Why your highest-converting B2B landing page might be hurting your pipeline
A lower conversion rate can deliver better results when leads are more qualified. See how to measure lead quality beyond the form.
Topic: Landing Page Optimization
How competitors target your branded traffic with Google Ads
Learn how dynamic keyword insertion, comparison pages, and brand modifier keywords influence branded searches, and how to defend against them.
ChatGPT for PPC: 17 strategic prompts you can use today
Learn how to use ChatGPT to level up your paid search efforts without sacrificing strategy, authenticity and creativity.
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.
Google Ads for lead gen: 9 tips to scale low-spending campaigns
Looking to elevate your Google Ads lead gen efforts? Here are nine levers that can boost your PPC campaigns toward significant growth.
Quality score in paid search: Vanity or valuable?
While quality score is not the be-all and end-all of PPC, search marketers can still use it for optimizing campaigns. Here's how.
How to drive 10x more conversions with magnetic paid search offers
The best PPC optimization you can make is one you won’t find in the Google Ads interface, and it starts with a magnetic offer.
Using search query reports to optimize PPC campaigns
The search query report is one of the most important tools in your PPC arsenal. But knowing how to use it takes a little trial and error.
Google rolling out support for AMP landing page in AdWords search campaigns globally
All advertisers will be able to point mobile search text ads to Accelerated Mobile Pages.
AdWords gets Google Optimize & Google Surveys 360 integrations
Advertisers will be able to create landing page tests down to the keyword level and deploy consumer surveys to remarketing lists.
Paid & Organic Approaches To Dig Deeper With An SEO Keyword That’s Working
You know that a certain keyword is performing really well for you, but you're only getting so much traffic. Columnist Tom Demers shares tips for wringing more visitors out of a profitable keyword.
WordStream Adds A Paid Search Landing Page Grader To Its Docket Of Free Tools
Bad landing pages can tank even the most beautifully constructed AdWords campaign. For many small businesses, the prospect of tackling landing page optimization on top of managing bids, keywords and ad copy can be daunting. To help marketers gauge the performance of their landing pages, WordStream, a paid search management platform for SMBs, launched a […]
How To Reduce Landing Page Clutter For Optimal AdWords Performance
When it comes to optimizing PPC landing pages, marketers often think about beefing up page copy, adding trust signals, or including eye-catching graphics. What they often neglect to consider are ways to reduce page clutter — ways to make the information on your landing page easier to read, or ways to visually enhance the most […]
Enhanced Campaigns & More: Our Top Paid Search Columns Of 2013
Paid search has long been a staple of Internet marketing, yet the SEM landscape continues to evolve at what seems a lightning-fast pace year after year. This past year was no exception, as 2013 brought with it a host of changes for paid search marketers. The most notable of these changes was arguably Google’s announcement […]
A Quality Score Rant Plus 3 Suggestions For The Engines To Improve It
Far too much has been written about Quality Score already and I’m loathe to add to the pile, but I have some ideas that might help us all. The exact recipes for Quality Score on Google and Bing are unknown, and it is that uncertainty that creates so much room for mischief and blather. Uncertainty […]
SearchCap: The Day In Search, July 15, 2011
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: Google, Twitter Flaunt Social Stats … It’s Like 2003 All Over Again Whether on purpose or not, Google and Twitter are having a little back-and-forth this week about the size of […]
Leveraging The Tension Between Conversion Optimization & SEO
In today’s post I am going to discuss the importance of conversion optimization (or landing page optimization), why it is critical to online marketing success and how it interacts with SEO. I am not going to cover conversion optimization in as much depth as the team that writes the conversion science column, but will set […]
Adchemy Promises Better Search ROI Through Intent-Based Ad Copy And Landing Pages
Billing itself as one of the “best kept secrets in Silicon Valley,” Adchemy is a technology provider that promises to help search marketers “dynamically” create more relevant ad copy and landing pages at scale. The company recently released its WordMap application, which is intended for very large campaigns with millions of keywords but where the […]
B2B Search Marketing Success Is A 2-Part Equation
>"I'm investing a lot of money in search marketing, but don't see the results I expected."... "I brought search in-house to save money but the return is still not acceptable."... These are common complaints made by B2B marketers. Often times it's because these firms are focused on only half of the success equation. SEO programs and PPC campaigns improve visibility and drive traffic to your website. But it takes more than traffic to achieve an acceptable ROI
SearchCap: The Day In Search, April 8, 2010
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: 3 Ways To Use Google’s Search Results For Keyword Research Years ago, on a planet far far away, people used to optimize for keyword density. But as relevancy algorithms have improved […]
Testing In 2010: Tips & Ideas To Get You Started
If you asked some of the best online marketers in the business what one piece of advice they can give you to help make your site better, stronger or more profitable, I bet most would say “test your pages, test your techniques, and test your theories.” The one constant in search engine marketing is change. […]
A Roundup Of 2009’s Best Search Advertising Books
The world of paid search has evolved from “all you need is five minutes and a credit card” to a complex ecosystem with lots of moving parts that and obstacles that can cause serious damage for the unwary. Here’s a look at some of the best paid search books published in the past year. A […]
3 Lessons Learned From Successful Corporate Blogging
I’m just back from speaking at MarketingSherpa’s B2B Summits in San Francisco and Boston, where I was giving a joint presentation with a client on SEO. As part of that presentation, we talked about the role and impact of corporate blogging. The client is a professional services firm operating solely in the B2B space. Theirs […]
5 Tips To Achieve Alignment Between SEO Keyword Strategy & Content
When optimizing a website for search, it is critical to target the right keywords as they play an important role in its overall success. Given that, it’s not surprising that when a page on a website has a subpar performance in search, many marketers jump to change its keywords. But doing so could be a […]
Wishing For The Perfect Search Marketing Tool
In The Trenches is a spotlight of tips, tricks, and news about the tools search engine marketing professionals use to give them a leg up on the competition. My SEM Wish List: All I Want For Christmas is the Perfect Search Tool, Continued In my last column, I explained how much I want a new […]
Day Two: SES San Jose ’08 Recap
Day two of the Search Engine Strategies San Jose show is now over. Below is a recap of all the blog posts that I have found covering the day’s sessions, news and activities:
Getting Multivariate Landing Page Testing Straight!
These days, you can’t go anywhere without hearing about multivariate testing so I thought I’d walk through a landing page test. Along the way, I’ll provide testing pointers and leave you with several testing considerations. I’ll highlight the importance of multivariate testing and show it can yield significant improvements in pay per click (PPC) accounts. […]
How To Solve Communication And Differentiation Problems
Last week, Page Zero Media held a seminar in Toronto called Winning the Paid Search Game. In the intensive half day seminar, we focused on tactical PPC issues like ad copy generation, landing page optimization, and the differences between the search engines. But strategy is possibly even more important than tactics – envisioning the “endgame” […]
February 2008: Search Engine Land’s Most Popular Stories
Below are Search Engine Land’s 10 most popular stories from Februrary 2008:
Searcharazzi: The Big O. The Big E.
This morning Omniture announced that it has agreed to buy Offermatica and sidekick division OTTO Digital for $65 million. Still waiting to hear from the ranks as to whether this was too much, too little, or just right. As if that’s not enough “O’s” for you, Optimost, another landing page optimization firm, is also been […]
E-Consultancy Offers Paid Search Briefing
Want the inside scoop on the state of paid search, in particular in the United Kingdom? Research firm E-consultancy recently hosted a roundtable discussion with representatives from Argos, BAA, DoubleClick, eConversions, I-Spy, John Lewis, Net-A-Porter, Signet and Steak Media, and has captured the key elements of the discussion in a free 12-page white paper. Discussion […]