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  1. 4 Pitfalls to Avoid Heading Into the Holidays

    The consumer barometer tool from Google can be one tool to help you understand how consumers interact with the mobile channel to make purchase decisions. As my dad taught me, "Proper planning prevents poor performance.

  2. Secret Sauce LoMo Tips for More PPC Sales

    Google is continually moving to an omni-channel presence, and with (almost) all things Google - you should, too. Be sure each store location has its own campaign with a specific budget and strategy based on performance and analytics.

  3. Search Engine Marketing Checklist for Hotel Marketers

    Unless a hotel booking engine website has a stronger brand value than that of major competitors – where the majority of Web traffic will be direct traffic – the most effective channel for generating optimum traffic is from search engines.

  4. 8 Lessons Learned From Owning a Search Agency for 15 Years

    By far search marketing was the most profitable channel so we changed direction and became a search marketing agency. These tools can help you win more business by including competitive, keyword, and specific ad performance data in your proposal.

  5. 3 Must-Know Findings About Cross-Channel Attribution

    The majority of advertisers are either measuring each channel separately (41 percent) or taking limited steps (36 percent) to measure cross-channel effects. This shouldn’t come as too much of a surprise; search elicits high intent signals and shows...

  6. Drive Your Clicks In-Store With Local Inventory Ads

    Within the campaign settings of Shopping campaigns there is a new section called "shopping channel. With this in mind, the performance won’t match that of shopping campaigns and so it can be difficult to assign budget and time into management.

  7. The Challenge of Enterprise Link-Building in a Content Marketing World

    In an enterprise company, this requires a great deal of collaboration and coordination among the various teams that manage each digital marketing channel. The potential impact to SEO performance needs to be clearly articulated so that it can be...

  8. Why Facebook’s New Cross-Device Tracking Tool Is a Game-Changer for Advertisers

    In short, each marketing channel must be evaluated based on its ability to drive performance. Advertisers can now see which mobile ad drove more performance to desktop conversions. Ad performance can even be broken down in terms of types of mobile...

  9. gShift Gives Marketers Additional Ways to Track Content Performance

    Adams says that increasingly, marketers want to know if their content is driving people to the website and through which channel. As content as a whole becomes the focal point of marketers' efforts, many SEO software providers are adding new...

  10. Content Marketing: The 4 Most Critical Components to Measure & Analyze

    While this might be obvious, the nuance of the format is important since format determines the distribution channel (the medium) on which the content can be delivered. Testing format can also be tricky because of the direct impact it has on the...