Search Marketing: General

    • How to use psychological principles to improve 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 ...

      Search Engine Land- 22 readers -
    • Using agile project management for SEO & digital marketing

      SEO and digital marketing are incredibly complicated, and the digital landscape is in constant evolution and flux. New platforms. New competitors. The new world of marketing has evolved, yet processes for managing and adapting to change have not always kept pace. There is much to learn here from the worlds of manufacturing and software development.

      Search Engine Landin SEO- 21 readers -
    • 7 tips for small manufacturers thinking about using AdWords

      In my 17 years as a B2B SEO and marketing consultant, I hadn’t really considered giving PPC a go until Google changed the layout for its search results to remove right-side ads on desktop and to increase the number of ads appearing above the organic results to as many as four. Suddenly, SEO became a whole different ball game, especially since I work with small manufacturers, ...

      Search Engine Landin Paid Search SEO Google- 29 readers -
  • How to write PPC text ads in 2017’s sophisticated environment

    … that you are considering the components that will determine if you see better CTRs and conversion rates. 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 Matt Umbro is a Senior Account Manager in charge of Community at Hanapin Marketing. He specializes in eCommerce PPC and client relations, and he also oversees content production for PPC Hero. …

    Matt Umbro/ Search Engine Landin Paid Search SEO Google How To's- 18 readers -
  • What’s love got to do with Valentine’s Day?

    … audiences marketers can focus on to boost Valentine’s Day sales and provide marketing tips to help you come out swinging with your Valentine’s Day advertising. Data in this article is from two Bing Ads presentations: “Search Bing for Love: Valentine’s Day 2017 Insights for Digital Marketers” and “Valentine’s Day Insights to Woo Digital Marketers…

    Mona Elesseily/ Search Engine Landin SEO- 20 readers -
  • Want to see if the same search query is appearing in different ad groups?

    Having the same search query leading to different ad groups can be bad news. The data about that query isn’t all in one place, making it harder to see how it is performing. It also gets in the way of managing bids: if some queries do badly, turning the bids down in one group can mean they just pop up again in a different group that now has the higher bid, continuing to waste your money.

    Daniel Gilbert/ Search Engine Land- 20 readers -
  • Ad copy hack for your AdWords pathways

    … authors are listed here. About The Author Jason Puckett is the CEO & Founder of AdBasis. Ad creative optimization is the name of Jason's game. AdBasis is an A/B and Multivariate testing platform for search, social, display, remarketing & mobile ads. Jason is a digital marketing strategist, ad optimization expert and conversion rate enthusiast. AdBasis has helped over 1,000 companies improve their paid media through creative testing. …

    Search Engine Landin Paid Search SEO Google- 22 readers -
  • 5 B2B marketing tips to jump-start your 2017 results

    … with a bang. New year, new opportunities 2016 was a year of incredible change. Google changed the SERP game by shifting visibility to paid advertising, while also changing the core organic algorithm to natively include Panda and RankBrain. Search engine marketing isn’t getting any easier. Top it off with the rapid expansion of marketing technologies…

    Search Engine Landin SEO- 27 readers -
  • Choosing an attribution model: When, not which

    … or campaigns. For example, if one lead is generated by display and closed by paid search, and you use a first-touch model, then the display campaign receives full credit — and you risk undervaluing paid search while overvaluing display. If you (or your agencies) use different attribution models that benefit each different campaign, source or channel…

    Amy Bishop/ Search Engine Landin SEO- 14 readers -
  • Are your paid search ads making the right impression?

    … Impression share is an interesting paid search metric. On the surface, you could argue that impression share is a fairly useless metric. In fact, I’ll admit that I’ve argued for years that impressions really aren’t an important measure of paid search success. However, while I still strongly believe that ROI — not impressions, clicks…

    Search Engine Landin Paid Search SEO- 15 readers -
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