Google Ads are designed to drive actions. These actions are also called conversions and include things like product purchases, event registrations, and email signups. It’s these actions you’re ultimately vying for when you bid on the keywords that trigger your ad to display. By setting a target cost per action (CPA), you inform Google Ads … Read more
The recent shift from “conversions” to “key events” in (GA4) represents a significant change that digital marketers, especially SEO professionals, need to understand and act on. This article explores the implications of this change and insights on how to leverage it to elevate your marketing reporting. Understanding key events in GA4 On March 21, I … Read more
Reading Time: 8 minutes You’ve been running a comprehensive search engine marketing campaign comprising SEO and Google ads for your ecommerce store and have decent website traffic coming to it. The problem is that only a small percentage of those people who visit your website end up buying from you or subscribing to your newsletter. … Read more
Microsoft Advertising published its monthly what’s new feature announcing changes and new features to its advertising platform. Microsoft announced enhanced conversions is rolling out to more markets, new targeting options, new ways to set up campaigns, an update to hotel center subaccounts and RSA reporting updates. Here is a short version of what Microsoft announced: … Read more
Microsoft is launching enhanced conversions in all markets across America and Europe in the coming weeks. Additionally, the tech giant introduced new ad-targeting capabilities to assist brands in reaching high-value consumers. Why we care. Leveraging these latest updates has the potential to enhance campaign performance significantly. By refining conversion measurement, you can optimize campaigns more effectively, … Read more
Measuring and reporting on the success of local SEO efforts is crucial for improving your strategy. While the main goal is typically increased leads and revenue, tracking incremental progress through rankings, traffic, and conversions also matters. This article provides tips on how to set up and use data from rank tracking tools, website analytics and … Read more
Meta advertisers can now measure conversions that occur within one day of a video ad play. The introduction of the Engaged-view attribution setting addresses a video trend where viewers prefer to complete their session before taking action on a video ad, minimizing disruptions to their viewing experience. Meta has said it introduced this setting to … Read more
This week’s Ask an SEO question comes from Arpit, who asks: “How do I optimize SEO conversions on non-branded search terms?” Great question! This one is all about meeting user needs and modifying your copy or the page experience at the current step in the consumer journey. And it applies to both B2B and B2C. … Read more
Why Sales Funnels Are Important for Business Success The sales funnel represents a prospective customer’s stages along the buyer’s journey. From their first interaction with your brand to making a purchase. In other words: A sales funnel provides a structured visual that helps you understand and engage with customers. Because every marketing activity is tied … Read more
TikTok is rolling out a new measurement tool called Engaged View-through Attribution (EVTA) to provide creators with more insights into conversions. When a viewer watches a video ad for over six seconds, it counts as an engaged view. EVTA tracks conversions that occur after a user watches an ad for at least six seconds but … Read more
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