Evolving past last-click attribution in paid search


    [sc name=”GoogleLinkAds”] “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…

  • What are the SEO benefits of social media?
    Social Media

    What are the SEO benefits of social media?


    [sc name=”GoogleLinkAds”] 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…

  • How indie publishers can monetize in the shadow of Facebook and Google

    How indie publishers can monetize in the shadow of Facebook and Google

    [sc name=”GoogleLinkAds”] With multinational technological companies Google and Facebook conquering the field of online advertising revenue, many smaller companies and indie publishers are left wondering where they’ll end up in the digital world – if they’ll end up anywhere at all. According to data recently released by the Interactive Advertising Bureau, digital advertising revenue in the U.S….

  • PPC

    Pinterest moves into paid search: What you need to know

    [sc name=”GoogleLinkAds”] Pinterest has announced its long-awaited move into the self-serve paid search space, after a period of trial campaigns with select partners. With innovative visual search technology and an ambition to corner the ‘discovery’ phase of search, this could prove an enticing complement to AdWords for many brands. So, how does Pinterest PPC work,…

  • PPC

    Killer demand gen strategy, Part 1: Personas and creative development

    [sc name=”GoogleLinkAds”] When embarking on demand generation channels such as Facebook and Google Display Network, it is important to first ensure that you understand your core audiences and how to best speak to them. The first two initiatives that you should prioritize during the set-up phase is determining the types of audiences and personas you…

  • Do you need a PPC management expert?

    Do you need a PPC management expert?

    [sc name=”GoogleLinkAds”] The eternal question for businesses both large and small: should you run your marketing in-house, or should you hire an expert? There are numerous factors to take into account including level of expertise, the complexity of the campaign, existing internal resources and the management fee of said expert. We’ll come clean. Most of…

  • Social Media

    Google Posts: Growing under the radar


    [sc name=”GoogleLinkAds”] Google Plus has risen from the dead! No we’re only joking, that’s highly unlikely. Google have now rolled out their Posts function for all small businesses with a Google My Business account. No idea what Posts are? You’d be forgiven for being confused, managing your business information on Google calls for some deciphering…

  • Social Media

    How to effectively combine online and offline lead generation

    [sc name=”GoogleLinkAds”] We have two primary forms of leads: online and offline. This article talks about how to combine online and offline marketing for more efficient lead generation. In today’s world we are mostly narrowing in to online leads, thanks to the Internet essentially opening up the entire world for us to peruse. But offline leads…

  • Social Media

    The 2-step guide to driving sales with Pinterest

    [sc name=”GoogleLinkAds”] There are millions of people on Pinterest, searching, pinning, and sharing – so it’s important to recognize its potential for building awareness and filling the top of the funnel, particularly for ecommerce companies. This blog will discuss a couple of recommended targeting types within Pinterest to help fill the top of the funnel…

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