We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.
So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!
More startup agencies are emerging that offer competitive prices and good quality creative work for clients. Online gamers are earning significant money through playing games. While metaverse and virtual characters remained hyped, the trend was not as significant as the prior year. Consumers expect real actions from brands rather than just motivational messages. Affiliate marketing is booming to build trust and sales. Doctors are increasingly providing consultations over social media. Some Indonesian brand campaigns went viral internationally.
This document outlines a 5-step digital marketing plan: 1) Plan, 2) Reach, 3) Act, 4) Convert, and 5) Engage. The plan details strategies and key performance indicators (KPIs) to build an online audience, encourage brand interactions, increase conversion rates, and improve customer loyalty through content marketing, social media, and other digital channels. The overall goal is to optimize the digital marketing process to boost metrics like sales, customer satisfaction, and advocacy.
Jack, a local barber, wants to get more customers and increase awareness of his business. His target audience is males over 24 in his local area who use Facebook and Instagram. His budget is limited as he does not have a website. Jane, a baker, wants to increase cupcake sales and make her business easy to find online. Her target audience is relationship-focused males and females aged 25-34 who use Instagram. Both will focus on social media marketing, with Jack using Facebook ads and Instagram posts and Jane focusing on Instagram content, to achieve their online objectives of increased reach, awareness and traffic.
Digital Marketing Proposal - Understanding Digital Marketing
The digital marketing proposal outlines a strategy to achieve social search marketing goals through various online activities. It discusses generating awareness, engagement, and leads through responsive websites, search engine optimization, social media optimization, and display ad campaigns. The proposal details a two-phase implementation scope that includes SEO, SMO, ORM and later expands to email, SMS, display ads, SEM, SMM and mobile. The contact information for Madhumita Mishra is provided to discuss the proposal further.
Step by step process to creating your digital marketing plan. Research, create, distribute, analyze and optimize. For more info or help with your digital marketing projects visit www.ederholguin.com
We’re nearing the End of 2022 – that means preparing for your 2023 marketing game plan. Digital marketing topics gaining headlines include video content overtaking traditional web content, rising privacy concerns, and sales funnel marketing morphing. I’ve assembled the digital marketing trends for 2023 from a variety of trusted research sources
This document outlines AirBnB's social media strategy. It includes an audit of current performance on platforms like Facebook, Twitter, and Instagram. The majority of traffic comes from Facebook, though engagement is higher on other channels. The strategy sets objectives to grow followers and shares customer content. It also establishes roles, a content plan, and a system to measure results and respond to issues. The goal is to use social media to support revenue by fostering an online community and customer interactions.
Bestpracticesforemailmarketing digital marketing paathshala
This document outlines best practices for email marketing in 8 steps. The first step is to choose an email marketing provider that fits your needs and strategy. The second step is to build your database organically through forms and uploads rather than purchases. The third step is to organize your contacts by collecting relevant information to target groups. The fourth step is to decide the objective of each email campaign and focus on one main message.
Email marketing stats by oracle - digital marketing paathshala
This document provides best practices and recommendations for email marketing. It suggests that weekends are the best time to send emails, using dynamic content improves conversations, and personal signatures increase open rates. Automated campaigns can achieve higher conversations. The document also asks how frequently one should email their database and provides information on training for digital marketing.
New Marketing Ideas, Strategies & Channels For 2022
1. Leverage Google's machine learning capabilities by automating marketing campaigns and bidding strategies to maximize conversions and reduce costs.
2. Develop video content for YouTube ads and website to boost search visibility, increase purchase intent, and improve conversion rates.
3. Implement cross-channel attribution reporting to understand how customers interact across search, display, video, and social to optimize marketing spend and drive more conversions.
Real Estate ( Digital Marketing and Lead Generation)
At our company, it has been our legacy to raise the bar of excellence several notches higher with every new creation.
Our vision is to create residential and work spaces with modern amenities at affordable prices.
A digital marketing strategy involves building on traditional marketing strategies by using the benefits and challenges of the digital medium. It integrates online and offline tactics to achieve business goals and speak to an overall brand identity. The strategy considers factors like the market, competitors, customers and core competencies. It examines how the internet has changed traditional marketing models and determines the goals, tactics, metrics and ongoing optimization needed to create demand and exchange value with customers online.
Presentation for MBA students at Southampton University about what is to do Digital Marketing for B2B today...it is mainly lead generation: Connect, Engage, Monitor and Convert
The document is a proposal from Coineption Technology Pvt Ltd for digital marketing consulting services. It outlines challenges businesses face in digital marketing and audience engagement. The proposal recommends a solution of search engine optimization, social media optimization, pay-per-click advertising, and email marketing. It provides details on the specific activities and processes that would be undertaken for each strategy, such as keyword research, social media account setup, campaign management, and email template design. The proposal aims to help businesses connect with their target audiences across different online platforms.
Digital Marketing Strategy by Digital Marketing guru Joanne Sweeney-Burke of Digital Training Institute. How to build a digital marketing strategy, the steps to creating a successful digital marketing campaign, measuring digital marketing, web marketing and social media marketing.
Joanne Sweeney-Burke is owner of Media Box and Digital Training Institute and has a Masters in Digital Marketing.
How to Succeed with Google Ads (with Insider Tips Straight from Google!)
We’re seeing many of the Google Ads trends and changes we predicted come to life as we approach the mid-way point in the year.
So how can you learn from your Google Ads performance so far to maintain growth through the rest of 2022?
We’ve got the info you need to get over the half-way hump and finish the year strong! Check out these webinar slides to learn:
• How to audit your 2022 Google Ads performance so far
• Data and insights to help maintain ROI through the second half of the year
• New Google Ads tips to capture and nurture leads
Affiliate Marketing AI Trends in 2022 There are some key trends you need to be aware of, whether you're new or seasoned in the affiliate marketing industry. These trends will help to understand how technology and the Internet are impacting the Affiliate Marketing industry over the next few years.
Digital marketing provides numerous benefits for those who learn it, including being a trending and futuristic field, being cost-effective, enabling higher conversion rates and better interaction. Learning digital marketing provides insights into market trends, better career opportunities, opportunities for creativity, and the ability to experiment with different strategies. It is also in high demand and relatively easy to learn.
Conversant seven myths that senior marketers need to stop believing
Seven of the biggest digital myths that hold brands back from generating stronger ROI. Entertaining and easy to read, with concrete advice on the right way to approach new digital challenges.
Trends In Paid Search: Navigating The Digital Landscape In 2024
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
Digital Marketing Buzz is a local SEO agency in Singapore that helps businesses optimize their websites through search engine optimization to increase traffic. They offer services including website development, SEO marketing, digital marketing, video content marketing, social media marketing. Their philosophy is to care for clients, achieve client success, provide timely responses, strive for optimization, build long-term trust, and listen to and understand their clients. They have proven success working with clients across various industries.
We set off to help SMEs And MNCs to optimize their website on Google through SEO we bring them with more traffic,
as we are aware that Search Engine Optimization (SEO) is very important to any type of business
who wants their business to come from internet.
Digital Marketing & Digital Transformation - Automate and Redefine Your Busin...
The use of digital channels and tools for promoting products or services is known as digital marketing. However, digital transformation refers to the strategic process of leveraging technology to transform and improve a business's entire operations and customer value proposition. Digital marketing is a component of digital transformation, which encompasses a more comprehensive set of changes that can affect many aspects of a business, extending beyond just marketing.
Smartinfologiks - The end-to-end digital marketing solution providers in India possesses a detailed association with technology. With a decade-year-old of experience, we serve 360-degree business solutions that help initiate more traffic and conversions to your business. We’re backed up by a team of adroit developers, designers, and marketers who’re skilled and proficient enough in developing, designing, and marketing your business through organic methods.
More Customers, Lower CPL: Stay Competitive with AI in Google Ads
If you rely on Google Ads to acquire customers, don’t get left behind. Join Hanapin’s Michael Knight and DialogTech’s Blair Symes for this presentation explaining how you can use AI to drive more customers from Google Ads campaigns at a lower CPL.
Search Engine Optimization (SEO): Enhance your website's visibility on search engines with SEO strategies. Increase organic traffic by optimizing content, keywords, meta tags, and improving site structure for better search engine ranking.
Navigating the Digital Landscape: Strategies for Effective Digital Marketing
In today's fast-paced and ever-evolving digital landscape, businesses must adopt effective strategies to stand out and thrive amidst fierce competition. Digital marketing has emerged as a crucial tool for reaching target audiences, driving engagement, and achieving business objectives.
In today's rapidly evolving digital landscape, the importance of digital marketing cannot be overstated, and a well-crafted PowerPoint presentation (PPT) can serve as a powerful tool in conveying this message. As businesses navigate the complexities of online consumer behavior and competition, a strategic approach to digital marketing is essential for success. A comprehensive PPT on this topic elucidates how digital marketing channels such as social media, email campaigns, SEO, and content marketing can effectively target and engage audiences, driving brand awareness, customer acquisition, and revenue growth. By highlighting case studies, industry trends, and actionable insights, a compelling digital marketing PPT inspires individuals to leverage these strategies to elevate their businesses in today's digital age, compelling them to take action and embrace the transformative power of digital marketing.
Why Digital Marketing Is As Important As Traditional Marketing
If you are looking for an Ottawa digital marketing company, make sure that they look promising on all these factors. Here’s what to expect from a digital marketing company.
The document is a magazine from Walter Analytics that discusses digital analytics and trends. It contains the following key points:
- Shaun Ernst reports on the growth of analytics in 2014 and tools like Universal Analytics, Enhanced Ecommerce, and demographic segmenting that provide more insights.
- Neil Walter discusses how to optimize pay-per-click acquisition through Google AdWords, noting it generated over $50 billion in 2013. Testing, refinement and constant innovation are key to success.
- Personalized content and real-time personalization using browser data is becoming more widely adopted by companies like Dropbox and Google to target messages to users.
Win Over Your Competitors with Data Driven Marketing
This document discusses how to develop a data-driven marketing strategy. It recommends building a data-driven culture, leveraging data to act at the right time, optimizing for key data points, integrating customer data, and developing a vision for how to use data. Case studies show how data-driven approaches helped companies increase sales by 34% and better target audiences. The conclusion states that transitioning to data-driven marketing will enhance data collection and analysis to continuously improve performance.
Smarter Digital Marketing is the best advertising agency Glasgow that offers effective advertising strategies and SEO services which promote your business and brand.
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
10 Proven Ways to Drive (Qualified) Traffic to Your Website
Your website is your online storefront, where visitors can learn more about your offerings, build trust in your brand, and eventually become leads and customers.
But having a beautiful, easy-to-navigate site isn’t going to gain you more customers if no one can find your site in the first place.
In fact, 61% of marketers say their biggest challenge is generating qualified traffic and leads.
Check out these webinar slides to learn:
• Ways to drive qualified traffic to your site – both free and paid tactics
• The importance of setting goals and measuring website traffic
• Why website traffic is important
[NEW DATA] Updated Google Ads Industry Benchmarks You Must See
Our experts analyzed data from nearly 20,000 search ad campaigns from business of all types and sizes in North America, to bring you real results from 20+ of the top industries.
We’ve removed the complexities, making it so simple for you to see where you stand against your direct competitors in the most critical performance metrics including:
• Average cost per click
• Average click-through rate
• Average cost per lead
• Average conversion rate
Check out these webinar slides to gain access to the exclusive data you will not find anywhere else.
The document outlines Steve Madden's digital marketing strategy for its style blog, which targets young women aged 18-34. The blog focuses on inspiration, trends, celebrities, design, creativity, and originality. The strategy's goals are to expand the email list through landing pages encouraging subscribers, encourage online purchases with instant savings offers, and expand the blog's reach through celebrity inspiration content. The overall strategy aims to promote the brand and drive sales through the style blog.
Here's the deck from my Performance Marketing Session at Upgrad Exchange in Bangalore. Please leave your queries /feedback below.
(Link to plan in deck seems expired, here is the link - https://docs.google.com/spreadsheets/d/10c3ITcbOEWOUbFOyTuHlK1M5wJlMQBdZ2QfP3Fss1RU/edit#gid=752459564)
Well, Performance Marketing is quite a buzz word today. But for many marketers or entrepreneurs, it's easy to get lost in jargons and not catch the real essence. My goal was to simplify the concepts in performance marketing with examples everyone can relate to.
The deck also covers a performance mindset, and a spend management strategy that can help brands optimize their spends towards metrics that matter.
To deck covers
- The Marketing funnel & How most marketing teams are structured today.
- Performance marketing with a case-study, where I have detailed a spend strategy with channels & metrics
- Wrapping up, the deck talks about growth engines & growth hacks - with some inspiring examples.
More startup agencies are emerging that offer competitive prices and good quality creative work for clients. Online gamers are earning significant money through playing games. While metaverse and virtual characters remained hyped, the trend was not as significant as the prior year. Consumers expect real actions from brands rather than just motivational messages. Affiliate marketing is booming to build trust and sales. Doctors are increasingly providing consultations over social media. Some Indonesian brand campaigns went viral internationally.
This document outlines a 5-step digital marketing plan: 1) Plan, 2) Reach, 3) Act, 4) Convert, and 5) Engage. The plan details strategies and key performance indicators (KPIs) to build an online audience, encourage brand interactions, increase conversion rates, and improve customer loyalty through content marketing, social media, and other digital channels. The overall goal is to optimize the digital marketing process to boost metrics like sales, customer satisfaction, and advocacy.
Jack, a local barber, wants to get more customers and increase awareness of his business. His target audience is males over 24 in his local area who use Facebook and Instagram. His budget is limited as he does not have a website. Jane, a baker, wants to increase cupcake sales and make her business easy to find online. Her target audience is relationship-focused males and females aged 25-34 who use Instagram. Both will focus on social media marketing, with Jack using Facebook ads and Instagram posts and Jane focusing on Instagram content, to achieve their online objectives of increased reach, awareness and traffic.
Digital Marketing Proposal - Understanding Digital Marketing Infidirect
The digital marketing proposal outlines a strategy to achieve social search marketing goals through various online activities. It discusses generating awareness, engagement, and leads through responsive websites, search engine optimization, social media optimization, and display ad campaigns. The proposal details a two-phase implementation scope that includes SEO, SMO, ORM and later expands to email, SMS, display ads, SEM, SMM and mobile. The contact information for Madhumita Mishra is provided to discuss the proposal further.
How to create a Digital Marketing PlanEder Holguin
Step by step process to creating your digital marketing plan. Research, create, distribute, analyze and optimize. For more info or help with your digital marketing projects visit www.ederholguin.com
Digital Marketing Trends 2023- Shereen BadrShereen Badr
We’re nearing the End of 2022 – that means preparing for your 2023 marketing game plan. Digital marketing topics gaining headlines include video content overtaking traditional web content, rising privacy concerns, and sales funnel marketing morphing. I’ve assembled the digital marketing trends for 2023 from a variety of trusted research sources
This document outlines AirBnB's social media strategy. It includes an audit of current performance on platforms like Facebook, Twitter, and Instagram. The majority of traffic comes from Facebook, though engagement is higher on other channels. The strategy sets objectives to grow followers and shares customer content. It also establishes roles, a content plan, and a system to measure results and respond to issues. The goal is to use social media to support revenue by fostering an online community and customer interactions.
Bestpracticesforemailmarketing digital marketing paathshalaSimplilearn
This document outlines best practices for email marketing in 8 steps. The first step is to choose an email marketing provider that fits your needs and strategy. The second step is to build your database organically through forms and uploads rather than purchases. The third step is to organize your contacts by collecting relevant information to target groups. The fourth step is to decide the objective of each email campaign and focus on one main message.
Email marketing stats by oracle - digital marketing paathshalaSimplilearn
This document provides best practices and recommendations for email marketing. It suggests that weekends are the best time to send emails, using dynamic content improves conversations, and personal signatures increase open rates. Automated campaigns can achieve higher conversations. The document also asks how frequently one should email their database and provides information on training for digital marketing.
1. Leverage Google's machine learning capabilities by automating marketing campaigns and bidding strategies to maximize conversions and reduce costs.
2. Develop video content for YouTube ads and website to boost search visibility, increase purchase intent, and improve conversion rates.
3. Implement cross-channel attribution reporting to understand how customers interact across search, display, video, and social to optimize marketing spend and drive more conversions.
At our company, it has been our legacy to raise the bar of excellence several notches higher with every new creation.
Our vision is to create residential and work spaces with modern amenities at affordable prices.
A digital marketing strategy involves building on traditional marketing strategies by using the benefits and challenges of the digital medium. It integrates online and offline tactics to achieve business goals and speak to an overall brand identity. The strategy considers factors like the market, competitors, customers and core competencies. It examines how the internet has changed traditional marketing models and determines the goals, tactics, metrics and ongoing optimization needed to create demand and exchange value with customers online.
Presentation for MBA students at Southampton University about what is to do Digital Marketing for B2B today...it is mainly lead generation: Connect, Engage, Monitor and Convert
The document is a proposal from Coineption Technology Pvt Ltd for digital marketing consulting services. It outlines challenges businesses face in digital marketing and audience engagement. The proposal recommends a solution of search engine optimization, social media optimization, pay-per-click advertising, and email marketing. It provides details on the specific activities and processes that would be undertaken for each strategy, such as keyword research, social media account setup, campaign management, and email template design. The proposal aims to help businesses connect with their target audiences across different online platforms.
Digital Marketing Strategy by Digital Marketing guru Joanne Sweeney-Burke of Digital Training Institute. How to build a digital marketing strategy, the steps to creating a successful digital marketing campaign, measuring digital marketing, web marketing and social media marketing.
Joanne Sweeney-Burke is owner of Media Box and Digital Training Institute and has a Masters in Digital Marketing.
We’re seeing many of the Google Ads trends and changes we predicted come to life as we approach the mid-way point in the year.
So how can you learn from your Google Ads performance so far to maintain growth through the rest of 2022?
We’ve got the info you need to get over the half-way hump and finish the year strong! Check out these webinar slides to learn:
• How to audit your 2022 Google Ads performance so far
• Data and insights to help maintain ROI through the second half of the year
• New Google Ads tips to capture and nurture leads
Affiliate Marketing AI Trends in 2022 There are some key trends you need to be aware of, whether you're new or seasoned in the affiliate marketing industry. These trends will help to understand how technology and the Internet are impacting the Affiliate Marketing industry over the next few years.
Digital marketing provides numerous benefits for those who learn it, including being a trending and futuristic field, being cost-effective, enabling higher conversion rates and better interaction. Learning digital marketing provides insights into market trends, better career opportunities, opportunities for creativity, and the ability to experiment with different strategies. It is also in high demand and relatively easy to learn.
Conversant seven myths that senior marketers need to stop believingJim Nichols
Seven of the biggest digital myths that hold brands back from generating stronger ROI. Entertaining and easy to read, with concrete advice on the right way to approach new digital challenges.
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
Digital Marketing Buzz is a local SEO agency in Singapore that helps businesses optimize their websites through search engine optimization to increase traffic. They offer services including website development, SEO marketing, digital marketing, video content marketing, social media marketing. Their philosophy is to care for clients, achieve client success, provide timely responses, strive for optimization, build long-term trust, and listen to and understand their clients. They have proven success working with clients across various industries.
We set off to help SMEs And MNCs to optimize their website on Google through SEO we bring them with more traffic,
as we are aware that Search Engine Optimization (SEO) is very important to any type of business
who wants their business to come from internet.
Digital Marketing & Digital Transformation - Automate and Redefine Your Busin...Smartinfologiks
The use of digital channels and tools for promoting products or services is known as digital marketing. However, digital transformation refers to the strategic process of leveraging technology to transform and improve a business's entire operations and customer value proposition. Digital marketing is a component of digital transformation, which encompasses a more comprehensive set of changes that can affect many aspects of a business, extending beyond just marketing.
Smartinfologiks - The end-to-end digital marketing solution providers in India possesses a detailed association with technology. With a decade-year-old of experience, we serve 360-degree business solutions that help initiate more traffic and conversions to your business. We’re backed up by a team of adroit developers, designers, and marketers who’re skilled and proficient enough in developing, designing, and marketing your business through organic methods.
More Customers, Lower CPL: Stay Competitive with AI in Google AdsHanapin Marketing
If you rely on Google Ads to acquire customers, don’t get left behind. Join Hanapin’s Michael Knight and DialogTech’s Blair Symes for this presentation explaining how you can use AI to drive more customers from Google Ads campaigns at a lower CPL.
Search Engine Optimization (SEO): Enhance your website's visibility on search engines with SEO strategies. Increase organic traffic by optimizing content, keywords, meta tags, and improving site structure for better search engine ranking.
Navigating the Digital Landscape: Strategies for Effective Digital Marketingabdulwaheedsq3434
In today's fast-paced and ever-evolving digital landscape, businesses must adopt effective strategies to stand out and thrive amidst fierce competition. Digital marketing has emerged as a crucial tool for reaching target audiences, driving engagement, and achieving business objectives.
In today's rapidly evolving digital landscape, the importance of digital marketing cannot be overstated, and a well-crafted PowerPoint presentation (PPT) can serve as a powerful tool in conveying this message. As businesses navigate the complexities of online consumer behavior and competition, a strategic approach to digital marketing is essential for success. A comprehensive PPT on this topic elucidates how digital marketing channels such as social media, email campaigns, SEO, and content marketing can effectively target and engage audiences, driving brand awareness, customer acquisition, and revenue growth. By highlighting case studies, industry trends, and actionable insights, a compelling digital marketing PPT inspires individuals to leverage these strategies to elevate their businesses in today's digital age, compelling them to take action and embrace the transformative power of digital marketing.
Why Digital Marketing Is As Important As Traditional MarketingSoap Media Inc.
If you are looking for an Ottawa digital marketing company, make sure that they look promising on all these factors. Here’s what to expect from a digital marketing company.
The document is a magazine from Walter Analytics that discusses digital analytics and trends. It contains the following key points:
- Shaun Ernst reports on the growth of analytics in 2014 and tools like Universal Analytics, Enhanced Ecommerce, and demographic segmenting that provide more insights.
- Neil Walter discusses how to optimize pay-per-click acquisition through Google AdWords, noting it generated over $50 billion in 2013. Testing, refinement and constant innovation are key to success.
- Personalized content and real-time personalization using browser data is becoming more widely adopted by companies like Dropbox and Google to target messages to users.
This document discusses how to develop a data-driven marketing strategy. It recommends building a data-driven culture, leveraging data to act at the right time, optimizing for key data points, integrating customer data, and developing a vision for how to use data. Case studies show how data-driven approaches helped companies increase sales by 34% and better target audiences. The conclusion states that transitioning to data-driven marketing will enhance data collection and analysis to continuously improve performance.
Smarter Digital Marketing is the best advertising agency Glasgow that offers effective advertising strategies and SEO services which promote your business and brand.
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
Similar to Acing Google Ads in 2022 (With Insider Tips Straight from Google) (20)
Your website is your online storefront, where visitors can learn more about your offerings, build trust in your brand, and eventually become leads and customers.
But having a beautiful, easy-to-navigate site isn’t going to gain you more customers if no one can find your site in the first place.
In fact, 61% of marketers say their biggest challenge is generating qualified traffic and leads.
Check out these webinar slides to learn:
• Ways to drive qualified traffic to your site – both free and paid tactics
• The importance of setting goals and measuring website traffic
• Why website traffic is important
Our experts analyzed data from nearly 20,000 search ad campaigns from business of all types and sizes in North America, to bring you real results from 20+ of the top industries.
We’ve removed the complexities, making it so simple for you to see where you stand against your direct competitors in the most critical performance metrics including:
• Average cost per click
• Average click-through rate
• Average cost per lead
• Average conversion rate
Check out these webinar slides to gain access to the exclusive data you will not find anywhere else.
The promotional campaign for a hearing center gave away a free pair of hearing aids. This generated over 280 marketing leads who provided their contact information and 65 requests for consultations. Tactics included digital ads, social media posts, and a custom sweepstakes page where entrants could complete a survey with contact and qualification questions. The campaign successfully grew the business's email list and scheduled sales consultations as objectives.
Social media is a game – each site has its own playbook and cheat codes, and you can’t use the platforms aimlessly if you want to win more leads and customers!
Since each site is different, how does your business outmaneuver the competition in a space that seems so familiar?
Check out these webinar slides as we break down the winning elements of each social media network including Facebook, LinkedIn, and Twitter, PLUS a special Snapchat guest to cover it all.
You can’t make data-driven decisions without data – but how do you know which data really matters? And how do you turn that data into meaningful insights you can actually act on, today?
We’ve been doing this for more than a decade, so we understand your biggest reporting and analysis challenges. Check out these webinar slides as we reveal our secrets to better track your marketing performance. You'll learn:
• What IS a good marketing ROI?
• The 4 key marketing metrics to focus on this year.
• Your best marketing strategies for 2022 and the metrics that matter for each.
So what’s new, what’s tried-and-true, and what’s best for YOU in 2022? Check out these webinar slides to learn:
- The 14 best marketing channels of 2022.
- How to decide which ones are best for your business.
- Practical tips to succeed on each one.
Find out what you need to toss, keep, or add to your marketing mix this year so your business can look, feel, and perform its best.
The clock’s ticking to finalize your 2022 marketing strategy, but what worked this year may not be best next year! In a world of constant changes, how do you prepare?
Whether you’ve already created a plan or are trying to scrape one together, check out these webinar slides to:
• Identify the best marketing channels for your business
• Come up with creative ideas to attract customers
• Create an achievable budget and plan
This document provides benchmarks for key search advertising metrics including average cost per click (CPC), click-through rate (CTR), cost per lead (CPL), and conversion rate (CVR) across different industries. It analyzes the data collection strategy and discusses the meaning and factors that influence each metric. Industry experts are quoted discussing CPC, CTR, CPL, and CVR. The importance of benchmarking metrics against industry standards and adjusting strategies accordingly is emphasized. The presentation concludes that search ads can help businesses' bottom lines by setting realistic goals, knowing what matters most to each business, using benchmarking as a tool, and having backup plans since different metrics may perform better in different situations.
What’s great about PPC is that you only pay when someone clicks on your ad. The bad news is that you are paying for every click, and this can get expensive — scary-expensive!
Check out these webinar slides as we share 13 Scary-Good Ways to Lower Your Cost Per Click in Google & Facebook Ads. You’ll learn:
- Average CPCs in 2021 for the top five PPC platforms.
- 13 platform-specific tips to lower your CPC.
- The one mistake you should avoid with CPCs.
Google's at it once again, unleashing a slew of big changes to its advertising platform in recent months.
This means you'll have some exiting new features to enhance your digital marketing strategy, but you’ve got some learnin’ to do!
Don’t sweat it, we got your back. Check out these webinar slides to learn:
• Big changes happening to Expanded Text Ads.
• What’s the deal with Google’s new “monthly spend limit”
• Insights into new ad policies, and much more!
This document discusses how to build a strong online presence through various marketing strategies. It covers optimizing your website, social media presence, online listings, paid ads, and content. The key strategies outlined include having an attractive, optimized, and visible website; engaging on social media with relevant, shareable content; claiming and optimizing business listings; running effective paid search and display ads; and creating diverse, accessible content. The goal is to improve search visibility, trust, and reach in order to drive more website traffic and conversions.
This document discusses how search engine optimization (SEO) and pay-per-click (PPC) advertising can be used together more effectively. It provides an overview of each approach and their respective pros and cons. SEO is described as an organic, long-term solution while PPC provides faster results but is more expensive. The document outlines several scenarios where combining SEO and PPC strategies can overcome limitations of each individual approach. It presents a case study showing how one company achieved a three-fold increase in leads by integrating both SEO and PPC over time. The key message is that SEO and PPC work best as complementary digital marketing strategies.
To scale and grow your digital marketing agency, you need to offer more to your clients. Easy right? Not so fast.
Do you spend more money and time hiring and training staff to support new services, or do you risk quality of work by bringing in independent contractors?
Check out these webinar slides to learn clever, time-saving ways to expand your agency offerings and increase profits. You’ll also learn how to:
• Fill gaps that are hurting your revenue.
• Gain and retain quality clients.
• Use a secret swiss army knife of targeting tools not seen anywhere else.
Google search ads allow you to reach people who are actively looking for your product or service. But what about all the people who aren’t searching? The best way to get in front of this audience at minimal cost is through the Google Display Network (GDN).
Check out these webinar slides to learn:
• A clear picture of Google Display ads and their benefits.
• How to setup a Google Display campaign.
• Ad types, image sizes, costs, and targeting parameters.
• How to target even more audiences outside of the GDN.
With its level of sophistication and complexity, Facebook advertising is already overwhelming. Sprinkle in constant changes and policy updates, and how do you keep up? Over the past few months, there have been several major changes to the Facebook platform that you should know about.
Check out these webinar slides to learn what these changes are and how to make sense of everything.
You’ll learn:
• The 5 major changes, including those related to the Apple iOS 14 update.
• The effects these changes could be having (positive and negative) on your accounts.
• How to adapt your marketing strategy to continue seeing success on Facebook.
The document discusses 3 surprising ways to beat Facebook ad fatigue including hosting an event, creating a Facebook group, and using Facebook stories to engage audiences. It encourages readers to get a free Facebook ads assessment to improve their marketing strategies on the platform and avoid ad fatigue among their target audiences. The summary provides the key ideas and purpose of the document in 3 sentences.
Every day, people watch 5 BILLION videos on YouTube.
With so much viewership, advertising on YouTube should be a no-brainer to reach new customers. But with the platform’s competitive landscape, how do you make your ads “unskippable”?
Check out this webinar to learn the secrets for compelling video ads that will captivate and convert your audience. You’ll also learn:
- How to build a strong affinity for your brand.
- How to create content that spreads brand awareness.
- How to generate more top-of-funnel leads.
Facebook advertising is overwhelming.
That’s why we’ve simplified it into the most informative, easy-to-understand Facebook ad training session on the face of the earth!
Learn everything you need to know for successful Facebook advertising in 2021, including:
- The different Facebook ad types and when to use them.
- How to leverage data to outperform your competitors.
- How to use your ads to expand your reach and increase engagement.
Whether you’re starting your first campaign or looking to improve an existing one, you’ll walk away from this webinar with 21 easy-to-implement tips to lock in Facebook ad success.
In this Google Ads 101 session, our experts:
- Provide a clear picture of Google Display ads and their benefits.
- Walk you through setting up a Google Display campaign.
- Clarify ad types, image sizes, costs, and targeting parameters.
You’ll leave this session feeling equipped to start your own Google Display Ads campaign that yields results.
Learn strategies you can implement to ensure business growth and get as much as possible out of your budget.
You'll learn:
- How to utilize search partner and display ads the right way.
- How to segment your target audience for effective reach.
- How to understand and improve your ad campaign structure.
More from Internet Marketing Software - WordStream (20)
Let’s be honest. Improvements in search rankings and organic traffic don’t always translate into sales. Yet, you spend the majority of your SEO resources on driving rankings and traffic. What if you built your SEO content with conversion in mind from the beginning? You’d generate more organic traffic that actually converts into revenue! Join 20-year search marketing veteran as he unveils his framework for developing SEO content with conversion in mind every step of the way ‒ from keyword strategy to content development and publication.
Takeaways:
Tactics and benchmarks for SEO content that converts in 2024
Page layouts and content formats that convert organic traffic
Crafting keyword strategy and calls-to-action for conversion
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Rethink the Way you use Instagram to Drive Sales and Customer Engagement
If you’re using Instagram to build or grow your business this presentation is for you. Navigating Instagram campaigns doesn't have to be overwhelming. By understanding the right strategies, you can turn engagement from a time-consuming task into a powerful tool for driving sales and a deeper understanding of your customers and fans.
Key Takeaways:
Running campaigns on Instagram can be and should be easy and effortless
Every post is an opportunity to collect valuable information to empower you to make more strategic choices
The power of giveaways on Instagram to drive engagement and first party data
Let’s be honest. Improvements in search rankings and organic traffic don’t always translate into sales. Yet, you spend the majority of your SEO resources on driving rankings and traffic. What if you built your SEO content with conversion in mind from the beginning? You’d generate more organic traffic that actually converts into revenue! Join 20-year search marketing veteran as he unveils his framework for developing SEO content with conversion in mind every step of the way ‒ from keyword strategy to content development and publication.
Takeaways:
Tactics and benchmarks for SEO content that converts in 2024
Page layouts and content formats that convert organic traffic
Crafting keyword strategy and calls-to-action for conversion
Rand Fishkin of Sparktoro broke the news about the Google API Leaks in May 2023. Mike King from iPullRank did what he does best—dissected everything from the leaks. How big was the leak? Around 2,600 pages of leaked internal documentation describing different components of Google's ranking systems and 14,000 attributes or features represented in the documentation.
Here’s why this is important
SEO has evolved dramatically over the last 27 years. Companies like Google have built entire businesses around search, and Google has become the unquestioned leader in search. All
this is starting to change—thanks to GenAI.
Ever since Google started building a search engine, it has shared best practices. But it has never revealed anything more—no algorithms or APIs. That changed recently with this leak.
This matters to you
This checklist matters to entrepreneurs, content creators, website owners, brand managers,
PR professionals, marketing analysts, and SEO professionals.
Understanding how the algorithm works today can help you maintain your competitive edge, optimize opportunities, mitigate risks due to these changes, and make informed decisions on your digital strategy.
This checklist is based on everything I learned from listening to two hour-long webinars Rand and Mike hosted recently.
Much like Odysseus's fabled journey, the venture of an organization into creating compelling websites, easy-to-use digital solutions, and flawless user experience is laden with trials and triumphs. This session explores a BizStream customer case study that demonstrates how crafting composable digital solutions with headless CMS and headless commerce is possible. The result now serves as a modern-day Athena, navigating the customer through the stormy seas of digital transformation. Attendees can expect to learn how to embrace modern composable solutions, understand the benefits they bring, and identify which of Odysseus's conflicts to avoid.
Key Takeaways:
What makes up a composable digital solution.
Why content is still king in a composable world.
How Headless CMS and Headless Commerce are different.
Curious about what a social media manager really does? Our latest presentation breaks down the key responsibilities and daily tasks of this dynamic role. Want to understand more about this essential position? Read the full deck now!
Full blog here - https://digitalmarketingphilippines.com/what-does-a-social-media-manager-do/
In our rapidly evolving digital landscape, yesterday's strategies simply won't suffice. Join us for a groundbreaking session on revenue based marketing where we'll explore cutting-edge approaches and the latest strategies that can supercharge your digital marketing plans. Discover how to leverage performance-based PR, influencer marketing, and affiliate marketing to drive revenue, optimize your campaigns, and achieve measurable results. We'll dive into effective methods for building brand awareness, cultivating deep engagement, driving conversions, and fostering lasting customer loyalty. Prepare to gain fresh ideas, valuable insights, and innovative methodologies designed to elevate your digital marketing efforts to new heights. Don't miss this opportunity to transform your strategy and stay ahead of the curve!
Key Takeaways:
1. Advanced Revenue-Driven Strategies: Learn how performance-based PR, influencer marketing, and affiliate marketing can drive revenue and optimize your marketing efforts.
2. Building and Engaging Your Audience: Discover effective methods for increasing brand awareness and cultivating deep engagement with your target audience.
3. Driving Conversions and Loyalty: Gain insights into strategies for driving conversions and fostering lasting customer loyalty to sustain your brand's growth.
Revolutionizing Advertising with Billion Broadcaster Standee Screen MediaVikasYadav194549
Billion Broadcaster's standee screen media is revolutionizing the advertising landscape with innovative digital screens placed in high-traffic areas such as malls, airports, and residential complexes. These dynamic screens capture attention with vibrant multimedia content, offering a visually engaging platform for advertisers.
Digital marketing metrics every one must know in 2024Digital Scape
The "Digital Marketing Metrics" PDF by Digital Scape provides a detailed guide to essential metrics used in digital marketing. It explains the importance of metrics in tracking and optimizing marketing efforts, offering definitions, formulas, and examples for each metric. The document covers metrics such as Return on Ad Spend (ROAS), Customer Lifetime Value (CLV), Cost of Acquisition (COA), Click Through Rate (CTR), Conversion Rate (CVR), Cost Per Sale (CPS), Bounce Rate, and Lead Conversion Rate (LCR). The aim is to equip marketers with the knowledge needed to make data-driven decisions and enhance campaign performance.
Learn what is metrics, difference in metrics, different types of metrics and calculation.
PHP (Hypertext Preprocessor) is a widely-used open-source scripting language that is particularly suited for web development and can be embedded into HTML. It is primarily used for server-side scripting but can also be used as a general-purpose programming language. PHP is renowned for its simplicity, flexibility, and ease of integration with various databases and web servers, making it one of the most popular languages for building dynamic websites and web applications.led by Mr. Hirdesh Bharadwaj, is an ideal choice for summer training in PHP in Delhi. With Mr. Bharadwaj's extensive 15 years of experience in the field, Webs Jyoti offers top-notch training in PHP development.
One notable aspect of Webs Jyoti is its unique approach. It's not just a training institute but also functions as a development agency. This means that students not only receive theoretical knowledge but also gain practical experience by working on real-world projects.Ducat offers comprehensive PHP training with a strong focus on practical implementation and live projects. Their course covers the latest industry standards and trends, ensuring that students are well-prepared for job placements .
Webs Jyoti: This institute provides 100% practical classes, study materials written by the founder, and training on 2-3 live projects. They also offer job placement assistance and grooming sessions for job seekers.Voice Search Optimization ACIL Computer Education: Known for its industry-standard training, ACIL offers various PHP courses ranging from basic to advanced levels. They emphasize hands-on training with real-world simulations and provide job assistance and placement guarantees for certain courses.
APTRON Gurgaon: APTRON offers a well-structured PHP course with modules on basic to advanced PHP concepts, webs jyoti, and CodeIgniter. They also provide live project experience and job placement assistance.
SLA Consultants India: SLA offers an advanced PHP training program designed by experienced professionals. Their course includes live projects, instructor-led classroom sessions, and extensive practical exposure to ensure students are industry-ready .
Each of these institutes has its own strengths, so you might choose one based on specific criteria such as course content, faculty experience, or placement records.Webs Jyoti: This institute provides 100% practical classes, study materials written by the founder, and training on 2-3 live projects. They also offer job placement assistance and grooming sessions for job seekers.Webs Jyoti ensures that students receive top-notch education and support to kickstart their careers in coding and software development.One notable aspect of Webs Jyoti is its unique approach. It's not just a training institute but also functions as a development agency. This means that students not only receive theoretical knowledge but also gain practical experience by working on real-world projects. Mr. Bharadwaj's extensive 15 years experien
NIMA2024 | Hoe Danone Trends vertaalt naar Strategie voor het versterken van ...BBPMedia1
Develop a category & retail vision to drive business impact today
Join Arnoud from Danone and Tris from Ipsos Strategy3 as they guide you on a journey through the art of leveraging trends and foresights to craft a category and retail vision. Discover the crucial need of future readiness, and understand how the future can lead to new opportunities, here and now. Be prepared to unlock the future potential of your enterprise!
Lynzee Giamalva - Personal Brand Exploration Kitladylynzee
I have developed a brand identity kit for my personal brand for an assignment in the Digital Marketing Bachelors of Science Degree Program at Full Sail University.
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The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
2. LOCALiQ is
an all-in-one
marketing
platform to help
you find,
convert
and keep
customers.
PROPRIETARY MARKETING TECHNOLOGY
Our platform runs on optimization technology and AI (informed by data
from 1M+ LOCALiQ campaigns!) that you can’t find anywhere else.
That means unmatched ROI for your business.
FREE TOOLS AT YOUR FINGERTIPS
Wondering how your current online footprint stacks up to that of your
competitors’? Want to identify growth areas based on customer calls?
We can help with that – for free.
MORE TIME TO FOCUS ON RUNNING YOUR
BUSINESS
Our experts manage your entire marketing strategy for you, using vertical
expertise to implement innovative campaigns. And don’t worry – you’ll
have insight into all your progress and can manage new leads 24/7.
How exactly do we help small businesses
grow and thrive?
Meet
4. Susie Marino
• Content Marketing Specialist | LOCALiQ
• Digital Marketing Consultant | WordStream
• Based in Boston
@SusieMarinoPPC /in/susie-marino129/
5. Erin Rose
• 16+ years in marketing technology and digital
strategy
• Worked with leading organizations like M.D.
Anderson, Susan G. Komen, Weill Cornell
Medicine, Nike, and FedEx
• Worn every hat you can in the agency space:
Sales, Service, Development, Design, Analytics,
Enablement
• On a mission to visit 100 beaches
/in/erinrose451/
6. Jenna Zeidan
• Agency Partner Development Manager | Google
• Agency Top Account Strategist | Google
• Digital Marketing & eComm Certificate SME
Content Creator | Google & Coursera
• Account Executive | AON
• Based in Los Angeles
/in/jenna-zeidan
7. AGENDA • Understanding the consumer purchase journey
• What’s trending this year in digital marketing
• Focusing on the fundamentals for your business
• The future of Google search
• Next steps: what to apply to your business in 2022
11. It All Starts with a Search, but...
How is the Google Ads Space Changing?
• YouTube on the rise?
• How does voice search and home
assistance devices impact strategy?
• Are SEO and PPC friends or enemies?
16. Not dealing with the inflation of gas would have
been like putting less and less fuel in your car over
the years.
Meaning you didn’t react to the change in the
market so you didn’t get as far as you did before.
Inflation
18. Not dealing with the inflation of advertising costs
means your profit vehicle won’t go as far.
You must react to the market because the market
is reacting to you whether you move or not.
Click Inflation
19. /imˈpreSHən SHer/
Noun
ADVERTISING
Is the percentage of impressions that your ads receive
compared to the total number of impressions your ads
could get.
“Our impression share dropped over time."
Impression Share
23. Combating click inflation and securing
impression share.
Where will the money come from?
• Traditional Media vs Digital Advertising
• Technology-Based Spend Efficiency
• Cost Centers
Budgeting
24. Optimization Drives Efficiency
We leverage a blend of optimization tactics.
CONVERSION
OPTIMIZATION
Based on the keywords
ability to convert to a
call, email, form
submission, or
e-commerce transaction
REACH MAXIMIZATION
ALGORITHM
Based on algorithmic
performance specific to
the performance of the
keyword-based on time of
day, day of the week, etc.
HUMAN-BASED
OPTIMIZATION
Tactics that allow for
trending, pricing,
trials, etc.
All-encompassing
framework that is
scalable, accurate,
and ever evolving.
25. Search Campaign Optimizations
Optimization Algorithm
Our technical component
manages bid and budget
adjustments on a micro
level but at a macro scale.
CSM Optimization
Unique insights and
strategy intervention with
a human touch. We are
here to make sure your
goals are being met every
step along the way.
Change History
LOCALiQ Tech
“Hand-Managed”
All Changes Ad Changes Bid Changes Budget Changes Keyword Changes Network Changes Status Changes Target Changes
9.83K 99 3.5K 59 6.1K 1 62 13
All Changes Ad Changes Bid Changes Budget Changes Keyword Changes Network Changes Status Changes Account Changes
297 14 93 26 135 1 15 13
28. Member Partner
Premier
Partner
Education & Insights
Product education & certifications
Consumer insights reports
Product betas
Access & Support
Account & technical support
Advanced Google Ads support
Executive experiences (Invitation only)
Dedicated account support (Invitation only)
Recognition & Rewards
Competitions & rewards
Promotional offers
Partner badge
Directory
Premier Partner awards
LOCALiQ is
a top 3%
Google ads
partner in
the US
making
them a
Google
Premier
Partner
33. The increase in connectivity is having
a dramatic impact on how we behave
as consumers and how
we interact with brands.
34. Proprietary + Confidential
Proprietary + Confidential
next day delivery
next day delivery gifts
next day delivery flowers
next day delivery groceries
next day delivery furniture
next day delivery service
next day delivery gifts for him
There are billions of searches made on Google every day.
15% of these searches, we have never seen before.
New surfaces and popularity of voice search are
changing the way customers look for information.
35. Proprietary + Confidential
Proprietary + Confidential
200% increase in
search interest for
"trading apps"
And the pandemic has shifted and accelerated how and what people are searching...
200% increase in
search interest for
"places to visit near”
20x increase
in search interest for
"support local businesses"
Consumer behaviors continue to change, with people turning to Search
to explore, research, and plan more of their daily needs
Source: Google Internal Data, 2021
36. Proprietary + Confidential
Proprietary + Confidential
The consumer journey is now more
unpredictable than ever before, with
more searches happening during
discovery, research, and consideration.
RESEARCH
CONSIDERATION
DISCOVERY
75% of US consumers
have tried different stores, websites,
or brands during the pandemic.
Source: McKinsey
3 in 4 surveyed CMO’s
said post-pandemic changes in
consumer behavior will impact
marketing strategies.
Source: eMarketer
37. Proprietary + Confidential
Proprietary + Confidential
Retail was up almost 6% in 2020, the
most growth in over a decade, with
ecommerce up 44%.
Source: Digital Commerce 360, 2021
80% of consumers who started shopping
online in 2020 plan to continue doing so
after the pandemic.
Source: PWC, 2020
YouTube now has over 2 billion monthly
logged in users watching over a billion
hours of video every day.
Source: Google Internal Data, 2020
77% of respondents say they used
YouTube in 2020 to learn a new skill.
Source: Ipsos Research, 2020
The pace of change
was already fast.
It will only get faster.
COVID-19 has accelerated trends that predate the
pandemic, many of which will continue when it’s over.
The consumer journey is getting more complicated,
with ecommerce and on-demand video growing.
Organizations must embrace digital transformation,
from product development to sales strategy to
fulfillment.
38. Proprietary + Confidential
Proprietary + Confidential
Data and automation can ready
businesses for new growth
opportunities
In a dynamic environment, businesses can capture
demand and drive growth by delivering against what
matters to their customers now.
There is an opportunity to make marketing an agile
profit center.
Doing so requires automated solutions that make
actionable sense of data and signals,
in real time, and at scale.
81% of small to medium businesses
increased their use of digital tools since
the start of the pandemic.
Source: SME Recovery report
Advertising that makes use of data and
automation to speak to what matters for
consumers can drive an increase of
15% in purchase intent.
Source: Rethinking Readiness
39. Proprietary + Confidential
Proprietary + Confidential
Be ready for what comes next
As an essential partner, businesses are looking to
Google for help with digital transformation and
building resilience for the future.
Google can equip businesses for the transformation
needed to deliver results today and growth for
tomorrow.
To be ready, businesses must...
Be privacy-first
Invest with partners who are innovating
for our privacy-centric world.
Be data-driven
Build a foundation for measurement
based on 1st-party data, durable tagging,
and informed modeling.
Be agile
Find growth by using automation to move
faster and meet demand in real time.
40. Proprietary + Confidential
Proprietary + Confidential
Automated products that work
together to find Search demand,
optimize performance, and deliver
best-in-class creative.
Privacy-safe measurement powered by
1P data, conversion modelling, and
new privacy-preserving
technologies.
Google has measurement and automation solutions to help businesses
capture new growth opportunities and be ready for what comes next
41. Proprietary + Confidential
Proprietary + Confidential
$1 trillion
In 2022 eCommerce will hit
Source: eCommerce to hit $1T in 2022
where 7 out of 10 shoppers research a
product on Google before they buy
42. Proprietary + Confidential
Proprietary + Confidential
Source: The Amazon Challenge 2020, base: all product buyers and purchase intenders of Consumer electronic products, n=4.515, laptop n=1.058,
Smartphone n=1.479, TV n=1.178, Games console
n=799 (weighted base). Q14: Which of these search engines, if any, did you use to investigate this product at any stage, from your initial research up to
now? // Q15: Which of these websites or apps, if
any, did you use to investigate this product at any stage, from your initial research up to now? Q16: On which of these websites did you watch online
videos that influenced or informed your purchase in
any way or at any time?
44. Proprietary + Confidential
How we search
Every search on Google is unique, because
each is fueled by an individual user sending
many unique signals.
Optimizing for all of these unique signals, and
the interactions between them, creates more
complexity in account management.
Automated targeting is the best solution to
efficiently account for all available signals
to improve performance.
Query
Browser
Language
Shopping
Ad Format
Location
Search partner
Remarketing list
Purchase history
Device
OS
Day of
Week
Time of Day
45. Search has evolved thanks to Machine Learning
Smart Bidding
Dynamic Search Ads
Responsive Search Ads
Optimized Ad Rotation
Ad extension
selection
Data Driven
Attribution
46. Proprietary + Confidential
Proprietary + Confidential
Top Signals
Report Update
The Top Signals Report highlights certain
traffic slices that are predicted to have
higher or lower conversion rates. These
signals are shown for Smart Bidding
strategies. We are moving to show queries
instead of keywords to reflect how bidding
models do not use keywords as a signal
but rather the underlying queries.
New Trumping Hierarchy
Literal Matches to Keywords
preferred for all Match Types
Previously, only an exact match keyword that’s
identical to the search term or the spell-corrected
search term received preference in keyword selection.
We are now launching a change so that also Phrase
and Broad Match keywords that are identical to the
search term or the spell-corrected search term are
preferred over other keywords in the keyword
selection process More information here!
Search Query
Report Update
Show you more queries that meet our privacy
standards in the search terms report for Search
and Dynamic Search Ads campaigns. This data
will now be shown in your reports for queries
you received starting from February 1, 2021.
This update can help you identify more relevant
keyword themes, making it easier to optimize
your ad copy, landing pages, and more.
2021 Improvements: Control and Transparency Launches
Impact: Reinforce the message that our
system optimizes by queries not match
types.
Impact: No need to keep exact and broad
match keywords in parallel to route traffic to
the ad group that has a keyword that exactly
matches the user search term.
Impact: Transparency in the queries
your keywords are showing for.
47. Proprietary + Confidential
Proprietary + Confidential
One out of 10 search queries is misspelled, and new
words are constantly being introduced, along with
new ways to misspell them
Thanks to advancements in deep learning, we now have a
better way to understand spelling. In 2020, we announced a
new spelling algorithm that uses a deep neural net that better
models and learns from less-common and unique spelling
mistakes.
Our natural language understanding models look at a search in
context, like the relationship that words and letters within the
query have to each other. Our systems start by deciphering or
trying to understand your entire search query first. From there,
we look to see if your advertiser has a keyword for the query
based on our overall understanding of what you’re looking for.
For example, we can tell from the other words in the query
“average home coast” that you’re probably looking for
information on “average home cost.”
49. Proprietary + Confidential
What did we learn?
Connected devices have gone from 8B to 27B since 2017
15% of searches on Google are new everyday
Consumer journey is now complex and unpredictable
People are using Search to explore, research, and plan
Brands need to embrace this digital transformation through privacy-
first measurement and automation
In 2022 eCommerce will hit $1 trillion where Google is the most used
website for product research