Google is the biggest search engine ad platform in the world. But Microsoft Advertising has potential advantages, including lower CPCs and less competition on Bing.
When thinking about organic or paid traffic, Google and Facebook often come to mind. Pinterest, for most, does not.
With Google processing over 70,000 searches every second and Facebook being a hub for 2.7 billion monthly active users, Google Ads and Facebook are obvious choices for PPC campaigns.
But is one better than the other? Are the optimization processes for both similar? What about A/B testing?
These are the questions optimizers need answers to before they can really reap the benefits of two very powerful advertising platforms.
Think it’s tough to earn links or shares for your content? Try earning money.
Are you a CMO who thinks accurate attribution is a pipe dream? Or a customer experience director who has to hack together data to create something resembling a customer journey?
80% of people never leave home without their phones in hand.
We do everything with it, including shopping, research, social media and more.
Whatever your business is, an ever growing chunk of your target customers are using their mobile devices instead of computers to go online.
Here’s what you need to know about mobile internet users and their purchasing behavior.
Click fraud first came to light in 2005, when some pay-per-click ads started to receive clicks by users with a malicious intent. Back then, several major cases were taken to court.
However, it continues to poison marketing campaigns—and find its way into more and more courtrooms. Juniper Research estimates that click fraud cost advertisers $42 billion in 2019.
In a time when advertising budgets are being cut and many businesses are facing economic uncertainty, putting every ad dollar to good use goes a long way.
Advertorials are long-form paid ads, presented as informative articles—hence the name, a blend of “advertisement” and “editorial.”
In past print and current online versions, they match the appearance, perception, and function of the media outlet where they’re hosted, so they don’t really look like ads.
Executed well, advertorials provide value to the target audience while also selling a product or service. They’re a content marketing play that borrows the credibility of the site on which they’re published (if they’re “native ads”) or promoted (if they live on other sites).
Knowing what your customers want, when they want it, and how they’d like it served up to them is at the core of developing winning test hypotheses.
It’s the why behind the quantitative data that shapes your copy and gives your visitors an easily navigable path to becoming a customer.
Enterprise SEO has been my topic of choice for extracurricular “thought leadership” over the years. Last year, I gave a presentation on how we generated 40% year-over-year organic revenue growth by focusing on out executing the competition, not outsmarting them.
While my presentation focused on the in-house side of enterprise SEO, I’ve also experienced (and written about) getting things done—or trying to get things done—at an agency. SEO strategies for Fortune 500 brands often take 12+ months to see the light of day or, worse, never do.
Eventually, I got tired of that lack of action, which led me in-house. In two-and-a-half years leading SEO initiatives at Qualtrics, I’ve learned that most companies don’t have a strategy problem—they have an execution problem.