The key to more conversions is to stop disappointing your customers; Wednesday’s daily brief
Plus, PPC targeting tactics for every stage of the funnel
Topic: Amy Bishop
Three PPC targeting tactics that power every stage of the funnel
"You can make any channel work for you depending on who your prospects are and which channels they use and which targeting options are available across all channels."
Google’s three-strikes ad policy isn’t the problem, it’s policy application that worries advertisers
Under the new program, incorrectly flagged ads carry greater ramifications, ranging from time spent communicating with Google Ads support reps to account suspension for repeated violations that aren’t resolved in time.
Google’s updated phrase match simplifies keywords and worries advertisers
What advertisers are gaining and losing under the new treatment, and what they can do to prepare for the rollout.
Halting campaigns shouldn’t be your only brand safety precaution
After the storming of the Capitol, some brands are going dark with their social media ads, but a rapid response workflow and diversifying channels can help them continue to drive business.
Your customers aren’t interested in your COVID messaging anymore, what now?
COVID burnout is real, but the pandemic is not over.
What’s the right messaging when customers are divided about reopening? [Video]
And, what to do when there’s no easy way to appeal to everyone.
Marketing during COVID means ongoing experimentation [Video]
Why you should continue to test and adjust messaging as customer needs and behaviors shift.
Watch: Should you go all-in on brand marketing now?
Amy Bishop, Michelle Morgan and Chris Kelly talk about what channels and content are effective now and post-COVID opportunities
New trade group Paid Search Association launches with exclusive PPC focus
Trusted education and career development will be two of its primary functions.
Here’s how you align marketing strategy with your customer’s journey
SMX Advanced presenters Amy Bishop and Michelle Morgan outline tactics for paid media channels to effectively guide users from discovery to conversion.
Why aligning marketing with your customer journey matters
The session offered a sophisticated blueprint to calibrate marketing, sales and content for different personas at each stage of the buyer journey.
SMX Advanced 2016 recap: Harnessing SEM analytics for smarter automation
Columnist Christi Olson provides tips and advice from PPC experts on how search marketers can make SEM automation work for them.
The great account structure debate at SMX West 2016
How should you structure your paid search campaigns? Contributor Kirk Williams recaps an SMX session in which three seasoned veterans shared their preferred methods.
Click-to-Call & Paid Search: Best Practices And Secrets From The Pros
Research from Google has shown that the most common response to a mobile local search is a phone call. Advertisers have caught on, widely adopting click-to-call ad units in Google and Bing. In fact, consumers are expected to click to call directly from paid search ads to the tune of $4 billion in advertising spend […]