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Why startups need more than just press releases

Martech

Earned media is about building brand awareness, credibility and market share through third-party validation. When you’re going to market, yes, a press release introducing your brand followed by a PR campaign to make the most of your moment is important. The type of PR your startup needs depends on your triggers and goals.

Legal 102
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Crunching the cookie-less conundrum: A guide to PPC in the post-cookie world by Adthena

Search Engine Land

These environments are closed and nontransparent, meaning that the only way for marketers to access their data is through advertising tools like Google Ads. How will the absence of third-party cookies impact PPC campaigns? Take the self-guided tour of Market Share.

Territory 116
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Amazon Ads for lead generation: What advertisers need to know

Search Engine Land

The campaigns are display-only (for now), but they still represent a huge opportunity for engagement. Advertisers define their bids at the audience level, pairing them with creatives set at the campaign level. Your campaign will be eligible to target both (rather than users who meet both criteria).

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4 simple ways to put an end to unprotected paid search by Adthena

Search Engine Land

Defending against ad-hijacking Counterfeit products erode a brand’s market share and compromise its reputation for quality and authenticity. In search marketing, counterfeiters may bid on keywords related to genuine products, diverting potential customers towards fake alternatives.

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The Performance Max playbook: Best practices and emerging tactics for 2024

Search Engine Land

Now that Performance Max has been around for a while, advertisers have begun settling into workflow/campaign structure norms. We’ll dive into each aspect of Performance Max campaigns and discuss documented best practices and innovative trends to explore (and when to test them).

Campaign 113
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Sales vs marketing made clear in an ultimate guide to definition, importance, & differences

PandaDoc

What is marketing Marketing is the process of increasing brand awareness and generating sales opportunities. Marketers create content, build campaigns, and position brands to appeal to a wide range of customer segments. Marketing teams will often conduct market research using surveys, case studies, and reports.

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

Search Engine Land

Google’s additional legal issues Google was also sued by Gannett , the publisher of USA Today, for using “deceptive commercial practices” and breaching U.S. This feature, considered the “next generation of Discovery campaigns,” brings new elements such as enhanced ad creation flow, additional inventory, and insights.

Retail 123