Ginny Marvin

Heather Fletcher is senior content editor with Target Marketing.

Amazon retargeting may happen soon, taking on Google for market share. Amazon is testing the product with “select merchants” this month, Bloomberg reports.

Google is now helping marketers who have no way to track conversions to do so. “For businesses that don’t measure conversions in AdWords today, we’ve created an easy-to-use solution: Smart Goals,” reads the Inside AdWords blog on Thursday.

Marketers are spending 26 percent more on paid search this year, if they're anything like search and digital marketing agency RKG's clients. The Charlottesville, Va.-based agency, a Merkle company, released findings comparing Q3 2014 results with those from Q3 2013.

Today, Google announced a change to Ad Rank, its ad serving calculation in AdWords that determines where your ad shows and how much you’ll pay per click. In addition to max CPC bid and quality score, Ad Rank will now factor in the expected impact from ad extensions and formats. Ad Rank is also becoming a bigger factor in determining whether ads are eligible to display with extensions and formats. What do these Ad Rank changes mean? Extensions and formats now play a role in the price you pay per click and in the position your ads display

On the heels of releasing dynamic retargeting for retailers in AdWords, Google has announced it will be rolling out remarketing lists for search ads (RLSA) to all enhanced campaigns advertisers over the next few days. RLSA, which launched in beta last July, allows marketers to modify and tailor their search ads, bids and keywords based on visitors’ past activity on their sites. In the beta, a European online tire retailer saw a 161 percent conversion rate increase with RLSA, which led to a 22 percent overall sales increase. The new conversions had a 43 percent lower average CPA

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