Amy Bishop

  • Competitive analysis: Making your auction insights work for you

    Oh, the auction insights report. You want to love it because it comes straight from AdWords, while most other competitive data comes with a grain (or maybe a pillar) of salt. Yet, while the information in this report is all nice to know, it might not seem to be immediately useful. Don’t throw in the towel too soon, though — with auction insights, there’s more than meets the eye.

    Amy Bishop/ Search Engine Landin Google- 13 readers -
  • Bridging data and action: How to create killer reports

    Ask any digital marketer about the prerequisites for a successful campaign, and undoubtedly many of the answers will revolve around obtaining or making use of data points. Simply put, marketers — especially digital marketers — love data. But despite the love for pulling data, reviewing stats and identifying trends and outliers, it is no secret that formalized recurring repor ...

    Amy Bishop/ Marketing Landin SEO How To's- 17 readers -
  • Bridging data and action: How to create killer reports

    Ask any digital marketer about the prerequisites for a successful campaign, and undoubtedly many of the answers will revolve around obtaining or making use of data points. Simply put, marketers — especially digital marketers — love data. But despite the love for pulling data, reviewing stats and identifying trends and outliers, it is no secret that formalized recurring repor ...

    Amy Bishop/ Search Engine Landin SEO How To's- 17 readers -
  • The great big list of landing page tests to try

    About a month ago, I published an article that provided a few areas of consideration when diving into conversion rate optimization, with ideas to help kick off brainstorming discussions. I love conversion rate optimization (CRO) because it is one of the few things that you can do that will have an impact on the performance of all of your digital channels at once.

    Amy Bishop/ Search Engine Landin SEO- 26 readers -
  • Getting the most bang for your buck: 11 CRO opportunities

    Improving marketing performance often involves a lot of spot treatment: you spend some time working on your paid search campaigns, then you spend some time working on your organic search, and so on and so forth. One of my favorite things about conversion rate optimization (CRO) is that so much of it is channel-agnostic.

    Amy Bishop/ Search Engine Landin SEO- 24 readers -
  • Choosing an attribution model: When, not which

    Attribution is important, no matter your industry or your buying cycle. As more attribution models are created, it becomes more difficult to understand which one is the right one, and it seems that conversations about attribution models tend to occur with the expectation that each person has chosen a camp and believes in one particular model.

    Amy Bishop/ Marketing Land- 27 readers -
  • Choosing an attribution model: When, not which

    Attribution is important, no matter your industry or your buying cycle. As more attribution models are created, it becomes more difficult to understand which one is the right one, and it seems that conversations about attribution models tend to occur with the expectation that each person has chosen a camp and believes in one particular model.

    Amy Bishop/ Search Engine Landin SEO- 23 readers -
  • A step-by-step guide to developing your 2017 digital marketing strategy

    We’re almost halfway through Q4, and as a marketer, you know what that means. It’s time to start thinking about next year, if you haven’t already. To put together a comprehensive marketing plan, there are certain details that should be taken into consideration. Below is an outline of the analyses and components that should factor into the foundation of your strategy.

    Amy Bishop/ Marketing Land- 25 readers -
  • The ins and outs of keyword research

    A great way to expand your PPC account is by performing keyword research in order to uncover untapped opportunities. Keyword research is a key tactic for growing an account — especially new accounts, but even mature accounts can stand to benefit from ongoing expansions. When keyword research does & does not make sense Keyword research is sometimes debated as being unneces ...

    Amy Bishop/ Marketing Landin SEO- 17 readers -
  • The ins and outs of keyword research

    A great way to expand your PPC account is by performing keyword research in order to uncover untapped opportunities. Keyword research is a key tactic for growing an account — especially new accounts, but even mature accounts can stand to benefit from ongoing expansions. When keyword research does & does not make sense Keyword research is sometimes debated as being unneces ...

    Amy Bishop/ Search Engine Landin SEO- 16 readers -
  • Aligning collateral and micro-conversions with the buying cycle

    I am a big proponent of having multiple conversion options, especially in situations where you are selling a high-ticket item or a product that has a long sales cycle, but also for lower-cost items. Historically, and even largely still, the “best practice” has always been to focus on one main conversion point so as not to distract consumers from the primary conversion.

    Amy Bishop/ Search Engine Landin SEO- 12 readers -
  • Perfect your agency pitch: tips from an in-house marketer

    I’ll preface this by saying that I’ve spent 99.9 percent of my career on the agency side of the fence. In that time, I developed a pretty good understanding of the pitching process, the decision-makers and the key influencers. I very recently transitioned to an in-house role (“the dark side,” as some might say).

    Amy Bishop/ Marketing Land- 14 readers -