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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

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. Key findings from the study reveal: Broad vs. Exact Match : In most cases, exact match performed better in terms of CPC, CTR, CPA, ROAS, and conversion rate. The results.

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LinkedIn rolls out new ad performance measurement features

Search Engine Land

LinkedIn is rolling out three upgrades to this ad type: Retargeting : This function enables advertisers to engage with customers who have previously interacted with Document Ads. Local Area Network (LAN) distribution : There is now an option to opt in for this feature, which could help improve delivery and cost-efficiency. .”

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Optimizing your Performance Max campaigns with Google Ads, GA4 data

Search Engine Land

Even after garnering high CTR, they often didn’t result in conversion and revenue. For example, you could create a separate destination URL for each asset group using a parameter, such as utm_creative_format , then capture that parameter in a custom dimension in GA4. However, we didn’t find this necessarily successful.

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The Straightforward Guide to the Google Display Network

Hubspot

Millions of dollars are poured into the Google Display Network (GDN) every day. Google offers endless options for marketers to promote their products, so how is this network different? Why Use the Google Display Network? GDN, by comparison, bypasses a lot of costly competition from other networks.

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

Search Engine Land

You want these campaigns to capture a broad audience of potential and future customers and (hopefully) generate some interest in your product or service. Top-of-funnel campaigns often utilize the Google Display Network, which has different benchmarks, ad content, and benefits. Increase website traffic. Drive social media engagement.

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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. Optimizing for good CTR is more important than optimizing for good expected CTR.

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