Amy Bishop

  • 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- 21 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- 20 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- 25 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- 21 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- 22 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- 14 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- 11 readers -
  • Share conversions and remarketing lists across paid search accounts

    At some point or another, anyone handling paid search at an agency has likely managed a client that had multiple accounts. Before concerns are raised at the idea of double-serving, let me explain that there are a lot of different legitimate reasons for why and how this can happen, none of which promote double-serving or are meant to game the system.

    Amy Bishop/ Search Engine Land- 23 readers -
  • Maximizing your mobile impact

    Whenever people talk about mobile search, one of the first things that always comes to mind is location, location, location. Since mobile phones are… well, mobile, these devices open up opportunities to target consumers who may otherwise have been hard to reach. Proximity According to a Consumer Barometer Survey, 82 percent of smartphone users utilize search engines to look f ...

    Amy Bishop/ Marketing Land- 21 readers -
  • Maximizing your mobile impact

    Whenever people talk about mobile search, one of the first things that always comes to mind is location, location, location. Since mobile phones are… well, mobile, these devices open up opportunities to target consumers who may otherwise have been hard to reach. Proximity According to a Consumer Barometer Survey, 82 percent of smartphone users utilize search engines to look f ...

    Amy Bishop/ Search Engine Landin SEO- 20 readers -
  • Getting The Most Out Of Your Conference Experience

    It’s the most wonderful time of the year! And by that, I mean, conferences are under way for 2016. There’s no doubt — or there shouldn’t be — that conferences are a great way to expand your knowledge and your network within the digital marketing community. But to truly get the most out of attending events, you have to be sure that you are making the most of the opportunity.

    Amy Bishop/ Marketing Land- 13 readers -
  • Are You Digging Deeply Enough Into Geographic Optimizations For SEM?

    Often when auditing accounts, we see that geography has been considered a “set it and forget it” type of setting. You can only target where you can target, right? Sure, but that doesn’t mean that there aren’t any optimizations to be made in order to ensure performance is the best it can be. Understanding The Geographic Reports Of course, the best starting point for geographic ...

    Amy Bishop/ Marketing Landin Paid Search Google- 27 readers -