Category: SEM

Search marketers should integrate profitability forecasting and machine learning to evaluate tactics and metrics on a holistic scale, rather than in a vacuum. SEATTLE — Instead of fighting machine learning technology, marketers should harness its capabilities and work to make it smarter, Google Chief Search Evangelist Nicolas Darveau-Garneau said At SMX Advanced in Seattle on Tuesday during his keynote about optimizing campaigns in the age of AI. The bottom line? Machine learning is here to stay – and marketers need to get on board if they plan to stay afloat in an increasingly automated digital landscape.…

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Here’s a roundup of the most read paid search columns this year. Keeping up with new releases, PPC experts shared their advice and expertise to help the larger search marketing community find ways to manage campaigns with the nuances of match types and more this past year. Here’s a look at the 10 most read paid search columns of 2018. If you’re not using Remarketing Lists and Similar Audiences for Search, you’re leaving money on the table by John E Lincoln published on Sept. 21 Are you ready for the attribution changes coming…

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There have been an abundance of hand-wringing articles published that wonder if the era of the phone call is over, not to mention speculation that millennials would give up the option to make a phone call altogether if it meant unlimited data. But actually, the rise of direct dialing through voice assistants and click to call buttons for mobile search means that calls are now totally intertwined with online activity. Calling versus buying online is no longer an either/or proposition. When it comes to complicated purchases like insurance, healthcare, and mortgages, the…

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Keyword research is an integral part of any search engine optimization strategy – and it doesn’t have to cost a fortune. Keyword research takes up a significant chunk of time, and this is the case for many marketers, website owners and content creators. But it is something that has been expanding outward toward small and medium business owners as well, as having a fully optimized website is a necessity in running a company with any kind of online presence. In the past, it was a matter of putting in the…

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Having worked across paid search strategies in all kinds of industries, you get to learn they all have their individual quirks: high CPCs, certain keywords that just don’t work, and other things that just drive you mad. When it comes to B2B and lead generation strategies that are no different, in fact, it’s probably a bit more challenging when you can’t see the direct conversions or e-commerce revenue. As such, I thought it would only be fair to share six of my favorite tips to help you get the best…

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PPC data can be overwhelming. The more you dive into it, the more complicated it can get. And when creating a PPC report to present your campaign results to others at your company, you need your data to be as easy to understand as possible. What’s most important when putting together your first PPC report is to understand why you are adding the specific data points to your report. That’s why you need a PPC report that fits your goals and the KPIs that you want to measure.  A PPC report needs…

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Just got notice that SEMPO elected a new board today. The thirteen Board of Directors that will serve a one-year term, starting in mid-March, are (in alphabetical order): Ron Belanger, Carat Interactive Chris Churchill, Fathom Online Barbara Coll, Webmama.com Koichiro Fukasawa, Wasabi Communications Gordon Hotchkiss, Enquiro Kevin Lee, Did-it.com Mauro Lupi, Ad Maiora SpA Jeffrey Pruitt, iCrossing John Sanchez, Zunch Communications Jessie Stricchiola, Alchemist Media Julienne Thompson, Advertising.com Dana Todd, SiteLab David Williams, 360i See you at SES NYC new SEMPO board.

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If you’ve been putting off the hassle of rebuilding your beautiful columns layouts from the old AdWords interface, Google has acknowledged your pain. This week, Google added the ability to copy your columns preferences from the old AdWords interface to the new Google Ads interface. How to do it. Go to the Tools icon in the upper right corner of the UI and select Preferences (under the Setup column). Expand the new “Columns preference” option to copy your previous column preferences to your Google Ads account. Important to note. There…

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Balancing tools, time and resources to hit the magic number. ollars being applied in the most efficient way? How do you know if what you’re doing is working? Lou Covey, principal of Footwasher Media Agency, has decades of experience helping clients hit that marketing budget “sweet spot.” In this Agency Perspective from SharpSpring, he shares two simple equations that can take a lot of the guesswork out of the budgeting process. Get it now to learn: how to use these equations for your own marketing efforts. why it’s important to…

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Get best practices for embracing a people-based approach. For marketers, the battleground for customers has never been so competitive, or so complicated. Consumers now interact with your brand across a dizzying number of channels, touch points and devices. Marketers must embrace a paradigm shift: They must stop targeting personas and start targeting people. People-based marketing is the ability to identify customers and prospects across channels and devices so you can deliver more relevant — and effective — messages. If you want to deliver on a people-based marketing strategy, you must…

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