A full 87% of shoppers in the U.S. begin product searches online, with a majority turning to Google to find the answers they need. The path to purchase is non-linear, with multiple touches occurring across channels, devices, and locations. Providing potential customers with helpful content throughout this journey is the best way to build trust. […]
Instagram has introducied a new feature that competes with Linktree, Beacons, and other “link in bio” solution providers, allowing users to add up to five links to their profile bios. How it works. This feature directs followers to various content, such as online businesses, promoted brands, supported causes, or even profiles on rival social platforms. […]
A group of nine states, comprising Michigan, Nebraska, Arizona, Illinois, Minnesota, New Hampshire, North Carolina, Washington, and West Virginia, have become part of a U.S. Department of Justice lawsuit against Alphabet’s (GOOGL.O) Google. The suit contends that the search and advertising giant violated antitrust regulations while operating its digital advertising business, according to the department’s […]
Results from a Google experiment showed that interest-based audience solutions performed reasonably well compared to third-party cookies. The results. The results were compared using interest-based audience (IBA) solutions with privacy-preserving signals on the display network, Google Display Ads advertiser spending on IBA, as a proxy for scale reached (meaning that a particular metric or value […]
Creating awareness, driving qualified traffic, and boosting conversions – especially in a world with near-constant ranking factor rollouts, platform changes, and evolutions in AI – requires continued training with trusted experts. Join dozens of the world’s most respected search marketing minds at SMX Advanced – online June 13-14 for an unrivaled training experience. Together, you’ll explore the latest, most […]
SEO or PPC? Like everything in marketing, it would be great if there was a simple answer to the SEO vs. PPC question. Unfortunately, despite the human temptation to simplify this into a binary answer, the answer is complicated. SEO helps your webpages rank higher on the non-paid search results by improving the quality and […]
Google Ads has recently implemented a new feature that allows the platform to import fractional, cross-channel web conversion credits from Google Analytics 4 properties. How it works. In the past, web conversions were imported from Google Analytics 4 using a cross-channel last click approach and then assigned in Google Ads based on the chosen attribution […]
For as long as I’ve been in SEO, I’ve envied my paid media colleagues’ agility and performance tracking. SEOs typically have had to exercise patience and a lot of manual building to get actionable performance data. Inspired by a Looker Studio dashboard built by our paid media team, I rolled up my sleeves and constructed […]
So you’re a paid search advertiser with a lead generation client. You’ve been reporting on total leads generated by paid search each month, but now your client wants to know about the quality of the leads your campaigns are providing. Gulp! If your client has Salesforce as their customer relationship management (CRM) system, you can […]
To earn loyalty, marketers should avoid pitfalls and shift to a journey-centric culture to ensure everyone remains focused on creating a great experience that retains customers. The ability to focus on customer journeys and reorient your organization around customer journeys is a great unlock for companies needing help progressing with their customer experience scores and […]
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