2019 has been an extremely busy – and extremely successful – year for our team in content marketing. From writing insightful blog content and creating testimonials with leading enterprises to producing webinars with industry pioneers and taking to the stage at trade shows – it’s been hectic, to say the least.
All that aside, our crowning glory over the past 12 months has been the production of a wonderful series of eBooks that look to capture and communicate the various ways the industry of performance marketing is shifting and evolving. We’ve explored what the ideal bidding calculation process in SEM tools should look like and how it can unlock hidden potential. We’ve taken a deep dive into how you can identify poorly performing dimensions across your campaigns and then work to ensure you’re optimizing to the right metrics. And we’ve also examined how the path to great PPC is comprised of a combination of big data, machine learning, and human experience.
Now, as we prepare to say farewell to the year, and indeed the decade, we’ve taken the opportunity to look back and reflect on what we’ve achieved. We invite you to take a trip down memory lane with us and revisit our 5 most popular eBooks of 2019.
PPC bidding optimization has come a long way over the years. The bid calculation process for at-scale programs has many moving parts and can be intimidating for data scientists, let alone the day-to-day users, managers, and stakeholders in paid search programs. Bidding calculation in the modern era has many flavors, but we’re interested in the best and most optimized version; the type of process that is designed to drive peak performance.
Our eBook Machine Learning Powered PPC Optimization walks through both the prerequisites of a thorough bidding process and the bid calculation stages that modern SEM optimization tools are utilizing to unlock the most from large PPC programs.
In paid search programs, the levers you can pull to improve results come in many forms: landing page optimization, ad copy testing, program structure efficiency, automated workflow, and reporting functionality. The most powerful tool, though, is unquestionably keyword bids. SEM bidding optimization is the most significant way to achieve peak performance in paid search. A number of techniques and tools are available to help advertisers take on this challenge, but there are strengths and weaknesses among these. Over time, innovative transformations have sprouted up, but there is an apparent divergence between what benefits smaller versus larger search programs.
Here we explore some of the transitions, strengths, and weaknesses of different PPC bid optimization techniques – all to help performance marketers like you find success in improving paid search results.
The Advanced PPC Auditing Guide: Determining Root Causes, Bleeding Dimensions, and Optimization Strategy
If your current PPC program is dipping below expected ROI targets the good news is that no account is perfect. This, hopefully, shouldn’t come as a surprise to you. Unexpected declines in PPC performance are perfectly normal and are not cause for alarm just as long as you know what actions to employ to right the metaphorical ship.
The bad news? Pretty much every aspect of your campaigns can have detrimental effects on your business outcomes. Out of the gate you’ll want to ask yourself these questions: Am I using the right keywords? Are my landing pages and ad copy optimized? Have we made any business model changes that could affect ROAS? Could seasonality be a factor?
In our advanced PPC auditing guide, we cover what it takes to determine root causes, identify poorly performing dimensions, and then ensure you’re optimizing to the right metrics. In what can be viewed as an overwhelming process, we break down how to move through the stages into handy, bite-sized snippets that can quickly empower PPC practitioners like you to get back to driving improved advertising investments.
Given the modern data environment, improving your PPC results will increasingly rely on processing quality data. Going from good to great PPC performance involves collecting and processing bigger data sets and using machine learning to find and select the best bids. But, despite what you may fear, humans are an integral part of this process as well. Machines can’t do it alone.
You’re a talented search marketer, but you want to constantly improve, grow, and stay sharp on the latest techniques in digital marketing. Whether you’re the hands-on owner of a SEM program day-to-day, or you’ve stepped away to think more broadly about your digital acquisition strategy, the goal is still the same: turn your PPC channel into an efficient and predictable revenue driver.
Take a peek inside this eBook to dig deeper into how big data + machine learning + human experience all work together for SEM growth.
In an era when online marketplaces have never been more crowded and consumers have never been more demanding with brands, it’s essential that digital advertisers no longer throw a blanket over audiences. Those days are long gone. Instead, they must be cognizant of the fact that each member of their audience has a specific set of attributes that will influence how they should be targeted.
It all sounds very complex, doesn’t it? Luckily, our eBook How to Leverage Socio-Demographic and Audience Data for Marketing lays out the steps that can be taken to implement audience targeting successfully. It also takes a deep dive into the challenges to be aware of when working with audience data and the best platforms to use to ensure peak performance.