Search Engine Land

APRIL 30, 2024

You try to define your target market, only to be told, “Our audience is anyone who wants our product – we don’t exclude anyone.” It might feel new at first – most marketers were never taught this – but it’s a skill that will help you throughout your career. Persist a bit and you might refine it to “Ages 25-45 in metropolitan areas.”

CTR 106

CTR Real Estate Legal Clients 106

Search Engine Land

MAY 6, 2024

Metrics matter Analyze key metrics like click-through rate (CTR), cost-per-click (CPC), conversion rate (CVR), conversion volume and cost-per-conversion across the different objectives and campaign types in your account and note any discrepancy or misalignment. In another example, let’s look at cost-per-conversion.

CTR 82

CTR Objectives and Key Results Click Through Rate Campaign 82

Search Engine Land

MAY 3, 2024

The one con to this tactic is that it will likely not work well in competitive markets. Cost data “Cost” keywords are a great way to drive more traffic to your service area pages. Not only do “cost” related keywords get searched a lot, but we have found they convert well, too. How does one combat that?

Service 104

Service Trust Clients Cross-sell 104

Martech

MARCH 11, 2024

Time is running out to get all those well-laid marketing plans off the whiteboards and into action. No matter where your company is at in the post-third-party preparation curve, the truth is that we won’t fully realize the impact on our marketing efforts until Google finally flips the switch and we head into the unknown.

Objectives and Key Results 121

Objectives and Key Results Campaign Government Launch 121

Search Engine Land

MARCH 4, 2024

To prepare for that transition, marketers have worked to find alternatives to replace the third-party data that cookies once provided for their targeting efforts and to develop new marketing strategies that don’t rely on tracking user behavior on the open web. How will the absence of third-party cookies impact PPC campaigns?

Territory 117

Territory Market share Legal Strategize 117

Search Engine Land

DECEMBER 4, 2023

As we wrap up 2023 and look ahead to 2024, now is the time to evaluate our marketing strategies to ensure we are fully prepared for what’s to come. This article discusses six pivotal areas B2B marketers should focus on to kick off 2024 proactively. Many B2B marketers pay too little attention to the message they are delivering.

B2B 124

B2B Represent Campaign Strategize 124

Search Engine Land

APRIL 17, 2024

The recent shift from “conversions” to “key events” in (GA4) represents a significant change that digital marketers, especially SEO professionals, need to understand and act on. This article explores the implications of this change and insights on how to leverage it to elevate your marketing reporting.

Conversion 129

Conversion Gaming Objectives and Key Results Referrals 129

Search Engine Land

FEBRUARY 16, 2024

Here are six marketing strategies to help you grow your sales on Amazon in 2024. Cover the basics Tips and tricks still don’t replace solid marketing fundamentals. You can’t start optimizing your marketing until you have covered the basics. They want customers to continue buying. How are you positioning your brand/product?

Profit margin 126

Profit margin Promote Campaign Price 126

Martech

APRIL 19, 2024

Many brands, such as those in the home services industry or a local grocery chain, market to specific locations, cities or regions. There are also national brands that want to expand in specific local markets. Here’s a playbook to help your company succeed when marketing on a local scale.

Retail 108

Retail Campaign Strategize Strategic planning 108

Search Engine Land

FEBRUARY 16, 2024

The partnership will enable users to measure the impact and effectiveness of ads on the platform more efficiently with a particular focus on cross-marketing return on ad spend (ROAS). ” Get the daily newsletter search marketers rely on. ” Get the daily newsletter search marketers rely on. Why we care.

Campaign 111

Campaign Account management Contact Presentation 111

Search Engine Land

MARCH 1, 2024

Editor now supports Reserve cost-per-thousand-impressions (CPM), a bidding strategy similar to Target CPM. Get the daily newsletter search marketers rely on. This recommendation automatically generates a new ad with pre-populated text and images, streamlining the ad creation process. Reserve CPM bidding strategy. Inline audiences.

Launch 128

Launch Campaign Process Customers 128

Search Engine Land

JANUARY 25, 2024

With billions of users worldwide, one of the lowest advertising costs and the growing preference for video, YouTube has some serious marketing potential. Aside from the well-known organic side of YouTube , it also offers highly lucrative marketing tools: retargeting video and display ads. How much does YouTube advertising cost?

Objectives and Key Results 120

Objectives and Key Results Campaign Finance Real Estate 120

Search Engine Land

FEBRUARY 19, 2024

The rise of generative AI has raised legitimate concerns that Google’s Search Generative Experience (and other AI-driven answer engines) may “steal” traffic that would have gone to your website in the past or significantly drive up costs for advertisers. The prediction. ” But.

Engineering 136

Engineering Entertainment Market share Consult 136

Martech

MARCH 13, 2024

Surveys and focus groups are the go-to methods for gathering customer insights to drive marketing strategy. However, they have major flaws like inherent biases, poor predictive power, high costs and responder fatigue. There are many more use cases for AI in market research. It’s time to move beyond these outdated tactics.

Drivers/motivators 112

Drivers/motivators Customers Technique Engineering 112

Martech

JANUARY 9, 2024

It’s a pivot that’s tipping the scales from social ad spend to more influencer marketing investment — where genuine, community-focused engagement means richer content, more strategic partnerships and deeper market penetration as the creator economy barrels ahead. Affiliate marketing. Why pay attention to the creator economy?

Niche 128

Niche Negotiate Legal Contract 128

Search Engine Land

APRIL 16, 2024

Dig deeper: An SEO guide to audience research and content analysis Get the daily newsletter search marketers rely on. Still, not all keyword ranking improvements have equal ramifications, so make sure your reporting reflects the opportunities to assess the cost and benefit of making highly consequential leaps. See terms.

CTR 119

CTR Growth Campaign Service 119

Search Engine Land

MAY 2, 2024

billion, up by almost 8% from the previous fiscal period – an indicator that more and more advertisers are adding YouTube ads to their marketing mix. You may also find that YouTube ads reach a different audience than your search ads, a valuable way of expanding your reach and future-proofing your marketing.

Campaign 98

Campaign High impact Clients Growth 98

Search Engine Land

FEBRUARY 6, 2024

Snap changed its advertising strategy last year to focus more on direct response ads, which let users click and buy products directly from the app. The potential dip in advertiser interest could result in reduced competition, making ad placements more cost-effective. Get the daily newsletter search marketers rely on.

Growth 118

Growth Presentation Process Product 118

Martech

DECEMBER 4, 2023

As we wrap up 2023 and look ahead to 2024, now is the time to evaluate our marketing strategies to ensure we are fully prepared for what’s to come. This article discusses six pivotal areas B2B marketers should focus on to kick off 2024 proactively. Dig deeper: 15 cutting-edge tools every B2B marketer should know 2.

B2B 104

B2B Represent Campaign Strategize 104

Search Engine Land

SEPTEMBER 22, 2023

.” Fast-forward to the 2023 federal antitrust trial, Dischler completely backtracked and told Judge Amit Mehta that the search engine “frequently” changes the auctions it uses to sell search ads without telling advertisers, increasing the cost of ads and reserve pricing by as much as 10%. Why we care. SUBSCRIBE See terms.

Price 117

Price Engineering Quota User Experience 117

Heinz Marketing

APRIL 19, 2024

By Maria Geokezas , Chief Operating Officer at Heinz Marketing We all know getting new customers through the door is important. That’s where a shift in the way we see marketing can make a difference. Here’s why: Cost-Effectiveness: Acquiring new customers is significantly more expensive than retaining existing ones.

B2B 59

B2B Customers Education Entertainment 59

Martech

MARCH 26, 2024

Their ability to assess and analyze vast data sets lets them provide critical insights into customer behaviors, market trends and the overall effectiveness of marketing strategies. Martech’s influence needs to extend beyond marketing. Here are ways it can help other business functions.

Customers 90

Customers Strategic planning Strategize Appointment 90

Martech

OCTOBER 27, 2023

So, clearly, the platform has a lot of potential for B2B marketers. Some 61% of B2B marketers report their company of people is already using it, according to a Brafton survey. TikTok is tied in second place with Instagram and YouTube, with 16% of marketers citing it as having the best ROI, according to one study. Why we care.

CRM 114

CRM B2B Lead generation Price 114

Martech

APRIL 18, 2024

The recent shift from “conversions” to “key events” in (GA4) represents a significant change that digital marketers, especially SEO professionals, need to understand and act on. This article explores the implications of this change and insights on how to leverage it to elevate your marketing reporting.

Gaming 107

Gaming Conversion Objectives and Key Results Referrals 107

Search Engine Land

NOVEMBER 6, 2023

The Commission claims that Amazon’s service quality declined as it shifted from prioritizing relevant, organic search results on its online storefront (as originally directed by its founder and then-CEO Jeff Bezos), to now featuring pay-to-play advertisements. Get the daily newsletter search marketers rely on. ” Junks Ads.

Price 120

Price Commission Retail User Experience 120

Salesforce

DECEMBER 8, 2023

Competition for eyeballs and clicks are at a premium, so your email marketing strategy needs to constantly evolve to keep up. If your metrics are suffering and you’re not seeing the results you need, maybe it’s time to review your email marketing strategy and see where you can improve. What is email marketing and why does it matter?

E-commerce 115

E-commerce Click Through Rate Campaign Promote 115

Martech

OCTOBER 26, 2023

Cost cutting Earnings were also helped by its cost cuts, with expenses falling 7% from a year earlier to $20.4 User growth continued in some of Meta’s key markets, including the United States and Canada. The company has depended on AI-powered marketing planning and ad measurement in particular in recent years to drive growth.

Territory 109

Territory Price Growth Follow-up 109

Martech

APRIL 23, 2024

Marketers understand that not all of their relationships are perfect. However, your vendor could begin tailoring their solutions to a smaller market. Has your vendor changed their product or marketing strategy? After your company invests in marketing technology, you might think your research into such solutions is over.

Government 91

Government Technology Technology Trust 91

Martech

FEBRUARY 29, 2024

“Do more with less” is a popular theme in marketing today. Including this phrase in your 2024 marketing plan deck may prompt at least one team member to start job hunting. Dig deeper: How experimental marketers can drive martech utilization 2. Reduction of budget with no reduction in expected results. Why is this?

Contract 104

Contract Technology Technology Price 104

Search Engine Land

APRIL 2, 2024

I’ve built hundreds of teams in SEO, content marketing, link building and digital PR across 10+ companies. If you’re like me, who organizes marketing processes and teams with spreadsheets and documents, then Gemini has the potential to be a game-changer. Get the daily newsletter search marketers rely on.

Objectives and Key Results 87

Objectives and Key Results Consult Engineering Technology 87

ConversionXL

JULY 25, 2022

CTAs are a critical component of marketing material. CXL use them on landing pages to invite customers to trial top marketing courses: SEO tool Clearscope invites users to join their Director of SEO in a webinar. Take this post from Mailchimp on email marketing benchmarks. How much does it cost? How long is the contract?

A/B testing 146

A/B testing Contract Appointment Drivers/motivators 146

Search Engine Land

OCTOBER 26, 2023

Cost cutting. Earnings were also helped by its cost cuts, with expenses falling 7% from a year earlier to $20.4 This continued in some of Meta’s key markets, including the United States and Canada. AI has been and will continue to be a big part of Meta’s drive to increase efficiency and lower costs. User growth.

Territory 109

Territory Price Growth Engineering 109

SaaStr

SEPTEMBER 14, 2023

Because in the short-term, it often costs basically close to nothing to acquire a smaller startup with cash on hand, or do a corporate VC investment. Billion in cash in the bank (cash, cash equivalents, and marketable securities) — and much more to come in accounts receivable, another $10.75 What do I mean? It has basically $12.5

Engineering 103

Engineering Gaming Closing 103

Martech

NOVEMBER 3, 2023

Research Specialist, covering Consumer and Culture Insights in the Gartner Marketing Practice. Marketing leaders looking to expand their customer database should focus on delivering value to the customer as the top priority in their strategies and campaigns — or risk undermining their customer data exchange efforts and investments.

Customers 106

Customers Retail Campaign Trust 106

Martech

FEBRUARY 19, 2024

Have you ever wondered if traditional hiring practices are holding your marketing team back? I work with CMOs, helping them build best-in-class marketing teams, among other things. As marketing technology and consumer behavior continuously evolve, skills have a diminishing half-life.

User Experience 114

User Experience Strategize Technology Technology 114

Martech

DECEMBER 27, 2023

The scenario is all too common: a marketing operations team, armed with detailed analytics and performance metrics, presents their latest campaign results. A busy CEO, however, now barraged with marketing terms from CTR and ROAS to Z-score and SERP, may struggle to piece together their place in the bigger picture of business objectives.

Intrinsic 115

Intrinsic CTR Strategize Presentation 115