How To Guides: Search Marketing

  • Up close at SMX: Using paid search and social together

    … expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here. About The Author Kristi Kellogg is the social media editor and a content strategist at Bruce Clay, Inc., a critically acclaimed international digital marketing agency. She loves using social media and content to connect…

    Kristi Kellogg/ Marketing Landin Social Paid Search- 14 readers -
  • SMX Advanced recap: Lies, Damn Lies, and Marketing Statistics

    …). Problem 1: Using samples that are too small Common Sad Story #1: Your product page has an average conversion rate (CR) of 2.0 percent. You make a bunch of tweaks to the design, and after 30,000 visitors, your conversion rate is 2.25 percent. You’re a genius! You tell your boss the results and bask in your own success. Then the end-of-month…

    Mark Traphagen/ Marketing Land- 17 readers -
  • How ignoring online reputation can destroy your PPC campaign

    … on the shore of abruptly ruined rankings. They sometimes have declared bankruptcy on organic rankings and feel the best security is in just buying placement outright from Google, Bing and other significant online channels. I’ve run into companies that primarily buy their placement in the online marketplace, as well as those that grew from old offline…

    Chris Silver Smith/ Marketing Land- 18 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/ Marketing Land- 19 readers -
  • Brand queries: the AdWords performance illusion

    Experienced marketers know that where high-consideration purchases are concerned, it’s normal for customer journeys and purchase cycles to take weeks, or even months. But many AdWords practitioners still look at each search session as the entire relationship with a user when looking at performance reporting.

    Marketing Land- 32 readers -
  • Journey to better paid search ROI with this travel ad copy data

    …, driven by 150 million ads across the travel sector, to understand what combinations of ad copy (titles, descriptions and so on) resulted in quality interactions between advertisers and consumers. [Read the full article on Search Engine Land.] Some opinions expressed in this article may be those of a guest author and not necessarily Marketing…

    John Cosley/ Marketing Land- 15 readers -
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