Traditional, conventional display marketing is out; programmatic advertising is in.
Certainly, the evidence from digital ad spend points that way, and it makes sense. It’s an even more effective tool that lets you accomplish your advertising goals without breaking the bank.
Programmatic advertising, after all, works by putting hyper-specific data about your target consumers to work to create hyper-targeted ad campaigns that ultimately yield a higher ROI.
Programmatic marketing is a particularly effective tool for marketers in the B2B sector—businesses who don’t need to ask: What is a fixed VoIP phone number, for example—because the target audience is typically much smaller, and thus ideal for this data-driven approach.
In this article, we’ll set out six programmatic advertising best practices that build brand reputation and produce results.
Let’s dive in!
What is programmatic advertising?
Programmatic advertising is the automated buying and selling of digital advertising on a publisher’s website or app, where you eke out your digital ad space in real-time.
Automation, in general, is a process that saves businesses time and money. And while in traditional advertising, marketers typically cast a wide net and target everyone who visits a website, programmatic advertising uses data to target a specific audience rather than the location.
When customers interact with DSPs (demand-side platforms) such as mobile apps, video, or CTVs (connected TVs), advertisers bid for impressions targeted to users based on hyper-specific data points around demographics, cookie data, and information about online behavior.
So, brands can target subsets of individuals and, as a result, improve their messaging and advertising. Programmatic advertising thus finetunes the media buying process, all in the time it takes for a web page to load.
Want to actually live up to the mantra to get your message in front of the right people at the right time?
Let’s get into six best practices for effective programmatic advertising.
- Plan and set goals
If you’re thinking of using programmatic ads to boost efficiency and improve your brand, start as you mean to go on. Do your homework, devise goals, and give plenty of thought to executing a creative strategy.
Stating the obvious, sure, but worth reiterating. Clarity on your performance goals—what counts as a successful strategy and how you’ll measure your performance—will underpin your entire campaign.
Here are a few common goals that programmatic advertising can help you with:
- Building brand awareness
- Reaching and targeting new audiences
- Keeping existing customers and targeting them better
- Driving higher ROI
- Improving ad visibility
- Limiting ad spend.
Programmatic advertising allows marketers to benefit by combining the power of automation, data, and creativity to get more from their display ad performance. When we suggest getting creative—we’re talking cold email masterclass creative—we mean both in the design of the display ad and the way marketers can ingeniously target and retarget customers.
Marketers can make ads more relevant based on several factors, such as location, device, demographics, and even the weather. And creatively adjust their ads to deliver that killer message.
You can create campaigns that align with your goals by choosing between or combining the following display media to hit the right note:
Banner ads help raise your brand awareness and reach a broad audience. They engage customers from the top of the funnel, which keeps your brand top of mind and allows you to grab users’ attention before they’ve even become aware of your product.
Video ads can be used in campaigns to introduce sound and movement, and enhance the stories you tell to win your audience’s attention. The benefit of using video ads is in driving awareness of your brand.
Native ads are editorial-style advertisements, carefully blended in website content to have a natural, unobtrusive feel. As such, they’re effective in generating high-quality targeted traffic for your site.
In-app ads are notable for their solid click-through rates. These ads can be a good way of driving new users to your mobile app through paid mobile user acquisition and various related marketing activities.
2. Target better
With the ability to target your audience, you can highly optimize a programmatic media campaign and, most importantly, get more bang from your media budget.
The key is dividing your traditional audience into specific subsets or segments according to preconceived criteria.
Tailoring ads and displaying them to target audiences in your DSP can help you minimize wasted ad budget on the wrong audience.
And reaching those individuals most likely to be interested in your products and services with relevant, creative, and customized content is your surest bet to turn users into converts.
A data-driven approach to figuring out the ideal iterations of a given ad is the way to go, and machine learning tools can help allow you to get the right messaging to the right individuals.
For example, algorithms can determine the most effective location to place the ad, be it a big platform such as Facebook or a more specialized site with a higher concentration of targeted users.
3. Choose your DSP thoughtfully
Choose a platform that works within your ad spend. You bid to get displayed on a DSP once you’ve launched your campaign, which involves competing with other advertisers for ad inventory through an automated bidding system.
With a head-spinning array of variables to consider when choosing the right platform, some brands opt to partner with tech experts who can help you get the most of the platform features.
Some things to look out for in each platform:
- Their targeting options
- The quality of its interface
- Tech support when you face technical difficulties
- The amount of inventory each makes available
- Whether they support the top creative ad formats mentioned above and allow you to engage in different deals for inventory options.
4. Go with a data-driven strategy
There are three types of data you can use to target the right customers with the right messages.
First-party data is free, and arguably your most valuable data since it’s information collected directly from your audience. It includes information about their online behavior, interests, and activities on your site and apps.
You can also gather this data from CRMs, survey results, and customer feedback, and use it to make predictions and deliver the kind of personalized content that attracts new customers.
Second-party data is, basically, the first-party data you purchase from another source on a private marketplace.
Third-party data is information pulled from various sources by big data aggregators. While not exclusive, as competitors can also access it, it can work well in combination with your own first-party data to enrich your insights and help you reach a broader audience.
While the pandemic spotlighted the costs of remote working for staff—worker visibility, for example—it also drove companies to look to incorporate AI into their marketing strategy to keep their expenses down.
With the imminent end of third-party cookies, that trend will surely accelerate as marketers are tasked with finding the most efficient ways to reach audiences.
5. Join up advertising data with analytics data
The best way to optimize your audience targeting is to connect your advertising data with your analytics. Your analytics not only inform which users you target, but they also yield invaluable insight about when to target individuals and audiences along the customer journey.
By running ads that resonate with users where and when you find them in the conversion funnel, you can create the kind of content and ads that make their mark and build your brand.
Take B2B ad campaigns where the target audience of key decision-makers is rather specialized and tech-savvy—unlikely to have to ask: “What is cloud PBX?”, for instance. They’re extremely well suited to the nimbleness of a programmatic marketing approach.
On top of that, connecting your data sources to deliver more relevant ads that add value for your audience also allows you to exclude users from specific programmatic campaigns and saves you from wasting media spend on misplaced ads.
Choose a capable DSP, and programmatic marketing helps establish a single source of truth for monitoring and measuring your marketing performance. And it supports you in integrating your programmatic buying into your overall marketing efforts.
With a constantly shifting digital landscape, you must cash in on rich real-time feedback insights that will inform your experiments.
Working with the right partner and tools lets you develop attribution models that provide a granular understanding of what’s working across different touchpoints and what’s not.
6. Implement frequency caps
A simple, specific trick to getting the most out of your programmatic performance is implementing frequency caps.
These allow you to control how many impressions specific users see per month, week, or hour.
Integrating your data with your analytics platform lets you exclude specific users across your channels from seeing duplicate ads. That simultaneously prevents you from, again, squandering valuable programmatic media spend while turning off users with redundant ads that actually decrease the chance that they’ll convert.
Fail to add value, and your customers can quickly grow frustrated. This can be hugely detrimental to the reputation of your brand. Particularly in contrast to competitors that purvey fresh, engaging, and relevant content every time.
Experiment and test your outcomes with frequency capping.
Over to you
Consumers are already numb to digital ads, but programmatic advertising can deliver fresher content in more engaging ways, provided you do it well.
In allowing for the continuous optimization of KPIs throughout the buyer journey, it can help you better allocate your ad spend and improve the unique reach of your marketing efforts.
And when you add value, avoid annoying duplication, and make people’s lives simpler, you build your brand reputation.
Top Practices to Promote Your Business Using PPC
Are you getting low-quality traffic through your PPC campaigns?
Are fraud clicks draining your revenue from the PPC?
Is your return on investment on PPC not as expected?
Even though PPC advertising is an integral part of an effective marketing strategy, poor tactics can burn your ad budget and, thus, negatively affect your PPC results.
PPC has been around for more than 20 years, and marketers spend almost 80% of their ad spend on PPC campaigns. Knowing the importance and cost-effectiveness of PPC campaigns, it is essential to strategize your PPC campaigns to elevate your business’ growth instead of hindering it.
If you want to grow your business and predict the best ROI on your ad spend, then improving your PPC strategy is the first step, and you are in the right place!
This article will discuss 15 strategies to improve your PPC campaign for the best ROI on every dollar you spend.
Let’s dive in!
1. Choose the Right Platforms to Advertise
But, with this perk, it doesn’t mean that you should limit your advertising strategy to Google ads only. You can run ads on various social media platforms that will help you build your brand awareness, customer loyalty and boost sales.
However, the decision of choosing the platform will depend on your target audience and goals. Therefore you must do your research on the ad networks available before including them in your strategy.
There are dozens of online spaces where you can use your advertising spend, but the best way to assess the effectiveness of any platform for your business is to look at the ROI on each platform.
Some of the popular platforms for PPC advertising are as follows:
- Google Ads: Google Adwords enables you to reach 90% of the internet users with Google display and responsive ads. You can target your audiences on the basis of what they are searching or can target them with your products when they are searching about the options on another website through display ads.
- Meta Ads: With Meta (Facebook) Ads Manager, you can create ads in different formats such as video, images, and carousel. Meta’s (Facebook) targeting is done on the basis of the demographics and interests of your buyer persona.
- Instagram Ads: Businesses use Instagram ads to drive awareness and to increase their customer base. The ads between stories and on platforms create hooks for the audience through appealing visuals.
- Twitter Ads: People will not spend a lot of time looking at your ad on Twitter, therefore, the shorter you make it, the better it is. Experiment with the copy and visuals to see which ad performs best.
- Bing Ads: The unique feature about Bing ads is that it allows you to schedule the campaigns according to different time zones. This gives you more granular control over the campaign and ads.
Some of the other platforms you can advertise on are AdRoll, RevContent, and Yahoo.
2. Include Social Media in Your PPC Ad Campaign
The effectiveness of social media ads is relatively higher than Google ads since these ads appear directly in your feed, thus decreasing the effectiveness of Ad-blockers.
While paid search is more keyword-focused, paid social ads to focus more on demographics and persona, thus leading to new ways to target your audience.
Paid social media ads allow you to use a wider variety of ad types and formats, like images, videos, text, and more.
Social media ads give you two critical functions for your ads’ success — Retargeting & Lookalike Audiences.
3. Launch a Remarketing Ad Campaign
Retargeting is remarketing to people based on the site visits or who are willing to know more about your product and services and have manually shared their information for the contact.
Why are retargeting campaigns called a marketer’s best friend?
92% of your website’s online traffic won’t buy anything on their first visit to the website.
But, when you use remarketing to retarget the same visitor, they are 70% more likely to purchase from your ad rather than your competitors.
Therefore, with these odds, you can’t afford to miss on retargeting.
4. Try a Lookalike and Similar Audiences
A lookalike audience is a parallel list created by the platform, e.g. Facebook and Google using your existing followers, customers, or website visitors. This created list includes people who have similar interests, clicking habits, online social behavior, etc.
With the hyper-targeting capabilities of PPC platforms, a lookalike or similar audience allows your business to target with unmatched depth and accuracy. All you have to do is provide initial data about your website visitors.
In Google ads, you need to have at least 100 users’ data to get a similar audience. However, on Meta, you can upload a customer file, refer to site traffic, app activity, and more to build a lookalike audience. Meta recommends a source audience of at least 1000 people.
Combining your lookalike and similar audience with the retargeting campaign can increase your conversions by more than 40%, thus boosting your sales.
5. Design Mobile-Friendly Landing Pages
More than 50% of the world’s internet traffic comes from mobile devices, and more than 40% of online transactions happen through mobile devices.
With this penetration of mobile devices among digital consumers, optimizing your website’s landing pages according to mobile is necessary. But, unfortunately, some businesses forget the importance of mobile friendliness when it comes to PPC Campaigns.
Despite ads optimized for mobile and tablets, a stellar copy of your landing page can make you win or lose your PPC campaign.
For best results, ensure some critical points for your mobile-friendly landing pages:
- Page loading speed is high. It should take an average of three seconds to load your page/website on mobile
- Link the relevant landing page with the ad
- Ensure the landing page is functional and intuitive, so the user knows how to take the next step (e.g. adding to cart, payment, signing up, etc.)
6. Advertising Budget
The problem with a lot of failed PPC campaigns is the unrealistic and low budgets. One of the important factors to get the results from your PPC campaigns is setting the budget to target the right audience and help you achieve your goals.
But, this doesn’t mean you need to go over-the-top in budgeting to get the most out of PPC. Instead, you need to have a realistic budget to help you with different stages of your PPC marketing. If you are starting out with PPC campaigns, some of the common examples of where your budget will be used are as follows (but not limited to):
- Researching the averages in the industry (e.g. cost per click)
- A/B Testing (Selecting the right keywords, audiences, demographics, etc.)
Researching your averages and knowing how your competitors spend on PPC campaigns to grow business can help you set a realistic budget for your ad spend.
7. Make Your Ad Copy Click-Worthy
Ad copies should be all about adding value to your customer’s browsing. Irrespective of the industry, all PPC strategies need to focus on click-worthy, top-notch ad copies.
No matter the market, all PPC strategies need to focus on top-notch ad copy.
The starting point of your conversions is people clicking on your ads which are only possible if your copy is relevant or intriguing.
Therefore, your headline, description, visuals must have a hooking ad copy to grab online customers’ attention. The ad copy should also comply with the stage your buyer is in. Are you targeting them with an awareness campaign? or are you remarketing with the google ads retargeting campaign? The ad copy will vary accordingly.
Some of the best ways to create better copy that generate more clicks are as follow:
- Add the unique offerings (e.g. Free Shipping, Money Back Guarantee)
- Highlight Promotions (e.g. SALE, , 50% OFF etc.)
- Include CTAs (e.g. Buy Now, Apply Now, etc.)
- Focus on benefits instead of features of the product
- Link the relevant landing page with the ad.
Good copy development takes time, but once you master the art of understanding your audience and addressing their wants in your ad copy, it’ll impact your campaign’s performance in amazing ways.
8. Use Responsive Search & Display Ads (GSN/GDN)
Responsive ads help you to automate your PPC strategy to grow your business. It uses the machine learning power of Google ads to automatically adjust their size, appearance, and format to fit available ad spaces.
There are 2 types of responsive ads which you can use:
- Responsive Display Ads: Responsive display ads are ads automatically created by Google using the assets that you provide. Google automatically adjusts the size, appearance, and format of your assets to fit available ad spaces on the Google Display Network.
- Responsive Search Ads: Responsive search ads let you create an ad that adapts to show more text—and more relevant messages—to your customers. Enter multiple headlines and descriptions when creating a responsive search ad, and over time, Google Ads will automatically test different combinations and learn which combinations perform best.
With the flexibility of experimenting with ad copy, images, headlines, and descriptions, Google Ads provides you assistance for the most effective ads.
9. Perform A/B Split Tests
How can you tell which design or ad copy or demographics can bring in better results? Through A/B split testing.
A/B testing is as critical to your paid ad campaign as is every other element. The goal of testing your ad is to increase both your clickthrough rate and your conversion rate.
There are various factors of the ad which you can test. Minor tweaks in any of the parts can significantly alter your results.
- Landing Page
- Target keywords
- Audience Targeting
- Location Targeting
- Bids and much more
With A/B split tests, you can compare the performance of different ads in your control group by their data. This data can help you improve your PPC strategy by optimizing your ads accordingly. A/B split tests take the guessing game out and help you guide in making decisions using data.
10. Revisit Your Keywords Selection
Keyword research for your PPC strategy can be time-consuming but it is the best aspect of your strategy. The secret of most successful PPC advertisers is that they never stop researching, refining, and growing their keyword list through different tools.
- Use Long-Tail Keywords: Your keyword research should be the mix of short-tail keywords (most popular, frequently used one-word phrases) and long-tail keywords ( 3-5 words). Long-tail keywords are more specific and less common. But, they add up to the account for the majority of search-driven traffic. Moreover, these keywords are less competitive, thus lowering your cost-per-click cost. This approach for keywords search can give you a less expensive PPC strategy.
- Include Negative Keywords: Your PPC keyword strategy should also include negative keywords discovery. A negative keyword list prevents search engines from showing your ads to irrelevant audiences and thus saving you the cost-per-click. For example, if you are selling ‘treats’ for Halloween then ‘dog treats’ can be your negative keyword since you don’t want to bear the cost of clicking from someone who is not your audience.
Consumers now have unlimited options for their every search. The keywords you are using in your content will determine if your content is being shown to them. Therefore, it is important that you use a combination of well and regularly researched keywords.
11. Revisit Keyword Match Types
Search engines have several ways to connect the keywords with users’ search terms. Three core offerings based on which search engines show your ads to your users are as follows
- Exact Match: In this match type, the keyword is matched word for word with no change in sequence. Ad with these keywords will be shown for queries that have additional words as well. This doesn’t alter the intent of the search. For example: “Restaurants in New York” or “Best Restaurants of New York.”
- Broad Match: It is Google’s default setting for all the keywords. This setting will include all the related terms to your keywords too such as synonyms, misspellings, and other related terms. Broad match works best if you are looking to increase your top-of-funnel traffic but for best results, it’ll need consistent monitoring. For example: “New York Restaurant” or “Places to eat at in New York.”
- Phrase Match: Phrase Match tells Google to show your ads for queries where your keyword appears exactly as is within a larger query. This opens your ads up to newer search intent, so be sure to optimize as you discover what’s working. For example: “Takeaway restaurants in New York”, “Fast food restaurants in New York”.
Strategically using match types can help you convert your traffic into warm leads.
12. Launch a Micro-Conversion Campaign Followed by Super Targeted Campaign:
A Micro-conversion campaign is basically hooking users to complete a small step along their path towards the primary conversion goal. These smaller conversions will help you lead your user towards the final goal in a more effective way.
This will also help you make a custom audience that you can retarget.
Micro-conversion strategy is used as a sales funnel by targeting the demographic and navigating them down which will ultimately lead them to make the purchase.
A good example of a micro-conversion campaign can be asking website visitors to sign up for the newsletter. Signing up for early bird discounts, contact details for premium access to content, etc. ultimately leads them to buy your product or service.
PPC services provide super-targeting tools to run conversion campaigns. The only purpose of these campaigns is to get the maximum conversions from the users visiting your website. With the data acquired from all the test-run ads, research, and micro-conversion campaigns, you can hyper-focus the audience that is most likely to buy.
13. Improve the Structure of PPC Ad Campaigns:
Google Ads rarely performs as you hope when your account is lacking a clear, defined structure. From campaigns down to ads, every level of your account impacts both Quality Score and your own ability to segment effectively.
Here are some other easy tips to help you build out a new account or restructure an existing one:
- Define the clear objectives of your campaign. Is it for increasing awareness? generating sales? Acquiring leads? Remarketing?
- Make Ad groups based on your product or service offerings
- Make Ad groups and audience segments based on search intent
- Use keywords according to the ad group’s purpose
- Ensure each ad group navigates the online traffic to the right landing page.
When it comes to the naming and structure of PPC ad campaigns, it’s vital to have a system of organization that reminds you of what each item does. Not only does this give everyone working on the account a clearer understanding, but you also spend less time finding the offending elements when something goes wrong.
14. Use Retargeting Pixels on Your Website
To optimize your ad spending and to create a custom audience, it is important that you use the right tools.
Your website’s unique pixel set will help you bring tremendous results with your retargeting campaigns. It will also show your ads to people who have interacted with your content on social channels thus amplifying your chances of winning the leads.
PPC advertising is one of the most effective marketing strategies if done right. It’s a quick and smart way to reach your target audience. Platforms like Google, Meta, Instagram, Twitter, Bing, and many more allow you to set and run ads in seconds. Depending on your budget you can reach tens and thousands of people. While PPC campaigns have the immense potential to bring in the best results for your business to grow, it is also significantly important that you curate your campaigns, ad copies, keywords research, and all the other elements with great attention and strategy… Once you’ll find the right.
Three Key Metrics to Understand Ad Performance
My fellow digital marketers – before we talk about Facebook performance metrics, please complete this short survey.
Question: Why do you create new Facebook ads?
- Out of pure habit.
- Our creative team never has enough work to do.
- Because ABT – “Always Be Testing” – amiright?
- It’s in the contract! We promised our client X new ad creatives per month!
- We let our performance data be our guide.
- None of the Above
- All of the Above
If you selected “F” above, then congratulations! You’re a super-evolved digital marketer! Or…you’re just pretty good at kidding yourself. In reality, most of us are probably doing some combination of these different scenarios.
And for good reason. Today’s digital agencies face the same age-old issue as the traditional Mad-Men agencies of yore: their media and creative teams are siloed.
Too often, the media team will lob a request for “better” creative over to their design team without communicating why previous ads are (or are not) performing well. The creative team spends countless hours generating fresh new creative only to see that 99% of the time, the Facebook algorithm prefers the old, stale creative that was running before. But without an understanding of the performance, the feedback loop is never closed, and the creative team remains in the dark.
Bridging the Media-Creative Divide with Data
It’s time to bridge the divide between the media and creative teams, my friends. And – you guessed it – the material we’re building our bridge with is pure, raw, glorious data. It’s time for the media team to take the lead in the creative design process. Don’t worry – this doesn’t mean brushing up on Photoshop. This means leveling up your Facebook analytics skills!
Across the board, digital channels like Facebook are taking more and more optimization controls away from us advertisers. This means the creative design is becoming more important than ever before. Indeed, it may soon be one of the only optimization levers we have left as digital marketers.
Three Key Facebook Metrics for Understanding Ad Performance
Here’s the good news: Facebook’s reporting metrics are now more sophisticated and insightful than ever. To name a few, here are three key Facebook metrics that will help you understand your ad’s performance. Collectively, they are known as Ad Relevance Diagnostics.
- Quality Ranking – Facebook wants its users to have a high-quality experience across their platform so they’ll return again and again and hang out for a while when they’re on Facebook. This goes for ads, too. Quality Ranking is Facebook’s measure of the perceived quality of your ad compared to other ads serving the same audience. In other words, if your ads aren’t giving Facebook users a high-quality experience, your ad impressions will fall (or may never gain volume in the first place).
- Engagement Rate Ranking – Essentially, Engagement Rate Ranking is how much engagement Facebook expects your ad to get, including clicks, reactions, comments, and shares. If Facebook believes your ad will get lower engagement compared to ads competing for your same audience, then they’ll be less inclined to serve your ad, resulting in fewer impressions and results.
- Conversion Rate Ranking – The Conversion Rate Ranking is a prediction of how likely someone is to complete your desired conversion goal after clicking on your ad compared to other ads competing for the same audience. If your landing page is slow, irrelevant or otherwise poor, and your historical conversion rate is very low, then you will likely see a lower Conversion Rate Ranking. Facebook perceives a conversion as a sign that your customer has had a positive and useful experience after clicking on your ad. Therefore, Facebook will reward advertisers that achieve a high Conversion Rate Ranking by preferring and serving their ad more often.
In Facebook Ads Manager, you can pull all three of these metrics right into your performance dashboard at the ad level.
Source: Facebook Ads Manager
So, What’s Next?
If you want to learn how to put insights from these and other metrics into action, join me on Day 2 of Hero Conf. 2022. I’ll be presenting my session: Why Your Shiny New Facebook Creative Isn’t Performing and How to Fix It.
I’ll show you how we go beyond the surface-level Facebook reports here at Effective Spend. You’ll learn how to analyze key Facebook performance metrics and how to translate your analysis into effective creative optimization. Here’s an overview of what we’ll cover:
- Perform platform and placement analysis to identify creative performance gaps
- Pull the right creative levers to boost key metrics like CTR, CPM, and CVR
- Combat ad fatigue, increase ad relevance, and engagement
- Translate your data analysis into a sound creative optimization strategy
With better creative analysis, direction, and testing methodology you can increase the ROI of your designer’s time, with a more predictable creative design process that has a higher success rate.
Hope to see you in Austin on February 1st!
An Exclusive Discount for your pass to Hero Conf
What started as a simple desire to help our community, has now morphed into an industry-recognized training and networking event.
In 2008, our team started the PPC Hero Blog, now Hero Blog, with the sole intention of becoming a trusted source of valuable and actionable content.
Now, after over a decade, that intention grew exponentially to become Hero Conf, an annual two-day learning experience that has helped hundreds of marketers evolve their careers, build new business connections, and master old & new skills.
It is a dream come true, and it was possible thanks to you, our readers!
Therefore, as it is our tradition, all Hero Blog readers will receive 10% off their pass purchase with the code PPCHERO10.
Join us for a two-day deep-dive into the content you need to manage accounts better, stay up-to-date on industry trends, and have fun learning about the latest in paid search and digital marketing.
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