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Impact of Google AdWords Switching to 4 Ads on Top

By   ,  Path Interactive  |    

On February 19, 2016 Google confirmed they removed text ads from the right side of search result pages and will now place up to 4 ads on top of organic search results for some queries that trigger advertisements.

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How does this change affect keywords with low average positions?

While 4 ads on top of search results sounds like a lot, this change actually means fewer ads overall since sidebar ads no longer display. To understand the impact of this layout change on our clients’ paid media performance, we pulled top-line metrics at the campaign and keyword levels from a subset of AdWords accounts we manage.

Of the accounts analyzed, impressions and clicks for keywords we bid on with average positions greater than 3 dropped at the end of February. The trend is more prolific when looking at our small business accounts, which makes sense as our top accounts were already using top of page bids.

clicks-v-impressions-for-keywords-less-than-pos-4

CTR for keywords in position 4 skyrocketed the week following the ad layout change. While the data is sparse at the individual account level, the macro trend for position 4 CTR looks to be ~60%+.

ctr-for-pos-4-keywords-feb-16

Why did Google make this change?

While we can only speculate on the reasons Google made this change, we believe this isn’t just about making more revenue. This update brings desktop SERPs in line with mobile, and keeps the layout of searches consistent between devices.

An interesting insight we discovered while analyzing our clients’ campaign performance is position 3 and 4 top of page ads actually have better CTRs than side ads overall (that’s a weighted average of the entire sidebar, not just top right rail vs those 2 slots). Right rail ads don’t have sitelinks, callouts, reviews, or other rich markup – so they look very different from the top/bottom ads. By only using wide ad formats, all the ads now have a similar feel.

What does this mean for CPCs?

We have not seen any fluctuations in CPC, however, we expect this to change in the near future as there is less inventory to bid on. Advertisers who previously targeted low cost, low position keywords will need to increase their CPCs to rank on page one which may lead to higher bid prices for keywords that show minimal advertising.

To learn more about how this change may affect your AdWords campaigns, or to schedule a consultation with one of our team members, you can contact us here or call us at (212) 661-8969. We look forward to putting our experience to work for your business.

 

Ruben Quinones Teaching Search Marketing Course at NYU This Winter 2016

By   ,  Path Interactive  |    

Ruben Quinones of New York City Search and Social agency Path Interactive will be teaching Search Marketing at NYU’s School of Continuing Professional Studies for the 2016 Winter semester.

The course will be an online/asynchronous (self-paced) and starts on February 22th 2016 and goes until March 6th 2016. For more information or to sign up for this course click here.

Search marketing is one of the most important marketing skills you can acquire. Develop and implement effective search engine marketing and search engine optimization tactics (including organic/PPC search, paid/sponsored listings, and contextual listing). Learn to optimize site content, develop a strategy, and integrate search into your overall marketing plan.

ABOUT RUBEN QUINONES

ruben quinonesRuben Quinones is VP, Client Strategy at Path Interactive where he provides forward thinking leadership for the company’s social media marketing processes and is the lead for client Facebook marketing programs. Ruben leads the action and development of social media marketing and oversees strategic campaigns for major clients. Additional responsibilities include; strategic consulting, and key project management for Paid Search, Search Engine Optimization and Online marketing campaigns, client digital strategy and execution.

ABOUT PATH INTERACTIVE

The same commitment to excel for our clients prompts us to take a leadership role in our industry. Members of the senior management team serve as instructors at New York University’s School of Continuing and Professional Studies. There, CEO Michael Coppola and V.P. of Client Strategy Ruben Quinones teach courses on Search Marketing to the next generation of digital specialists as part of NYU’s New Media Marketing program. In addition, Path also develops specialized corporate training programs in SEO and Social Media marketing for its client-partners.

Why Pay For Clicks When You Rank High Organically

By   ,  Path Interactive  |    

Many advertisers aren’t convinced that they should be running paid ads. They often ask, what’s the point of paying for clicks when I have organic links on the first page for free? This is a fair question. That’s why we’ve listed the many reasons to use pay per click advertising when you rank high organically.

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Search Marketing that Hits a Moving Target

By   ,  Path Interactive  |    

There is no single customer.

And every single one of them is a moving target.

There is a million-dollar question that that only an intelligent, holistic search marketing program can answer. How do you market to all those customers, in exactly the right way, at every step along the search journey?

Search Marketing has evolved from the days when agencies would rack up impressions, count up clicks and declare victory. Interactive devices have insinuated themselves in remarkably intimate ways into our everyday life, and we rely on like computers, tablets and smartphones to conduct an ever-increasing range of daily activities. Now we can collect an unprecedented amount of intelligence on each consumer’s online experience. And if you know how to analyze and harness that knowledge, you can deliver targeted messaging of tremendous impact.

The Right Message, All Along the Search Funnel

For most firms, that’s easier said than done. You need to serve up focused, transactionally-oriented advertising when consumers have credit card in hand, ready to buy. But you also need to speak to potential customers way upstream, when they are seeking information about your market sector and the decision is many, many clicks away. How do you ensure your brand is capturing a bigger share of online revenue while having the right share of voice in the conversations that matter most to its business? How do you deliver the right message to a consumer at every position on the search funnel?

Pay-Per-Click Advertising and Search Engine Optimization are the two sides of search marketing, but they work best when deployed as part of an intelligent, holistic digital campaign. Not all firms have the experience and credibility to handle both well. And when a firm does have those core competencies, so often SEO and PPC are running independently, locked up in their own silos.

Integrated PPC and SEO Campaigns

At Path, our search intelligence runs deep, and we craft coordinated SEO and PPC campaigns that deliver exceptional reach and precision. We look at your business’ core marketing goals, and we tailor plans that deliver the results that matter most to your business. We’ll bring the clicks, and we’ll deliver the conversions, and we’ll spike your sales, but we’ll also make sure your brand moves to the top of the natural search results and to the front of potential customer’s minds, whenever they start thinking about what it is you do.

Is it time to explore the power of integrated SEO and PPC in holistic digital campaigns? You can find out more about each of our services here. Why not get in touch, and let us sharpen your search marketing’s aim.

Ruben Quinones Teaching Search Marketing Course at NYU This Winter

By   ,  Path Interactive  |    

Ruben Quinones of New York City Search and Social agency Path Interactive will be teaching Search Marketing at NYU’s School of Continuing Professional Studies for the 2016 Winter semester.

The course will be an online/synchronous (instructor lead) and will consist of 8 sessions. The sessions will be every Wednesday, starting March 16 2016 and ending May 4th 2016. For more information or to sign up for this course click here.

Search marketing is one of the most important marketing skills you can acquire. Develop and implement effective search engine marketing and search engine optimization tactics (including organic/PPC search, paid/sponsored listings, and contextual listing). Learn to optimize site content, develop a strategy, and integrate search into your overall marketing plan.

ABOUT RUBEN QUINONES

ruben quinonesRuben Quinones is VP, Client Strategy at Path Interactive where he provides forward thinking leadership for the company’s social media marketing processes and is the lead for client Facebook marketing programs. Ruben leads the action and development of social media marketing and oversees strategic campaigns for major clients. Additional responsibilities include; strategic consulting, and key project management for Paid Search, Search Engine Optimization and Online marketing campaigns, client digital strategy and execution.

ABOUT PATH INTERACTIVE

The same commitment to excel for our clients prompts us to take a leadership role in our industry. Members of the senior management team serve as instructors at New York University’s School of Continuing and Professional Studies. There, CEO Michael Coppola and V.P. of Client Strategy Ruben Quinones teach courses on Search Marketing to the next generation of digital specialists as part of NYU’s New Media Marketing program. In addition, Path also develops specialized corporate training programs in SEO and Social Media marketing for its client-partners.