Technology News and Industry Knowledge

We hear a lot of talk about SEO and Paid Search living together in perfect harmony, side by side on your search engine results page, but how do we? The cost of unnecessary paid brand clicks quickly adds up. Especially if you’re already dominating your SERP (search engine results page). This can feel like an uphill battle for you and the team as economic sentiment continues in uncertainty and spend efficiency is still top of mind. Join Gary Galloway, Senior Director of Product Marketing at Adthena, as he covers how you can support growth strategies and help your brand achieve SERP while also decreasing costs Register today for “ Skyrocket your results with organic and paid search harmony,” presented by Adthena. The post Webinar: Paid and organic search harmony can skyrocket your results appeared first on Search Engine Land . Via Search Engine Land https://ift.tt/O59703j

Jeremi Gorman and Peter Naylor bring experience, with the former previously leading global ad sales at Amazon and the latter a key architect at Hulu. source https://www.marketingdive.com/news/netflix-poaches-Snapchat-executives-advertising-streaming-CTV/630916/

The tune alludes to numerous social media posts comparing the taste of the beverage dispensed by the chain’s fountain machines to the sound of static.  source https://www.marketingdive.com/news/mcdonalds-sprite-hip-hop-song-tisakorean/630831/

When we talk about creating a video strategy, people usually see it as getting found on YouTube. And for good reason – billions of users access the platform every single month. And then comes an inevitable argument: “I don’t think my product or service is a good fit for YouTube.” Yet, creating and marketing videos goes far beyond YouTube findability. Videos can make your content better, your product easier to understand and your brand more credible and relatable. Further, videos continue to receive exposure on Page 1 of Google’s search results for an increasing number of queries. Even beyond that, a well-shaped video strategy can boost your overall SEO efforts. Here’s how. 1. Deeper understanding of your customers’ buying journeys Video keyword research allows for discovery regarding which queries your target audience is using when searching for videos. Knowing how your target audience is searching for related videos can give you a better understanding of their buying journeys,...

PPC campaign managers have had tight control over their account management, data insights, and optimization tactics for almost two decades. But everything is changing. Query data is already scarce, keyword match types are blending into an amalgam of broad match, and signal loss continues to impact performance data and audience management. With campaign types such as Performance Max and the lack of visibility into performance, PPC managers need to utilize every available targeting and optimization tool in their arsenal.  Dedicated audience strategies can provide additional control and specified targeting that delivers results. In my previous article , we reviewed the benefits of a well-defined audience strategy. Now, let’s review your options for creating and managing privacy-focused audiences for PPC campaigns.  Adjusted timeline for cookie apocalypse  It’s worth noting that your timeline for the cookie apocalypse has been extended. The Google Chrome/Privacy Sandbo...

Ahead of the holiday season, Google just announced four new features for advertisers to implement in their ad campaigns and merchant feeds. Conversion value rules for store sales and store visits Product-specific insights Deals Content API Shipping & Returns Annotations Conversion value rules for store sales and store visits. Advertisers can now set store visits or sales default values at the campaign level. Google says searches for “store open” have grown by over 400% YoY, so advertisers should optimize their in-store shopping experiences as well as online. To make it easier for shoppers to find your store, Google suggests keeping your Google Business Profile up to date with your store address and hours. Then grow your store foot traffic by promoting your location to shoppers in the area using Performance Max campaigns for store goals – such as in-store promotions or specials. Smart Bidding can be used to set goals for visits and/or sales. Product-specific insights. Pr...

The brewer doubles down on its budget-friendly positioning with a new national TV campaign and a custom camouflage pattern. source https://www.marketingdive.com/news/keystone-light-realtree-cameo-beer-busch-light/630771/

Hiring is one of the hardest jobs you have as a manager, team builder and even coworker. I have a distinct memory of hiring my first SEO employee at Uber over five years ago. The search took months, and the pressure to fill the headcount was overwhelming (lest it be taken away).  The fact of the matter is I just take hiring with great care. And it looks like I’m not the only one. One of the hottest Twitter topics this year was when Lily Ray, Senior Director, SEO and Head of Organic Research at Amsive Digital, shared her favorite hiring question during the Search Central NYC Meetup.  Ray revealed that when interviewing potential employees, they asked them to explain the difference between a few critical search engine processes: crawling, indexing, ranking and rendering .  Says @lilyraynyc about hiring good SEOs: “We ask them the difference between crawling, indexing, ranking and rendering. You’d be surprised how many get this wrong.” I’m paraphrasing her, and it’s...

Zeta Live is back on Thursday, September 29th, live streamed globally. Following a successful inaugural year, we’re going bigger and better. Join us as we explore how today’s creativity and micro-moments throughout the consumer journey are shaping disruptive macro movements across tomorrow’s digital economy and marketing ecosystem. This year’s discussions cover all of the buzziest topics, including: The next chapter in digital acceleration : Join senior executives from the largest marketing and advertising holding corporations to discuss the progress, challenges and vision for the future of marketing. Preparing for the democratization of data and identity : Consumers are gaining more control over their data. This creates a conundrum for brand marketers — how to provide highly personalized experiences with constrained data access. Brand building in a World of Web3 : How brands can prepare for a decentralized world of tomorrow and the commitment needed for NFTs, cryptocurrency an...

Automation has stepped in to take over many of the levers we’ve had in digital advertising. Consequently, we need to shift our attention to optimizing the things we can still control. Right now, one of the essential tools in our kit is the ability to create and fine-tune our ad creatives.  Having the right creatives in the right places helps brands break through the clutter. It also empowers us to qualify audiences by assessing the proper messaging and combinations of creative elements to target audiences and drive results effectively. However, simply designing and testing creative pieces is not enough. To squeeze the most value out of each piece, you must: Effectively report on the performance of more granular creative elements. Analyze what’s working to communicate results. Continuously optimize ads for maximum efficiency.  Here’s how to develop a creative reporting strategy for PPC to wow your clients and enable your creative team to do their best work. 1. Identi...

Amid its first moves as official pizza of the league, the chain partnered with Super Bowl-winning quarterback Matthew Stafford for a TV spot. source https://www.marketingdive.com/news/little-caesars-nfl-sponsorship-pizza-matthew-stafford/630697/

Host to concerts and more, the virtual venue kicks off a year of planned programming with a two-part performance from Charlie Puth. source https://www.marketingdive.com/news/state-farm-iheartmedia-fortnite-charlie-puth-concert/630705/

Winning an industry award is a rewarding, cost-effective way to  generate publicity, attract new business, boost team morale, and stand apart from the competition .  Enter the 2022 Search Engine Land Awards  now for your chance to take home the highest honor in search! The final deadline is coming up fast – submit your application by  Friday, September 9  to be considered by  our esteemed judging panel , featuring  John Lee  – Head of Evangelism at  Microsoft ,  Cyrstal Carter  – Head of SEO Communications at  Wix.com ,  Thom Craver , Director of Consumer Products at  CBS News , and more. Not sure where to begin? Check out  How to craft a winning Search Engine Land Awards entry: Past judges share their advice  for insights on what makes a winning application. If you have any other questions, send them our way at  awards@searchengineland.com  and we’ll get back to you ASAP. Winners will be an...

Attribution has been the holy grail for advertisers since the beginning of time, especially for media platforms that typically sit further away from the conversion and play a role in branding (i.e., billboards, banner ads and videos). In September 2021, Google Ads announced its plans to move away from last-click attribution to a data-driven attribution (DDA) model. This change is intended to better allocate credit that search keywords play in a consumer’s purchase decision.  Last month, Google started letting advertisers know it will automatically switch conversion tracking to the data-driven attribution model. Using machine learning, Google believes that data-driven attribution provides the greatest opportunity to value each unique interaction properly.   Here’s what this change in default attribution model means for advertisers and businesses. The attribution problem Media platforms have long maintained their contributions in influencing consumers about the brand...

Reliable rank tracker software is crucial to developing a successful SEO strategy. Aside from tracking keyword rankings, SEO tools provide you with keyword research features and useful SEO metrics, which lets you pick the most effective keywords for your website. With so many rank tracking tools in the market, how do you know which one is the best fit for you? This list includes some popular rank tracking tools, showing what scope of tasks they offer based on different pricing models. 1. Rank Tracker by SEO PowerSuite Rank Tracker from SEO PowerSuite enables you to track keyword positions, analyze SERPs, research keywords, explore competitors, and make estimates for SEO and PPC campaigns. The accuracy and volume of keyword data make it a decent competitor of industry-leading rank-checking tools, such as Semrush or Ahrefs. Meanwhile, Rank Tracker is affordable for small businesses. It is also cost-efficient when it comes to large SEO agencies. Main features : An unlimited ...