PPC has many components, constantly evolving with new technologies, feature enhancements, and tactical tips. Today, our recommendations focus on the following key concepts for a fresh perspective or next-level optimizations. Measurement: Conversion goals and analytics tracking. Automation: Managing smart settings. Ad types: Ideas to try or optimize. Targeting: Using your first-party data. Whether you are looking for optimizations to [...]
Discover median engagement rates for 14 industries on Facebook, Instagram, TikTok, and Twitter in the 2023 Social Media Benchmarks Report. Do you know what social media success looks like for your business? Like most areas of marketing, results vary based on industry, target audience, and the ability to create content that attracts customers. Rival IQ [...]
Dig deeper into E-E-A-T – specifically what it means, why it matters to SEO, and tips to use it to your advantage. Google recently added an extra “E” to the search quality standards of E-A-T to ensure content is helpful and relevant. The extra “E” stands for “experience” and precedes the original E-A-T concept – [...]
Google announced a change to the ad rotation settings in AdWords. There will soon be just two options: “Optimize: Prefer best performing ads” and the not-so-subtly named “Do not optimize: Rotate ads indefinitely.” A bit of backstory Five years ago is ancient history in digital marketing, but anyone who worked in paid search in 2012 will remember [...]
Seventeen years after the dawn of social media marketing, this medium continues to be an intriguing puzzle—a place where brands are investing more time and money, but are still struggling to determine what works well and where the returns on investment can be found. Social media spending has increased by 200 percent in the past eight [...]
Before 2011, keyword inclusion in your content and meta tags was a nearly surefire way to ensure that a page of your site ranked for that specific keyword. This is where the concept of “keyword density” came in, with some sources recommending a density of two or three percent on any given page (meaning two [...]
A new solution, dashboards, will allow advertisers to slice, dice and share their data to surface the most meaningful data and KPIs. In an effort to consolidate data while providing each advertiser their own important KPI stats, Google is launching dashboards to within their AdWords product. As an advertiser, your first thought might be that this already [...]
Local search visibility grows increasingly important as “near me” searches on Google continue to rise. Your future customers may be looking for you at home on their desktops, or they may be using a mobile device on the go, such as a cell phone or a tablet. In fact, Google confirmed earlier this year that [...]
It all comes down to transparency during the sales process. The more honest the conversation, the better the potential relationship will be, because proper expectations have been set. This statement leads to my first missing area: what happens when performance suffers. 1. Overcoming Poor Performance I’ve never managed a PPC account that didn’t have at [...]
This post will give chief marketing officers the understanding and vocabulary to ask the right questions of their teams when it comes to search engine optimization (SEO). As a CMO you simply don’t have the time to micromanage digital marketing. You know SEO is important, perhaps critical, for your business, but you’ve got 100 other things [...]
