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How entity-based strategies can contribute to PPC success

Search Engine Land

Here are some questions to consider when brainstorming entity-based keywords: Activities : What are people doing in relation to my product/service? Entity identification: What specific activities or interests are associated with my business and product/service? Location : Where are people who may need my product/service?

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How to transform your Google Ads headlines with anti-audiences

Search Engine Land

You try to define your target market, only to be told, “Our audience is anyone who wants our product – we don’t exclude anyone.” Identify your target audience and anti-audience Target audience (SOM) : People actively seeking the specific benefits, price points and features your product offers. It’s the landing page’s job to convert.”

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7 ways to elevate your responsive search ads

Search Engine Land

For example, putting your product in the first two titles (long name) and including the price as the final title is not ideal if Google decides to mix that order, even if the algorithm thinks it has a better CTR. But advertisers sometimes just need the ability to decide what order the copy goes in. Test yourself against the algorithm.

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4 new Microsoft features, and 5 other December updates

Search Engine Land

Microsoft has just announced new products and features, beta tests, upcoming features, and the expansion of two exiting products already in their portfolio. Microsoft continues to adapt and introduce new features and products to compete with Google with the advertiser experience in mind. Why we care.

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A Complete Guide to YouTube Analytics

ConversionXL

With YouTube, for organic, average view duration (AVD) and click-through rate (CTR) should be prioritized over YouTube search optimization, descriptions, tags, and other vanity metrics. YouTube elevates videos (and channels) that prove meaningful engagement, which is exactly what AVD and CTR do. Why does YouTube elevate AVD and CTR?

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How To Build the Email List of Your Dreams

Salesforce

Your email list will allow you to send targeted messages with promotional and informative messages to subscribers. You can get started right away by sharing the value of your products or services. Be ethical about compliance and you are promoting customer trust and best email marketing practices.

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Case study: How to get rid of a negative ‘People also ask’ result

Search Engine Land

We recently found success for a client in the educational services industry struggling with a negative People also ask question about one of their products. However, Google pulled the answer from a negative blog post that spoke poorly about the client's product. Our target PAA question read "When was [product] invented?"

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