The traditional marketing funnel, starting wide at the top and narrowing down to purchase was appropriate in the past but has become outdated. The way customers shop and interact with brands has changed in the digital age, we see this with our client’s customer journeys. The ‘Consumer Decision Journey’ (CDJ), as proposed by Edelman and […]
Rethinking the marketing funnel with Consumer Decision Journeys Read More »
I received an email yesterday about new challenges and rewards in the Google Partners experience, so I headed over there to see how things are going these days. Have you visited the Google Partners Rewards experience? It simplifies the steps for how “points” are obtained by agencies and shows you exactly what you can do
Opinion: Google Partners Program incentives should include actual client goals Read More »
Welcome fellow eCommerce PPC laborer, to that annual moment of glory, reward, doom and failure. A weekend of highs and lows, a weekend of anticipation and excitement as the first revenue numbers begin to roll in. A weekend of last minute phone calls and fear as Amazon takes over your auction insights report. This is
The Black Friday Ecommerce PPC doomsday checklist of dramatically epic proportion Read More »
Google is in the process of rolling out their new Google Ads interface. This is the second time Google has said they’d roll out the update and this time they mean it! In this article, I’ll talk about some of my likes, dislikes and general experiences with the new interface. Here are some initial comments
Tips for using the new Google Ads interface Read More »
For retailers, it seems like the holiday shopping season starts earlier every year. If you’re an e-commerce retailer, that means it’s time to start thinking through your holiday advertising strategy. There are a variety of tricks you can use to reach the right customer base and give them an online shopping experience that will not
5 ways to make your holiday advertising campaigns more profitable Read More »
Debra Mastaler is Features Editor at Search Engine Land. She is an internationally recognized authority on link building and is an OMCP Certified Link Building Trainer. Based in Washington DC, Debra is also a columnist for Search Engine Land, has written for or been featured in numerous tech publications and is active on the search
We’re now all adjusting to the new interface of Google Ads. Change at what was formerly called AdWords is constant, and some of the biggest adaptations we’ll need to adjust to may still be in store. Google keeps moving toward a more automated ad system under CEO Sundar Pichai, who says the future of Google
Why more automation from Google Ads is good for tool makers and PPC careers Read More »
Funnels are all the rage these days. Everyone and their brother are ready and waiting to sell you a funnel. Just recently, I was at a baseball game, and I swear the peanuts guy was walking up and down the steps yelling, “Funnels, get your funnels — fresh hot funnels!” Obviously, I’m kidding, but lately,
Are you holding your funnel accountable? Read More »
Customer life cycles and marketing campaigns alike are becoming increasingly complex and difficult to measure. Marketing attribution is the fundamental, yet complex, concept of reporting multiple user touch points, and it ties the entire customer journey together at the conversion action. Attribution modeling allows marketers to measure the value of their campaigns across the top,
3 attribution considerations for B2B lead generation Read More »
With the introduction of the General Data Protection Regulation (GDPR), search marketers targeting the European Union (EU) have had performance ad capabilities ripped right out from under their feet. Given technical and privacy limitations existing before GDPR, performance marketers may have already felt they were doing their jobs with one hand tied behind their backs.
How will GDPR affect PPC marketers in the US? Read More »
