Search Marketing: General

    • SEO vs. PPC: Pros, cons & an integrated approach

      A question we are often asked is, “Which is better: SEO or PPC?” This is not a question with a general answer, as it really, truly depends on your current situation, objectives and marketplace. Certainly, we are big on SEO at Bowler Hat. My experience in this industry over nearly 17 years shows me that when done well, organic search delivers more volume at a better cost per ...

      Search Engine Landin Paid Search SEO- 22 readers -
    • The anatomy of ad copy relevance: The new Google standard

      Recently, enterprise-focused Google representatives have been encouraging a metric called “Relevance,” which is believed to be one of the three main factors that make up Quality Score. Relevance is a metric which evaluates how pertinent your ad creative is to your account structure and keywords. At AdBasis, we have spent Q1 speaking with enterprise-level advertisers about ch ...

      Search Engine Landin SEO Google- 13 readers -
  • Micro-wins: The true secret to AdWords success

    … that I’ve even written these types of articles myself. And why not? Big wins are exciting and fun. They’re the thrilling result of clever tactics and brilliant customer insights that inspire us to take our paid search accounts to the next level. At least, that’s how they’re supposed to work. In reality, most hacks, tricks and tweaks become something…

    Search Engine Landin Paid Search SEO Google- 13 readers -
  • Crafting a successful holistic search approach

    … an area of duplication across both paid and organic channels, resulting not only in an inefficient use of time, but also varied keyword sets across the purchase funnel. A holistic approach eliminates these issues. With a detailed purchase funnel and shared keyword set in place, performance across paid and organic search can be mapped out…

    Search Engine Landin SEO- 13 readers -
  • A fresh perspective on SEO for B2B companies

    … be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here. About The Author Garrett Mehrguth is the CEO of Directive Consulting, a B2B marketing agency specializing in exceptional SEO, PPC, content, and social campaigns. He has been published in a wide variety of industry-leading publications. Garrett also speaks at SMX West, Share16, 3XE Digital, State of Search, Big Digital, MozCon Ignite, General Assembly, PeopleSpace Innovation Labs, SoCal Code Camp and others. …

    Search Engine Landin SEO- 14 readers -
  • Using search and social to support TV advertising

    … Brands still invest a significant amount of advertising in TV. According to eMarketer, TV spending will be over $72 billion in 2017. While TV is great at reaching a large audience, it is most effective when combined with an effective search and social strategy to be able to fully pull through with your audience. As your media planning efforts…

    Justin Freid/ Search Engine Landin Social SEO- 14 readers -
  • 5 strategies to improve your ad copy

    SMX — Search Marketing Expo is the world’s largest search marketing conference series, with multiple events in the USA and Europe. Visit the Search Marketing Expo site to learn more: http://smxpo.com/1QikJWe Pick your favorite event and attend! http://www.smxadvanced.com http ...

    Mona Elesseily/ Search Engine Landin SEO- 13 readers -
  • Here’s a script for copying labels between levels

    … 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 Daniel Gilbert is the CEO at Brainlabs, the best paid media agency in the world (self-declared). He has started and invested in a number of big data and technology startups since leaving Google in 2010. …

    Daniel Gilbert/ Search Engine Landin SEO Google- 10 readers -
  • 5 steps to success for low-conversion-volume accounts in AdWords

    … and import them into the AdWords interface. One of the best ways is through Google’s free call tracking tag that allows you to track users who call you after clicking through a PPC ad. Google Analytics goals. You could also set up Goals in Google Analytics and import them into AdWords to track softer conversions like time on site, pages per session and so…

    Search Engine Landin Paid Search SEO- 17 readers -
  • What your paid search KPI says about you

    … able to pull through other marketing channels. Maybe your business is such that paid search clicks from existing customers don’t carry much incremental value, or maybe you just really want to expand your market share. There are a number of ways you can go about targeting those new customers. One is to shoot for cost per new customer acquisition…

    Andy Taylor/ Search Engine Landin Paid Search SEO- 17 readers -
  • Evaluating PPC talent, part 1: Where to begin

    … The simple truth is that anyone working in any paid media field (like search or social) is incredibly hard to evaluate from the outside. Apart from looking at their current employment status, where do you even start? Finding strong PPC talent is challenging, especially if your business is new to paid advertising and has nobody in-house…

    Search Engine Landin Paid Search SEO- 14 readers -
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