Every search marketer should test and calibrate paid search campaigns, but landing pages aren't tested enough. Where to drive PPC traffic is often a hotly contested topic but the most advanced paid search marketers diversify their approach to maximize ROI and customer impact.
One of the most significant trends in search over the last five years has been the emergence of voice search. Whether it’s through the growth in home smart speakers or the increased adoption and use of mobile phones as user’s primary means of accessing the internet, search volume and, increasingly, voice search volume has seen explosive growth. The question in many people’s mind has been how Google will monetize voice search Read More >
One of the more challenging things I’ve experienced in my career is working with companies that do not understand or appreciate the unique role each channel plays in a comprehensive marketing plan. When I think of how marketing should work, I think of the analogy of baking a cake... Read More >
Several years ago, I was invited to Mountain View to discuss go-forward strategies, alpha and beta test opportunities and ways that my company could partner more effectively with Google. At the end of the day, they shared some emerging capabilities and tests they had in market at the time... Read More >