PPC
6 Common Mistakes to Avoid

I’ve taken over a lot of Google Ads accounts in my day and one of the biggest problems I find is that the account isn’t tracking conversions correctly, or at all, making it nearly impossible to know what is and isn’t working.
What I’d like to do is walk you through the most common issues I see with conversion tracking in Google Ads and give suggestions for how you can fix it.
6 common Google Ads conversion tracking mistakes to avoid
We’ve got a handy guide on Google Ads conversion tracking here, and even a post on conversion tracking hangups that can get in the way of getting set up properly. What we’re covering below is more along the lines of mistakes advertisers make once they are set up. These are hard to detect because they don’t come with error messages. But lucky for you we’ve got you covered so you can avoid inaccurate reporting and misleading data.
1. No conversion tracking
Yes, yes, I know. I’m kind of cheating with this one.
Clearly, this one is pretty obvious. If you haven’t set up any conversion tracking, it’s a no-brainer that it’s going to be a problem.
The fix for this one is also pretty darn simple: go set up conversion tracking.
But maybe finish reading this post before you do. Hopefully I’ll be able to head off a number of the problems you might have caused for yourself.
2. Not tracking all conversion actions
Despite best practices suggesting that you should only have one conversion action on each page, I often see landing pages with multiple different conversion points provided.
This could be any number of actions:
- Demo request form
- Contact us form
- Gated whitepaper/content download
- Purchase
- Engage with a chatbot
- Schedule an appointment
- Request a call back
- Call
No matter what you ask for on the landing page, users can often find their way to your main website as well. Think of all the different calls to action throughout your website. Are you tracking them all?
When you create a new conversion action in Google Ads, you can choose a category that it resides in. Let these categories act as prompts for you to think of all the ways users can engage with you on your site and then be sure that you’re tracking them all.
While you might want someone to eventually make a purchase or request a demo, it would be shortsighted to not count any of those other actions listed above as conversions given the potential user intent behind each.
3. Tracking non-conversion events as conversions
On the flip side, don’t track actions that don’t provide some level of value to you. While the list I gave you above is fairly long, you’ll notice that I didn’t include things like:
- Page views
- Social media icon clicks
- Video views
- Time on site triggers
- Ungated content downloads
- Submitting a help ticket
- Contacting customer service
For each of these, while they might be useful to have stats on, they’re likely NOT conversion-worthy actions since they almost certainly aren’t providing you with any personal or payment information for the user.
Here’s how this mix-up typically happens: someone at a company identifies a page or specific action as highly valuable and likely to lead to a conversion. That then becomes a signal for user quality, then someone suggests it should be a conversion, then Bob’s your uncle, we’re tracking people who viewed an FAQs page in the same way we track demo requests.
I have an uncle Bob, and while he doesn’t work in marketing, even he knows it’s not a good move to have false positives in your account. Vet each of your calls to action for actual value for your company before deciding what should be a conversion and what shouldn’t.
If you get a lot of pushback on one of these actions and someone REALLY wants it as a conversion, then set it up as such, but count it as a secondary action. This means two things:
- The conversion will be counted in the All Conv. column, not Conversions.
- Any Smart Bidding strategy will not count this action as a success and won’t optimize for them directly.
4. Tracking all conversion events equally, even if they’re not
Ok, so you’ve narrowed down your conversion events and you have only those that are TRULY conversions in the primary status, but you’re treating them all equally. This isn’t inherently wrong, but there COULD be something amiss here.
Let’s take the list I provided earlier:
- Demo request form
- Contact us form
- Gated whitepaper/content download
- Purchase
- Engage with a chatbot
- Schedule an appointment
- Request a call back
- Call
While each of these may be a conversion, odds are, they’re not all of the same quality or value. Someone who fills out a demo request form likely isn’t as qualified as someone who simply called your business. A person who scheduled an appointment likely isn’t the same as someone who already made a purchase. And better yet, two users who both made a purchase could have bought orders with different values and margins, impacting overall ROAS differently.
For ecommerce companies, this is a bit easier to sort out. You should be pulling in your revenue data along with your conversions so you can calculate a ROAS on your campaigns to optimize from.
For lead gen, this could be a bit more difficult, but still worthwhile. If you’re not able to pull in dynamic values for each conversion action, you can use the default value settings available when you set up your conversions. Figure out a scale that can work for you and determine the different value levels for each action. Maybe a content download is worth $10 and a demo request is worth $250.
No matter what your scale is, you’re now able to track all actions in the Conversions column and then use the Conv Value and Cost / Conv Value columns to determine the value of the leads you’re generating.
5. Tracking “every” conversion for lead generation
On an ecommerce site, if someone makes five different purchases, then their lifetime value will go up because each purchase had revenue attached to it. That’s simple.
Lead generation is different. If someone submits the same information to your site 15 times, you don’t get 15x the returns. You still only really have one lead and the data in your conversion column should reflect that.
In the conversion setup process, you can select the frequency of tracking: One or Every. For ecommerce, you’ll choose Every. Lead generation should select One so you only track the one lead submission for each user and avoid double and triple (or worse) counting of leads, which would again create a false positive.
6. Tracking phone calls of very short duration
In Google Ads, you can track calls directly from the platform if the call uses a Google forwarding number. These can be a great option for tracking (and in some cases recording) phone calls from your Call Assets (formerly Extensions). This gives businesses an easy way to see how many phone calls ads are generating and tie them directly back to the campaigns, ads, and keywords which triggered them.
The problem comes when the phone calls being tracked are ALL phone calls. But as anyone who has conducted a phone call will know, every call is different.
In the image above, you can see some calls are as long as 28 minutes (1,701 seconds) and others are as short as six seconds. Should those two calls be treated the same? Methinks not.
For most businesses, a sale of a product or a lead will be considered a conversion in their Google Ads campaigns. For those types of actions to occur, there’s a minimum amount of time someone will need to be on the phone to get the same level of value. At minimum, they would need to share their payment information or their personal contact information, both of which usually take a bit of time.
For this error, I encourage you to do a couple of things, but at minimum, to do one.
First, I’d like it if you talked to members of your sales/call center teams and get an idea of whether or not any calls actually yield business directly. If not, it might not be worth counting phone calls as conversions in the first place.
If they do, then next you should ask for insights on how long it takes to gather either payment or personal information on the phone. Do those calls usually last 30, 60, 90 seconds? Longer? Find a number you’re comfortable with, and then add that as a minimum
Avoid these conversion tracking mistakes
Unfortunately, the saying “some conversion tracking is better than no conversion tracking” isn’t always true. While it’s better to have put forth some effort, there are common mistakes that can be misleading and, in some cases, more damaging, than having no tracking at all. Hopefully this list will help you check your conversion tracking for quality assurance to make sure you and any algorithm is optimizing on clean data.
- No conversion tracking
- Not tracking all conversion actions
- Tracking all conversion events equally, even if they’re not
- Tracking non-conversion events as conversions
- Tracking “every” conversion for lead generation
- Tracking phone calls of very short duration
PPC
The 7 Best Ecommerce Marketing Channels for New Store Owners

Here’s the thing about digital marketing channels: there’s no shortage of them out there, but as a new store owner, you cannot afford to be on every one. Nor do you have the time to figure out which ones are best for you.
This troubling image concepts what it feels like to be a new ecommerce store owner.
So, we’re going to save you hours by sharing the top seven ecommerce marketing channels for new businesses—including the pros, cons, and tips for getting the most out of each one!
The top 7 marketing channels for ecommerce stores
Below are the top ecommerce marketing channels we recommend for new store owners to drive sales and maximize profit.
1. Influencer marketing
As a new store owner, influencer marketing is one of the guaranteed ways to fast-track your journey to market. There are micro-influencers in every industry, and consumers respect and follow the recommendations and words of authority figures they know.
Pros
- Builds trust.
- Easiest way to spread word of mouth.
- Cheaper than mainstream media.
- Very effective if executed properly.
Cons
- Difficult to predict ROI.
- A change in the influencer’s reputation could impact your brand.
- Can be hard to identify and get responses from influencers.
Tips
Gretta Van Riel, a multiple 7-figure ecommerce store owner, uses influencer marketing as her primary marketing channel. Here are some tips from her on how to get the best out of influencer marketing:
- Give your influencers creative freedom. They know their audience better.
- Do not overwhelm influencers in your initial outreach message.
- Be clear with deliverables. Quantify where possible. For example, they will write one round-up blog post mentioning your product and three social media mentions (Facebook, Instagram, and TikTok). And what are you giving them in exchange? A free trial, unlimited or early access, or a discount?
- Stay small. Micro-influencers oftentimes have better engagement than macro-influencers.
2. Social media marketing
Organic social media marketing refers to using the free posting and online store options available on major social media platforms like Facebook, Instagram, Pinterest, TikTok, and more.
Many consumers use social media to learn about brands and ecommerce stores and will look to see how other customers engage with your brand before they buy from you.
Poppin Candy uses social media marketing to sell ecommerce products with catchy videos about its candies.
Pros
Cons
- Takes time to build a presence and stay active.
- You do not have complete control over the content you create, since people can comment, share, and generate their own content.
- You need to have the time to engage back with your audience.
Be sure to engage back with your followers!
Tips
For more help with social media marketing, check out our resources:
3. SMS marketing
SMS marketing remains one of the OG means of telecommunication, and people trust marketing content delivered via emails and SMS more than generic online content or ads.
According to SMS Comparison, it has an open rate of 98%.
Pros
- Easy to set up and deploy.
- High delivery, open, response, and conversion rate.
- Easy to integrate into a sales funnel.
- Great follow-up channel to engage prospects on your list.
Cons
- Can be costly.
- Becomes intrusive if not done properly.
- There are regulations against it in some countries.
- Can be subject to spam filters.
- Difficult to measure and track.
Tips
For tips on getting started with SMS, head to our guide to SMS marketing.
4. Email marketing
Email is one of the most effective marketing strategies available today and a great way to communicate with potential, current, dormant, and even churned customers.
Below are a few steps you can take right now to start getting results.
- Define your target market.
- Collect emails to build a list.
- Nurture the contact.
- Use a clear call to action.
Pros
- High response and conversion rate.
- Easy to track and tweak.
- Great for nurturing prospects through any stage of your funnel.
- Easy to personalize.
Cons
- Requires list maintenance and efforts to stay out of spam filters.
- Like SMS, requires list building and maintenance.
- Need good copywriting skills.
Tips
For tips on email marketing, we’ve got plenty of resources:
5. Search engine optimization (SEO)
SEO is the science of optimizing a website so that it ranks high in search engine results for terms relevant to your business and services. The more relevant traffic you get, the more you can convert that traffic into leads and sales.
The key to the blog is to write articles that target informational intent keywords. For example, Quip is an ecommerce site for oral care, and it’s got a blog on topics like how to use an electric toothbrush, how to clean an electric toothbrush, and more.
Pros
- SEO is free! And keyword-targeted evergreen content produces long-term traffic growth.
- SEO is scalable so you can maintain performance as your traffic increases.
- When combined with conversion rate optimization, your SEO can boost sales.
Cons
- Long-term strategy. It takes time to see results.
- The SERP for evergreen topics is more competitive than the local SERP, so it can be difficult for new stores to gain visibility.
- SEO may be free, but it does require time to write articles, do keyword research, and maintain pages.
Tips
To get going on your SEO strategy, here are some helpful posts:
6. Pay per click advertising
Pay-per-click advertising (PPC) is a great choice for new ecommerce store owners with some marketing budget. It simply means paying ad networks to show your marketing messages or banners across search engines or other online media.
Pros
- While SEO takes time to gain traction, PPC yields immediate results.
- Because you can target highly specific audiences with PPC, and because you’re only paying when someone clicks on your ad, this method is cost-effective.
- Data! With clear visibility into which campaigns are working and which ones aren’t, you can make data-driven decisions to optimize your campaigns and maximize your ROI.
Cons
- Running effective Google Ads and other PPC campaigns requires regular maintenance, audits, and reporting.
- You need to pay to play. If you underfund your campaigns, they won’t generate enough volume and data needed for machine learning to take place and optimize your campaigns for profitability.
- The online advertising landscape is always changing, so it’s important to stay on top of platform updates.
Tips
Here are our best resources for PPC:
7. Video marketing
It’s impossible to overlook the power of video marketing. Most social media platforms now favor video content over any other form of content. You can use video to create educational tutorials, ads, educational ads, product demonstrations, explainer videos, and more.
Pros
- Video gives you a competitive edge because it allows you to not only tell but show your value and demonstrate how your product provides benefits.
- While it can be hard to take creative freedom with SEO and PPC content, video affords plenty of room for ideas and creativity to help you distinguish your brand.
- Live shopping streams are becoming more popular and accessible.
Cons
- Video marketing can be resource heavy—it takes time to edit, and you need to have the right equipment so that you’re working with quality footage from the start.
- Requires consistency. To gain traction with your YouTube Channel, you need to be consistently posting content and monitoring your YouTube analytics.
- Lots of influencers use video, so your business can be up against some heavy competition with large audiences.
Tips
Here are our best tips and resources for a successful video marketing strategy:
Final tips for choosing the best ecommerce marketing channels
Not sure which marketing channel to start with for your new ecommerce store, or which one will be best for you? Here are some final tips:
- A multi-channel strategy is the way to go. Each channel has its strengths and weaknesses, but employing multiple channels in concert with one another will bring you the best results.
- Research your target audience. Find out the platforms your target audience uses most. For example, Tik Tok works more with Gen Z than the baby boomer generation. And emails work better with the baby boomer generation than with Gen Z.
- You’ll only know how each channel works with your niche if you pay attention to your metrics. Use tools like Google Analytics, Data (Looker) Studio, a CRM, and the native analytics tools within each channel to monitor and measure your results. This will allow you to see which channels bring in the highest ROI as well as to A/B test different approaches within each channel.
The best ecommerce marketing strategies (recap)
Using these ecommerce marketing strategies can help your new store flourish and get customers.
- Influencer marketing
- Social media marketing
- SMS marketing
- Email marketing
- SEO
- PPC
- Video marketing
About the author
Bhujal Patel is a marketer and SEO, passionate about helping businesses get more revenue and profit through customized strategies. He lives in Toronto and writes about business ideas and scaling organic growth at mydigitalkube.com. Connect with him on LinkedIn.
PPC
PPC Campaign Testing: The Dos & Don’ts to Turn Risks into Rewards

There are certain facets of marketing that have always seemed to capture more attention than others in regards to growing your business online. One of these is testing.
This adherence (and some might conclude, obsession) with data is not confined solely to the marketing world, as it seems most aspects of society have transformed into “data-driven” models.
Data-driven decision-making in marketing is incredibly valuable, but there is a time and place for everything, and marketing itself is a lot more than just numbers.
The data that drives successful marketing campaigns can’t materialize prior to creating said campaigns. The chicken that lays the egg that makes testing possible is the creativity that drives results fuels the data that informs decisions.
In this post I’ll walk you through what A/B testing is from a paid media perspective, when it’s necessary, and when human abilities like creativity, intuition, and common sense lay the groundwork.
What exactly do we mean by “testing”?
There are many forms of testing within marketing including multivariate testing, usability testing, and content testing, but for the sake of simplicity within paid advertising we will mostly be referring to A/B testing.
With an A/B test, you create two variants of an ad or landing page, and everything is identical except for one element so you can see which variation leads to more conversions. You can test ad copy, button colors, creative elements, the length of the landing page, and more.
The variant that performs better needs to reach statistical significance, which Investopedia defines as “the claim that a result from data generated by testing or experimentation is likely to be attributable to a specific cause. A high degree of statistical significance indicates that an observed relationship is unlikely to be due to chance.”
You generally want a confidence of 95% to consider that a change or variant is statistically significant.
When is it appropriate to begin testing?
Many folks take an extremely “scientific” approach right out of the gate, analyzing every impression and click with a magnifying glass and conducting micro experiment upon micro experiment with slight alterations in ad copy and creative.
The problem with this is that they are limiting themselves by hyper-focusing on small details too early on. Successful paid media is not always an immediate victory in regards to the quality of feedback or results that you may experience when you get started.
With a channel like Google Ads, for example, patience and observation is key to learning which levers to pull and where to make strategic adjustments. You may create an ad or make and adjustment and wait a week or two to observe the impact. Plus, there’s the algorithmic learning period to consider.
So the question is, when should you begin testing?
Every business is different—their stage of growth, the number of creative resources available, and the industry they are competing in. When it comes to paid media channels, everyone starts with a blank slate at some point. The promotions and strategy that you choose from the start often influence the evolution of your paid advertising accounts for better or worse.
From my experience, testing should begin after you start to get some traction with the results you are looking for. So for example, if you are looking to generate conversions from a lead form submit, then you should begin testing after you begin to see some results. So you might now be thinking, “What if I’m not driving any results and therefore need to test in order to do so?” My answer to that question is to separate testing from experimentation.
Testing vs experimentation
From a paid marketing perspective, testing is comparing a control to an alteration. You are “testing” a new variant against a pre-existing one to see if the changes you have made are statistically significant or not.
Experimentation, on the other hand, is pushing your creative juices to produce a variety of different ads or promotions against your target audience to see what appears to gain the most traction.
Experimentation is not to be confused with Google Ads experiments, a feature within the platform.
Some may call this testing but in my opinion, it is less scientific and restrictive. Once you begin to accumulate meaningful data and feedback you can then identify and zero in on what works and test within that framework.
How to do experimentation the right way
When you are in the experimentation and exploration phase, there is a strategy to apply as well. On paid social networks, I like to create the target persona as best as I can manually, then create 3-4 ads targeting that persona.
Given the objective of the client, these ads will be in alignment from a conversion or web traffic perspective. I will also typically create a retargeting audience to test against visitors who are already familiar with the brand. From there, we may incorporate more variations of ads, play around with copy or creative, and allow the campaign to run and collect data.
This stage allows us to gauge the audience’s receptiveness to different messages and ultimately the data will inform us on a direction to explore further. For one client of mine, we were able to increase lead-to-sales opportunity ratios by over 15% by simply identifying that certain language and creative elements resonated much better with our audiences than others. We arrived at that conclusion, however by not being too stringent on testing early on, rather, letting the ads play out then assessing the findings.
Bottom line? The purpose of the experimentation or exploration phase is to create baselines—which allow you to set expectations as well as goals for improvement. This will move you beyond the experimental phase into the testing phase. From there on you can create a model for testing that allows marginal improvements to performance without all the risk of trying an entirely new promotional set.
How (and when) to move from experimentation to testing
To simplify my process for experimentation and testing I will outline from my experience, the stages of growth within a paid advertising account and what you should be doing:
Early stage: Experimentation only
If you’re starting your Google Ads campaign or account from scratch, you should be focused primarily on setting up proper tracking, pixel implementation, etc. first. The most important part of this early phase is that you know your general goal for advertising and ensuring your website and CRM are tracking these results properly, whether they are website visits or conversions.
From there you should take that overall goal and begin to construct campaigns in which to enter the experimentation phase.
If it is paid search, create campaigns for your branded search terms and through keyword research, some of your most relevant terms. Try to start with something that has the highest probability of producing the result that you want, then expand from there once baselines are established. You can learn how to set up conversion tracking in Google Ads here.
In paid social, you should do the same but with website remarketing and a carefully constructed target persona. In paid social you should establish the goal you are looking for and try numerous promotions that align with that goal.
You can learn how to set up your Facebook Pixel here.
You may also want to set up the Facebook Conversions API for the most complete tracking.
Middle stage: Start testing
What I refer to as the middle stage is where you have experimented with different offers and have figured out what appears to work. You have baseline costs for these promotions and are ready to start testing variations of this offer in a more scientific way. This is where you can begin to A/B test.
Growth stage: Refine your testing
This is where you are certain of what drives business within the account. When an account is in this stage you want to find ways to grow but do so within the framework that has proven to be successful. At this stage in the game, you want to test very stringently with fairly smaller changes to variations to mitigate risk of decreasing performance. Larger riskier experiments should be isolated to their own testing campaigns, separate from the ones that are currently driving business for you.
Patience is key with campaign testing
The main takeaways you should have from this advice is to treat new and early paid advertising much looser than what some others might tell you. Although everyone wants to score a touchdown right out of the gate, it is much more beneficial to your paid accounts and development as a marketer to be patient.
Not relying too heavily on data to make decisions early on allows you to be more creative and push the envelope with your marketing abilities. If you are more open to new ideas early on, it will inevitably reduce the amount of time you otherwise would have been testing micro changes to one idea. For long-term success in advertising, you need to take some risks to set a better baseline for the future.
PPC
How to Get Found Online: Our Top 9 Tips for Local Service Businesses

In today’s digital landscape, having a robust online presence is essential for businesses of all sizes, but especially those in the local service industry. With more people relying on search engines to find what they are looking for, businesses that are easily found online and have a solid online reputation will have a major advantage over their competitors.
So in this post, I’m going to show you how you can improve the local online presence of your service-based business using two fundamental marketing strategies: SEO and PPC
9 best ways for local service businesses to get found online
As a digital marketing instructor and consultatnt, I have had the privilege of not only teaching my students about the importance of combining search engine optimization (SEO) and pay-per-click (PPC) advertising for businesses, but also experiencing the positive impact of this combination firsthand. Here’s how to leverage these two strategies to drive traffic, generate leads, and maximize a limited budget.
1. Pick the right company and domain name
Naming your business should be a thoughtful process. You want something that reflects your brand personality and is not easily copyable.
As a local business, it can be extra helpful to pick something that aligns with your target audience’s search intent, but don’t force it. I once came across a dentist that named itself “Dentist Near Me” and secured the domain dentistnearme.com. Taking this approach to an extreme certainly has its SEO benefits but it may not always be the best idea as others may follow suit and adopt similar names, potentially rendering the strategy ineffective.
A helpful tactic is to include your city, town, or service area name in your business name but it isn’t essential.
2. Get your listings in order
Having an up-to-date Google Business Profile is also a great way to improve your local business’s online presence. Regularly update your business information, add photos, and create posts with deals and helpful articles to build trust and credibility with potential customers. You should follow suit for the rest of your online listings as well to increase your chances of ranking in local searches.
This will make it easy for them to find and connect with you.
3. Target keywords with blog posts
Publish keyword-rich blog posts that answer common questions from potential customers—not just about your business specifically but about things related to the products and services you provide.
This will not only improve your website’s search engine ranking, but it will also build trust and credibility with potential customers.
You can use our SEO-optimized blog post templates to get started!
4. Put your highest value CTA at the top right of your homepage
Make sure your website is user-friendly and provides a great user experience. We have plenty of website examples you can browse through here. Implement prominent call-to-action buttons, such as a clickable a phone number in the top right-hand corner and footer, and a large contact form in the footer. These buttons are easily accessible, intuitive, and make it simple for customers to get in touch with you, book a lesson, start a free trial, etc.
Your highest value CTA should go in that right-hand section.
5. Track your SEO performance
In addition to reporting on your PPC performance, you should also keep track of your organic/SEO performance. Use Google Tag Manager and GA4 to analyze SEO metrics and customer behavior against your goals, as well as Google Search Console. You can also use Google Looker Studio (formerly Google Data Studio) to monitor organic performance.
6. Reduce your PPC spend with location targeting
This is a key home service business marketing tip. One challenge many small businesses face with advertising is a limited budget. One client I worked with had only $10 a day to spend. To overcome this challenge, I used location targeting to reach a 5km radius around the business’s location. This approach helped them save their advertising budget while also reaching the right audience.
7. Bid on commercial intent keywords
When running Google Ads, you have to tell Google which keyword(s) you’re bidding on. While there are tons of keywords relevant to your business, the ones to bid on with your PPC campaigns should have high commercial intent.
Do extensive keyword research to identify the keywords that potential customers would be searching for when looking for what you have to offer. Informational intent keywords should be used for SEO. For PPC, use commercial or transactional intent so that your ads won’t just appear for those searches, but so that they’ll get clicked on by people, and those most likely to convert.
8. Maintain a negative keyword list
In addition to targeting high commercial intent keywords, be sure to use negative keywords—which are keywords that you do not want your ad to appear for. This will prevent your ads from showing up for and getting clicked on by people for whom your product or service is not a good fit.
In my view, even with broad match, this is especially important when your daily budget is low.
9. Set up conversion tracking
Another important aspect of running a Google Ads campaign is measuring your success with conversion tracking. With this visibility, you can harness the campaigns, offers, settings, and strategies that are working and eliminate what’s not and improve your ROAS (Return On Ad Spend).
Check out our list of conversion tracking mistakes to make sure you’re getting the most accurate data possible.
Improve your local businesses’s online presence with SEO & PPC
The best way to improve your online presence for your local service-based business is to use SEO and PPC together. Both will help to improve your presence on the SERP for a wide range of keywords, and with the tips I provide, you’ll be able to reach your target audience and build trust and credibility with potential customers.
Here are the tips I mentioned in this post:
- Pick the right company and domain name
- Get your listings in order
- Target keywords with blog posts
- Put your highest value CTA at the top right of your homepage
- Track your SEO performance
- Reduce your PPC spend with location targeting
- Bid on commercial intent keywords
- Maintain a negative keyword list
- Set up conversion tracking
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