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The Best SEO Conferences In 2022-2023 (Virtual And In-Person)

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As an industry in a constant state of flux – thanks to changing algorithms, user needs, and competitor content – search engine optimization is a field that demands professionals to stay up to date on the latest trends and best practices. 

And while you could spend hours scouring the internet for useful articles, forum discussions, and the like, there’s a better way to gain new knowledge and grow your network simultaneously: SEO conferences. 

In just a few hours or days, you can gain a wealth of new information from peers and industry leaders, including information on what’s working and what isn’t and various search engine ranking success strategies.

They allow you to share strategies, brainstorm solutions, and build relationships with current and future SEO leaders.

Of course, in the aftermath of a global pandemic that put the kibosh on in-person events for over a year, many of the top events in SEO went virtual.

Thankfully, as things have started to return to some sense of normalcy, the physical events have often returned.

But don’t worry if you’re still not comfortable going to crowded events with a bunch of strangers; there are plenty of online conferences, summits, and workshops too. 

Here’s a look at some of the best online and in-person SEO conferences for the rest of 2022 and heading into 2023. 

Coming Up In 2022

There have already been several excellent SEO and digital marketing events held this year, but if you missed them, don’t fret. There are still plenty of good ones on the docket. 

You may not even have to travel; with concerns over COVID-19 still high, many events have added virtual components to their in-person events, so you can get all the benefits of attending – without risking your health. 

Inbound 2022

Date: September 6-9, 2022

Format: In-person or online

Location: Boston, MA 

Speakers: Barack Obama, TJ Adeshola, Brian Halligan, and others

Cost: In-person – $1,199; Virtual – free  

About: This annual event is powered by HubSpot, bringing together global thought leaders for a hybrid conference discussing marketing, sales, and customer success operations.

It covers a wide range of topics, including an SEO meetup hosted by Dale Bertrand and strategies for uncovering data-driven insights.

Ad Age Next: Social & Influencer Marketing

Date: September 13, 2022

Format: TBD 

Location: TBD 

Speakers: TBD

Cost: TBD

About: Ad Age’s Next event will focus on the growing importance of influencer marketing in an age of ubiquitous social media.

Creators, brands, and agencies will be on hand to discuss how they are approaching this new economy.

Content Marketing World

Date: September 13-16, 2022

Format: In-person or online

Location: Cleveland, OH 

Speakers: Kim Olson, Alison Jarris, Justin Ethington

Cost: In-person starting from $1,499; Virtual from $699

About: Over four days, attendees will learn strategies for building winning SEO teams, systems, and processes.

With more than 100 sessions, workshops, and industry forums, you can choose the topics and sessions that are relevant to you. Thousands of marketers and representatives from numerous global brands will be in attendance. 

Benchmark Search & Digital Conference

Date: September 20, 2022

Format: In-person 

Location: Manchester, UK

Speakers: Christian Guerreiro, Omi Sido, Roxana Stingu, among others

Cost: Apply for tickets

About: This search marketing event offers engaging sessions with world-class digital marketing professionals.

A diverse range of topics will be covered, including SEO, PPC, content marketing, and social media. 

The eCommerce & Omnichannel Retail Conference – Canada 

Date: September 28-29, 2022

Format: In-person

Location: Toronto, ON

Speakers: Andrew Go, Bahm Booth, and Martin Gendron, among others

Cost: From $1,799

About: A two-day retreat designed to help online retailers maximize profits, it includes talks by some of the leading minds in Canadian ecommerce who will provide actionable strategies and answer questions. 

MarTech 

Date: September 28-29, 2022

Format: Online 

Location: Virtual

Speakers: TBD

Cost: Free

About: The MarTech Conference explores marketing technology’s complex and ever-changing landscape.

To help attendees learn to leverage the latest technology to generate better results, it attracts senior-level marketers interested in technology-driven business transformation.

Brighton SEO

Date: October 6-7, 2022, in-person, October 20 & 22, 2022 online

Format: In-person and online

Location: Brighton, UK

Speakers: Parth Suba, Rumble Romagnoli, Izabela Wisniewska, and others 

Cost: In-person starts at £240 + VAT; Virtual – free

About: This twice-yearly conference is attended by thousands of digital marketers worldwide.

It features training workshops, sessions on niche topics, social networking events, and talks from experts. 

Save the Date for 2023: April 20-21 and September 14-15, 2023

Ad World Experience 

Date: October 6-7, 2022

Format: In-person and online

Location: Bologna, Italy

Speakers: Lisa Raehsler, Anu Adegbola, and Marco Battaglia, among others 

Cost: Starting at €249 for a single day 

About: Bringing together PPC experts from across the globe for the largest paid ad and conversion rate optimization event in Europe and the largest real PPC-based conference in the world. 

Ad World

Date: October 11-12, 2022

Format: Online

Location: Virtual  

Speakers: Seth Godin, Jorie Waterman, and Ryan Deiss, among others

Cost: $119-$799

About: This virtual event, which bills itself as “the world’s largest online advertising event,” features 12+ digital advertising tracks.

Each has focused speeches, panels, and live Q&A sessions to help attendees gain valuable knowledge. 

State Of Search 2022

Date: October 24-25, 2022

Format: In-person and online

Location: Dallas, TX  

Speakers: Jeremy Vest, Bill Hartzer, and Casey Markee, among others

Cost: In-person – $397; Online – $197

About: The State of Search brings together top speakers from the digital marketing field to cover a range of topics from search engine optimization to emerging technology and lead generation to display advertising. 

DMO Mastermind

Date: November 1 – 4, 2022

Format: Live

Location: Scottsdale, AZ

Speakers: Jim Christian,

Cost: $2,199

About: DMO Mastermind allows attendees to participate in an immersive experience with collaborative and cooperative learning methods to help you unlock your potential as a digital marketer.

Save The Date For 2023

There’s nothing quite like booking a trip for the future, especially if it’s to a fun location like Southern California or the Pacific Northwest.

Here are some SEO conferences and events coming up next year. Mark your calendar now so you don’t miss them. 

The eCommerce & Omnichannel Retail Conference

Date: February 27-March 2, 2023

Format: In-person and on-demand

Location: Palm Springs, CA 

Speakers: TBD

Cost: In-person starting at $797; streaming – $597

About: With a focus on digital commerce, this event is a four-day retreat designed to help ecommerce and omnichannel stores uncover new ways to maximize profits from some of America’s most successful retailers. 

Social Media Marketing World 

Date: March 13-15, 2023

Format: In-person and on-demand

Location: San Diego, CA 

Speakers: Michael Stelzner, Joe Pulizzi, Mari Smith, and others

Cost: In-person starting at $797; streaming – $597

About: Bringing together top social media marketing pros, this conference is not directly focused on SEO but features sessions on organic social marketing, content marketing, and paid social.

It strives to immediately provide attendees with ideas they can implement for their clients or business. 

B2B Marketing Expo 2023

Date: March 21-22, 2023

Format: In-person

Location: Los Angeles, CA

Speakers: Roland Cloutier, Don Batsford, Neel Mehta, among others

Cost: Free

About: Featuring education masterclasses for marketing professionals, this annual conference covers a variety of tracks, including advertising and promotion, content and experience, and commerce and sales.

Hundreds of suppliers and speakers will be on hand to discuss the state of the industry and recent happenings. 

Hero Conf Austin 2023

Date: April 13-14, 2023

Format: In-person

Location: Austin, TX

Speakers: To be announced later this year 

Cost: From $900

About: Produced by Brainlabs, Hero Conf features 44 sessions with 44 paid media experts. The 10th annual U.S. event, this conference will cover PPC alongside new developments in digital marketing.

Attendees can expect to gain relevant, actional, and original content for better managing accounts, staying up to date on the industry, and extending their knowledge of paid media. 

Confab 

Date: April 30-May 3, 2023

Format: In-person

Location: Minneapolis, MN

Cost: Last year’s recordings – $595

About: The Content Strategy Conference is an annual event covering everything from UX to content and accessibility to structure.

It brings together industry experts and thought leaders to help digital marketers upgrade their skills. Last year’s conference recordings are available for sale on Confab’s website. 

DMO Advanced 2023

Date: Spring 2023, exact dates TBD

Format: In-person

Location: Napa Valley, CA

Speakers: TBD

Cost: TBD

About: Digital Marketers Organization will again host their advanced digital marketing event, blending interactive and educational sessions with networking opportunities.

There will be numerous sessions specifically designed for SEO, including information on technical debt, localization, and internationalization. 

MnSearch Summit

Date: June 15-16, 2023

Format: In-person 

Location: St. Paul, MN

Speakers: TBD

Cost: TBD

About: MnSearch Summit is two days of learning and networking with thought leaders from the digital marketing industry.

It includes workshops, sessions, and events focused on SEO, PPC, social media, and analytics, among other topics. 

Growth Marketing Summit 2023

Date: June 22, 2023

Format: In-person

Location: Frankfurt am Main, Germany

Speakers: Marianne Stjernvall, Colin McFarland, Steve Van Belleghem

Cost: From €499 

About: Assembling growth marketers and digital professionals worldwide, this single-day event features world-class speakers sharing their expertise on flexible and data-driven marketing solutions. 

MozCon 2023

Date: August 4-9, 2023

Format: In-person or live streaming

Location: Seattle, WA

Speakers: TBD

Cost: 2022 tickets began at $299

About: The annual digital marketing conference hosted by Moz, this conference features networking and expert sessions from SEO industry leaders, as well as experts in mobile search, conversion optimization, and search marketing. 

Searchlove 2023

Date: Summer 2023, exact dates TBD

Format: In-person 

Location: Philadelphia, PA

Speakers: TBD

Cost: TBD

About: Searchlove brings together some of the foremost experts in digital marketing. Topics ranging from analytics to optimization and content to paid advertising are all covered at this education and networking event.

On-Demand & On-Going

Don’t have a specific date you can get away? Don’t worry.

Adobe offers its full Summit sessions online for free, while DigiMarCon offers a range of events throughout the year, both virtual and in-person conferences in various global locations. 

Adobe Summit

Date: On-demand

Format: Online

Location: Virtual

Speakers: Anil Chakravarthy, Deena Bahri, and Sebastien Deguy, among others

Cost: Free

About: Hosted by Adobe, every session from the 2022 Adobe Summit is now available online, free.

Roughly 30 minutes in length, each session covers a topic relevant to digital marketing, including customer journey analytics, content personalization, and marketing trends for 2022.

DigiMarCon

Date: On-going throughout 2022 and 2023

Format: In-person and online

Location: Various global locations 

Cost: In-person starting at $497 

About: Digital Marketing Conferences is a global series of events bringing together thought leaders from the digital marketing, media, and advertising industries.

These conferences focus on emerging strategies, the latest technology, recent best practices, networking, and collaboration. 

Great SEOs Never Stop Learning

For an SEO professional, experience is important but not nearly as vital as staying up to date.

And while you can keep an eye on what’s going on in the world of search engines, paid advertising, and digital marketing by reading expert publications (like this one, for example), it’s also great to meet with other people who are performing the same job.

This gives you a chance not just to interact with them but to ask questions and develop relationships that could reap rewards far down the line. And SEO conferences are a great place to do this.

So, whether you’re trying to brush up on the basics, identify the latest techniques, or just take a trip on the company dime, the above events are a great place to start.

Include Your SEO Conference

If you’re hosting an upcoming SEO event and want it listed, please email our editor with the following information:

  • Conference name.
  • URL.
  • Date.
  • Whether your event is virtual or in-person.
  • Location (if applicable).
  • Noteworthy speakers.
  • Two-three sentences describing the conference (see content examples above).
  • Registration cost.

Featured Image: Paulo Bobita/Search Engine Journal



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Do Higher Content Scores Mean Higher Google Rankings? Our Data Says It’s Unlikely.

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Do Higher Content Scores Mean Higher Google Rankings? Our Data Says It's Unlikely.

I studied the correlation between rankings and content scores from four popular content optimization tools: Clearscope, Surfer, MarketMuse, and Frase. The result? Weak correlations all around.

This suggests (correlation does not necessarily imply causation!) that obsessing over your content score is unlikely to lead to significantly higher Google rankings.

Does that mean content optimization scores are pointless?

No. You just need to know how best to use them and understand their flaws.

Most tools’ content scores are based on keywords. If top-ranking pages mention keywords your page doesn’t, your score will be low. If it does, your score will be high.

While this has its obvious flaws (having more keyword mentions doesn’t always mean better topic coverage), content scores can at least give some indication of how comprehensively you’re covering the topic. This is something Google is looking for.

Google says that comprehensively covering the topic is a sign of quality contentGoogle says that comprehensively covering the topic is a sign of quality content

If your page’s score is significantly lower than the scores of competing pages, you’re probably missing important subtopics that searchers care about. Filling these “content gaps” might help improve your rankings.

However, there’s nuance to this. If competing pages score in the 80-85 range while your page scores 79, it likely isn’t worth worrying about. But if it’s 95 vs. 20 then yeah, you should probably try to cover the topic better.

Key takeaway

Don’t obsess over content scores. Use them as a barometer for topic coverage. If your score is significantly lower than competitors, you’re probably missing important subtopics and might rank higher by filling those “content gaps.”

There are at least two downsides you should be aware of when it comes to content scores.

They’re easy to cheat

Content scores tend to be largely based on how many times you use the recommended set of keywords. In some tools, you can literally copy-paste the entire list, draft nothing else, and get an almost perfect score.

Scoring 98 on MarketMuse after shoehorning all the suggested keywords without any semblance of a draftScoring 98 on MarketMuse after shoehorning all the suggested keywords without any semblance of a draft

This is something we aim to solve with our upcoming content optimization tool: Content Master.

I can’t reveal too much about this yet, but it has a big USP compared to most existing content optimization tools: its content score is based on topic coverage—not just keywords.

For example, it tells us that our SEO strategy template should better cover subtopics like keyword research, on-page SEO, and measuring and tracking SEO success.

Preview of our upcoming Content Master toolPreview of our upcoming Content Master tool

But, unlike other content optimization tools, lazily copying and pasting related keywords into the document won’t necessarily increase our content score. It’s smart enough to understand that keyword coverage and topic coverage are different things.

Sidenote.

This tool is still in production so the final release may look a little different.

They encourage copycat content

Content scores tell you how well you’re covering the topic based on what’s already out there. If you cover all important keywords and subtopics from the top-ranking pages and create the ultimate copycat content, you’ll score full marks.

This is a problem because quality content should bring something new to the table, not just rehash existing information. Google literally says this in their helpful content guidelines.

Google says quality content goes beyond obvious information. It needs to bring something new to the tableGoogle says quality content goes beyond obvious information. It needs to bring something new to the table

In fact, Google even filed a patent some years back to identify ‘information gain’: a measurement of the new information provided by a given article, over and above the information present in other articles on the same topic.

You can’t rely on content optimization tools or scores to create something unique. Making something that stands out from the rest of the search results will require experience, experimentation, or effort—something only humans can have/do.

Enrich common knowledge with new information and experiences in your contentEnrich common knowledge with new information and experiences in your content

Big thanks to my colleagues Si Quan and Calvinn who did the heavy lifting for this study. Nerd notes below. 😉

  • For the study, we selected 20 random keywords and pulled the top 20 ranking pages.
  • We pulled the SERPs before the March 2024 update was rolled out.
  • Some of the tools had issues pulling the top 20 pages, which we suspect was due to SERP features.
  • Clearscope didn’t give numerical scores; they opted for grades. We used ChatGPT to convert those grades into numbers.
  • Despite their increasing prominence in the SERPs, most of the tools had trouble analyzing Reddit, Quora, and YouTube. They typically gave a zero or no score for these results. If they gave no scores, we excluded them from the analysis.
  • The reason why we calculated both Spearman and Kendall correlations (and took the average) is because according to Calvinn (our Data Scientist), Spearman correlations are more sensitive and therefore more prone to being swayed by small sample size and outliers. On the other hand, the Kendall rank correlation coefficient only takes order into account. So, it is more robust for small sample sizes and less sensitive to outliers.

Final thoughts

Improving your content score is unlikely to hurt Google rankings. After all, although the correlation between scores and rankings is weak, it’s still positive. Just don’t obsess and spend hours trying to get a perfect score; scoring in the same ballpark as top-ranking pages is enough.

You also need to be aware of their downsides, most notably that they can’t help you craft unique content. That requires human creativity and effort.

Any questions or comments? Ping me on X or LinkedIn.



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Unlocking Brand Growth: Strategies for B2B and E-commerce Marketers

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Unlocking Brand Growth: Strategies for B2B and E-commerce Marketers

In today’s fast-paced digital landscape, scaling a brand effectively requires more than just an innovative product or service. For B2B and e-commerce marketers, understanding the intricacies of growth strategies across different stages of business development is crucial.  

A recent analysis of 71 brands offers valuable insights into the optimal strategies for startups, scaleups, mature brands, and majority offline businesses. Here’s what we learned. 

Startup Stage: Building the Foundation 

Key Strategy: Startups focus on impressions-driven channels like Paid Social to establish their audience base. This approach is essential for gaining visibility and creating a strong initial footprint in the market. 

Case Study: Pooch & Mutt exemplified this strategy by leveraging Paid Social to achieve significant year-on-year revenue gains while also improving acquisition costs. This foundational step is crucial for setting the stage for future growth and stability. 

Scaleup Stage: Accelerating Conversion 

Key Strategy: For scaleups, having already established an audience, the focus shifts to conversion activities. Increasing spend in impressions-led media helps continue generating demand while maintaining a balance with acquisition costs. 

Case Study: The Essence Vault successfully applied this approach, scaling their Meta presence while minimizing cost increases. This stage emphasizes the importance of efficient spending to maximize conversion rates and sustain growth momentum. 

Mature Stage: Expanding Horizons 

Key Strategy: Mature brands invest in higher funnel activities to avoid market saturation and explore international expansion opportunities. This strategic pivot ensures sustained growth and market diversification. 

Case Study: Represent scaled their efforts on TikTok, enhancing growth and improving Meta efficiency. By expanding their presence in the US, they exemplified how mature brands can navigate saturation and seek new markets for continued success. 

Majority Offline Brands: Embracing Digital Channels 

Key Strategy: Majority offline brands primarily invest in click-based channels like Performance Max. However, the analysis reveals significant opportunities in Paid Social, suggesting a balanced approach for optimal results. 

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How To Use The Google Ads Search Terms Report

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How To Use The Google Ads Search Terms Report

One of the most essential aspects of a profitable Google Ads strategy is reaching the right people, with the right message, while they’re searching.

To do this correctly, you need to know exactly how your ads are doing and what words potential customers are using to search.

This is where the Google Ads search terms report comes in handy.

This report is a goldmine and an invaluable asset to every Google Ads account.

With insights into exact phrases being used to trigger your ads, the search terms report can help:

  • Significantly refine your keyword strategy.
  • Enhance your targeting.
  • Boost your return on investment (ROI).

Let’s get into why the Google Ads search terms report is not only helpful but essential for maximizing Google Ads profitability.

What Is The Google Ads Search Terms Report?

The search terms report is a performance tool that shows how your ad performed when triggered by actual searches on the Google Search Network.

The report shows specific terms and phrases that triggered your ad to show, which helps determine if you’re bidding on the right keywords or using the right match types.

If you find search terms that aren’t relevant for your business, you can easily add them to your negative keyword list repository.

This helps you spend your budget more effectively by ensuring your ads are only triggered for relevant, useful searches by potential customers.

Keep in mind that there is a difference between a search term and a keyword:

  • Search term: Shows the exact word or phrase a customer enters on the Google Search Network to trigger an ad.
  • Keyword: The word or phrase that Google Ads advertisers target and bid on to show their ads to customers.

How To Create A Search Terms Report

Creating a search terms report in your Google Ads account is simple, and better yet – it can be automated!

To view your search terms report, you’ll need to:

  • Log into your Google Ads account.
  • Navigate to “Campaigns” >> “Insights & reports” >> “Search terms”

Below is an example of where to navigate in your Google Ads account to find the search terms report.

Screenshot taken by author, April 2024

After running this report, there are multiple actions you can take as a marketer:

  • Add top-performing searches to corresponding ad groups as keywords.
  • Select the desired match type (e.g. broad, phrase, exact) if adding new keywords.
  • Add irrelevant search terms to a negative keyword list.

3 Ways To Use Search Terms Report Data

As mentioned above, there are numerous ways you can use the search terms report data to optimize campaign performance.

Let’s take a look at three examples of how to use this report to get the best bang for your buck.

1. Refine Existing Keyword Lists

The first area the search terms report can help with is refining existing keyword lists.

By combing through the search terms report, you can find areas of opportunities, including:

  • What searches are leading to conversions.
  • What searches are irrelevant to the product or service.
  • What searches have high impressions but low clicks.
  • How searches are being mapped to existing keywords and ad groups.

For searches leading to conversions, it likely makes sense to add those as keywords to an existing ad group or create a new ad group.

If you’re finding some searches to be irrelevant to what you’re selling, it’s best to add them as negative keywords. That prevents your ad from showing up for that search moving forward.

If some searches have a high volume of impressions, but very few clicks, these will take further consideration. If it’s a keyword worth bidding on, it may indicate that the bid strategy isn’t competitive enough – meaning you’ll have to take action on your bid strategy.

If a search term is being triggered by multiple keywords and ad groups, this is a case of cross-pollution of keywords. This can lead to lower ROI because it’s essentially having multiple keywords bid on that search term, which can drive up the cost. If this happens, you have a few options:

  • Review and update existing keyword match types as necessary.
  • Add negative keywords where appropriate at the ad group or campaign level to avoid cross-pollution.

Ultimately, using the search terms report in this way allows you to determine what is performing well and eliminate poor performers.

2. Understand How Your Audience Is Actually Searching For Your Product

Something I often see is a mismatch of how a company talks about its product or service vs. how a customer is actually searching for it in the real world.

If you’re bidding on keywords you think describe your product or service but are not getting any traction, you could be misaligning expectations.

Oftentimes, searches that lead to conversions are from terms you wouldn’t have thought to bid on without looking at the search terms report.

One of this report’s most underutilized use cases is finding lesser-known ways customers are searching for and finding your product.

Finding these types of keywords may result in the creation of a new campaign, especially if the search terms don’t fit existing ad group structures.

Building out campaigns by different search themes allows for appropriate bidding strategies for each because not all keyword values are created equal!

Understanding how a customer is describing their need for a product or service not only helps your keyword strategy but can lead to better-aligned product positioning.

This leads us to a third way the search term report can help your campaigns.

3. Optimize Ad Copy and Landing Pages

As discussed in #2, customers’ language and phrases can provide valuable insights into their needs and preferences.

Marketers can use the search terms report to better tailor ad copy, making it more relevant and appealing to prospective customers.

And let’s not forget about the corresponding landing page!

Once a user clicks on an ad, they expect to see an alignment of what they searched for and what is presented on a website.

Make sure that landing page content is updated regularly to better match the searcher’s intent.

This can result in a better user experience and an improvement in conversion rates.

How Using The Search Terms Report Can Help ROI

All three examples above are ways that the search terms report can improve campaign ROI.

How so?

Let’s take a look at each example further.

How Refining Keywords Helps ROI

Part of refining existing keywords is negating any irrelevant search terms that trigger an ad.

Having a solid negative keyword strategy gets rid of “unwanted” spending on keywords that don’t make sense.

That previously “wasted” spend then gets redirected to campaigns that regularly drive higher ROI.

Additionally, adding top-performing search terms gives you better control from a bid strategy perspective.

Being able to pull the appropriate levers and setting proper bid strategies by search theme ultimately leads to better ROI.

How Understanding Audience Intent Helps ROI

By understanding the exact language and search terms that potential customers use, marketers can update ad copy and landing pages to better match those searches.

This can increase ad relevance and Ad Rank within Google Ads.

These items help with keyword Quality Score, which can help reduce CPCs as your Quality Score increases.

More relevant ads likely lead to higher click-through rates, which leads to a higher likelihood of converting those users!

How Updating Ad Copy And Landing Pages Helps ROI

This example goes hand-in-hand with the above recommendation.

As you start to better understand the audience’s search intent, updating ad copy and landing pages to reflect their search indicates better ad relevance.

Once a user clicks on that relevant ad, they find the content of the landing page matches better to what they’re looking for.

This enhanced relevance can significantly increase the likelihood of conversion, which ultimately boosts ROI.

Use This Report To Make Data-Driven Decisions

Google Ads is an integral part of any digital marketing strategy, often accounting for a large portion of your marketing budget.

By regularly reviewing the search terms report, you can refine your marketing budget to make your Google Ads campaigns more effective.

Using this report to make data-driven decisions that fine-tune multiple facets of campaign management leads to more effective ad spending, higher conversions, and ultimately higher ROI.

More resources: 


Featured Image: FGC/Shutterstock

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