Keyword discovery and expansion with competitive intelligence

Analyzing big data sets is a common challenge facing enterprise search advertisers, particularly for those managing campaigns across a massive volume of keywords. For many advertisers, campaigns will have evolved and developed over time, and the keywords they are using will often be the product of years of iteration, testing and optimization.
Management of these campaigns gives rise to several challenges. At this scale, further keyword discovery and expansion can be ineffective using Google Keyword Planner or “human-driven” keyword research methods; additionally, without detailed knowledge of the competitive landscape, managing keyword or bidding strategies is effectively a blind auction in which achieving market growth often requires large, inefficient increases in ad spend.
This paper from Adthena outlines how current analytical techniques, such as comparative Venn diagrams, are limited in refining keyword data and presents a novel methodology for keyword gap analysis through combination and analysis of multiple competitive keyword sets. Visit Digital Marketing Depot to download “Keyword Discovery and

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The 5 Big Disruptions to Marketing in 2018

Join us for the 2018 update to Scott Brinker’s highly popular webinar on the disruptions affecting today’s marketers. Building on the 2017 edition, Scott will examine how the martech landscape has evolved over the past 12 months and outline what lies ahead for marketers in the next three to five years.
The marketing world is in the middle of five major disruptions that are reshaping the industry as we know it:

Digital transformation.
Microservices and APIs.
Vertical competition.
Digital everything.
Artificial Intelligence.

These trends are dramatically altering the digital landscape in which businesses operate, changing how brands function internally and how they engage with customers.
Find out what’s changed, what’s ahead and how marketers can leverage these disruptions for a successful 2018. Register today for “The 5 Big Disruptions to Marketing in 2018,” produced by Digital Marketing Depot and sponsored by the MarTech Conference®.
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Search strategies — Learn what worked and what didn’t for the 2017 holiday season

This Thursday, join our experts as we explore how search marketing strategies fared in the 2017 holiday season. We’ll share results of a year-end survey that reveals how marketers adjusted their search strategies in 2017 and take a look at overall results of the shopping season to see if those efforts paid off. We’ll also examine best practices for search marketing for the 2018 holiday shopping season.
Register today for “Holiday Retail Search Strategies 2017: What worked, what didn’t,” produced by Digital Marketing Depot and sponsored by SMX.

Speakers:
Brad Geddes is a co-founder of Adalysis, an ad testing and recommendation platform. Brad is the author of “Advanced Google AdWords,” the most in-depth book ever written about Google’s advertising program. He has been working in paid search since 1998.
Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny

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Advanced Ad Targeting Strategies for AdWords, Facebook and Display

Join our ad-targeting experts for a crash course in the newest strategies for digital ad targeting. Using these strategies, brand marketers and agencies can improve the cross-channel customer experience, optimize ROI, reacquire customers and grow revenue.
Attend this webinar and learn how to:

target consumers with the right message at the right time with the right CTA.
find lookalike audiences to acquire new customers and grow revenue.
use phone call analytics to target audiences likely to call and convert.
integrate targeting strategies into cross-channel campaigns for better ROI.

Register today for “Advanced Ad Targeting Strategies for AdWords, Facebook and Display,” produced by Digital Marketing Depot and sponsored by DialogTech.
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Split testing Google Shopping campaigns

Many retailers and marketers want to review the performance of their Google Shopping campaigns with split testing, whether it’s to establish if a tool will offer more efficiency than manual implementation or to compare two tools against each other.
However, the Google Shopping channel lends itself to accurate split testing only under certain conditions, and otherwise, the risk is very high that the results will be misleading or false. That said, there are a few split-testing methods that can give insights into your Google Shopping efforts.
This white paper from Smarter Ecommerce will help you answer questions like these:

Which types of split testing are there for Google Shopping?
What are the advantages and disadvantages of each test?
How can I be sure that my split test will give valid, meaningful results?
Which tests provide reliable, objective conclusions?

Visit Digital Marketing Depot to download “Split Testing with Google Shopping.”
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Measure the impact of digital marketing on in-store sales

With more than half of internet use now occurring on mobile devices, brands are focused on bridging the gap between their digital presence and in-store sales. Today’s consumers research products on the go, using their smartphones to find and choose at which nearby business to make a purchase or eat a meal. Most visit the store they select on the same day.
Yet most marketers can’t — or don’t — measure the impact of their digital campaigns on in-store sales.
This white paper from MomentFeed explores online/offline connections across multiple digital channels and discusses best practices to drive foot traffic, as well as key metrics to measure the impact of digital search marketing, organic search, social media and ad campaigns on top-line growth.
Visit Digital Marketing Depot to download “Mobile Marketing vs. In-Store Sales: Help! What’s the Correlation?”
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7 ways to use dynamic content and multiply your conversions

Ask marketers what their goals are, and one of the first things they will say is to deliver a more personalized experience to their customers. This isn’t a goal aimed solely at increasing conversions; it’s also about meeting customers’ growing expectations.
So, how can marketers meet the high demand for super-personalized communications? The answer lies in dynamic content.
In this free guide, see seven simple ways marketers can use dynamic content to connect with audiences in a more organic and personalized way.
Grab your copy to find out:

how top brands like Netflix and Amazon use dynamic content.
the marketing automation features that enable you to deliver personalized experiences.
ways to personalize your emails, landing pages, forms, pop-ups and more using dynamic content.

Visit Digital Marketing Depot to download “7 Easy Ways to Multiply Your Conversions.”
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How to choose the right customer data platform

Companies like Netflix, Pinterest, Amazon and LinkedIn build great consumer relationships. They grow their businesses around serving customers and fully understanding them through data.
Traditionally, companies have tried to understand and manage customer relationships in two separate types of systems:

Channel-centric tools like email services, ads, web analytics, mobile apps and so on.
Databases or Data Warehouses that store various data sets in-house by IT.

Both methods result in storing and using customer data in different places. Siloed data is difficult to stitch together and makes a customer-centric approach much more difficult.
Marketers look to build omnichannel experiences to cater to the way customers interact across multiple touch points when and where they want. The traditional customer data management model leads to a disjointed experience.
Not being able to act on the signals that your customers provide in real time is a missed opportunity.
Customer Data Platforms can help.  A CDP delivers the next tier of customer understanding by connecting data from various channels

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Using Google Customer Match to optimize PPC campaign performance

Your display advertising targets specific audiences, but what about your search marketing? It’s time to think beyond the keyword, and tailor your PPC campaigns based on who is actually viewing or clicking your ad.
With a “people-based” approach to your search marketing, you can improve the cross-channel customer experience, optimize PPC campaign performance and ultimately reacquire customers and grow CLTV.
Visit Digital Marketing Depot to download LiveRamp’s “How to Grow Customer Lifetime Value with People-Based Search Marketing.”
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Pick up the phone: Your best customer is on the line.

Marketers cannot ignore offline channels. Customers no longer see a difference between digital and physical. In fact, in this age of digital connectivity, inbound phone calls are on the rise. And it is often these customers who call directly to a business are a marketer’s most valuable asset.
In May 2017, Marchex commissioned Forrester Consulting to examine how customers who initiate an inbound call during the customer journey perform against those who do not. Through an online survey of 213 marketing decision makers in the US, we found that the phone customer converts faster, spends more and churns less.
Learn more. Visit Digital Marketing Depot to download “Pick Up The Phone: Your Best Customer Is On The Line.”
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