AdWords Attribution: Give Your Clicks Some Credit!
The new attribution model for AdWords was the talk of the town when it was first announced in 2016. But since then, it hasn’t received as much attention. Even so, I was surprised recently when a colleague in the pay-per-click industry confessed that he wasn’t aware of it. I can understand how he missed it. […]
Use Google Analytics to Audit PPC TrafficÂ
Pay-per-click advertising is a key revenue driver for many ecommerce businesses. But click costs can be expensive. Ensuring that all clicks are reported accurately in Google Analytics will help make informed decisions. I introduced that topic last year. In this post, I’ll describe a process for auditing the reporting of PPC traffic in Google Analytics. I’ll offer […]
5 conversion boosters to optimize your PPC campaignsÂ
Earlier this year, Facebook broke some bad news. Organic reach is officially being choked, making it harder for brands to reach the audiences they’ve worked so hard to build. Because of this, I believe marketers will look to SEM (search engine marketing) to recapture lost attention. The problem is, there’s already so much competition. How […]
12 SEO Trends Heating Up 2018
Voice search, for one, will change how we create content. If your business isn’t taking advantage of using SEO strategies on its website, blogs and social media pages, you’re missing the boat in terms of ranking your business in internet searches. SEO is one of the most effective ways to ensure your customers find your business […]
An introduction to advanced audience targeting in AdWordsÂ
A topic that is hugely important for any marketer is that of targeting – making sure your budget gets spent on the people most likely to buy from you. With all the features available to us across digital advertising platforms, we’ve never had it so good. Yet most marketers I speak to at events are unaware […]
How to master copywriting for SEO
In 2018, you need to understand copywriting and SEO – and a whole lot more – to write content that will rank well and return a great ROI. If you have a head for marketing, UX and research, too, you’ll be in a commanding position. As our discipline evolves in response to a changing search […]
Optimize for voice search by keeping it short and to the pointÂ
Contributor Dave Davies explains the many layers and aspects of Google Voice Search and how to optimize your content for it. OK, Google … how do I optimize for voice search? Ask that question and you’ll discover even Google doesn’t know but is trying to learn. For those of us in the search engine optimization […]
Google Images update: Captions added to images, pulled from the page title tagÂ
To add more context to image results, Google will now display a caption with images in mobile Images search results. Google Images search results continue to evolve — from the rollout of badgeslast summer to the related searches box this past December and the removal of the “view image†and “search by image†buttons last month. Google has been rapidly […]