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Trends in paid search to watch in 2024

[ad_1] The digital marketing landscape continues to evolve rapidly as new technologies and platforms emerge, allowing marketers to innovate and adapt their strategies to meet the changing demands of consumers. Amid this shift, marketers rely heavily on search engine marketing to become efficient and drive higher ROI. So, what is 2024 shaping up to be,...Read More
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ChatGPT rolls out voice and image prompts

[ad_1] OpenAI is adding new voice and image capabilities to ChatGPT.  The new features will allow you to either engage in voice conversations with the chatbot or share images to express your thoughts, rather than relying solely on typing out prompts. ChatGPT’s new voice and image functionalities will be rolled out to paying subscribers over...Read More
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Mapping the customer journey for SEO and marketing success

[ad_1] Before embarking on a shopping journey, customers often find themselves in a state of awareness where a specific need or desire has sprouted in their minds.  A growing recognition of a gap characterizes this initial phase – perhaps a missing item in their collection, an upgrade to enhance their lifestyle or a solution to...Read More
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Google ‘using clicks in rankings’

[ad_1] “Pretty much everyone knows we’re using clicks in rankings. That’s the debate: ‘Why are you trying to obscure this issue if everyone knows?’” That quote comes from Eric Lehman, a former 17-year employee of Google who worked as a software engineer on search quality and ranking. He left Google in November. Lehman testified last...Read More
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5 outdated marketing KPIs to toss and what to reference instead

[ad_1] Moving away from conventional KPIs and toward a more advanced understanding of your campaigns gives you real competitive advantages.  I could have written about this topic years ago, but it’s especially important as engagement costs on major advertising channels continue to increase, and an unpredictable economy puts a premium on efficiency.  Ready to change...Read More
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Google accused of downplaying ad price manipulation

[ad_1] Google has been accused of downplaying how much it quietly increases ad auctions. The search engine admitted at the federal antitrust trial that it “frequently” inflates ad prices by as much as 5% without telling advertisers – sometimes 10%. But marketers are calling the search engine out for being too “conservative” with these figures as...Read More
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Google denies manipulating ad auctions in resurfaced SMX clip

[ad_1] Google denied manipulating ad auctions at SMX Advanced 2015 – eight years before admitting it actually does. During the conference’s keynote speech, Google Ad executive Jerry Dischler told the audience: “Full stop, we are not manipulating search results or manipulating the ad auction in order to increase profits. That’s just not what we do.”...Read More
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TikTok Search starts showing Google results

[ad_1] TikTok Search has started showing external links to Google results. App researcher Radu Oncescu shared a screenshot on X (formerly known as Twitter) after noticing the new feature, which is being tested in several different markets across the world: The test shows a Google Search box appearing midway down the social platform’s search results...Read More
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How to increase LTV with PPC

[ad_1] Lifetime value, or LTV, averages the total revenue generated by a customer during the entirety of your relationship. While the KPI often sounds cool and dandy, it can be difficult to improve. Doing so requires long term thinking, commitment and a deep understanding of your customer database. This article will dive into concrete ways...Read More
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