Search Engine Land

SEPTEMBER 25, 2023

A core tenet of digital marketing is that the more conversions you get, the more expensive they are, so you’ll have to decide whether your first goal is improving efficiency or driving scale. Instead, integrate your CRM data to understand cost per down-funnel metrics (for B2B) or cost per CLTV (B2C and ecommerce). SUBSCRIBE See terms.

Campaign 121

Campaign CRM B2C B2B 121

Search Engine Land

JUNE 30, 2023

For the more advanced PPC marketers and data analysts, we’ve encountered a few issues when linking up certain fields to our Looker Studio dashboards. Source/medium and ecommerce conversion rate data (among others) are not out-of-the-box metrics that can be synced across unless you’re comfortable creating custom fields.

Represent 94

Represent Education Clients Conversion 94

Search Engine Land

FEBRUARY 27, 2024

Selecting the right digital marketing agency partner is key for businesses aiming to drive results and scale efficiently. With countless agencies vying for attention, marketers must ask the right questions to ensure they make the best choice for their company’s needs. Get the daily newsletter search marketers rely on.

Retail 104

Retail Clients Contract Campaign 104

Search Engine Land

APRIL 18, 2023

SEO or PPC? Like everything in marketing, it would be great if there was a simple answer to the SEO vs. PPC question. This improved visibility comes without the expensive costs per click of PPC. PPC, or pay-per-click, are the ads that appear on a page of search results (typically in premium positions).

Objectives and Key Results 101

Objectives and Key Results Minimum Viable Product A/B testing Engineering 101

Search Engine Land

NOVEMBER 7, 2023

Offline conversion tracking (OCT) is one advertising tool that can help you get more from your PPC spend. If you don’t have enough opportunities, combine SQLs and opportunities (and maybe bring MQLs into it if you need a volume push). Get the daily newsletter search marketers rely on. SUBSCRIBE See terms.

Conversion 120

Conversion SQL Campaign B2B 120

Search Engine Land

JANUARY 4, 2024

Advertising on Meta presents unique opportunities that Google Ads doesn’t offer. Whether your goal is lead generation or ecommerce, Menachem Ani, PPC expert and founder of JXT Group, shared valuable insights at SMX Next on how to optimize campaigns for Facebook and Instagram. Meta Ads > Google Ads? ” 4. .

Objectives and Key Results 110

Objectives and Key Results Lead generation Campaign Up-sell 110

Search Engine Land

JANUARY 20, 2023

For marketers, this is a blessing and a curse. Access to data helps make savvy marketing decisions and, when analyzed correctly, aids a deeper understanding of users. For this article, I reached out to marketers and SEOs who shared the SEO metrics they’ll be tracking in 2023 and why they’re important. What are SEO metrics?

Objectives and Key Results 119

Objectives and Key Results Conversion Campaign Drivers/motivators 119

ConversionXL

MARCH 3, 2021

When launching a digital brand, PPC can be a great way to immediately break into a new market and start generating website traffic. But with rising CPCs and unmitigated click fraud, PPC can also get really expensive quickly. Even the most skilled digital marketers can struggle to run profitable Google Ads campaigns.

Campaign 146

Campaign Prospecting A/B testing Conversion 146

Search Engine Land

DECEMBER 12, 2023

One fundamental part is developing a well-rounded paid search strategy that matches your strengths and works within the PPC platform’s limitations. Performance Max is an algorithm-driven campaign that allows you to unlock new opportunities by putting your ads in front of people searching for terms related to your offering.

Non-Profits 129

Non-Profits Campaign Networking Entertainment 129

Search Engine Land

NOVEMBER 17, 2022

Ever since bidding by device uniquely became available (sometime between 2005–2011), I’ve been an avid advocate of separating PPC campaigns by device. Why doing PPC by device is important. As mobile internet usage has grown over the past 10+ years, so has it increased from the perspective of search market share.

CTR 108

CTR Campaign Engineering Contract 108

Search Engine Land

FEBRUARY 7, 2023

Google’s hard push into machine learning and automated bidding – and away from more manually controllable optimizations – builds a sense of exasperation for experienced PPC marketers. What advantages does Microsoft search offer over Google for PPC experts right now? Get the daily newsletter search marketers rely on.

Construction 93

Construction B2B Engineering Networking 93

Search Engine Land

FEBRUARY 21, 2023

Despite the hype surrounding automation and machine learning, managing a PPC account requires human hands on the wheel. No one truly understands this more than PPC pros who manage a diverse set of accounts – large and small – in B2B, ecommerce and serveral other industries. Get the daily newsletter search marketers rely on.

Objectives and Key Results 90

Objectives and Key Results Campaign Clients B2B 90

Search Engine Land

FEBRUARY 14, 2024

Even experienced PPC advertisers can struggle with bid strategies in Google Ads. Get the daily newsletter search marketers rely on. Value-based bidding With Maximize Conversion Value, Google gives you the opportunity to feed it with business data that illustrates which leads are most valuable to you. See terms.

Campaign 125

Campaign Objectives and Key Results Profit margin Lead generation 125

Search Engine Land

OCTOBER 10, 2023

Demand Gen campaigns – the shiny new tool in the Google Ads toolbox – will become available to the PPC public starting this month. Get the daily newsletter search marketers rely on. They know that if you find a win before the rest of the market even comes looking, your first movers’ advantage will set you up well.

Campaign 121

Campaign Clients Territory Conversion 121

Search Engine Land

FEBRUARY 9, 2023

That pie is growing bigger by the minute given the industries’ growing need for first-party data and corresponding retail-specific ad opportunities, which are constantly evolving. Ecommerce demand has continued to grow, albeit at a slower pace post-pandemic. Get the daily newsletter search marketers rely on.

Retail 90

Retail Networking Engineering Closing 90

Search Engine Land

SEPTEMBER 11, 2023

Target return on ad spend (ROAS) is heralded as the holy grail of PPC advertising. Variability in sales value Before delving into the more technical requirements of value-based bidding, it might be useful to weigh up the size of the opportunity. Consider an ecommerce store selling products worth $20, $50 and $100.

Profit margin 140

Profit margin Objectives and Key Results Campaign Conversion 140

Search Engine Land

NOVEMBER 14, 2023

SEO and PPC professionals are all in the business of driving more traffic to websites. A solid search marketing strategy requires a customer experience plan as its core. What truly matters is how that traffic navigates the marketing funnel and converts into valuable customers. On an ecommerce website, this is often the checkout.

Conversion 111

Conversion Price B2C Manufacturing 111

Search Engine Land

JANUARY 19, 2023

Google’s launch of Performance Max , a campaign type that replaced Smart Shopping, is forcing search marketers to rethink their Google Ads strategy. However, PPC managers should consider the cost share for non-converting products, which can possibly be higher compared to standard Shopping campaigns. SUBSCRIBE See terms.

Campaign 96

Campaign Retail Follow-up Represent 96

Search Engine Land

JUNE 26, 2023

We are fortunate to have many robust, time-proven marketing tools that we can use to help us make order out of the chaos of rapid change. SWOT analysis is one such classic marketing tool that can guide your SEO efforts and maximize return on your investment. W eaknesses. O pportunities. Attack and defend.

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Objectives and Key Results Engineering UX Follow-up 98

Search Engine Land

APRIL 11, 2024

Some were thrilled about the opportunity to access greater visual inventory without carving out a separate budget, while others bemoaned the loss of control and reporting. Unless you are working in a super niche space with only one product/service in one market, odds are you will need to go with one of the other three structures.

Campaign 115

Campaign Represent Networking Conversion 115

Search Engine Land

FEBRUARY 14, 2023

Many ecommerce advertisers are starting to better understand how to set up and optimize Performance Max , but it’s still a very difficult campaign type for lead gen accounts. Few lead generation advertisers use Performance Max so there’s considerably less to say than there is for ecommerce. SUBSCRIBE See terms.

Lead generation 93

Lead generation CRM Campaign Pipeline 93

Martech

JUNE 29, 2022

Performance marketing refers to a variety of online advertising programs where parties are paid when a specific action is completed. It’s often associated with pay-per-click (PPC) models on search engines (where advertisers pay for clicks versus impressions). Get the daily newsletter digital marketers rely on.

E-commerce 99

E-commerce Commission Campaign Niche 99

Hubspot

JUNE 26, 2019

PPC, or pay-per-click, campaigns can be a great way to gain traffic, leads, and ROI. Although PPC sounds like a great opportunity, creating profitable campaigns can cost you time, effort, and money. WordStream reports, for example, that the average small business loses 25% of their PPC budget on wasted spend.

Campaign 100

Campaign Launch Clients Price 100

Search Engine Land

AUGUST 3, 2023

Tracking your PPC performance will help you make better business decisions. Get the daily newsletter search marketers rely on. Advanced reporting and analysis enable you to: Identify high-profit opportunities. Embrace margin-based tracking to push your ecommerce business forward. SUBSCRIBE See terms.

GTM 95

GTM Campaign Price Account management 95

ConversionXL

NOVEMBER 22, 2022

Marketing metrics are a competitive advantage. In this article, you’ll learn which metrics to measure to understand and improve marketing performance. In this article, you’ll learn which metrics to measure to understand and improve marketing performance. Table of contents What are digital marketing metrics?

CTR 105

CTR Click Through Rate Non-Profits Campaign 105

Search Engine Land

OCTOBER 10, 2023

Ecommerce platforms (e.g., It prioritizes continuous tactic review for potential corrections and strategy evaluation to adapt to market or competitive changes. It helps make informed decisions about resource allocation and ROI-focused marketing tactics. Market share – splitting by digital and non-digital.

Objectives and Key Results 110

Objectives and Key Results X-functional Intrinsic Construction 110

Search Engine Land

JULY 11, 2023

This has a bigger impact on your success with Google (or Meta) Ads in the modern PPC landscape. The other is product-market fit. In many ways, ecommerce advertising during Q4 is a crash course in consumer economics. Get the daily newsletter search marketers rely on. SUBSCRIBE See terms.

Campaign 73

Campaign Price Retail Angle 73

PandaDoc

APRIL 30, 2024

Regularly keeping track of incremental sales is one of the best ways of determining how best to allocate your marketing resources. In this article, you’ll find out how to calculate incremental sales for any given marketing campaign, as well as some useful tips and best practices on how to maximize this metric.

A/B testing 52

A/B testing Objectives and Key Results Campaign Legal 52

ConversionXL

MAY 2, 2019

Two percent is the average conversion rate for ecommerce sites. Right now, many ecommerce companies can still grow with an average conversion rate. This is largely thanks to the ecommerce industry growing by about 23% year over year. By 2021, the ecommerce growth rate is projected to drop by as much as 5–6%, down to about 17%.

Conversion 133

Conversion UX Real Estate Non-Profits 133

Search Engine Land

DECEMBER 26, 2022

The digital marketing world was inundated with a new Chief twit, old platforms making comebacks (enter Microsoft), and more campaign automation features then we really care for. This year marketers told us that although the adoption of Google Ads automation is high, it’s their least favorite part of PPC. The bigger picture.

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Launch Campaign Promote Sports 102

ConversionXL

SEPTEMBER 24, 2020

Dave McClure’s conversion metrics visualize where different conversion optimization opportunities lie—including those for acquisition. Strategies span a range of methods, but we’re going to focus on PPC, social media, and search. 7 Ways that Predictive Analytics Is Transforming Ecommerce. Image source ). By Gagan Mehra.

CTR 111

CTR Technique Profit margin Follow-up 111

ConversionXL

AUGUST 14, 2019

Over the last 18 months or so, Google Data Studio has evolved from an appealing but clunky application to a tool that we recommend to any digital marketer. Because everything happens within Data Studio, you save time on data manipulation and enjoy new opportunities to present findings. As their PPC agency, we had to justify this dip.

CRM 123

CRM Cross-sell Presentation Clients 123

ConversionXL

MAY 17, 2017

Before I joined the CXL team, I had been working in marketing for quite a few years. I’m talking SEO, PPC, PR, social media, content marketing… you name it. This small shift in mindset has forever changed the way I think about and approach marketing. I knew a little bit about a lot of things.

A/B testing 128

A/B testing Growth UX Clients 128

Hubspot

AUGUST 8, 2019

Marketers, can we be honest with each other for a second? As a marketer, PPC is a skill that you should have in your toolbelt — or at least have a basic understanding of. This guide will help you grasp pay-per-click marketing in its entirety. When done right, PPC can earn you quality leads. Benefits of PPC.

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A/B testing Objectives and Key Results CTR Campaign 77

Search Engine Land

JANUARY 17, 2023

In fact, it illustrates how desperately the PPC advertising community needs better education on ad platform automation, especially when it comes to something as prominent as Performance Max. Get the daily newsletter search marketers rely on. When I started my search marketing career in 2003, I was resistant to change too.

Retail 97

Retail Campaign Non-Profits Start-ups 97

Lead Fuze

SEPTEMBER 2, 2023

Whether you’re a digital marketing specialist, an eCommerce business owner, or simply someone looking to grow their online presence, the debate between Google Ads leads vs website traffic is likely on your radar. The question remains: should you focus more on generating leads through Google Ads or driving organic website traffic?

Click Through Rate 52

Click Through Rate Lead generation CTR Campaign 52

ConversionXL

NOVEMBER 6, 2015

As Angie Schottmuller explains in detail, it’s important to recognize validity threats prior to testing… Angie Schottmuller , Growth Marketing Expert : “Minimizing data ‘pollutants’ to optimize integrity is the hard part. PPC, SEO, IT, brand, etc.) Pro Tip: Do this with your campaign team (e.g. Revenue Tracking.

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A/B testing Cross-sell Campaign Represent 133