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Paid Search for Brand Keywords: To Bid or Not To Bid?
We’ve long held the belief that bidding on your brand terms in paid search advertising is inadvisable for most advertisers. In order to make your marketing dollars work hardest, we reason, why pay for users who are already aware of
Engagement as a Proxy for Conversion Rate
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.
The Good, the Bad, and the Excellent in SEO Link Building
Too many people think that good SEO is about structuring your site a certain way and flooding your page with keywords. In actuality, more than 50% of your site’s ability to rank for whatever keywords you’re trying to rank for
How to Track Marketing Campaigns in Google Analytics
Wherever you’re marketing, you’re often directing consumers to your website to continue the conversation. Wouldn’t it be nice to be able to see the results of those marketing efforts measured in website traffic? Google Analytics offers a way to label
The Mind of the Searcher
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
Link Building Checklist for Local Businesses
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:
