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Search marketing news delivered daily | Search Engine Land

The recent shift in Google Analytics 4 (GA4) from “conversions” to “key events”  has several implications for search marketers.

This shift can help you align your metrics with broader business objectives, such as brand awareness, lead generation, or online sales, by focusing on key events rather than just website traffic.

Discover the metrics we need to report on (and how) in GA4 to get the attention of key stakeholders in Why the shift from ‘conversions’ to ‘key events’ in GA4 is a game-changer, by Search Engine Land contributor Greg Jarboe. He also shares advice on preparing for some seismic traffic changes we expect to see this year.

Anu Adegbola
Paid Media Editor

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PPC

7 ways to elevate your responsive search ads

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From maximizing ad space to utilizing features like ad pinning and ad experiments, learn how to optimize your RSAs for better results.

PPC

How to set and manage PPC expectations for teams and stakeholders

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Avoid client-agency misalignment by following best practices on setting clear PPC expectations upfront and managing communications.

SEO

5 alternatives to the missing Page Timings report in GA4

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Google Analytics 4 doesn’t have a Page Timings report, so how can you monitor which pages are slow on your site?

Analytics & conversion

Top loyalty trends 2024: Discover industry-specific ideas

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On May 7th, Comarch experts invite you to join them for an insightful conversation about the most important trends in loyalty programs. What makes customers keep coming back to their favorite brands in 2024? Get ready to find out.

Search Engine Land webinar

Beyond the search bar: Building an impactful SEO team structure

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Discover how a well-structured team can overcome and outperform unpredictable algorithm updates.

PPC

The Performance Max playbook: Best practices and emerging tactics for 2024

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Strategies for running Performance Max campaigns in 2024, covering campaign structure, creative, budgeting and conversion tracking.

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PPC

Advanced Google Ads tracking for local service companies

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Effectively measure the marketing impact of your Google Ads campaigns for local service clients with these enhanced tracking methods.

MarTech webinar

The future of first-party data and why it will be critical

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Unravel the complexities of first-party data utilization and unlock its full potential with practical strategies and expert insights.

SEO

13 questions to diagnose and resolve declining organic traffic

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Is your site's organic traffic taking a nosedive? Use these questions to investigate and fix issues impacting your SEO performance.

Experience level: Expert

Advanced SEO, PPC, and AI training is a few clicks away

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Join thousands of seasoned search marketers online June 11-12 for SMX Advanced, the only industry event programmed by the experts at Search Engine Land. Preview the agenda now, featuring exclusive SEO and PPC keynotes, live Q&A, engaging meetups, free on-demand access, and more.

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