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  1. Search Ads Yield 68% More Revenue per Conversion When Integrated With Social

    The impact of a cross-channel touch was even greater when examining social clicks. Multi-channel touch points are even more valuable for social advertising," Marin reported. Successful marketing executives recognize that meeting overall business...

  2. The Hidden Skill Every PPC Manager Should Possess: Sleuthing

    In a sense, close rates were declining because the sales team was not attributing closed leads to the proper channel. The number of factors that may influence your PPC performance is almost endless. I think this where many PPC mangers turn when...

  3. The 4 Most Interesting Features in Google Shopping Campaigns

    Historically you would give Google a feed and let the chips fall where they may – now this feature allows you to better control your merchandise within the channel. With this update, Google is finally giving retailers SKU level detail around their...

  4. So... You Think SEO Has Changed?

    Digital Marketing Channel Integration Eliminate any technical issues that may be impeding performance. Compare that with historical performance to understand whether you're improving. But ultimately the exercise of SEO performance analysis still...

  5. 3 Ways Merging Google AdWords & Analytics Can Improve PPC Results

    Multi-Channel Funnels Reporting With Top Conversion Paths You can find it in Google Analytics in the left navigation under Conversions > Multi-channel Funnels > Top Conversion Paths Use this data for paid search to see how PPC is contributing to...

  6. 4 Ways to Expand PLA Success in 2014

    Apply Cross-Channel Knowledge As mentioned in my last column, behavioral data collected through PLA activity can be used to influence cross-channel decisions. By accessing product-level performance information, marketers can identify the outliers...

  7. 4 Ways B2B SEO Tactics Augment Event Marketing Initiatives

    Aberdeen's Lead Management research found that events account for an average of 7.4 percent of first touch marketing responses (i.e.first touch leads), the third-highest channel following the website and email marketing.

  8. 5 Steps to Building a Results-Driven Multi-Channel Plan for 2014

    When choices have to be made to minimize channel activity, or scale up the investment in any channel, it is important to identify the channels that yield the greatest results. Create an Multi-Channel Integrated Strategy

  9. 11 Must-Measure KPIs for Content Marketing Success

    Content marketing, when done correctly, has its own ROI as a channel, and thus must be measured by a set of unique key performance indicators (KPIs). We have copious amounts of data at our fingertips, so the only reason content marketing as a...