Author Archive: Gwen Blecon

How does Google’s removal of right hand side ads impact search marketing?

Google announced ear­li­er this year the removal of search ads on the right hand side (see pic­ture above). Users will only now see ads on the top and bot­tom of the search results. Will the cus­tomer expe­ri­ence on Google be … Read more

Overview of the French Search Market

We know it; in Search, it is essen­tial to think local­ly for a glob­al cam­paign to be suc­cess­ful. Every mar­ket is dif­fer­ent and has its own specifics, and under­stand­ing them is key in order to max­i­mize per­for­mance and con­ver­sion. In … Read more

The evolution of the Paid Search Marketer

In today’s post, I thought it would be inter­est­ing to dis­cuss how the func­tion of paid search mar­ket­ing has evolved and changed since its begin­nings in 2000. Nowa­days, paid search is the biggest rev­enue dri­ver for most search engines, and … Read more

Create URGENCY in Paid Search

In today’s envi­ron­ment, it is essen­tial to get the atten­tion of your audi­ence with­in a few sec­onds and to deliv­er your mes­sage to them quick­ly, or you risk wast­ing your mar­ket­ing invest­ment. Indeed, if a sense of urgency is prop­er­ly … Read more

Paid Search for B2B: Advanced techniques

Fol­low­ing my first arti­cle, Paid Search for B2B: the basics, I want­ed to share some advanced tech­niques which will allow you to max­imise the per­for­mance of your paid search cam­paigns and deliv­er a world class user expe­ri­ence. Nur­tur­ing Cam­paigns Cam­paigns … Read more

Paid Search for B2B: the basics

Nowa­days, the Inter­net has become the pri­ma­ry source of infor­ma­tion for many B2B buy­ers search­ing for busi­ness solutions. According to the IDM B2B Barom­e­ter of July 2014, page 10, B2B mar­ket­ing bud­gets are cur­rent­ly at an all-time high, with 52% of … Read more

Big bets for the future of paid search

Dur­ing the past years, the media buy­ing world has changed dra­mat­i­cal­ly. Major advances in Adver­tis­ing Tech­nol­o­gy and con­sumer elec­tron­ics have opened up the doors for nev­er-before-seen tar­get­ing and mea­sure­ment capa­bil­i­ties. With 85% of Google’s rev­enue com­ing from their AdWords plat­form in … Read more

Paid Search: why shift from branded to generic keywords

In the Paid Search indus­try, the ques­tion whether a com­pa­ny should focus their efforts on their own brand name has been a sub­ject of fierce debate for many years. The very fact that it comes up so reg­u­lar­ly and splits … Read more

Leverage your promos with paid search

I have now been work­ing in search for many years and when I look at some of my col­leagues work­ing in oth­er mar­ket­ing chan­nels, I can real­ly see how search is much more agile and respon­sive when it comes to … Read more