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Unlock the power of paid search engine marketing with insights from our SEM experts.

<p>Unlock the power of paid search marketing with insights from our SEM experts. Discover tailored strategies, industry trends, and best practices that drive clicks and conversions for your brand.</p>

SEM Content and Perspectives: Industry Trends and POVs | Brunner

Explore strategic insights from Kevin Amos, Brunner Partner, Chief Media and Data Officer.

Perspectives from Kevin Amos | Brunner

Partner, Chief Media and Data Officer

Kevin Amos

Stay updated on all the latest paid social trends.

<p>Stay updated on the latest trends in paid social media to amplify your brand's reach. Explore insights on effective strategies, targeting techniques, and creative approaches to connect with your audience and drive engagement.</p>

Our Perspectives on Paid Social Media | Brunner

paid social media

At Brunner, media is in our DNA. From ad targeting to ROI tracking, hear from the experts in media.

<p>At Brunner, media is in our DNA, blending data-driven strategies with creative execution. Explore our insights to optimize your media investments and engage customers at every touchpoint on their journey.</p>

Our Perspectives on Media: Trends and POVs | Brunner

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<p>Many marketers are still skeptical about TikTok’s place in the digital marketing toolbox, but more and more articles like this one&nbsp;<a href="https://techcrunch.com/2022/07/12/google-exec-suggests-instagram-and-tiktok-are-eating-into-googles-core-products-search-and-maps/?tpcc=tcplustwitter" rel="noopener noreferrer" target="_blank">from TechCrunch</a>&nbsp;are making it clear that the platform is no longer playing second fiddle to the likes of Google, Microsoft, and Meta. Here at Brunner, we have certainly taken notice, and have been recommending TikTok to a variety of clients in recent years. If TikTok isn’t part of your digital marketing portfolio it has never been a better time to reconsider!</p><p>As noted from TechCrunch, nearly 40% of Gen Z users prefer searching on TikTok over Google Search &amp; Google Maps “for discovery purposes”.&nbsp;While that last phrase seems to indicate that Gen Z searchers are more likely to use TikTok as an initial touchpoint for a product or service rather than for immediate recommendations for a dinner spot, it’s clear that young people are searching the web in a much different way than previous generations. With most marketing departments being led primarily by Millennials and Gen Xers this can be hard to wrap our collective heads around – but ignoring this trend could be a critical mistake for those trying to reach the nearly 70 million Gen Z citizens in the United States. While not an ideal fit for every client and situation, TikTok is nearly a must when Gen Z eyeballs are a priority.</p><h2>Testing TikTok with Mixed Results</h2><p>If your company is anything like our clients, you’ve been testing TikTok for some time with mixed results. High to mid-funnel results, and even soft conversions, typically perform strongly in TikTok and can often outperform some of the more established social channels like Facebook. However, you may have had a tougher time when proving ROI. For many advertisers, TikTok will not be the final place of conversion no matter how much search activity it’s generating. This can be a red flag for advertisers who are hyper-focused on proving the ROI for each channel. However, modern digital marketers know that the conversion funnel is as complex as ever, and just because a channel isn’t leading to a last-touch conversion doesn’t mean that it’s not an essential part of the user journey. Look no further than Google’s own&nbsp;<a href="https://www.thinkwithgoogle.com/consumer-insights/consumer-journey/navigating-purchase-behavior-and-decision-making/" rel="noopener noreferrer" target="_blank">‘Messy Middle’</a>&nbsp;to see how the conversion funnel has evolved in recent years. Many user journeys have a multitude of intersecting touchpoints, and now TikTok is most likely at least one of those touchpoints for an entire generation of US searchers. If you’re not there, will you miss out on a valuable touchpoint?</p><h2>When to Add TikTok to Your Marketing Mix</h2><p>We believe that the time is now to recommend TikTok for a growing number of client needs. But if you’re still on the fence about including TikTok in your marketing mix, the platform is working harder than ever to capitalize on its impressive search algorithm to show advertisers that it can be a lower-funnel touchpoint. As of July 2022, advertisers were able to take part in a closed BETA that allows for a sponsored ad placement in the platform’s search results. TikTok will search their eligible videos to place the most appropriate content in these results. What’s more, there are rumors that TikTok is also working on keyword-targeted ad buys that will let advertisers serve videos for specific queries!</p><p>Does that sound familiar? It appears that search advertising is quickly moving into an era that will go beyond simple text ads and become more focused on highly specialized video content. If TikTok proves out this model, how long before Google inevitably follows suit and the lines between search and video are further blurred? Are you ready to meet that challenge head-on? We suspect that few are, but those that can take advantage of TikTok’s blossoming search potential are bound to reap the benefits.</p><p>Keep reading to<a href="https://www.brunnerworks.com/perspectives/to-reach-young-adults-companies-like-the-home-depot-rental-are-finding-success-on-tiktok" rel="noopener noreferrer" target="_blank"> find out if TikTok is right for you</a>.</p>

Explore the potential of TikTok as a powerful paid search platform and how brands can leverage TikTok’s unique features to drive engagement and conversions.

Will TikTok Become the New Paid Search?

Learn more about the latest in Paid Search from Luke Navickas, one of our associate directors of SEM.

Perspectives from Luke Navickas | Brunner

Associate Director, SEM

Luke Navickas

<p>Over the last few months, digital marketing experts have been buzzing about the potential of open-source AI bots taking over their jobs. As paid search experts, we see how consumers are trying to explore this new way of getting useful information, so we have been investigating how these new AI services can add to our capabilities rather than eliminate the need for digital marketers altogether. To fully caveat our point of view, it will most likely evolve, and like AI technology, it will change over time as we learn more about the capabilities and use cases.&nbsp;</p><p>At Brunner, we believe that it’s highly unlikely Microsoft-backed ChatGPT and Google’s Bard AI will replace the need for paid search experts and campaigns. However, we do believe that these AI models have the potential to greatly improve the efficiency and effectiveness of paid search campaigns.&nbsp;</p><h2>Testing the Capabilities of AI Tools</h2><p>In testing AI resources for basic paid search needs, much more is desired. Based on our observations, the output resembles that of a first-year employee, but like AI usually does, we know it will learn and improve over time. Once the full services are launched, we anticipate significant capability improvements.&nbsp;</p><p>With that said, we predict that the need for paid search experts will persist as AI will not replace the need for human input and decision-making in advertising. Setting campaign objectives, determining target audiences, selecting keywords, writing copy, and monitoring performance to ensure campaign success will still require human expertise and creativity. AI models like ChatGPT and Bard AI can provide valuable support, but just as we’ve found with any automation, cannot fully replace the human expertise and creativity that are essential to successful paid search strategies.&nbsp;</p><h2>AI + Search, and the Customer Journey</h2><p>From a consumer’s point of view, we see this as being another path to conversion but at the highest point of their decision journey. AI tools will be used for initial information gathering before making a purchase or selecting a service. The AI sources provide a lot of “lists” when asking questions like, “what are the best breweries in Pittsburgh?” Or “what is the best truck rental company?”. Similar to voice assistants, we feel that the AI sources are working more as single-answer engines. Until these AI resources link out to other websites and allow users to decide which responses are creditable, there really isn’t a direct path to conversion (yet).&nbsp;</p><p>Will search campaigns experience a decline in total search volume when Bard AI and ChatGPT are fully launched? We anticipate a temporary dip…but for how long? Traditional search has weathered previous advancements. Despite voice search and social media being used by consumers similarly to search engines, Google and Bing remain the top choices for information gathering. We feel strongly that nothing will completely replace traditional search, at least not in the very near future.</p><p>If the “search giants” face a loss of revenue, they will find a way to evolve the Search Engine Results Page (SERP). Most likely through updates to Google’s Performance Max campaigns, Bing’s Multi-Media ads, or some other campaign type that will be created (and possibly powered by AI). Forced automation has been at the forefront of Google’s most recent updates, and these ad types are only a step in that process.</p><h2>What's Next for AI + Search?</h2><p>While ChatGPT and Bard AI have the potential to shake up the paid search space, we simply see this as the next step in the world of paid search marketing. As digital marketers, we are always prepared for change, but to date, we’ve never found anything that can completely replace the human touch. Search engines have been pushing automation to the brink, to where we feel like we are sitting at the Alamo. Detective Spooner said it best in the movie “iRobot”… where AI took over everything. “Does thinking you’re the last sane person on earth make you crazy? If so, maybe I am.”&nbsp;</p>

Explore the potential and challenges of Open AI, and its implications for the future of technology and society.

Open AI: The Beginning or The End, or Somewhere In-between?

Hear from the Brunner Marketing Team as we give agency news updates, awards announcements and valuable insights on the ever-changing digital landscape.

Perspectives from Brunner Marketing Team | Brunner

Brunner Marketing Team

<p>When Brunner welcomes you as a new client for search engine marketing, our first step is analyzing what you already have under the SEM hood.&nbsp;&nbsp;</p><p>That means our <a href="https://www.brunnerworks.com/what-we-do/media/sem" rel="noopener noreferrer" target="_blank">SEM team</a> members use their expertise to evaluate how your accounts are set up — and most importantly — how they are performing.&nbsp;&nbsp;&nbsp;</p><p>The goal is ensuring every client gets the best possible return on their paid search spend.&nbsp;&nbsp;&nbsp;</p><p>“As Michael Jordan — one of the greatest basketball players of all time — is quoted as saying, ‘Talent wins games, but teamwork and intelligence win championships.’ That is how Brunner approaches all search campaigns: You’re either first or you’re last,” says Brunner Partner <a href="https://www.linkedin.com/in/kevin-amos-30b36b1/" rel="noopener noreferrer" target="_blank">Kevin Amos</a>, who oversees the agency’s digital marketing team.</p><p>Only the top 3% of Google partners make the Premier Partners list, the most rigorous status to earn. For Brunner, being at the top in SEM is built on years of experience and a continuous commitment to rigorous training, strategic processes, and key partnerships. That approach led to Brunner earning Google Premier Partner status for 2024, the third year in a row.&nbsp;&nbsp;&nbsp;</p><h2><strong>Delivering Big Results for Clients&nbsp;&nbsp;</strong></h2><p>“The Google Premier Partner badge is considered a big deal and we love the status,” Amos says. “But the most important thing is moving the needle for our clients and helping them achieve their goals.”&nbsp;&nbsp;</p><p>For new SEM clients, the Brunner team’s work often delivers dramatic results. After an account is restructured, clients usually see drastic performance improvements for key metrics including cost per click, cost per conversion, and click-through rate.&nbsp;&nbsp;</p><p>“We’ve always been cutting edge,” says Amos, citing the team’s long-time partnerships with Google, Bing, and other leading SEM platforms. Those relationships have allowed Brunner to provide input on innovations and get early access to new features and functions under development.&nbsp;&nbsp;</p><p>“Through these partnerships, we can bring an extra level of sophistication and benefits that other agencies can’t bring to the table,” Amos explained. “We get first notice of new things our partners are doing, and we can take that to our clients as an exclusive.”&nbsp;&nbsp;</p><h2><strong>Top 3% of Google Partners&nbsp;&nbsp;</strong></h2><p>Brunner’s SEM team has been working with Google for years and has been a Google Partner since 2016. In 2022, Google launched the Premier Partners program to recognize and reward top performers. Earning <a href="https://support.google.com/google-ads/answer/9702452" rel="noopener noreferrer" target="_blank">Google Premier Partner</a> status is based on three factors:&nbsp;</p><ul><li>Performance — Premier Partners must have an optimization score equal to or greater than 70% on their Google Partners manager account.&nbsp;</li><li>Spend — Premier Partners must maintain a specified spend level through 90-day spend across their managed accounts. This level reflects their role in helping clients consistently identify new growth opportunities and sustain their success using Google Ads.&nbsp;&nbsp;</li><li>Certifications — At least 50% of account strategists must be certified in Google’s platforms and tools. At Brunner, that number is 100%.&nbsp;</li></ul><p>The Google Premier Partner badge recognizes the Brunner team’s commitment to elite performance and impact, says <a href="https://www.linkedin.com/in/luke-navickas-16328368/" rel="noopener noreferrer" target="_blank">Luke Navickas</a>, Brunner’s associate director of paid search.&nbsp;</p><p>“We can put our expertise up against anyone,” Navickas said. “We have a ‘test, learn, optimize’ mentality.’&nbsp;We train our teammates to understand what’s happening down to the granular level. We want to be the best.”&nbsp;&nbsp;</p><h2><strong>Proven SEM Team Expertise and Certifications&nbsp;&nbsp;</strong></h2><p>All members of Brunner’s SEM team earn Google Ads Search Certification each year. In addition, most team members have Google certifications in specialties including:&nbsp;&nbsp;</p><ul><li>Google Ads App&nbsp;</li><li>Google Ads Creative Certification&nbsp;&nbsp;</li><li>Google Ads Display&nbsp;&nbsp;</li><li>Google Ads Measurement&nbsp;&nbsp;</li><li>Google Ads Shopping&nbsp;&nbsp;</li><li>Google Ads Video&nbsp;&nbsp;</li></ul><p>In addition to Google certifications, SEM team members earn Bing Ads Accredited Professional Certification for search advertising, native and display advertising, and shopping advertising.&nbsp;</p><p>Taken together, these credentials demonstrate the Brunner team’s expertise in running paid search campaigns that reach each client’s target audiences, on the top search platforms those audiences are using.&nbsp;&nbsp;&nbsp;</p><h2><strong>Google Premier Partner Benefits for Brunner Clients&nbsp;&nbsp;</strong></h2><p>As a Google Premier Partner, Brunner gets exclusive Google benefits to extend to clients. Those benefits include:&nbsp;&nbsp;</p><ul><li>Ongoing access to Google’s current product betas&nbsp;&nbsp;</li><li>Monthly Google insight reports on changing consumer behaviors and industry trends&nbsp;&nbsp;</li><li>Promotional offers that give Google Ads credits to client advertising budgets&nbsp;&nbsp;</li><li>Access to 24-hour advanced ads support to resolve any client account issues quickly and efficiently&nbsp;</li><li>Strategic and sales support from dedicated Google representatives for assistance with Brunner client accounts&nbsp;&nbsp;</li></ul><h2><strong>Brunner’s World-class NPS Scores from Clients&nbsp;&nbsp;</strong></h2><p>Clients have taken notice of outstanding SEM results, and they value the close working relationship with the SEM team. Brunner’s most recent overall net promoter score, which measures customer loyalty and satisfaction, is 75+. NPS scores can range from –100 to 100+. Anything above 50 is considered excellent — and anything above 70is&nbsp;considered world-class.&nbsp;&nbsp;</p><p>“Our clients know we are fully engaged in their accounts,” says Navickas. “When a client asks, ‘why does this happen?’ we have the answer. Their goals are our goals.”&nbsp;</p><p><em>Note: This article was originally published on May 12, 2022, and has been updated for 2024.</em></p>

As Brunner’s SEM team continues to deliver big for clients, we’ve maintained a Google Premier Partner status for 3 years. Learn more.

Brunner’s SEM Team Maintains Google Premier Partner Status for 2024

Brunner’s SEM Team Maintains Google Premier Partner Status for 2024, Continues Delivering Big for Clients

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<h2><strong>Brunner Recommends Rigorous Testing Before Going with ‘PMax’</strong></h2><p>Google launched Performance Max in late 2021 with lots of fanfare about the benefits of AI-powered online advertising.&nbsp;&nbsp;</p><p>More than two years later, reviews are mixed. At Brunner, we manage paid search engine marketing (SEM) for clients of all types with significant monthly spends. We’ve seen strong performance from PMax, but poor performance, too — and without data insights to understand how and why.&nbsp;</p><p>We recommend that advertisers exercise caution using PMax, and <a href="https://www.mediapost.com/publications/article/390593/merkle-transitioned-to-google-pmax-then-ad-perfor.html" rel="noopener noreferrer" target="_blank">we’re not the only ones</a>. Read on for lessons learned from our team’s experience as a PMax early adopter and evolution into a power user, and from <a href="https://www.brunnerworks.com/perspectives/google-premier-partner" rel="noopener noreferrer" target="_blank">our perspective as a Google Premier Partner</a>.</p>

Understand the potential pitfalls of Google’s Performance Max advertising and how to navigate them for better results.

Navigating the Pitfalls of Google's Performance Max

Navigating the Pitfalls of Google's Performance Max for Online Advertising

Stay informed with the latest updates from Brunner.

<p>Stay informed with our latest updates, where our commitment to being good people drives everything we do. Explore insights that highlight how our collaborative approach and rich experience empower us to deliver innovative marketing solutions while nurturing lasting client relationships.&nbsp;</p>

Agency Updates | Brunner

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<p>Search engine marketing is an important — and highly effective — piece of the marketing mix for many companies, including plenty of Brunner clients. Paid search, also known as SEM, can be very complex and changes constantly. You need a solid plan for keywords, campaigns, and budget to make the most of every dollar — especially on the dominant platform, Google.&nbsp;</p><p>We’re excited to share that every member of Brunner’s SEM team has earned the new Google Ads Search Professional Certification to ensure we can deliver the best possible results for our clients in this category.&nbsp;</p><p>“We’ve found that Google’s certifications keep the team sharp on the ever-changing Google Platforms, which translates into helping our clients win,” said Brunner Partner <a href="https://www.linkedin.com/in/kevin-amos-30b36b1/" rel="noopener noreferrer" target="_blank">Kevin Amos</a>, who leads the agency’s marketing intelligence and media teams. “Layer in ‘who got the best scores’ keeps things competitive in nature and adds to our commitment of continuous learning and professional development for our team.”&nbsp;&nbsp;</p><h2><strong>Staying Current with Google’s Ever-Changing Platform</strong>&nbsp;</h2><p>The Google Ads Search Professional Certification is designed for true industry experts who are dedicated to staying updated in a field that’s in constant flux. Google frequently updates its platform and best practices, making it vital for marketers to stay current.&nbsp;</p><p>Brunner is a continual <a href="https://www.brunnerworks.com/perspectives/google-premier-partner" rel="noopener noreferrer" target="_blank">Google Premier Partner</a>, and we understand the platform inside and out. We also have our own best practices for SEM. While we might not always see eye-to-eye with the latest Google implementations and recommendations, we maintain a test-learn-optimize mentality to ensure our clients are using all the features to drive maximum results.&nbsp;</p><h2><strong>A Tough New Level of Google Certification</strong>&nbsp;</h2><p>In the past, Google Ads certifications were often seen as a formality. But with the new Google Ads Search Professional Certification, the landscape has changed dramatically.&nbsp;&nbsp;</p><p><a href="https://www.linkedin.com/in/luke-navickas-16328368/" rel="noopener noreferrer" target="_blank">Luke Navickas</a>, Brunner’s associate director of paid search, likened this process to taking the SATs under a watchful eye.&nbsp;</p><p>“The new certification process is rigorous, involving proctor supervision, strict test-taking conditions, and heightened security measures to prevent cheating,” he explained.&nbsp;</p><p>Here’s how the test works:&nbsp;</p><ul><li>Test-takers can work on only one screen.&nbsp;</li><li>They must keep their camera active to provide a 360-degree view of their surroundings.&nbsp;&nbsp;</li><li>They are not allowed any secondary devices or notepads.&nbsp;&nbsp;</li><li>Even seemingly innocuous items like hats and gum are prohibited to ensure an exam’s integrity.&nbsp;&nbsp;</li></ul><p>In addition to Navickas, the entire SEM team has earned the new certification:&nbsp;&nbsp;</p><ul><li>Mike Cancilla, SEM senior manager&nbsp;</li><li>Mike Cummings, SEM senior specialist&nbsp;</li><li>Francesca Ferrante, SEM specialist&nbsp;</li><li>Ivy Ferko, SEM senior specialist&nbsp;</li><li>Nick Lucchi, media specialist&nbsp;</li><li>Ryan Lucas, SEM specialist&nbsp;</li><li>Emily Melnek, media specialist&nbsp;</li><li>Gabriel Monteleone, SEM senior manager&nbsp;</li><li>Emily Nobers, integrated planning manager&nbsp;</li><li>Adam Shaffer, integrated planning associate director&nbsp;</li><li>Justin Shaffer, integrated media and operations associate director&nbsp;</li><li>Max Villarreal, media senior lead&nbsp;</li><li>Alex Weilersbacher, SEM lead&nbsp;</li></ul><h2><strong>Brunner’s Commitment to Search Engine Marketing Excellence</strong>&nbsp;</h2><p>The Google Ads Search Professional Certification is just one of several certifications Brunner requires for the SEM team. All paid search employees must complete six Google Ads exams, in addition to three from Bing Ads. Plus, we mandate annual recertification to ensure our team’s knowledge remains sharp.&nbsp;</p><p>Our paid search senior leadership team meets regularly to assign priorities for certifications. We also encourage our team members to pursue as many qualifications as possible within the paid search space and across various platform channels. This not only benefits our team members but, most importantly, our clients.&nbsp;</p><h2><strong>Interested in Learning More about Paid Search?</strong>&nbsp;</h2><p>If you’re looking to get started or expand with search engine marketing, we’re more than happy to chat. Our SEM team is driven by a passion to deliver exceptional results for our clients, and we’re eager to help you achieve your digital marketing goals. Let’s talk!</p>

Brunner’s Search Engine Marketing team earned the prestigious Google Ads Search Professional Certification. Learn more. 

Brunner's SEM Team Earns Google Ads Search Professional Certification

Brunner's Search Engine Marketing Team Earns Prestigious Google Ads Search Professional Certification

SEM Content

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