Waterbury: “There are certain companies that have to be here [to succeed]. Nowhere else can you find people who work with both tech and fashion.”
Oisin Hanrahan: “We wanted to be near the most difficult customers. If you can make New York customers happy, then it’ll be way easier anywhere else.”
Aaron Schildkrout: “Building a dating site is about building a brand, particularly if you’re building a subscription site. It felt like this was the place to build a brand.”
Matt Brimer: “I think, post recession, the opportunity cost for people to pursue an entrepreneurial career or consider more alternative career paths went way down. So you started to see people coming out of all these different industries.”
Scott Heiferman: “Well, New York is where you have to be if you want to work on a certain kind of Internet. They’re here because of the collision of people […] because at the end of the day the Internet is about how people are turned to each other.”
Heiferman’s point resonated so much that it became a recurring theme throughout the rest of the session. The panelists seemed to agree that NY tech startups thrive on being in close proximity to other people; Schildkrout even referred to New York as a “Bump-into-each-other Petri dish.” Here, startups aren’t reliant on meeting with big companies or potential partners over the phone. Instead, they can walk down the street and meet at a coffee shop. As Heiferman puts it, “[New York] is a fertile mass of human collision that creates this ugliness that is the future.”