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Microsoft’s Audience Network expansion: Higher CPCs, lower CTRs, no added value

Search Engine Land

Learn how the mandatory Audience Network expansion impacted this software company, which saw 26% of its budget spent with no added conversions or performance benefits. Through their multi-channel studies, Microsoft found that accounts that utilized both the Search and Audience Network performed better than those using only Search.

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What is quality score and how to use it in PPC

Search Engine Land

Google calculates quality score based on the combined performance of three components: Expected click-through rate (CTR) : The anticipated CTR of the ad against what the ad platform considers similar ads. How well does the landing page follow through on the ad’s promise?

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Twitter blocks links to Meta rival Threads

Search Engine Land

Reports started surfacing on Monday that Twitter was selectively blocking links to Mark Zuckerberg’s latest social networking app. The move means it will be more difficult for people to track down conversations on Threads and locate users’ profiles. Users noted that while some links worked, others noticeably did not.

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5 tips for a successful programmatic ad campaign

Search Engine Land

Programmatic advertising streamlines the process of buying ad inventory across a huge network of platforms. Clearly focusing on your client’s objectives will inform almost everything about how you set up your programmatic activity. Increase conversions? Certain devices or audiences could be driving that up.

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5 essential PPC skills every agency pro must have

Search Engine Land

Next time you want to run an A/B test, go through the following steps: Take a hard look in the mirror. To do that, you will want to use ad networks and channels. Sometimes, those items aren’t set up to maximize your goals. For example, do you know how CTR impacts CPC? Here is an example to help make it clearer.

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8 Proven Traffic Sources for Your Sales Funnel

ClickFunnels

This begs the question: why do some marketers get caught up on establishing a sole stream of revenue? Mark Zuckerberg’s wildly successful social network boasts over one billion daily active users and has become a cornerstone of the modern web. When it comes to solo ads, we’re primarily playing with click-through rates and conversions.

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This day in search marketing history: January 14

Search Engine Land

Google Ads enables bid simulator for Target ROAS, budget simulator for Maximize clicks, conversions. 2016: The new features: more competitive insights and benchmarking, customizable ad group and keyword bids, a new source for keyword suggestions and time range customization up to 24 months for keyword search volume.