The 5-layer framework for measuring GEO performance
AI visibility dashboards can’t answer the ROI question on their own. Here’s how to build a more credible GEO measurement model.
Topic: Marketing ROI
How to eliminate the skepticism tax in marketing data
Branded search can overstate marketing impact, revealing larger issues with attribution, AI outputs, and data confidence.
Google launches no-code Scenario Planner built on Meridian MMM
Google’s Scenario Planner gives you a no-code way to turn Marketing Mix Model insights into actionable budget and ROI decisions.
LinkedIn Company Intelligence API links ads to pipeline, revenue
LinkedIn’s new API gives B2B advertisers clearer proof of ROI by tying campaign engagement directly to pipeline and revenue outcomes.
How to make better SEO reports for the C-suite
Effective SEO reporting highlights the metrics that matter to the C-suite and excludes what will likely be ignored. Learn more here.
What can 129 million calls tell us about inbound marketing? A lot, it turns out
We analyzed more than 129 million calls across 12 industries to understand inbound marketing’s impact on generating calls from leads
Choosing an attribution model: When, not which
Wondering which attribution model is best for your business? Columnist Amy Bishop believes that depends on what question you're trying to answer.
Paid Search Drives $6 In Local Sales For Every $1 In Online Sales — Study
Annual US retail spending is roughly $4 trillion according to the US Commerce Department. And while e-commerce is growing very rapidly, it remains less than 5 percent of total retail sales. Historically, most search marketers have focused almost exclusively on e-commerce sales. But a new study finds that the real impact of paid search is […]
4 New Year’s Resolutions Every Digital Marketer Can’t Live Without
Over the last 6 months in this column we have looked at all aspects of the overlap between search and display, from why search marketers could take over the world media budgets of the future, to advanced methods for retargeting and simple alternatives to attribution modeling. So to round out the year, we revisit the […]
The Best B2B Search Marketing Advice From 2010
For many business-to-business focused entities, it can be extremely frustrating to hear generic search marketing advice as well as tips for social media campaigns, because putting those theories into practice aren’t always practical for most B2B companies. Couple a typically long research to purchase decision cycle with high-dollar transactions that don’t occur online in a […]
Study Shows Traits Of A Great Search Marketing Company
More than 100% ROI. 31% increase in brand awareness. 30% increase in web site traffic. 22% increase in online conversion rates. Does your search marketing agency hit those milestones? If so, you’re a “best in class” company according to a new Aberdeen Group study, What Does it Take to Create Best-In-Class Search Engine Marketing? Aberdeen […]
Pay-Per-Click Averages Hide Incremental Realities
You’re hitting your pay-per-click (PPC) efficiency targets and everyone is pleased with the results. Congratulations, but are you wasting money in your PPC program? Averages often hide waste, and in this economy it may be worth taking a look at how you’re getting to that average. Suppose you budget $200 to buy a DVD player. […]
Small, Local Businesses Taking Economic Downturn In Stride
The economic downturn is a reality, but the specific ways that it affects businesses run the gamut based on the size and type of business. During these times, small, local businesses often feel the pinch more quickly and sharply, causing some to take evasive maneuvers to keep afloat. Based on the Yellow Pages industry’s experience, […]