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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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Why it’s time to reevaluate your match type and bidding strategy

Search Engine Land

Conversion rate. Evaluate costs and adjust your approach based on budget and targeting goals, exploring more cost-effective networks or top-of-funnel options to optimize spending. Additionally, we examined Maximize Conversions against Maximize Conversion Value in 1,334 accounts due to their close association with smart bidding.

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Optimizing your Performance Max campaigns with Google Ads, GA4 data

Search Engine Land

For example, within Google Ads (and when pulling the data from Google Ads via the API), advertisers can’t parse out performance data, such as conversions or cost per conversion, by channel. With marketers mostly being measured by performance, such as clicks and conversions, I suspect advertisers weren’t biting on these ad formats.

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SEO topic clusters: How to create, measure and analyze

Search Engine Land

With topic clusters, you can build a network of interconnected content that showcases your expertise and authority in a specific subject. Using this strategy, you create a network of connected content on digital marketing, helping search engines understand the relationships between your pieces.

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Setting PPC goals: How to tailor KPIs and metrics for each funnel stage

Search Engine Land

Surprisingly, many lack clearly defined campaign goals beyond boosting traffic or conversions. For example, if your goal is to increase qualified leads, metrics would include conversion rate, new users driven to a specific URL, etc. Metrics for bottom-of-funnel PPC campaigns Primary conversions (i.e., KPIs are your end goals.

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4 new Microsoft features, and 5 other December updates

Search Engine Land

Microsoft says “Smart remarketing lists have been proven to drive increased performance across the Microsoft Search and Audience Networks. Advertisers who leverage these lists see a 92% increase in click-through rate (CTR) and a 45% reduction in cost-per-acquisition (CPA) when they use these lists on the Microsoft Search Network.1

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Level up your video game ad strategy: A guide to measuring success

Search Engine Land

Click-Through Rate (CTR) Click-through rate (CTR) measures the number of clicks an ad receives divided by the number of impressions. CTR is a good indication of how engaging your video game ad is. If your CTR is low, it might be time to rethink your ad creative. CTR is an important metric for all types of video game ads.

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