Search Marketing: General

    • An integrated approach: From SEO to PPC and beyond

      For most businesses, the summer season means a slow-down in industry events — but for digital marketers, there is no rest! My company was out in force at both The Turing Festival and BrightonSEO this year, both of which represent fantastic forums for knowledge-sharing and networking. Reflecting on what were hugely insightful conferences, I’d like to run over themes that stoo ...

      Chris Liversidge/ Search Engine Landin SEO- 9 readers -
    • The limitations of Google AdWords demographic targeting

      Many advertisers are well aware that Google has targeting options available in AdWords that give brands the ability to adjust bids, ad copy and landing pages for demographic groups based on age, gender and average household income. These levers can be useful for targeting search campaigns only to the most relevant groups, as well as for improving the performance of particula ...

      Andy Taylor/ Search Engine Landin Paid Search SEO Google- 10 readers -
  • Competitive analysis: Making your auction insights work for you

    … CRO inspiration. Check out your online reviews in comparison to your competitors’ to see if there’s any need for damage control, or even just a need to ensure that your advocates’ voices are heard. Reputation can absolutely play a role in the success or failure of other marketing channels. Some opinions expressed in this article may be those…

    Amy Bishop/ Search Engine Landin Google- 12 readers -
  • Optimize your GDN accounts with more hidden gems

    In last month’s column, I talked about taking advantage of the summer months to optimize your SEM account. Using the summer slowdown (if it exists for you!) to examine your settings, review your ads and take a closer look at location options won’t transform your PPC account, but these small actions can add up to significant improvements.

    Pauline Jakober/ Search Engine Land- 13 readers -
  • Critical tips for navigating difficult client relationships

    … and not necessarily Search Engine Land. Staff authors are listed here. About The Author Jeff Baum is Director of Services at Hanapin Marketing and a seasoned PPC advertising professional with Hanapin Marketing. a 13 year track record of success in digital advertising. He has developed and implemented strategies to substantially grow revenue…

    Jeff Baum/ Search Engine Land- 14 readers -
  • Evaluating PPC talent, part 2: The test

    …, they will dig into topics like the following: Suggestions on how to re-allocate budget for efficiency. For search, this might mean indicating search impression share. For social, this might mean indicating audience size and daily budget. What channels should be tested, given the business goals? Also, did they ask you about the primary KPIs for your ad…

    Search Engine Landin Paid Search SEO- 16 readers -
  • Bridging data and action: How to create killer reports

    … is for the marketing manager and the other is for the CMO, it may be pertinent to keep the CMO’s report distilled so that he or she isn’t overwhelmed with information that he or she isn’t interested in. Now you have your report, but so what? If your reports aren’t getting the attention that they deserve, and you’ve already tackled the steps listed…

    Amy Bishop/ Search Engine Landin SEO How To's- 17 readers -
  • Site optimization or traffic optimization: Which delivers better results?

    …) for almost a decade, I’m also a very practical sort of guy. CRO is a great idea, but sometimes you have to pick your priorities as an online marketer — especially if you’re in charge of marketing a smaller business with limited resources. For marketers in this sort of situation, choosing where to spend your time is just as important as choosing…

    Search Engine Landin SEO- 12 readers -
  • Developing YOUR audience targeting strategy

    … they are looking for. Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here. About The Author ​Christi Olson is a Search Evangelist at Microsoft in Seattle, Washington. For over a decade Christi has been a student and practitioner of SEM. Prior to joining the Bing Ads…

    Search Engine Landin SEO Google- 15 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- 21 readers -
  • 2017 growth hacks: Use affiliates to improve PPC reach

    … if affiliates are not following your rules. How will you know if this strategy is working? Below are signs that your plan is working: Your traffic increases from the paid search channel. Your reach increases — your ads appear on more search results. You see fewer competitors on your brand terms. Your CPC (cost per click) decreases — our clients expect…

    Search Engine Landin Affiliate Paid Search SEO- 22 readers -
  • How to effectively segment accounts with multiple locations

    … keywords. For example, if someone searches for “roofers in newton,” you would have to include “newton” as a negative keyword in the general roofing ad group to ensure the query triggers the right keyword (and ad). You can also use ad customizers to showcase the user’s location in the ad, but this particular ad won’t always show, as you need to have…

    Matt Umbro/ Search Engine Landin SEO How To's- 22 readers -
  • How to test (and perfect) nearly everything in PPC

    … that it is happening. This article was adapted from a keynote talk I gave at SMX London. You can see the slides from that presentation here. Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here. About The Author Andreas Reiffen is an entrepreneur, marketing technologist…

    Search Engine Landin Affiliate Paid Search SEO How To's- 19 readers -
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