Why Google Shopping is dominating retail search marketingÂ
As Google has scaled up its Shopping products in recent years, there has been a growing consensus in the retail search marketing space that Shopping ads are one of the most effective ways to win valuable consumer clicks. This is especially true of the non-branded, broader search terms that are typical of the early stages […]
5 advanced Google AdWords features to enhance your PPCÂ
Google AdWords is a highly effective marketing channel for brands to engage with customers. The auction-based pay-per-click (PPC) model has revolutionized the advertising industry, but beneath the seductive simplicity of this input-output relationship lies a highly sophisticated technology. Within this article, we round up five advanced features that can help you gain that vital competitive advantage. […]
7 marketing and promotion tactics to get your content discoveredÂ
Contributor Kristopher Jones outlines seven tried-and-true content promotion strategies that will drive traffic to your content and website. It’s no secret a well-executed content marketing campaign can deliver a solid return on investment. According to Demand Metric, content marketing generates three times more leads than most outbound marketing strategies at 62 percent less cost. As […]
4 concrete ways to use images to build links – Search Engine Land
Every picture tells a story and also may help you build links. Contributor Pratik Dholakiya shares four solid ways to use images to attract links. “Create visual content and the links will follow†is a nice sentiment, but in reality, it’s a prerequisite, not a guarantee of the fulfillment of a promise. If you want […]
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 […]