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PPC 2023 in review: UA sunsets, Google antitrust trial, X’s downfall and more

Search Engine Land

Google stirred things up by shaking cushions and discreetly adjusting ad prices, and the entire industry faced a major shift with the sunset of Universal Analytics, forcing everyone to transition to Google Analytics 4. The PPC community had a rollercoaster year in 2023. That’s just not what we do.”

Retail 123
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Nudge Marketing: From Theory to Practice

ConversionXL

In the United States, a similar experiment reduced cigarette litter by 74% in six months. Instead of yelling at smokers to “clean up your butts,” the bins implied the desired behavior in an easy and fun way. In other words: Behavior = motivation x ability x prompt. That’s a nudge. Image source ).

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A Step-by-Step Guide to LinkedIn Ads

ConversionXL

But a higher CPC can be prohibitive for smaller businesses and lower-priced products and services. Still, a LinkedIn ad strategy can pay back dividends if your products or services produce a high monthly recurring revenue or you sell high-ticket items. High-priced products are table stakes in the medical device industry.

CTR 129
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Getting The Website Information Architecture Right: How to Structure Your Site for Optimal User Experiences

ConversionXL

Louis Rosenfeld and Peter Morville (information architecture gurus, you should read their book ) defined the ‘three circles of information architecture’ as content, users and context of use: It’s about organizing the content and flow of a website based on research and planning. Think search page or a sign-up form.

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How to Do a Competitive Analysis: A Step-by-Step Guide

ConversionXL

You won’t know until you figure out what your competitors are up to. Companies do it for a wide variety of reasons—SEO, branding, go-to-market strategy, pricing, etc.—and How does the user experience on my website stack up to the competition? How does your site's user experience stack up to the competition?

UX 126
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How to Build a Product Launch Strategy

ConversionXL

The typical product lifecycle can be broken down into four stages: Introduction: Your product may still be in development and your marketing goals focus on generating awareness and motivating users to sign up and purchase. Growth: A sharp increase in users and sales. Decline: New user sign-ups and revenue begins to decrease.

Launch 96
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Website Credibility: A 39-Point Checklist

ConversionXL

For example, your wife said Product X is good, or your friends said Service Y sucks. A twenty-something dude comes up to you. I’ll sell it to you for $20.” My guess is that you won’t buy it—even though the price is amazing, and you know it’s a good product. Show prices. What do you do?

Trust 132