It seems obvious, but in an SEO world where content creators and copywriters are constantly bombarded with technical tips and grey hat copy hacks, it’s easy to lose sight of whom (not what) you’re writing for. Search engine algorithms are constantly being updated with a single end goal in mind: to deliver the most relevant search results to the user. That is, search engines want to show results a ...
There is no avoiding the tradeoff between these two goals for the simple reason that paid search auctions are very competitive. This is especially so in verticals with entrenched players. These advertisers have large budgets, an established customer base, and longstanding Google Ads account histories that allow them to deploy ad spend highly effectively.This isn’t to say a new company can’t p...
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Paid search ads are small but mighty. When written well, they inspire click-throughs to your landing page. When poorly written, searchers will bypass your ads, or—even worse—click through only to not find what they expected.The most effective paid search ad copywriting draws qualified searchers and drives qualified click-throughs. In other words, the copy attracts searchers truly in the market for...
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What should my ROAS target be?’ is a common question for advertisers new to paid search, but one that’s surprisingly difficult to answer. The difficulty lies in part in its subjectivity: There’s no right answer for all businesses; there’s no industry ‘best practice.’ Ultimately, the right ROAS target will depend on business priorities (growth versus profitability), as well as certain internal and ...
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If content marketing is king, when done wisely, it creates a thriving kingdom. Content marketing is an exceptional way to deliver new leads from search engines and create brand awareness that increases engagement across all of your marketing channels: A consumer is more likely to open an email from your company if you’ve created familiarity. Beyond that, content marketing moves potential customers...
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Check Your Reports: What’s Hiding In Your Non-Brand PPC Campaigns?Our blog series, Check Your Reports, reveals a variety of common but valuable missed analyses and opportunities to improve marketing performance in e-commerce. Today, we will shed light on a surprisingly common SEM mistake that can negatively affect efficiency, and impact the way you invest.We often find brand search queries mixed i...
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5 Warning Signs Your Agency Doesn’t Have An Automation StrategySince its launch in 2016, Google’s Smart Bidding technology has proven its value. Companies of every size are using the machine learning tool to automate bids and maximize conversions—including within specific targets such as ROAS or CPA. But bid automation is not without risks. Optimizing the process depends on strategic account ...
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When customers reach the lower half of the marketing funnel, they’ve already done their research. At this point, they’re seriously considering spending money on your product or services. But they’re also considering spending money on the products or services of your competitors. Bottom of the funnel (BOFU) content—detailed, helpful, and engaging blog posts and articles—can make th...
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The best product page SEO strategies help both people and search engines discover your products. Effective product page content is far more nuanced and complex than simply tossing a few keywords into the copy. Read on to learn the essential elements of product page SEO to achieve content that generates traffic and boosts conversions. 1. Write for people, not search enginesYou must strategical...
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While industry news, marketing blogs, and social media have been flooded with the phrase “content marketing” in the past few years, it isn’t a new idea. In the early days of radio, brands created radio stations and produced their own content. For the past hundred years, advertorials were commonplace in magazines (remember those?) and paid content filled television segments. Even in the relatively ...
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Now, always, and forever. That’s not just a wedding vow. Updating content is as important as creating a new piece, and you should always be looking at ways to refresh and improve your blog posts, evergreen content, and visual media. As you’ll see, there are nearly endless reasons to update your content, and likely, many or most of them apply to your current pages.Common Reasons to Update Content:T...
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You’ve got questions, and we’ve got answers. Every Thursday at 1:00PM EST, we’ll host an open discussion that’s completely free of sales pressure or obligation. We’re happy to just hear where you’re struggling in search marketing and provide guidance in an informal setting.Come with any questions or challenges you’re facing:How can I assess a recent rankings drop in organic search?What do we do no...
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While Auction Insights reports are a critical tool for monitoring changes in competitor impression share, it’s also important to understand the many ways in which increased competition can express itself in account performance. We all know increased competition in Google Ads auctions negatively impacts performance by making clicks more expensive. And yet increased competition isn’t always expresse...
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The Surprisingly Common Mistakes That Drain Money From Text Ad CampaignsSetting up paid search text ads seems quite straightforward. You have an ecommerce page with products, and you’ve identified the keywords you want to target to drive qualified traffic. But in practice, mistakes are surprisingly common because running a robust campaign requires diligent oversight. Let’s take a look at examples ...
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Has your audience strategy kept pace with recent automation enhancements?With Black Friday only a few days away, we’re on the cusp of a period of heightened e-commerce activity that’s all the more critical given the challenges retailers face in 2020. During the crucial upcoming weeks, it is imperative that your audience strategy is tailored to and cohesive with the active bid strategies in your pa...
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With only a few weeks until Cyber Weekend, limited time remains for dialing in your bid automation strategy.Algorithmic bidding, while powerful, also has its limitations. One of those limitations—sub-optimal performance during periods of significant conversion rate volatility—is particularly pertinent to advertisers during the holiday season. Understanding this limitation, as well as strategies fo...
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Why Proper Attribution In Search Is More Complex Than Your Reports Tell You.In our interactions, we find that upwards of 80% of clients and prospects that come to us are reporting on paid search and organic search as two separate channels with siloed analysts or agency teams. To a certain degree, this makes sense — I spend X on PPC, I want to see 3X back on PPC. Same scenario for SEO — I want to u...
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