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  1. 5 Questions to Consider When Thinking About Bidding on Brand Terms

    Since you have no control over this, many companies feel they have no choice but to set aside budget and bid against the competition. Determine the value of your traffic by both channel and keyword. The practice of bidding on your own brand terms...

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

    Typically these folks include corporate branding, the business unit that you are suggesting the content for, the individual owner of the page or content segment that the new content would apply to, social media, and of course any executives that...

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

    Instead of taking advantage of this feature, Pease suggested advertisers create their own Sitelinks to give themselves more control of their message. Separate campaign view by Search re working on refining campaigns using bid adjustments, Pease...

  4. 14 Top-Notch Resources to Help You Become a CRO Expert

    On the homepage, readers can test their conversion optimization knowledge by voting on whether the control or the variable had a better performance. You don't always have control over the CPC, but you're 100 percent responsible for your conversion...

  5. How to Diversify Your PPC Campaigns – and Your Skill Sets at the Same Time

    There is risk involved in this strategy because you are not truly in control of your traffic; you're allowing Google to match queries to your general keywords. As you discover keywords that are high-value or high-potential, you need to extract...

  6. gShift Gives Marketers Additional Ways to Track Content Performance

    The idea is that with the new module, marketers control which set of pages should be tracked for content performance, and can use these reports to supplement the broader goal of tracking for the website in its entirety.