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  • What teen fiction can teach you about writing ad copy

    … What exactly do novels for angsty tweens and teens have to do with AdWords? For one thing, young adult novels understand the behavioral patterns, struggles and idiosyncrasies of their audience. So do good search engine marketers (SEMs). That isn’t the only thing young adult (YA) fiction and pay-per-click ads have in common, though. When…

    Search Engine Landin SEO- 14 readers -
  • Site optimization or traffic optimization: Which delivers better results?

    … and run a little thought experiment. Since this is Search Engine Land, let’s imagine that you’ve set up a paid search campaign for your company. On average, your cost per click is $4, but you’d like to change that. Over the past few months, you’ve spent $20,000 on this campaign, and your ads were clicked on about 5,000 times. Check out all…

    Search Engine Landin SEO- 11 readers -
  • How important is Google Shopping for retailers?

    … With the recent decision by the European Commission (EC) to levy a massive $2.7B fine on Google for unfair practices, a light was shined on the comparison shopping engines that have lost out over the past few years as searchers have increasingly used Google alone for product browsing. The EC determined that Google’s placement of Shopping Ads…

    Andy Taylor/ Search Engine Landin SEO Google How To's- 22 readers -
  • Developing YOUR audience targeting strategy

    … could and should be an RLSA campaign. So, what is the most important audience of online searchers? Yours. 2017 has been a year of growth for what is possible with remarketing, as both Google and Bing have released innovative features to help you create a custom audience that speaks to your exact business needs. Creative features such as exclusions…

    Search Engine Landin SEO Google- 10 readers -
  • 2017 growth hacks: Use affiliates to improve PPC reach

    Owning more paid search spots on search results can increase your clicks by 30-50 percent for each additional spot that you occupy. To get this type of monster click growth from paid search, tap on your affiliates, partners and resellers to make a paid search land grab. For example, if your CTR (click-through rate) alone is 2 percent, removing one competitor and replacing it ...

    Search Engine Land- 19 readers -
  • How to bring your potential customers back with retargeting

    … author and not necessarily Search Engine Land. Staff authors are listed here. About The Author Jacob is passionate entrepreneur on a mission to grow businesses using PPC & CRO. As the Founder & CEO of Disruptive Advertising, Jacob has developed an award-winning and world-class organization that has now helped over 2,000 businesses grow their online revenue. Connect with him on Twitter. …

    Search Engine Landin SEO How To's Retargeting- 12 readers -
  • Eight insider tips for exceptional price extensions

    … example, you could apply your Chicago neighborhoods price extension to your Chicago campaign. It’s important to customize your extensions to deliver the right information to your users. 2. Make your pricing offers specific and appealing for users Think about how sophisticated you want your offers to be based on a user’s search. At the account level…

    Matt Lawson/ Search Engine Landin SEO Google- 15 readers -
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