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  1. Introducing the Local Marketing Adoption Curve

    By taking a phased crawl, walk, run approach to building a comprehensive, cross-functional local marketing program, brands can be more visible, relevant, and engaging in the eyes of their consumers and, ultimately, drive customer acquisition...

  2. Why Retailers Should Start Their Pay-Per-Click Christmas Campaigns Now

    Christmas is the most profitable time of the year for many industries, and also the most competitive, meaning cost-per-click tends to rise. Retailers should be sure to include any information about offers, such as discounted products and free...

  3. Bing Ads Launches Close Variants for Broad Match Modifiers

    We are confident that this feature will help to drive more highly qualified click volume to your campaigns," writes Microsoft group program manager Matt Bisson in the post. In testing, we have seen some promising results, with click-through rates...

  4. How FREE Website Call Conversion Tracking From Google Will Benefit You

    In the example below, using AdWords Call Extensions, you can see which PPC ads generated calls, the cost per call, and the conversion rate of visitors to calls. The ultimate goal of search marketing is to identify profitable keywords (that drive...

  5. Optimizing Search and Digital Marketing With Multi-Channel Attribution Modeling [#CZLSF]

    By testing and learning on the micro level, they were able to understand how channel overlap impacts conversion rates, the true reach and frequency across touch points, and the contribution of each action, channel, and message, as well as the...

  6. Mastering the PPC Challenge: A Beginner’s Guide [#CZLSF]

    At no cost, these extensions are said to have increased headline clicks by 10 percent in recent tests. According to Pease, mobile growth is exploding and in a study she quoted by Marin, mobile will drive 50 percent of PPC clicks by the end of 2015.

  7. 14 Top-Notch Resources to Help You Become a CRO Expert

    Two metrics ultimately define your marketing success: the cost to deliver visitors to your website, or cost per click (CPC), and your conversion rate. Improving these metrics will obviously improve sales, cost per acquisition, cost per lead, and...

  8. Mobile Implementation Errors Cost Sites 68% of Organic Smartphone Traffic [Study]

    This hybrid approach is something brands may choose to create a unique experience for their most important landing pages where they are trying to drive conversions. Why? This is a result of incorrectly implemented mobile solutions, BrightEdge says...

  9. Mobile Advertising Measurement: Winning the Long Game

    In this example, the advertiser could compensate advertising partners each time an event happens rather than the more typical cost per install campaign. It's important to note that the goal is to drive quality users, not just installs.

  10. PPC Optimization & Balancing the Relationship Between Metrics: Top 3 Things to Consider

    If you're looking to drive sales at the lowest possible cost per conversion, don’t get distracted by your impression share or average position. Let that business objective drive your decisions. Last month I posted an article that looked at the...