Driving traffic but not leads? How to win with SEO and CRO
Combining SEO and CRO forms a harmonious union. Explore these helpful tools and tips if you’re struggling to convert traffic.
Topic: Conversion marketing
PPC landing pages: How to craft a winning post-click experience
Ads get you traffic, but landing pages get you customers. Stand out from competitors by mastering the often-overlooked post-click experience.
The Performance Max playbook: Best practices and emerging tactics for 2024
Strategies for running Performance Max campaigns in 2024, covering campaign structure, creative, budgeting and conversion tracking.
Advanced Google Ads tracking for local service companies
Effectively measure the marketing impact of your Google Ads campaigns for local service clients with these enhanced tracking methods.
Microsoft is upgrading native campaigns to enhanced CPC
The transition from manual bidding to enhanced CPC on the Microsoft Advertising Platform will start on April 30.
7 must-know marketing attribution definitions to avoid getting gamed
Understand the real definitions of common attribution models and metrics to gain clarity on your marketing performance
Google Analytics 4 addresses Google Ads report discrepancies with conversion update
To ensure greater consistency with Google Ads, GA4 is replacing conversions with 'key events' for behavioral analytics in its reports.
Microsoft Ads introduces faster and easier access to performance data
Insights Navigator offers quick access to your campaign performance data for swift responses to market changes.
5 biggest challenges for PPC marketers in 2024
Get insights into the major hurdles PPC marketers will confront this year, from evolving audience targeting to changing tracking requirements.
Location targeting in Google Ads: Balancing automation and control
Learn when to let Google's algorithms determine location targeting vs. setting specific geo-targets based on key considerations.
Driving lead generation with paid media: What’s new and what’s next
What every modern-day lead generation marketer needs to know for paid media success on LinkedIn, Google and Microsoft.
How each Google Ads bid strategy influences campaign success
Learn when and how to apply Manual CPC, Maximize Clicks, Target Impression Share, and Smart Bidding to meet your Google Ads campaign goals.
What is a full-funnel PPC strategy?
Get guidance for implementing display, video, search, shopping, and remarketing campaigns across the funnel to boost leads and sales.
3 ways search marketers can prepare for the big cookie crumble
These initiatives will help you optimize targeting, refine media mix, and improve performance reporting without third-party cookie tracking.
LinkedIn launches Website Actions to simplify action tracking
This tool removes the need to involve developers in implementing intricate coding for tracking and attributing website activity.
YouTube advertising: The ultimate guide
This step-by-step guide covers creating effective YouTube video ads, choosing formats, targeting your audience, and tracking conversions.
Better PPC account health in 2024: How to avoid modern pitfalls and wasted spend
Discover the costliest PPC campaign mistakes from industry veteran Melissa Mackey and learn how to fix them for optimal results.
How to set up a Performance Max campaign
Performance Max (PMax) is an automated campaign type in Google Ads that drives performance based on your specified conversion goals, delivering more conversions and value by optimizing performance in real-time and across channels using Smart Bidding. These campaigns combine Google’s automation technologies across bidding, budget optimization, audiences, creatives, attribution, and more. They’re all empowered by […]
How to track and measure PPC campaigns
Editor’s Note: What is Pay Per Click Tracking? PPC tracking helps you analyze how users interact with your ads, from clicks to conversions. It includes metrics like cost-per-click (CPC), calculated by dividing ad spend by clicks, to evaluate and optimize campaign performance. Tracking and measuring are essential for reporting on performance and optimizing your pay-per-click […]
How to build an effective PPC strategy
Pay-per-click (PPC) advertising can be highly effective and efficient for brands and marketers. However, it’s also easy to quickly waste a lot of money without any sales or conversions to show for it. You need a strategy before you launch your first campaign. Here are some things you’ll need to prepare your PPC strategy. Goals […]
Paid search for lead gen: Tips for new accounts with limited budgets
Get the most of your ad spend with these campaign structure, conversion tracking and testing strategies for lead gen campaigns.
Google Merchant Center is removing 4 attribution models from conversion tracking
First-click, linear, time-decay, and position-based options will no longer be available.
How to find high-potential keywords for SEO
High-potential keywords don’t come from keyword planners or SEO tools. They come from third parties. Here’s how to find them.
Google Ads no longer supports Store Sales Direct
Google has removed Store Sales Direct (SSD) as a standalone product to simplify the overall Store Sales product.
TikTok launches new tool to provide more insight into how ads drive conversions
Engaged View-through Attribution (EVTA) helps advertisers gauge the impact of engaged views on conversions.
Meta’s new partnership with Amazon streamlines conversion process for advertisers
The collaboration has been described as "the most significant ad product of the year."
Offline conversion tracking: 7 best practices and testing strategies
Run better-targeted, higher-performing PPC ads using these seven must-dos when tracking offline conversions.
TikTok launches new tool for improved insight into customer journey
Attribution Analytics is a first-party measurement solution that analyzes how users make purchases, from awareness to action.
Target ROAS in Google Ads: 5 key considerations
Learn the key factors to consider when evaluating this Google Ads value-based bidding strategy for your business.
TikTok Smart Performance Campaigns: What you should know
Looking to test TikTok’s latest automated campaign type? Here are key considerations when setting up Smart Performance Campaigns.
How to use Meta Ads for lead generation: A 9-step guide
Advertising on Meta isn't just for ecommerce. Here are nine things to consider when running lead gen campaigns on Facebook and Instagram.
8 new Google Analytics 4 features to enhance app measurement and performance
The new AI-powered features were launched to help marketers better understand their audience and optimize campaigns more effectively.
Google Analytics launches new Audience report
Marketers can use the new GA report to identify their most engaged and profitable audiences.
5 tips for effective PPC bidding on a budget
Looking to maximize your ROI and drive growth with PPC on a limited budget? Learn how to make the most of your ad spend with these tips.
GA4 for B2B: How to track events and conversions
Learn how to track and set up B2B-specific events and conversions in Google Analytics 4 and Google Tag Manager.
7 PPC planning tips when entering a new geographic market
Following these suggestions can help you tailor your PPC efforts toward a region new to your brand.
Google recommends importing GA4 conversion data into Google Ads
Conversion data will help marketers better optimize bids, which could potentially result in improved performance of their campaigns.
How non-retail advertisers can embrace value-based bidding in Google Ads
Here's what non-retail advertisers can do to embrace value-based bidding in Google Ads and how to make it work for your business.
YouTube Ads: Unlocking high impact at minimal cost
The secret to creating high-reach, low-cost environments and making your campaigns more effective lies within four specific variables.
GA4 gives marketers choice in Google Ads conversion credit eligibility
Advertisers can now identify which channel contributes to a conversion, helping them to better measure the impact of their campaigns.