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12 Tips To Drive Results

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12 Tips To Drive Results

Social media has become a significant part of most people’s daily routines.

According to a recent study from Pew Research Center, almost half of Americans use Facebook multiple times a day, and 70% access it at least once a day.

Social media platforms provide us with a variety of ways to interact with each other, share information, and connect with brands. And because of this, it’s become essential for businesses to prioritize their social media strategy.

But that is easier said than done.

As most social media marketers and business owners know, it’s not always easy to create engaging content consistently, especially if you need to post daily to stay relevant and reach your target market.

Additionally, there are over 3.8 billion users across various social networks. And the number of mobile device owners continues to increase at a rapid rate.

This means businesses can access millions of potential customers actively engaged on these sites with the right strategy.

So, here are some tips to help you create engaging content that will reach your target audience:

1. Less Text, More Video

Ever stop scrolling on social media to read a massive wall of text? Probably not, even if you like the account that it’s from.

But if you do, I’m sure you usually lose interest and continue scrolling. Or you’re probably thinking, “Get to the point already.”

The message of this story needs to be clear and straightforward. If you’re marketing your brand on social media, make it a rule to add an image or video to everything you post.

Get creative for your brand. This way, you hit the key points to make a post trend. Post photos or videos that speak to your audience and watch those likes and comments rise.

2. Get Your Own Photos Taken

If you’re using stock photos in your social media posts, it’s time to stop. But why? They are so easy to find and look nice, right?

Well, stock photos don’t perform as well as authentic images. And as a result, they’re bad for SEO.

To prove this, Marketing Experiments tested an actual photo of their client against their top-performing stock photo.

The result? Visitors who saw the actual photo were 35% more likely to sign up. And a recent study stated that 62% of consumers said that high-quality product images were crucial to their purchasing decision.

Here are three tips for unique social media images:

  • Hire a local photographer to take photos that match your editorial calendar.
  • If you’re starting out, you can take your pictures with a high-specs smartphone and some simple props.
  • Make sure your images match the text around them. Photos should summarize concepts and drive home points, not simply to break up the text.

3. Repurpose Your Evergreen Content

Did you know that people remember visual information 65% longer than text?

To take advantage of this, repurpose your best pieces of evergreen content into infographics, charts, graphs, and social media images.

When creating graphics, remember these tips:

  • Showcase your content’s main points.
  • Pull quotes from your content or reword your main points to make them sharable.
  • Use tools and templates from platforms like Canva and Piktochart to create quality graphics.

4. Share Customer Testimonials & Reviews

Imagine this: You’re about to buy a new product but want to learn more about it first.

When searching for information, who do you trust? A salesperson selling the product or an honest review from a customer?

Well, 78% of consumers say they trust online reviews, and 67.7% say it impacts their purchasing decisions – honest and descriptive reviews matter to businesses.

In fact, 72% of consumers won’t purchase a product until they read a review about it first.

If this says anything to you as a marketer, reviews from happy customers are powerful magnets at your disposal.

Highlighting reviews from satisfied customers about your products, services, or customer service is a great way to show that people love and trust your brand.

And while you’ve probably already posted them on your website and blog, make sure not to leave social media out.

Pick your best testimonials and reviews, design them into readable bites, and craft catchy captions to go with them.

5. Search For The Latest Visual Trends

So, you want to post tons of visuals on social media. But first, you need to know which visuals work and which don’t.

Dig up visual trends on social media platforms and Google search to find out.

You can also look at your social media analytics and insights to see what’s performed well over the last couple of months.

Here’s how:

  • Visit Pinterest’s Most Repinned Page. This page shows you the pins users love.
  • Search using the most popular hashtags on Instagram. For instance, #love is one of the most popular hashtags on Instagram, with over 2 billion posts. So, go through the posts with this hashtag and note the ones with high engagement.
  • Check your competitor’s hashtags and search online for hashtags for your industry to see which ones perform well.
  • Do a Google search for popular image trends. You can browse top-ranking sites to learn about image trends, like the ones in this guide from Canva.
  • View your insights on Facebook and Instagram to see how your most recent posts performed to help adjust your upcoming social media strategy.

6. Host Competitions

A surefire and fast way to grow your audience and gain tons of engagement is through running social media competitions.

Here are three that work:

  • Like, comment, and share to join. Users like your post and share it with friends to enter your competition.
  • Tag a friend. The more friends your audience tags, the more entries they get.
  • User-generated content. Users create posts according to a theme you set and tag your business to join.

Remember, always stick to the contest rules set by each social media platform. Since each platform has different rules, review them first before spending time crafting your competition.

Here are some to be aware of:

Competition Rules On Instagram And Facebook

  • You are responsible for the lawful operations of your contests (eligibility requirements, official rules, and regulations around prizes).
  • You shouldn’t ask users to inaccurately tag photos (for example, don’t ask users to tag photos if they don’t appear in them).
  • It would help if you acknowledged that Instagram or Facebook does not sponsor your contest.

Go here for the complete list of Instagram’s contest rules and here for Facebook’s rules.

Competition Rules On Twitter

  • Don’t encourage users to create multiple accounts (for example, users may create multiple accounts to receive multiple entries to your contest).
  • Don’t ask users to post the same tweet repeatedly (avoid “whoever retweets this post most wins”).
  • Stay away from content that jeopardizes users’ safety, such as content containing violence, abuse, terrorism, hateful conduct, and adult content.
  • Avoid spam, and don’t post other people’s private information.

Check out this guide for the complete list of Twitter’s contest rules.

Competition Rules On Snapchat

  • Don’t use Snapchat’s trademarks and logos.
  • Don’t encourage illegal, illicit, or spammy behavior.

For more rules on what you should and shouldn’t do in Snapchat contests, check out Snapchat’s guide.

7. Tag Influencers & Bloggers You’ve Quoted In Your Message

Using quotes from influencers in your blog is a great way to spark engagement. But don’t stop there.

Make sure to give the influencers you quoted credit by mentioning them on social media:

  • Tag them on social media with a link to your content.
  • Create an attractive graphic and tag the influencer in a social message.

They’ll surely appreciate it! Plus, it’s a great way to gain the attention of their followers.

8. Add Social Media Buttons To Your Email Newsletters

Think social media and email are competing for marketing channels? Think again.

Social media and email work hand-in-hand. Adding social media buttons to your email newsletters is a great way to use them together.

This works because readers merely scan emails, and buttons stand out from the text in an attractive, eye-catching way.

So, before you send off those email newsletters, add social media buttons below so readers can check out what you’re doing on their favorite platforms.

9. Use The Right Hashtags

Hashtags can be tricky to get right. But when marketers use them wisely, hashtags can put your content in front of a much wider audience.

For example, hashtags on Instagram make your post appear on that hashtag’s page. Like these posts with the hashtag #tbt.

But remember, hashtags don’t work equally on all social platforms. For example, they gain massive engagement on Instagram but don’t do much for Facebook posts.

Follow this guide on how many hashtags to use on each social platform:

  • Twitter: one to two
  • Facebook: one to three
  • Instagram: five to 30
  • Pinterest: two to five

10. Spark It Up With Stories & Reels

Should you take the time to post stories or reels on Instagram and Facebook? The short answer is yes.

The longer one: Reels provide the opportunity to generate 67% more engagements than videos.

And with the rise of TikTok at over 1 billion monthly active users, people are engaging with these short-form videos more consistently.

Plus, stories and reels can be fun and inspiring. So it’s crucial to move with the trends and incorporate these interactive opportunities.

11. Add Puzzles, Quizzes & Riddles To Connect With Users

Is this you? You’re panicking with 100 projects for work and 200 assignments from your night college professor.

But instead of hammering into them immediately, you take a quiz to find out what kind of cheese you are. (Yup, that’s me, too. Just kidding. I don’t have 100 projects for work.)

The fact is, quizzes are irresistible. So, if you want to enjoy that extra engagement, plan a fun, challenging, unique quiz or riddle, and post it on social.

12. Engage With Industry News

One way to connect with your audience is to show how you care about the same things they do. The secret is to respond quickly to current events your audience cares about.

In addition, thought leadership content can help with SEO and build authority for your brand.

So, whether it’s industry news that you have an opinion on or want to share some insight you are confident about for your brand, use it in your social media strategy.

You can also share content from blogs you’ve created about industry news and share it across social media, which can help bring traffic back to your website.

Final Thoughts

As you can see, social media marketing is a powerful tool for driving results. But it doesn’t have to be overwhelming.

With creativity and effort, you can create engaging content that will drive traffic to your website and increase brand awareness.

More Resources:


Featured Image: Daxiao Productions/Shutterstock

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Google’s AI Overviews Go Viral, Draw Mainstream Media Scrutiny

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Google's AI Overviews Go Viral, Draw Mainstream Media Scrutiny

Google’s rollout of AI-generated overviews in US search results is taking a disastrous turn, with mainstream media outlets like The New York Times, BBC, and CNBC reporting on numerous inaccuracies and bizarre responses.

On social media, users are sharing endless examples of the feature’s nonsensical and sometimes dangerous output.

From recommending non-toxic glue on pizza to suggesting that eating rocks provides nutritional benefits, the blunders would be amusing if they weren’t so alarming.

Mainstream Media Coverage

As reported by The New York Times, Google’s AI overviews struggle with basic facts, claiming that Barack Obama was the first Muslim president of the United States and stating that Andrew Jackson graduated from college in 2005.

These errors undermine trust in Google’s search engine, which more than two billion people rely on for authoritative information worldwide.

Manual Removal & System Refinements

As reported by The Verge, Google is now scrambling to remove the bizarre AI-generated responses and improve its systems manually.

A Google spokesperson confirmed that the company is taking “swift action” to remove problematic responses and using the examples to refine its AI overview feature.

Google’s Rush To AI Integration

The flawed rollout of AI overviews isn’t an isolated incident for Google.

As CNBC notes in its report, Google made several missteps in a rush to integrate AI into its products.

In February, Google was forced to pause its Gemini chatbot after it generated inaccurate images of historical figures and refused to depict white people in most instances.

Before that, the company’s Bard chatbot faced ridicule for sharing incorrect information about outer space, leading to a $100 billion drop in Google’s market value.

Despite these setbacks, industry experts cited by The New York Times suggest that Google has little choice but to continue advancing AI integration to remain competitive.

However, the challenges of taming large language models, which ingest false information and satirical posts, are now more apparent.

The Debate Over AI In Search

The controversy surrounding AI overviews adds fuel to the debate over the risks and limitations of AI.

While the technology holds potential, these missteps remind everyone that more testing is needed before unleashing it on the public.

The BBC notes that Google’s rivals face similar backlash over their attempts to cram more AI tools into their consumer-facing products.

The UK’s data watchdog is investigating Microsoft after it announced a feature that would take continuous screenshots of users’ online activity.

At the same time, actress Scarlett Johansson criticized OpenAI for using a voice likened to her own without permission.

What This Means For Websites & SEO Professionals

Mainstream media coverage of Google’s erroneous AI overviews brings the issue of declining search quality to public attention.

As the company works to address inaccuracies, the incident serves as a cautionary tale for the entire industry.

Important takeaway: Prioritize responsible use of AI technology to ensure the benefits outweigh its risks.



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New Google Search Ads Resemble AI Assistant App

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New Google Search Ads Resemble AI Assistant App

A keynote at Google’s Marketing Live event showed a new AI-powered visual search results that feature advertisements that engage users within the context of an AI-Assisted search, blurring the line between AI-generated search results and advertisements.

Google Lens is a truly helpful app but it becomes unconventional where it blurs the line between an assistant helping users and being led to a shopping cart. This new way of engaging potential customers with AI is so far out there that the presenter doesn’t even call it advertising, he doesn’t even use the word.

Visual Search Traffic Opportunity?

Google’s Group Product Manager Sylvanus Bent, begins the presentation with an overview of the next version of Google Lens visual search that will be useful for surfacing information and for help finding where to buy them.

Sylvanus explained how it will be an opportunity for websites to receive traffic from this new way to search.

“…whether you’re snapping a photo with lens or circling to search something on your social feed, visual search unlocks new ways to explore whatever catches your eye, and we recently announced a newly redesigned results page for Visual search.

Soon, instead of just visual matches, you’ll see a wide range of results, from images to video, web links, and facts about the knowledge graph. It gets people the helpful information they need and creates new opportunities for sites to be discovered.”

It’s hard to say whether or not this will bring search traffic to websites and what the quality of that traffic will be. Will they stick around to read an article? Will they engage with a product review?

Visual Search Results

Sylvanus shares a hypothetical example of someone at an airport baggage claim who falls in like with someone else’s bag. He explains that all the person needs to do is snap a photo of the luggage bag and Google Lens will take them directly to shopping options.

He explains:

“No words, no problem. Just open Lens, take a quick picture and immediately you’ll see options to purchase.

And for the first time, shopping ads will appear at the very top of the results on linked searches, where a business can offer what a consumer is looking for.

This will help them easily purchase something that catches their eye.”

These are image-heavy shopping ads at the top of the search results and as annoying as that may be it’s nowhere near the “next level” advertising that is coming to Google’s search ads where Google presents a paid promotion within the context of an AI Assistant.

Interactive Search Shopping

Sylvanus next describes an AI-powered form advertising that happens directly within search. But he doesn’t call it advertising. He doesn’t even use the word advertising. He suggests this new form of AI search experience is more than offer, saying that, “it’s an experience.”

He’s right to not use the word advertisement because what he describes goes far beyond advertising and blurs the boundaries between search and advertising within the context of AI-powered suggestions, paid suggestions.

Sylvanus explains how this new form of shopping experience works:

“And next, imagine a world where every search ad is more than an offer. It’s an experience. It’s a new way for you to engage more directly with your customers. And we’re exploring search ads with AI powered recommendations across different verticals. So I want to show you an example that’s going live soon and you’ll see even more when we get to shopping.”

He uses the example of someone who needs to store their furniture for a few months and who turns to Google to find short term storage. What he describes is a query for local short term storage that turns into a “dynamic ad experience” that leads the searcher into throwing packing supplies into their shopping cart.

He narrated how it works:

“You search for short term storage and you see an ad for extra space storage. Now you can click into a new dynamic ad experience.

You can select and upload photos of the different rooms in your house, showing how much furniture you have, and then extra space storage with help from Google, AI generates a description of all your belongings for you to verify. You get a recommendation for the right size and type of storage unit and even how much packing supplies you need to get the job done. Then you just go to the website to complete the transaction.

And this is taking the definition of a helpful ad to the next level. It does everything but physically pick up your stuff and move it, and that is cool.”

Step 1: Search For Short Term Storage

1716722762 15 New Google Search Ads Resemble AI Assistant App

The above screenshot shows an advertisement that when clicked takes the user to what looks like an AI-assisted search but is really an interactive advertisement.

Step 2: Upload Photos For “AI Assistance”

1716722762 242 New Google Search Ads Resemble AI Assistant App

The above image is a screenshot of an advertisement that is presented in the context of AI-assisted search.  Masking an advertisement within a different context is the same principal behind an advertorial where an advertisement is hidden in the form of an article. The phrases “Let AI do the heavy lifting” and “AI-powered recommendations” create the context of AI-search that masks the true context of an advertisement.

Step 3: Images Chosen For Uploading

1716722762 187 New Google Search Ads Resemble AI Assistant App

The above screenshot shows how a user uploads an image to the AI-powered advertisement within the context of an AI-powered search app.

The Word “App” Masks That This Is An Ad

Screenshot of interactive advertisement for that identifies itself as an app with the words

Above is a screenshot of how a user uploads a photo to the AI-powered interactive advertisement within the context of a visual search engine, using the word “app” to further the illusion that the user is interacting with an app and not an advertisement.

Upload Process Masks The Advertising Context

Screenshot of interactive advertisement that uses the context of an AI Assistant to mask that this is an advertisement

The phrase “Generative AI is experimental” contributes to the illusion that this is an AI-assisted search.

Step 4: Upload Confirmation

1716722762 395 New Google Search Ads Resemble AI Assistant App

In step 4 the “app” advertisement is for confirming that the AI correctly identified the furniture that needs to be put into storage.

Step 5: AI “Recommendations”

1716722762 588 New Google Search Ads Resemble AI Assistant App

The above screenshot shows “AI recommendations” that look like search results.

The Recommendations Are Ad Units

1716722762 751 New Google Search Ads Resemble AI Assistant App

Those recommendations are actually ad units that when clicked takes the user to the “Extra Space Storage” shopping website.

Step 6: Searcher Visits Advertiser Website

1716722762 929 New Google Search Ads Resemble AI Assistant App

Blurring The Boundaries

What the Google keynote speaker describes is the integration of paid product suggestions into an AI assisted search. This kind of advertising is so far out there that the Googler doesn’t even call it advertising and rightfully so because what this does is blur the line between AI assisted search and advertising. At what point does a helpful AI search become just a platform for using AI to offer paid suggestions?

Watch The Keynote At The 32 Minute Mark

Featured Image by Shutterstock/Ljupco Smokovski

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How Do I Get A Job With A PPC Agency

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Conversion Tracking In PPC Campaigns

This month’s “Ask A PPC” question is particularly significant because the job market has been quite volatile.

“How do I get a job with a PPC agency when I have only worked in-house. What experience would they want?” – Karl Toronto

It’s understandable that people want to know which skills employers seek when hiring for a PPC team. There can be a disparity between what people think they need and what the market actually demands.

We’ll delve into some data and commentary to explain why various traits are valued.

It’s crucial to understand that the ideal candidates will be versatile and have an aptitude for all aspects of digital marketing.

However, no one can excel at everything, so leveraging your strengths or preferences is beneficial.

Ensure that you’re securing the best role for yourself while the company hiring you finds the best fit for them.

Here Are The Essential Skills

  • Analytics.
  • Creativity.
  • Ad network knowledge.
  • Willingness to test/learn.
  • Culture fit.

Discrepancy Between Market Demands And Perceived Needs

I conducted a poll on my LinkedIn to gauge the skills desired by current employers and practitioners.

Screenshot from author, LinkedIn, April 2024

Analytical skills emerged as the most sought-after trait. Employers seek individuals who can interpret numbers and discern the story behind them.

However, relying solely on analytical prowess may overlook the importance of creativity.

Creative skills are vital in today’s ad networks, especially emphasizing visual content like videos and campaign types that force visual content (Performace Max/Demand Gen). Neglecting creativity can hinder a company’s branding efforts.

Unexpectedly, ad network skills and cultural fit were deemed far less critical than analytical skills. Brands should prioritize team cohesion for long-term success, yet this aspect is often undervalued.

The disparity between job descriptions and actual skill requirements contributes to the difficulty in the job market.

Agencies that hire for how PPC used to work will be left wanting. Practitioners who only focus on popular skills instead of needed ones will be made obsolete by the privacy-first era obscuring data and AI owning creative.

Analytical Skills

Analytical abilities involve knowing where to find relevant data sources and understanding how they contribute to success.

While PPC historically relied on measurable outcomes, the landscape is evolving, necessitating adaptability in data analysis. Technical proficiency and strategic acumen are crucial for navigating different data sources.

These include:

  • Customer relationship management (CRM) systems.
  • Google Analytics 4 (GA4).
  • Ecommerce platforms.
  • Content management platforms (CMS).

Empathy for various ad channels improves your candidacy, and knowing how to work with post-click data will give you an edge over those who can only work with ad platform data.

While being highly technical isn’t required, having empathy for coding and scripts will give you a better chance to stay current with evolving data mechanics (especially as APIs become even more important for accessing data blocked by privacy-first regulations).

Here are some takes from PPC experts on why analytics is the most important:

A screenshot of a LinkedIn comment by Georgi Zayakov, who describes himself as analytical Screenshot from author, LinkedIn, April 2024
A LinkedIn post by Kathryn B., a paid media specialist at a PPC agencyScreenshot from LinkedIn, April 2024
Screenshot of a LinkedIn post by Nikolaos B., discussing how marketers must become data-savvyScreenshot from author, LinkedIn, April 2024

Creativity

Creativity is essential for crafting compelling ad content, yet many PPC agencies struggle in this area.

Clients are often tasked with providing creative materials due to cost or complexity constraints.

You’ll get a competitive edge if you have these skills:

  • Video Editing: With the rise of PMax, as well as many ad networks leaning heavily into connected TV, having video editing chops will be a huge asset for any team. If you’re not comfortable using conventional editing tools, AI tools like Descript are a great way to take on those tasks.
  • Graphic Design: No matter the ad network your potential employer is hiring for, you will need some ability to design static images. Whether you use stock photos or AI-generated images or come up with the creative yourself, the days of purely text ads are over. Tools like Canva can help bridge the gap for less technical designers, but don’t discount ad network AI.
  • Content Creation: While the first two categories leaned toward visual content, written content is still important (i.e., most ad formats include some text). Having the ability to understand how diverse audiences prefer to be addressed while respecting the specific requirements of each format is a great skill to hone.

While some roles may prioritize analytics or ad network knowledge, emphasizing creative abilities can distinguish you during the hiring process.

Here are some experts who value creativity:

A screenshot of a LinkedIn post by Erik PetersonScreenshot from author, LinkedIn, April 2024
A screenshot of a Linkedin post by Amy HebdonScreenshot from author, LinkedIn, April 2024

Ad Network Knowledge

Ad network expertise is valuable, but adaptability is paramount as platforms evolve rapidly.

Some agencies will have specialists, while others hire folks they expect to be passable at every network they service. It’s important to understand what workflow will enable you to succeed.

If you’re happy working with all platforms, then don’t shy away from it. However, if you do better in focusing on one aspect of PPC, that’s totally valid. Just know it might limit your ability to get hired into smaller “familyesque” agencies.

Understanding auction dynamics and bidding strategies is crucial.

Many of us who entered the industry when manual bidding was more popular have an unfair advantage over those who came in during the Smart Bidding era (i.e., anything from 2020).

This is because manual bidding requires you to think about the mechanics of each ad platform’s auction and how you could use those mechanics to your advantage in building account structure.

Knowing what to track and allocating appropriate budgets are key considerations.

Understanding that some networks require more conversions than others to run (e.g., Meta Ads’ 50 in a 7-day period vs. Google Ads’ 15 in a 30-day period) should influence what you choose to track, as well as how you report the data.

Additionally, if you are under or over budget, you’ll set yourself up to fail. Knowing which channels require a big investment upfront and what the breaking point for each network is (either on underspending or spending too much) is critical.

Awareness of potential pitfalls, such as false positives or negatives, enhances campaign effectiveness. For example, it’s important to know how to check if automatically applying recommendations is on and what tasks it’s on for.

It’s worth noting that none of the experts who chimed in on the poll made a clear case for ad network knowledge specifically.

Willingness To Test

Success in PPC requires openness to experimentation and a willingness to adapt. While this wasn’t one of the criteria in the poll, it was one of the most popular traits experts look for in hiring.

Perfectionism can hinder progress in a fast-changing environment. Testing new ideas and embracing failure as an opportunity for growth are essential.

While analytical skills aid in test design, empathy and creativity are equally vital for devising effective experiments.

Here is an expert who favors a willingness to test:

Screenshot of a social media post by Mike RhodesScreenshot from author, LinkedIn, April 2024

Cultural Fit

Cultural alignment with an agency fosters productivity and job satisfaction. However, you can only achieve that by being honest with yourself about what you want and the mechanics of how you work.

Agencies demand intense effort and collaboration, making compatibility with colleagues crucial.

Anyone looking to make the shift from in-house to agency needs to be prepared for a much faster pace of work and a lot more agency.

Open communication with leadership regarding preferred management and learning styles will ensure a positive working relationship.

Respect for peers and a supportive atmosphere contribute to a fulfilling work environment.

Here are a few thoughts on cultural fit from polled experts:

The image shows a LinkedIn post by David Zebrout containing text discussing the importance of integrating PPC network knowledge with intertimed optimizations in generating profitable growth.Screenshot from author, LinkedIn, April 2024
LinkedIn post by Lisa Erschbamer discussing the importance of cultural fit and individual personality in team dynamics for effective performance at a PPC Agency.Screenshot from author, LinkedIn, April 2024
A screenshot of a LinkedIn post by Aaron Davies discussing the importance of cultural fit, individual skills, and team communication in marketing for a PPC agency. The post has reactions and a question comment by NavahScreenshot from author, LinkedIn, April 2024

Final Thoughts

Navigating the current job market can be challenging, but understanding industry needs and honing relevant skills increases your chances of success.

Balancing technical proficiency with creativity and cultural fit is essential for thriving in a PPC role. By aligning with market demands and showcasing your strengths, you can secure rewarding opportunities in the field.

Have a question you’d like us to address? Fill out the form!

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Featured Image: Paulo Bobita/Search Engine Journal

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