Google Shopping: What do marketers need to know about the latest updates?

In the battle with Amazon, Google is betting on its Shopping services to attract merchants and customers alike. A raft of product announcements has arrived just in time for the holiday season, including new ad formats and AdWords reports

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Google Shopping: What do marketers need to know about the latest updates?

AdWords Auction Insights report: A key to understanding the competition

People have a natural tendency to care about what others are doing around them as a means of validating themselves. This is true in our personal lives when the Joneses come home with a new sports car, but also in paid search when brands want to outrank their competitors

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AdWords Auction Insights report: A key to understanding the competition

How to stop Google AdWords campaigns from failing

Disruptive Advertising recently outlined the main reasons that AdWords campaigns succeed or fail, based on an audit of more than 2000 AdWords accounts . They found the following causes of failure: Incomplete conversion tracking Poor conversion rates Ad spend inefficiency Wasted ad spend Looking at these reasons, it became clear to us that they all have one thing in common – they all stem from a business’ inability to understand the real value of each touchpoint in their customers’ path to purchase

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How to stop Google AdWords campaigns from failing

Beyond Google Analytics: 10 SEO analytics and reporting tools

Analytics and reporting are a critical part of any SEO campaign. As well as ensuring that you prove your worth to your clients, analytics are also essential in helping you make iterative improvements to the campaign as you go along. Yet SEO reporting can be a bit of a minefield

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Beyond Google Analytics: 10 SEO analytics and reporting tools

Evolving past last-click attribution in paid search

“Better the devil you know than the devil you don’t.” That famous quote applies to the many marketers who default to last-click attribution , even with its well-documented failure to take the entire customer journey into consideration. During ClickZ’s latest Masterclass on paid search optimization , in association with Fospha and Kenshoo , we surveyed 800 marketers on their greatest challenges. 36% cited maximizing return on their advertising spend, while an additional 24% consider “accurately attributing value to each marketing channel” to be their biggest struggle.

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Evolving past last-click attribution in paid search

What do you need to know about Chinese search engine Sogou?

A few days ago, the news emerged that Chinese search engine Sogou ( 搜狗 ) is aiming to raise up to $585 million in a U.S. Initial Public Offering. Sogou, which is owned by internet company Sohu, Inc., announced the terms for its proposed IPO on Friday.

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What do you need to know about Chinese search engine Sogou?

What is keyword clustering, and who cares? (Hint: you should!)

Are you still optimizing for “keyword strings”? You are not alone! The problem is, the industry is moving on, so don’t fall behind and learn to implement a smarter approach to keyword research : Keyword clustering. Single-keyword SEO has been a staple for a long time

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What is keyword clustering, and who cares? (Hint: you should!)

Google videos vs. YouTube: Which is the best video search engine?

Video is booming as a content marketing medium. People love watching videos online, and producing great video content is quickly becoming one of the most surefire ways to command attention and grow a following

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Google videos vs. YouTube: Which is the best video search engine?

What are the SEO benefits of social media?

How does using social media benefit your efforts with SEO ? Back in 2008, Search Engine Watch published the article ‘ Social Media and SEO – Friends with Benefits ‘, and I’d highly recommend reading it back now for a stark reminder of how far the digital world has progressed in the last nine years. Some of the key statistics and points featured in the article (although contemporary at the time) may seem somewhat archaic in 2017: Facebook having 140 million active users (when they are now over 2 billion ) LinkedIn having 30 million users (less than 10% of their current user base ) Popularity of now defunct social platforms like Digg (which sold for just $500,000 back in 2012) MySpace being mentioned in the same breath as Facebook, LinkedIn, Reddit and Twitter (ha!) Use of ‘SEO friendly’ anchor text when linking from social profiles ( ahem … ‘ money keywords ’) Nobody could have guessed what social media would become in such a short amount of time

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What are the SEO benefits of social media?