Category: SEM

The bottom line on privacy is that user trust and business data involving customers must be shared with care as third-party tools gain importance with different search engines. We’re now well past this year’s Google Marketing Live event which was hosted in June in San Francisco. By now you’ve most likely heard about all the latest new betas and product changes – the “what” of what was announced. I myself am most excited about the additional controls that are coming to automated bidding. But what most media did not cover as much is…

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Walk into your conversation with a clear plan including budget, testing timeline and KPIs along with case studies and competitor information when possible. Ever heard any of these phrases before? “Nobody searches on Bing.” “People don’t click banner ads.” “We ran Facebook ads once, and they didn’t work.” “LinkedIn is too expensive for us.” All of us have heard similar responses when pitching new PPC tactics to clients. A channel that just might be the next best source of leads isn’t even tested because the CMO hesitates to try the…

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For many marketers, last week was a tipping point as the U.S. grappled will coronavirus measures. “It’s surprising how fast things have changed in just a couple of days,” said Brad Geddes co-founder of PPC management tool Adalysis in an email Friday. “We’ve seen a LOT of campaigns suddenly paused. Everything from travel (even travel agents who are often booking trips 6 months to one year in advance) to car dealerships, event venues, restaurants, etc.,” said Geddes. “If you have to leave the house to engage in the service, it…

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Nimble, measurable, and cost-effective ways to market in challenging times People are clicking, but are they buying? WHEN will they buy? Are they buying too much too fast? When will stores reopen and foot traffic resume? Consumer demand is evaporating for some businesses, while others may be unable to fulfill orders due to supply chain disruptions or shipping challenges. Dynamics shift daily, if not hourly. Now some good news: Search marketing is adaptable, measurable, and when done correctly, cost effective. Even with shifting data models, PPC pros can use timely…

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Think outside the box with past creatives that might still be applicable to plan ahead for the next fiscal year. Have you brought new testing ideas to your clients only to hear objections? Maybe you’ve never even suggested certain tactics because you know there are hurdles that stand in the way. Let’s take a look at two of the most common roadblocks and ways to overcome them. Creative creation If your client has limited resources to create new videos or images, then maybe a channel’s tools can help. Here are…

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Landing pages can make or break your digital marketing. Learn how to create landing pages that convert. If you’re looking to gather leads for your business, you need to have a landing-page strategy. To see the greatest return on their investment, businesses need to build effective landing pages, then test and optimize them to maximize conversion rates. This guide from SharpSpring is written for any marketer looking to initiate or improve their landing page strategy. It will guide you through everything you need to know to allow you to create…

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Maps will play a larger role for retailers with physical stores and while Google Shopping will likely be the star, Amazon is poised to play the Grinch. The holidays are here! That means search marketers everywhere are putting the finishing touches on strategies to make the most out of the next few weeks, the most important stretch of sales for many businesses. However, don’t go into the holiday shopping season without reading up on these key trends which might help wrap up your strategy a little bit tighter. Google Shopping…

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PPC expert Aaron Levy shares his insights about how to structure accounts to use automation effectively during a rountable discussion at SMX East. Account structures, cross channel attribution, smart bidding and automation reporting were among the many questions during SMX East’s roundtable, “How automation really works and when to use it.” I wanted to take the time to answer a few additional questions from attendees after the event. I understand it depends on the business, but how do you go about structuring your accounts? How do you set up campaigns?…

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E-commerce expert Tony Verre answers questions from SMX West about using product description feeds, reviews and URL structure. Last month I spoke at SMX West about managing product detail pages on e-commerce sites like Amazon, Walmart and others during the “SEO For E-commerce Category, Product Detail Pages” session. My co-presenter, Jill Kocher Brown, and I fielded a number of questions during the session. Here’s a few more I wanted to follow up on. What is your opinion of D2C companies sending all of their product descriptions, etc. out via feeds to…

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If you build a team that shares your commitment to quality, you can scale success in ways you can’t do by yourself. Hollywood wants us to believe in the hero (or anti-hero) because we all know who to root for in the battle between good and evil. Even if you haven’t yet seen The Mandalorian, you are likely aware of the Baby Yoda memes. Based on those small snippets of information, you can guess the kind of story and character arc that plays out in the series. You know, because…

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