Martech

APRIL 19, 2024

Marketers who are judged by the number of leads they generate will push for quantity. But big-ticket purchases in B2C and B2B will help marketers see ROI with a small number of wins, which pushes some marketers toward quality. These purchase-minded consumers are also spending a great deal of time on social media.

B2C 113

B2C Lead generation B2B Campaign 113

Search Engine Land

MARCH 12, 2024

Immersive in-game ads. ” Unity Ads Network and ironSource Ads will soon be able to bid on publisher inventory available with AdMob. AdMob is introducing an enhanced mediation segmentation feature, soon to be available in beta, which allows for customized ad experiences based on various user behaviors. Why we care.

A/B testing 113

A/B testing Construction Gaming Campaign 113

Search Engine Land

APRIL 10, 2024

Google’s product data specification requirements guarantee that all product data submitted to the Merchant Center is formatted correctly to optimize success for both Shopping ads and organic Shopping listings. Each year, the search giant updates these specifications in a bid to try and improve shopping on its platform.

Product 125

Product Government Finance Price 125

Search Engine Land

FEBRUARY 29, 2024

In PPC advertising, the skills and knowledge of ad buyers directly impact campaign success and return on investment. So, what separates good ad buyers from the truly world-class? The journey from a novice to an expert in ad buying is paved with trials, errors and invaluable lessons.

Finance 112

Finance A/B testing Campaign Retail 112

Search Engine Land

JANUARY 10, 2024

Are you ready to turn your low-spending but profitable lead gen search campaigns into sources of significant growth? You might be ready to scale your Google Ads account. Every new Google Ads account starts from a humble position, but there comes a time when it makes sense to tune up campaigns and generate even more leads.

Campaign 137

Campaign CRM UX Up-sell 137

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. More leads?

Objectives and Key Results 120

Objectives and Key Results Promote Campaign Drivers/motivators 120

Search Engine Land

SEPTEMBER 22, 2023

That was immediately reversed when we returned spend. That said, there will be a point where you reach diminishing returns, so it is important to make smaller incremental increases so you can measure the overall impact. For example, stronger ROAS from returning customers and a lower one from new. SUBSCRIBE See terms.

Profit margin 115

Profit margin Non-Profits Campaign Clients 115

Search Engine Land

FEBRUARY 16, 2024

Yelp’s ad revenue increased by 13% to a record $1.28 Ad clicks for the year experienced a year-over-year growth of 5%, while the average cost per click (CPC) increased by 9%. Yelp’s increasing ad clicks, indicating a positive return on investment, make it a strong contender for your ad spend this year.

Retail 112

Retail Growth Strategize Service 112

Veloxy

JANUARY 23, 2024

Field marketing might be the answer. Through in-person experiences, product demos, and localized events, field marketing capabilities create authentic connections that resonate beyond traditional advertising reach. Naturally, field marketing operates within a wider marketing ecosystem.

Objectives and Key Results 130

Objectives and Key Results Territory Campaign Promote 130

Search Engine Land

NOVEMBER 2, 2023

Yelp has reported record-breaking profits driven by a sharp rise in ad revenue in the third quarter of 2023. The Q3 earnings marked a 12% rise in ad revenue, along with a 9% increase in ad clicks year-on-year. Meanwhile, ad spend in Yelp’s restaurants, retail and other category was up 10% to $124 million.

Retail 120

Retail Growth Price Trust 120

Search Engine Land

SEPTEMBER 11, 2023

Target return on ad spend (ROAS) is heralded as the holy grail of PPC advertising. While undoubtedly high on the Google Ads evolutionary scale, Target ROAS requires a rigorous setup before realizing its full potential. Here are five key considerations to help assess your business readiness for tROAS in Google Ads.

Profit margin 142

Profit margin Objectives and Key Results Campaign Conversion 142

Search Engine Land

OCTOBER 24, 2023

gain in search revenue was accompanied by an increase in revenue for YouTube ads (12.5%). Google’s ad revenue increased by $5.17 billion from the previous year, while YouTube ad revenue was $7.95 Experts forecast that double-digit growth should return by the final quarter of 2023. Alphabet Inc., Why we care.

Growth 118

Growth Networking Trust Engineering 118

Search Engine Land

MARCH 20, 2024

It’s rare to find businesses executing a cohesive strategy across all digital marketing channels. So, if you’re a PPC expert looking to tie your campaigns to other marketing efforts, here are four ways to start doing that. They usually have a dedicated creative team or agency creating their ads.

Campaign 108

Campaign Strategize Follow-up Consult 108

Search Engine Land

NOVEMBER 28, 2023

The pressure is on for marketing leaders as we round out the year. Global advertising spend is set to grow […] 8.2% in 2024, a boost that will see the market top $1 trillion for the first time ever,” according to WARC’s Global Ad Spend Outlook 2023/24. Compare it with your current/past spend.

Launch 103

Launch Campaign CRM Conversion 103

Search Engine Land

SEPTEMBER 25, 2023

Bad KPI 1: Spend What to use instead: Profit I’m not saying the concept of a budget is moot, but spend should not be the starting point or goal for campaigns unless : You’re just beginning and have no CRM data to reference. That said, we still get companies coming to us frequently and saying, “We’d like to spend this.”

Campaign 121

Campaign CRM B2C B2B 121

Search Engine Land

FEBRUARY 6, 2024

Google Ads will phase out commissions (per stay) and commissions (per conversion) bid strategies for hotel ads in October. Instead, the platform is introducing target Return on Ads Spend (tROAS) for hotel campaigns, along with an expanded Performance Max for travel goals, as alternative bid strategies. Why we care.

Commission 110

Commission Campaign Conversion Meeting 110

Search Engine Land

FEBRUARY 6, 2024

” Ad strategy change. 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.

Growth 115

Growth Presentation Process Product 115

Search Engine Land

JANUARY 9, 2024

Instacart’s consumer packaged goods (CPG) advertising partners now have access to Google Shopping ads. Leveraging Instacart’s first-party data, marketers can use these ads to connect with high-intent consumers searching on Google and deliver their products in as little as an hour for an enhanced user experience.

Retail 99

Retail User Experience Price Campaign 99

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 124

Objectives and Key Results Campaign Government Launch 124

Martech

MARCH 28, 2024

Is your marketing team tired of hearing about AI? Marketing teams now find themselves surrounded by AI. There are now countless AI-powered tools available for marketers to help boost productivity, automate manual tasks, analyze data and more. To some extent, we all are. It’s part of the hype cycle of any new technology.

CRM 126

CRM Technology Technology Campaign 126

Search Engine Land

JANUARY 8, 2024

TikTok has launched two new ad performance measurement tools: Cross-Channel Partners – which analyzes how ads perform across different online platforms and touchpoints before a purchase is made to understand their overall impact. Store visit lift: Measures the additional visits to physical stores generated by TikTok ad campaigns.

Launch 108

Launch E-commerce Campaign Education 108

Search Engine Land

APRIL 2, 2024

I’ve worked in the field of marketing analytics for nearly two decades. Whether it’s auditing accounts run by other agencies or hearing marketing partners give poor advice on joint client calls, I’ve seen plenty of instances where platforms, agencies and even internal teams are juicing their stats to twist “performance” for their benefit.

Gaming 74

Gaming Non-Profits Campaign Technique 74

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. ” Ads within SGE Ads appear both above the SGE result and directly below it. .” This shift could have a significant impact on website traffic.

CTR 127

CTR Click Through Rate Start-ups Represent 127

Salesforce

JANUARY 12, 2024

But marketing smaller businesses can drain your energy, not to mention your bank account. Here’s how to think about marketing your business on a budget. First, look at last year’s marketing strategy A lot has changed this year, and your first step should be to reflect. Here are five strategies to help you market on a dime.

Customer Relationship Management 105

Customer Relationship Management CRM Strategize Launch 105

Search Engine Land

APRIL 14, 2023

Twitter’s ad revenue recovery appears to be slower than its owner, Elon Musk, claimed earlier this week in an interview with the BBC. Ad spend down roughly 20%. Insider Intelligence has also slashed its forecast for Twitter’s global ad revenue this year by 37%, to $2.98 Scaring off big brands. Dig deeper.

Represent 101

Represent Education Campaign Engineering 101

Martech

OCTOBER 23, 2023

This article was co-authored with Ed Crain , President and CEO of Kingstar Media and 26-year veteran of the marketing and media industries. Over 30 years of working in the media business, I’ve seen a fair share of market slowdowns. Instead, it’s an opportunity to refine, recalibrate and return stronger. Here’s how.

Finance 119

Finance Trust Market share Strategize 119

Search Engine Land

NOVEMBER 7, 2023

Amazon Ads should not be trusted – that’s according to digital marketing expert, Bryan Porter. ” “Ads convert on relevant keywords. Almost all ads are capturing some organic sales.” ” “More Amazon ads shenanigans? They show your ads on your other product listings.

Trust 115

Trust Campaign Engineering Closing 115

Search Engine Land

JUNE 21, 2023

Google has upgraded the capabilities of its Store Sales reporting and bidding to help marketers working on Performance Max campaigns to boost offline sales. Google has added an array of new and improved features to Store Sales to help advertisers better understand the success of their campaigns. What’s new? SUBSCRIBE See terms.

Campaign 97

Campaign Sales Engineering Conversion 97

Search Engine Land

JULY 28, 2023

Ad spend increased across Google, Meta, Amazon and Walmart during the first two quarters of 2023. An increase in ad spend is fantastic news for marketers as it shows that stability and trust in the digital ad space is finally returning following the economic downturn. Why we care. SUBSCRIBE See terms.

Price 97

Price Follow-up Campaign Trust 97

Martech

OCTOBER 25, 2023

Snap, the parent company of Snapchat, yesterday reported its revenue rose 5% in the latest quarter after two straight quarters of declines on a rebound in the digital advertising market. The company cautioned the ad market remains volatile, pointing to the impact of war in the Middle East. Revenue for the third quarter was $1.19

Drivers/motivators 113

Drivers/motivators Advertising/ Marketing Retail Campaign 113

Search Engine Land

NOVEMBER 17, 2023

When a viewer watches a video ad for over six seconds, it counts as an engaged view. EVTA tracks conversions that occur after a user watches an ad for at least six seconds but doesn’t click, and then converts within a seven-day attribution window. This helps advertisers gauge the impact of these engaged views on conversions.

Launch 120

Launch Conversion Campaign Networking 120

Search Engine Land

OCTOBER 25, 2023

Snap, the parent company of Snapchat, reported its revenue rose 5% in the latest quarter after two straight quarters of declines on a rebound in the digital advertising market. Ad platform improvements. Snap invested in improving ad ranking and optimization using ML models. Revenue for the third quarter was $1.19

Drivers/motivators 110

Drivers/motivators Advertising/ Marketing Campaign Engineering 110

Search Engine Land

JANUARY 23, 2024

This article outlines the key differences between enterprises and SMBs when it comes to PPC and specific optimization tactics for maximizing ad spend. Smaller companies could have an ad spend budget of $5,000 per month, while larger companies in the same space might be able to spend $5,000 per day.

Territory 109

Territory Campaign Networking Construction 109

Martech

MARCH 18, 2022

Is marketing return-on-investment missing in action ? The mystery of the marketing spend has baffled many CEOs, often illustrated by this quip that half the spend is wasted, if they only knew which half. Brenner came to marketing from sales. “[M]ost he recounted in his blog post , “ What is marketing?

Click Through Rate 124

Click Through Rate Promote Drivers/motivators Strategize 124

Search Engine Land

AUGUST 3, 2023

Trivago’s decision to opt out of Google’s new property promotion ads was apparently a costly mistake. Meanwhile, revenue for Expedia , which did advertise with on the search engine’s new ad unit, reported a record second quarter with revenue up 6%. Drop in ad spend. A regretful data-led decision.

Product 98

Product Promote Engineering Campaign 98

Martech

FEBRUARY 6, 2024

Brands will use their big media ad spends as the basis for campaigns in the months ahead. Budweiser and other big brands are using their Super Bowl LVIII spend to tap into the rich tradition of the big game, as well as the broader culture. It’s the latest edition of a tried-and-true American holiday — Super Bowl LVIII.

Gaming 113

Gaming Sports Follow-up Campaign 113

ConversionXL

OCTOBER 16, 2022

What makes customer acquisition different from marketing? Borrow trust for fast results with influencer marketing 4. Personalize the buyer journey with email marketing 5. Get seen with SEO-driven content marketing Conclusion. They’re customers for life who market your business for you (e.g., Google ads).

Customers 129

Customers Retail Cross-sell Follow-up 129