Benchmark Report: 23.9% More Email Sends, 50% Higher Engagement. What’s Driving the Change?
Built from billions of real-world data points across email, SMS, and automation, this report is essential reading for marketing teams.
Topic: Market segmentation
Localization in Google Ads: How to structure multi-market campaigns
From language and currency decisions to balancing cultural relevance and performance, here's how to run Google Ads across global markets.
How to boost PPC retargeting efficiency with an RFM analysis
Stop wasting ad spend on the wrong audiences. Use RFM analysis to identify your most valuable customers and optimize your PPC campaigns.
6 outdated AI marketing trends you should retire in 2025
As AI improves, some marketing tactics are falling behind. Discover which AI in marketing trends no longer deliver results and why.
How to create and optimize Google Ads custom segment audiences
Boost your PPC performance by learning how to create and refine custom segments for your Google Ads campaigns.
7 ways to segment Performance Max and Shopping campaigns
These segmentation techniques help align your ad strategies with business goals and maximize campaign performance.
Who cares if Gen Z significantly prefers user-generated content?
Are generational labels becoming obsolete in marketing? Here's why you should reconsider your strategies to reach diverse, modern audiences.
Diversifying your B2B paid media portfolio: When does it make sense?
Expanding your B2B portfolio (when it makes sense) can help you beat your competitors and reach your goals. Here's what to consider.
3 ways to drive sales with email
Is your email marketing not yielding the results you were hoping for? These three tactics will help you make more sales with your emails.
Customer segmentation models to improve the performance of loyalty marketing campaigns
Segmenting your customers is critical to your success.
Layer on the automation: How to combine automation options for PPC success
It's important to leverage the right automated features in Google Ads to properly control and steer your campaigns.
How building an audience framework can improve your PPC campaigns
The benefits of audience segmentation are abundant. Let’s review the benefits of a strategic PPC audience framework.
How to use Audience manager for better insights and optimization
Learn the new role and definitions of audiences in Google Ads and how you can use Audience Manager to track and improve audience performance.
Four new personas are changing how marketers reach and relate to customers, according to Microsoft Advertising
Luxury shoppers, digital nomads, empowered activists and self-care enthusiasts proliferated during the pandemic and may be here to stay.
5 tips for starting international PPC
Be ready to watch for nuances of your targeted regions and adapt your strategy on a regional basis as you begin to track performance.
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.
SMX Overtime: How to use customer segmentation to test new value propositions
SEM expert Seth Meisel shares a real-time reason why stakeholder diplomacy is important. He also delves into 'proof of concept' with testing customer segmentation in Google Ads Customer Match.
How to use data to power target account selection
According to SiriusDecisions, a full 91% of B2B teams that are doing account-based marketing (ABM) see larger deal sizes from their target accounts than from non-target accounts. If that isn’t a ringing endorsement for the efficacy of ABM, then I don’t know what is. In theory, ABM is straightforward: Focus the bulk of your energy […]
Should you create device-specific PPC campaigns?
Columnist Aaron Levy, a big advocate of PPC segmentation, discusses the pros and cons of device-specific AdWords campaigns and shares tips on how to get started.
Decision trees for SEM segmentation
There is an ongoing debate amongst SEM experts as to how to best segment your PPC accounts, and columnist Aaron Levy illustrates his process with a handy flowchart.
Potential iOS Market For Google Now Is 2.5X Larger Than Android “Now” Base
Google Now for iOS and Android are almost identical in their look at feel. And aside from a few “cards,” the same is true of their content. But, there are some differences behind the scenes worth noting: one of them is the fact that with its launch on iOS this morning, Google Now is available […]
SearchCap: The Day In Search, January 13, 2012
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’s SPYW, Kenya Imbroglios An “Ink Blot” Test For Google As Good Or Evil? I woke up this morning to discover some fairly outrageous allegations against Google in Kenya. Local search/directory […]
Google Plus: Big With Status-Seeking Singles; Losing Ground At Colleges & Cafes
Conventional wisdom says that Google+ is big with the tech crowd and, more specifically, with males than females. But Experian Hitwise has a different way of looking at who’s using Google+. It doesn’t dispute the conventional wisdom, per se, but adds perhaps another perspective to the discussion. In a blog post today, Bill Tancer uses […]
Paid Search: Why Data Insights Matter
Cookie cutters are a great idea… for making cookies. But when it comes to marketing, a cookie cutter approach can do more damage than good. Unfortunately, many search marketers do exactly that when they treat their keywords, ad copy, landing pages and customers all the same.
Behavioral Targeting & Google Analytics: How To Create Personas
Following my last post on behavioral targeting, which was an overview of the field, I will provide a more hands-on approach in this post. To briefly recap, behavioral targeting involves creating multiple “personas” that represent multiple users of your site, and using analytics to create a unique experience for each persona group based on observed […]
Nielsen Finds High Audience Retention And Overlap For Search Engines
Nielsen//NetRatings found that in June and July of this year the major search engines enjoyed high user retention but also high audience overlap, suggesting that audiences are actively using two and three engines. Search engines saw the highest user retention of the three categories that Nielsen compared and examined (search, travel, jobs).
Pew Research: ‘Web 2.0’ Crowd A Small Minority
The Pew Internet & American Life Project just released the findings of a new survey of 4,001 U.S. adults that segments Americans into a range of groups based on usage of and attitudes toward the Internet and mobile phones. The report is provocative (even surprising) but long, so I’m just going to summarize it at […]