Search Marketing

  • 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 Land- 16 readers -
  • What teen fiction can teach you about writing ad copy

    … or service — the most important character in your copy. Final thoughts Compelling ad copy is a crucial ingredient of high-performing paid search campaigns. Applying the lessons of young adult fiction to your ads can make a world of difference to searchers of all ages! Some opinions expressed in this article may be those of a guest author…

    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- 12 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- 24 readers -
  • Developing YOUR audience targeting strategy

    … to see the potential of how to reach your customers with unique messaging and landing pages, enabling you to create customized (and seemingly personalized) marketing campaigns. You’ll be able to shape your campaigns with positive and negative audiences to help guide searchers along the purchase journey and provide them with the answers…

    Search Engine Landin SEO Google- 12 readers -
  • Disclosure and transparency: The agency/client relationship twins

    … There is an old joke about what to do if you’re ever stranded on a desert island with only a pack of cards: The answer is to start playing solitaire, because sooner or later someone will lean over your shoulder and say, “Why don’t you put that red seven on that black eight?” When we structure our marketing campaigns, either alone or as a well…

    Search Engine Landin SEO- 19 readers -
  • Google’s new HR product is a game changer: Which industry is next?

    … competitor is a worthwhile exercise for any executive. Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here. About The Author Nate provides results-oriented SEO leadership with an emphasis on B2B and technology brands. He is a speaker, columnist for Marketo and Search Engine Land, and leads client strategy at Propecta. …

    Nate Dame/ Marketing Landin SEO Google- 18 readers -
  • 2017 growth hacks: Use affiliates to improve PPC reach

    … one competitor and replacing it with one affiliate with a CTR of 0.8 percent grows your additive CTR to 2.8 percent — a 40 percent gain! The learnings I am about to share come from years of working with search marketing clients through my position as CEO of The Search Monitor. Growth hack 1: Use affiliates to protect brand terms One of the most…

    Search Engine Landin Affiliate Paid Search SEO- 20 readers -
  • Breaking down silos in e-commerce retail

    … business’s way of thinking so that you align e-commerce goals of new customer acquisition, CLV and margin tracking alongside paid search and shopping media spend in a way that is transparent, accountable and integrated with your data warehouse. Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land…

    Search Engine Landin SEO- 12 readers -
  • After Some Challenging Pivots, Moz Digs Deeper for Growth

    … the local product, which we’re really proud of, and the core SEO flagship product that we have play very nicely together. One of the really fascinating, interesting, exciting, challenging, baffling, energizing things about how SEO is changing is this different SERP topography, that it’s there’s different kind of SERP results, and it’s not as simple as 10…

    David Hirschman/ Street Fightin SEO- 16 readers -
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