Can engagement metrics be used as a proxy for conversion rate when optimizing advertising campaigns? When we manage advertising campaigns, whether they be in Google Ads, Facebook, or elsewhere, we strive to drive as many leads or sales as possible. Doing this usually includes setting bids or budgets based on an expected conversion rate. For
I was recently working with a client and struggling with a profoundly low conversion rate coming from search ads. The keywords we were buying were on target, the ads were performing well, and the landing pages appeared well designed. Then I tried to put myself inside the mind of the searcher. When I did that,
According to people who know more than I do, link building is the most important thing you can do to improve your search engine ranking, apart from avoiding stupid mistakes. Most link building advice falls into one of two categories: Quit your day job and try to become more like the person giving the advice,
This weekend, I had a coffee with a client who owns several boutique hotels in Mexico. We talked about some interesting ideas he has for a travel review site, with built-in mechanisms to verify the identity of reviewers, and weighted reviews based on the reputation of the reviewer. His motivation for thinking about this is
Most of my friends know I’ve been involved in search marketing for a long time, so I’m often asked to look over Google Ads campaigns to see why they aren’t performing well. People even pay me to do this. The very first thing I do when I look over an account is to check for
I’ve spent much of the last 10 years building tools that automate online marketing tasks. Early on, I had a grand vision of creating an application that would perfectly distribute marketing investment based on an advertiser’s ROI goals. But along the way, I met a few, very smart people who changed my thinking. Before I get
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