Category: SEM

Learn how a Marketing System of Record can bring greater efficiency and consistency to creative work and marketing campaigns. Marketers ready to lead the comeback in 2021 need to innovate faster, and be able to quickly pivot budget, resources and plans when the company or strategic direction changes. With a Marketing System of Record, all work can be visible, trackable and actionable, allowing you to create end-to-end processes for any contingency. That way, when things change, your organization can change with it. Join our experts for this webinar as they demonstrate…

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With CPCs rising across performance media channels, is it worth following Airbnb’s shift from PPC to brand marketing? Here’s what to consider. A recent Wall Street Journal article reported that Airbnb’s “strategy of slashing advertising spending, investing in brand marketing and lessening its reliance on search-engine marketing is continuing to pay off.” This remark has sparked discussions among many advertisers, wondering if a similar strategy may work for them. In 2019, Airbnb started to move budget away from search marketing in favor of broader marketing initiatives. The pandemic accelerated the shift, with…

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Spending this holiday season is expected to rise 2.5% from a year ago, compared with 8.6% last year and 32% in 2020. Inflation and “sagging consumer sentiment” accounted for relatively muted Black Friday in the US this year. However, the numbers show that shopping centers are making a comeback, as people are enjoying brick-and-mortar shopping experiences again. Adobe Analytics said online sales rose 2.3% to $9.12 billion. The company’s initial projection was $9 billion, (for perspective, this percentage increase lagged far behind the country’s inflation rate, which is running at…

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n this webinar, learn how to turn more high-intent searchers into inbound calls that accelerate your customer acquisition. Paid search is an efficient and cost-effective way to drive more high-intent customers to your business. If you get it right, you can drive high-value inbound calls. And once you get a potential customer to call, they convert at 10x the rate than they do online, so you might be sitting on a gold mine. But driving inbound calls with PPC is a bit different than clicks, and attribution and optimization can…

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The data was pulled from over 79K client campaigns running search ads from October 2021 through September 2022. A new report shows that the cost per lead has increased for about 91% of industries in Google. The hardest hit industries are Arts & Entertainment (up 134%), Travel (up 69%), and Furniture (up 54%). Industries that saw a decrease in cost per lead are Finance & Insurance (down 2%), and Education and Instruction (down 29%). Making sense of the data. LocaliQ speculates that the reason for the increases is inflation, broad keyword…

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The new dimensions will be available across both Google Analytics 4 explorations and reporting customization. Google has just added hour and date dimensions for Google Analytics 4. A dimension is an attribute of your data. It describes your data and it’s usually text as opposed to numbers. An example of a dimension is Event name, which shows the name of an event that someone triggers on your website or application (such as “click”). The new dimensions. An explanation of the new dimensions is below: Hour is the hour when an event was collected. Nth hour is…

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In the US, YouTube is the second most frequently used service for consuming podcasts. Google advertisers can now advertise on podcasts. Yep, announced today, “advertisers can now align their ads with podcast content globally. Simply create an audio or video campaign and select “Podcast” as a placement.” Why we care. Last month we reported on three new audio, shopping, and streaming features available to YouTube advertisers. Today advertisers can officially select “podcast” as their preferred placement.

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Establish proactive communication with your agency clients this Q4. Follow these tips to get better alignment on marketing goals and KPIs. Let’s run through a scenario that agencies see from time to time (not just in Q4, but the stakes are higher across the board right now): On the client side, a main point of contact is relatively new to the team. It’s Q4. They’re feeling stressed. On the agency side, things seem to be going well. KPIs are in line with established goals, there’s a strategy in place for…

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There’s still time to register! Join us for this live webinar and learn how to make your search, social and display ad campaigns more effective. First-party data is your most important advantage in today’s highly regulated marketing environment. And customer conversations have become your ultimate first-party data source. In fact, for marketers who work in industries that rely on phone calls to close sales, they’ve become a holy grail. But extracting value from first party data hasn’t been easy — until now. Artificial intelligence (AI) is now delivering smarter customer…

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Large retail brands face unique challenges when it comes to online marketing. Here are a few lessons to be learned. Managing a large international brand is hard work. Especially when that brand is multi-channel (sold direct and through retailers, online and through individual branded stores). I was thinking about these challenges recently and wanted to choose a brand and deep dive into how they handle their search campaigns. The marketing demands of these brands can be difficult when you balance all the stakeholders, internally and externally. So, let’s take a…

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