Search Engine Land

MAY 3, 2024

For marketers with established marketplace sales, this represents a potentially big new piece of their Google Ads strategy. For marketers with established marketplace sales, this represents a potentially big new piece of their Google Ads strategy. The big picture. Why we care. How it works.

Represent 117

Represent Campaign Launch Promote 117

Search Engine Land

APRIL 8, 2024

In the cut-throat world of digital marketing, everyone’s chasing that elusive ROI. And when it comes to marketing tools, content marketing often steals the spotlight. What is content marketing ROI? Content marketing ROI is the return on investment from your content marketing efforts. Staff salaries.

Objectives and Key Results 115

Objectives and Key Results Promote Campaign Drivers/motivators 115

Martech

APRIL 30, 2024

Marketing technology is the backbone of marketing operations, enabling organizations to efficiently and effectively manage campaigns, analyze data and engage customers. Martech optimization is a systematic and ongoing process of evaluating, adjusting and enhancing the components of a company’s marketing technology stack.

Strategic planning 95

Strategic planning Technology Technology Strategize 95

Search Engine Land

APRIL 30, 2024

You try to define your target market, only to be told, “Our audience is anyone who wants our product – we don’t exclude anyone.” It might feel new at first – most marketers were never taught this – but it’s a skill that will help you throughout your career. Persist a bit and you might refine it to “Ages 25-45 in metropolitan areas.”

CTR 104

CTR Real Estate Legal Clients 104

Martech

MARCH 11, 2024

Time is running out to get all those well-laid marketing plans off the whiteboards and into action. No matter where your company is at in the post-third-party preparation curve, the truth is that we won’t fully realize the impact on our marketing efforts until Google finally flips the switch and we head into the unknown.

Objectives and Key Results 118

Objectives and Key Results Campaign Government Launch 118

Search Engine Land

MAY 16, 2024

Movement between funnel stages, lead quality and lead progression to MQLs > SQLs > opportunities > closed deals are all vital for lead gen marketers to understand. Get the daily newsletter search marketers rely on. Business email address Subscribe Processing. But you’ve already defined the audience.

B2B 93

B2B Education Campaign Prospecting 93

Search Engine Land

MAY 3, 2024

The one con to this tactic is that it will likely not work well in competitive markets. Cost data “Cost” keywords are a great way to drive more traffic to your service area pages. Not only do “cost” related keywords get searched a lot, but we have found they convert well, too. How does one combat that?

Service 102

Service Trust Clients Cross-sell 102

Search Engine Land

MARCH 4, 2024

To prepare for that transition, marketers have worked to find alternatives to replace the third-party data that cookies once provided for their targeting efforts and to develop new marketing strategies that don’t rely on tracking user behavior on the open web. How will the absence of third-party cookies impact PPC campaigns?

Territory 116

Territory Market share Legal Strategize 116

Search Engine Land

APRIL 24, 2024

Are you seeking to broaden your marketing horizons and harness the vast opportunities LinkedIn has to offer? Unlike other social platforms, LinkedIn’s user base is predominantly professionals who engage with business content, making it perfect for B2B marketing. This helps marketers target their ads very precisely.

Objectives and Key Results 96

Objectives and Key Results Healthcare Campaign Lead generation 96

Search Engine Land

MAY 15, 2024

As AI becomes more prevalent in digital marketing, incorporating an entity-based approach into your PPC campaigns is a way to get ahead of the competition. Get the daily newsletter search marketers rely on. You may also discover new consumer groups and behavioral insights that can guide your broader marketing strategy.

Click Through Rate 101

Click Through Rate CTR Campaign Territory 101

Search Engine Land

MAY 6, 2024

Metrics matter Analyze key metrics like click-through rate (CTR), cost-per-click (CPC), conversion rate (CVR), conversion volume and cost-per-conversion across the different objectives and campaign types in your account and note any discrepancy or misalignment. In another example, let’s look at cost-per-conversion.

CTR 86

CTR Objectives and Key Results Click Through Rate Campaign 86

Search Engine Land

DECEMBER 4, 2023

As we wrap up 2023 and look ahead to 2024, now is the time to evaluate our marketing strategies to ensure we are fully prepared for what’s to come. This article discusses six pivotal areas B2B marketers should focus on to kick off 2024 proactively. Many B2B marketers pay too little attention to the message they are delivering.

B2B 115

B2B Represent Campaign Strategize 115

Search Engine Land

FEBRUARY 16, 2024

Here are six marketing strategies to help you grow your sales on Amazon in 2024. Cover the basics Tips and tricks still don’t replace solid marketing fundamentals. You can’t start optimizing your marketing until you have covered the basics. They want customers to continue buying. How are you positioning your brand/product?

Profit margin 125

Profit margin Promote Campaign Price 125

Search Engine Land

MARCH 1, 2024

Editor now supports Reserve cost-per-thousand-impressions (CPM), a bidding strategy similar to Target CPM. Get the daily newsletter search marketers rely on. This recommendation automatically generates a new ad with pre-populated text and images, streamlining the ad creation process. Reserve CPM bidding strategy. Inline audiences.

Launch 127

Launch Campaign Process Customers 127

Search Engine Land

JANUARY 30, 2024

Click-through rate (CTR) is a cornerstone metric of PPC marketing. The quality of impressions is declining as the quantity increases Early on, advertisers had far more control over who saw – and didn’t see – their ad, meaning they could target ads to their ideal market while keeping everyone else from viewing an ad impression.

CTR 108

CTR Real Estate Click Through Rate Launch 108

Search Engine Land

FEBRUARY 16, 2024

The partnership will enable users to measure the impact and effectiveness of ads on the platform more efficiently with a particular focus on cross-marketing return on ad spend (ROAS). ” Get the daily newsletter search marketers rely on. ” Get the daily newsletter search marketers rely on. Why we care.

Campaign 101

Campaign Account management Contact Presentation 101

Search Engine Land

FEBRUARY 19, 2024

The rise of generative AI has raised legitimate concerns that Google’s Search Generative Experience (and other AI-driven answer engines) may “steal” traffic that would have gone to your website in the past or significantly drive up costs for advertisers. The prediction. ” But.

Engineering 135

Engineering Entertainment Market share Consult 135

Search Engine Land

APRIL 17, 2024

The recent shift from “conversions” to “key events” in (GA4) represents a significant change that digital marketers, especially SEO professionals, need to understand and act on. This article explores the implications of this change and insights on how to leverage it to elevate your marketing reporting.

Conversion 121

Conversion Gaming Objectives and Key Results Referrals 121

Search Engine Land

JANUARY 25, 2024

With billions of users worldwide, one of the lowest advertising costs and the growing preference for video, YouTube has some serious marketing potential. Aside from the well-known organic side of YouTube , it also offers highly lucrative marketing tools: retargeting video and display ads. How much does YouTube advertising cost?

Objectives and Key Results 109

Objectives and Key Results Campaign Finance Real Estate 109

Martech

APRIL 19, 2024

Many brands, such as those in the home services industry or a local grocery chain, market to specific locations, cities or regions. There are also national brands that want to expand in specific local markets. Here’s a playbook to help your company succeed when marketing on a local scale.

Retail 105

Retail Campaign Strategize Strategic planning 105

Martech

JANUARY 9, 2024

It’s a pivot that’s tipping the scales from social ad spend to more influencer marketing investment — where genuine, community-focused engagement means richer content, more strategic partnerships and deeper market penetration as the creator economy barrels ahead. Affiliate marketing. Why pay attention to the creator economy?

Niche 126

Niche Negotiate Legal Contract 126

Martech

MARCH 13, 2024

Surveys and focus groups are the go-to methods for gathering customer insights to drive marketing strategy. However, they have major flaws like inherent biases, poor predictive power, high costs and responder fatigue. There are many more use cases for AI in market research. It’s time to move beyond these outdated tactics.

Drivers/motivators 108

Drivers/motivators Customers Technique Engineering 108

Search Engine Land

NOVEMBER 16, 2023

Like any marketing and advertising channel, SEO should be budgeted for. As you plan your budget, note that there are both hard and soft costs beyond those directly involved with SEO. The biggest hurdle to properly investing in or controlling costs within SEO efforts is the lack of a defined plan. What do they cost?

UX 109

UX Legal Objectives and Key Results Strategic planning 109

Martech

DECEMBER 4, 2023

As we wrap up 2023 and look ahead to 2024, now is the time to evaluate our marketing strategies to ensure we are fully prepared for what’s to come. This article discusses six pivotal areas B2B marketers should focus on to kick off 2024 proactively. Dig deeper: 15 cutting-edge tools every B2B marketer should know 2.

B2B 104

B2B Represent Campaign Strategize 104

Search Engine Land

MAY 9, 2024

Indeed, information foraging theory seems to be the direction Google is heading, and to quote their report directly: “An explosion in product choice and information has made it harder to feel confident about making the right decision.” Get the daily newsletter search marketers rely on. We’re no longer optimizing for Google.

Engineering 92

Engineering Angle UX Trust 92

Search Engine Land

MAY 2, 2024

billion, up by almost 8% from the previous fiscal period – an indicator that more and more advertisers are adding YouTube ads to their marketing mix. You may also find that YouTube ads reach a different audience than your search ads, a valuable way of expanding your reach and future-proofing your marketing.

Campaign 103

Campaign High impact Clients Growth 103

Search Engine Land

SEPTEMBER 22, 2023

.” Fast-forward to the 2023 federal antitrust trial, Dischler completely backtracked and told Judge Amit Mehta that the search engine “frequently” changes the auctions it uses to sell search ads without telling advertisers, increasing the cost of ads and reserve pricing by as much as 10%. Why we care. SUBSCRIBE See terms.

Price 111

Price Engineering Quota User Experience 111

Search Engine Land

JANUARY 18, 2024

Google’s Search Generative Experience (SGE) has the potential to revolutionize PPC, presenting both unprecedented opportunities and challenges for marketers. ” Uptake of SGE SGE is expected to impact search and digital marketing, but the group believes widespread adoption won’t happen soon.

CTR 121

CTR Click Through Rate Start-ups Represent 121

Salesforce

DECEMBER 8, 2023

Competition for eyeballs and clicks are at a premium, so your email marketing strategy needs to constantly evolve to keep up. If your metrics are suffering and you’re not seeing the results you need, maybe it’s time to review your email marketing strategy and see where you can improve. What is email marketing and why does it matter?

E-commerce 115

E-commerce Click Through Rate Campaign Promote 115

Search Engine Land

FEBRUARY 6, 2024

Snap changed its advertising strategy last year to focus more on direct response ads, which let users click and buy products directly from the app. The potential dip in advertiser interest could result in reduced competition, making ad placements more cost-effective. Get the daily newsletter search marketers rely on.

Growth 108

Growth Presentation Process Product 108

Heinz Marketing

APRIL 19, 2024

By Maria Geokezas , Chief Operating Officer at Heinz Marketing We all know getting new customers through the door is important. That’s where a shift in the way we see marketing can make a difference. Here’s why: Cost-Effectiveness: Acquiring new customers is significantly more expensive than retaining existing ones.

B2B 60

B2B Customers Education Entertainment 60

Martech

OCTOBER 27, 2023

So, clearly, the platform has a lot of potential for B2B marketers. Some 61% of B2B marketers report their company of people is already using it, according to a Brafton survey. TikTok is tied in second place with Instagram and YouTube, with 16% of marketers citing it as having the best ROI, according to one study. Why we care.

CRM 110

CRM B2B Lead generation Price 110

ConversionXL

JULY 25, 2022

CTAs are a critical component of marketing material. CXL use them on landing pages to invite customers to trial top marketing courses: SEO tool Clearscope invites users to join their Director of SEO in a webinar. Take this post from Mailchimp on email marketing benchmarks. How much does it cost? How long is the contract?

A/B testing 146

A/B testing Contract Appointment Drivers/motivators 146

Martech

OCTOBER 26, 2023

Cost cutting Earnings were also helped by its cost cuts, with expenses falling 7% from a year earlier to $20.4 User growth continued in some of Meta’s key markets, including the United States and Canada. The company has depended on AI-powered marketing planning and ad measurement in particular in recent years to drive growth.

Territory 106

Territory Price Growth Follow-up 106

Search Engine Land

APRIL 16, 2024

Dig deeper: An SEO guide to audience research and content analysis Get the daily newsletter search marketers rely on. Still, not all keyword ranking improvements have equal ramifications, so make sure your reporting reflects the opportunities to assess the cost and benefit of making highly consequential leaps. See terms.

CTR 108

CTR Growth Campaign Service 108

Search Engine Land

SEPTEMBER 22, 2023

This article will dive into concrete ways PPC marketers can improve LTV using four levers. Bottom line: LTV just helped you gauge two different markets’ value. Finally, LTV helps determine your target customer acquisition cost (tCAC). You “only” need to subtract the cost of goods sold (COGS) and so on.

Real Estate 108

Real Estate Cross-sell Price Clients 108