Creative targeting is quietly fragmenting your Meta audiences
Ten ads can behave like one when they make the same pitch. Give each buyer persona a distinct angle to expand your reach.
Topic: Target audience
How to build an AI-powered content gap analysis workflow
See how to combine Semrush, Google Search Console, Google Analytics, and Claude to prioritize the content opportunities that matter most.
You don’t need ads everywhere – Here’s how to pick the right platforms
Chasing every ad platform drains your budget. Learn how to pick the channels that actually reach your audience.
How to use CRM data to inform and grow your PPC campaigns
Tap your CRM’s hidden insights. Cluster audiences, craft persona-driven ad copy, and optimize site content to boost paid media results.
How to create a content calendar that actually works
Need help with content planning? Learn how to make a content calendar that aligns with your goals and discover tools that can make the process easier.
How to maximize your Google Ads remarketing campaigns
Boost your Google Ads profits with advanced remarketing. Set up, optimize, and refine your campaigns for higher conversions – not just clicks.
How to make your display campaigns profitable
Combine top, middle and bottom-of-funnel strategies with display and search campaigns for a more profitable, multi-touchpoint ad approach.
How entity-based strategies can contribute to PPC success
Incorporate entities into your PPC strategy to expand keyword lists, optimize for quality scores and uncover new audience segments.
How to transform your Google Ads headlines with anti-audiences
Get more qualified leads from your Google Ads. Use anti-audience targeting to laser-focus your messaging on the right prospects.
Best of the Bot: Create an SEO plan for a digital marketing agency
A human asks Search Engine Land's ChatBot to create a content marketing and SEO plan. Here's the answer.
How ChatGPT plugins can up your SEO game
Discover innovative ways to elevate your keyword research, content optimization and link building strategies with ChatGPT plugins.
How to write a content marketing mission statement
Give your content marketing efforts a greater purpose with a mission statement. Learn how to create one in three steps.
Do personas REALLY matter in content marketing?
Here's what personas can do for your content marketing efforts, plus audience research tips to help you get them right.
Create campaign impact by reaching the Workday Consumer
Learn how to attract, convert and retain this new consumer.
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."
Finding the best social media platform for your audience and business
Target your customers and increase your sales with social media marketing.
Your website doesn’t need to cater to everybody — and that’s OK
When you have your target audience at the forefront and keep a business mindset of catering to them, you will see the benefits.
5 audiences you should exclude from your PPC campaigns
Negative audiences help reduce wasted spend and prevent shoppers from being retargeted with products too many times.
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.
What’s new and crucial in SEM
Veteran search marketers Elizabeth Marsten and Steve Hammer on the latest announcements from Google and why marketers should take Microsoft Advertising seriously.
New AdWords Editor Version 10.3 Now Available
Google released the latest version of AdWords Editor yesterday to all AdWords users. Here is an overview of what is new in version 10.3. Sitelinks: The new version supports enhanced sitelinks, allowing you to add two lines of text, and a new Sitelink Import Setting (see below) offers the opportunity to import sitelinks with the […]
SearchCap: The Day In Search, May 15, 2013
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 Knowledge Graph Gets More Stats and 4 New Languages At Google I/O today, Amit Singhal, Google VP of Search, announced that statistics and four new languages are being added to […]
SearchCap: The Day In Search, February 18, 2013
Below is what happened in search today, as reported on Search Engine Land and from other places across the Web. From Search Engine Land: Search Engines More Trusted Than Social Media For News & Information [Study] When it comes to getting general news and information, consumers worldwide put as much trust in search engines as […]
How To Target Hispanic Searchers
As the U.S. Hispanic population continues to grow, advertisers naturally want to target this influential demographic. Search engine marketing allows advertisers to efficiently reach the Hispanic market through a number of Hispanic-focused strategies. Though it may sound obvious, the easiest way to target Hispanics is by using Spanish-language keywords (i.e., “salud” for “health” and “prestamo” […]
Google AdWords Improves Target By Location Feature With Maps
I got a tip from Scott Edwards that Google has quietly improved the “target customers by location” feature in the AdWords console. You can see old screen captures of the multi-step process at the Search Engine Roundtable, but the new method is much more intuitive. You are given four tabs that include “Search,” “Browse,” “Bundles,” […]
Social Media Marketing: The New SEO?
Fall is the time of year when we start to look at where search marketing is heading. Looking at the latest search marketing conference agendas, articles, and online news in the SEM space, it certainly appears that social media marketing and networking are the wave of the future. To a certain extent, they are. Social […]
The Search-Friendly Appeal Of User-Generated Content
Content comes in all types, lengths, and mediums. From an SEO point of view, we simply know that it’s important—no, crucial—to add content on a regular basis to our web sites. The content we add must be of value to our potential buyers. But truthfully, “writing content” is the most difficult and time-consuming part of […]
Social Media Not Converting? Put Down The Shotgun & Use A Rifle!
One of the most frequently asked question I get about social media marketing is "Should we try and market to all social media sites or just focus on certain ones?" There are a couple ways to answer that question, and it really depends on a lot of factors. In my opinion, it makes more sense […]