How To Weed Out Less Qualified Audiences From Your PPC Campaigns
Paid search is shifting. Here’s how audience targeting and exclusion can sharpen your spend without tanking ROI.
Jonathan Kagan
Director of Search & Media Strategy
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Hofstra University
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About
Entered the online marketing industry in 2005 – starting out in the SEM world. Currently he is a Director of Search & Media Strategy for Amsive Digital. Prior, Jonathan had run search marketing teams for 9Rooftops, Mediacom, Forbes, and Digitas. Overseeing enterprise search operations for clients that included American Express, Revlon, GlaxoSmithKline, Equifax, Mead Johnson, Qdoba, Bookit.com and Abbvie. You may of seen some of his presentations on brand safety, mobile, programmatic and multi-screen marketing at conferences like Search Insider Summit, SMX and Digital Summit.
Passionate about highly regulated industries (Pharma, Healthcare, Finance) as well as ensuring brand safety for advertisers.
Articles
Ad Platforms: Should You Or Shouldn’t You Take Their Recommendations?
Automated ad recommendations are faster, but are they smarter? A look at why human touch still beats machine-driven PPC strategies.
How To Avoid Search Budget Cannibalization For A Better Share Of Spend
Find out how shared budgets can negatively impact your search marketing campaigns and what you can do to prevent budget cannibalization.
When Search Isn’t Search Anymore, But It Is Still Search
Uncover the drastic changes in the paid search industry over the years. From keyword reliance to advanced targeting, the landscape has evolved.
The Power Of QA: How Not to Ruin Your Campaign…Or Your Day
Don’t let your campaign fail. Understand the significance of Quality Assurance (QA) checks in search marketing and avoid costly mistakes.
SEM Planning For 2024: Because 2023 Didn’t Prepare You For What Is To Come
Get ready for 2024 with a solid SEM plan. Learn how to overcome challenges and optimize your search marketing efforts for optimal results.
Performance Max Vs. Search: A Non-Scientific Look On If It Competes And What It Means
Embark on an unconventional exploration of the Performance Max vs. Search dilemma.
Search And Repeat Business: Do You Need To Advertise To The Loyal?
Is it worth spending and advertising to loyal customers? Here are some answers including industry best practices that you can adapt depending on your vertical.
Keyword Match Types Still Matter (Phrase & Exact Match Are Not Obsolete)
Do match types still matter? And if they do, which type is the most important one for your business needs?
SEM Strategy In 2023: More Ahead With Your Year In Review
2023 is going to be a wild year in search. Look back at the past year and prepare accordingly with this SEM guide.
SEM Or Paid Social: Why Use Both?
Discover when it’s best to use one or the other, depending on where your customer is at on the marketing funnel and your goal.
Picking The Right SEM Operation: Legits Vs. Hacks
Beware of industry hacks and find the best search marketers for your type of business with this list of dos and don’ts.
Improve SEM Performance With Your Own Unique KPIs
Don’t hold everything to the same measurement standard. Combine different performance levels must combine together to funnel into a single performance KPI. Here’s how.
Are Brand Keywords Valuable For Every Audience? [Case Study]
Being present on brand terms remains incredibly important. Here’s what you can do with brand search to cater to different audiences in a cost-effective manner.
10 Ethical Grey Areas & Illegal SEM Practices (And How to Solve Them)
Learn about the most common ethical and legal issues in PPC and what the industry needs to do to ensure oversight.
10 Most Common SEM Mistakes and How to Avoid Them
Mistakes in SEM can be expensive and disastrous. These 10 can cost you the success of campaigns or career — learn how to avoid them.
Competitor Bidding Strategy in SEM: Waking Up and Choosing Chaos
Competitor bidding means actively bidding on your competitors’ brand name keywords. Here’s what you need to know to do it right.
How Paid Search Incrementality Impacts SEO (Does 1+1=3?)
SEO and SEM together can produce better results than one or the other. Learn more about paid search incrementality and see it in action.
How to Use YouTube Ads to Support SEM: A Step-by-Step Guide
Marketers are always seeking better and more effective marketing initiatives. Here’s how YouTube Ads can help strengthen brand awareness and SEM efforts.
Your Old Paid Search Strategies Are Becoming Extinct: Try These Instead
Relying on older PPC bid strategies and concepts may do more harm than good. Here are outdated approaches to avoid and some alternatives to try.
Remember When Keywords Mattered Most in PPC? Well, That’s Changing
Keywords in SEM are starting to serve less value. Learn what’s causing this change and where you can shift your focus instead.
Your PPC Reentry Plan: 3 Ways to Proceed with Paid Search Campaigns
Looking to reenter your PPC ads back into the SERPs? Here are tips to get your paid search campaigns up and running.
Why Bing Should Be First in Your Healthcare Search Strategy [DATA]
We compared the paid search performance of seven healthcare-related brands in Bing vs. Google. Here’s what we discovered.
Auditing & QA: Preventing GDN & YouTube Disasters
Prevent disasters from happening in your GDN and YouTube campaigns with a proper auditing and QA process in place.