Facebook Ad Benchmarks for YOUR Industry [New Data]

On February 28, 2017
45

Facebook is one of the fastest growing ad networks – in fact, the number of advertisers using Facebook has more than doubled in the last 18 months.

If you’re one of the 2 million advertisers who started advertising on Facebook in the past 2 years, you may have found that it can be easy to get overwhelmed on the new platform. Facebook has nearly countless ad targeting options to explore, and performance differs for every client. Just like on AdWords, performance can differ across different industries on Facebook, so what numbers should you be looking to beat in your industry?

average click through rate for facebook ads

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Does Dwell Time Really Matter for SEO? [Data]

On January 25, 2017
4

What's the real impact of machine learning on SEO? This has been one of the biggest debates within SEO over the last year.

I won't lie: I've become a bit obsessed with machine learning. My theory is that RankBrain and/or other machine learning elements within Google's core algorithm are increasingly rewarding pages with high user engagement.

Basically, Google wants to find unicorns. Happier, more engaged users means better search results, right?

So, essentially, machine learning is Google's Unicorn Detector.

unicorn detector rankbrain

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The Secrets of AdWords CTR in 5 Charts

On January 24, 2017
5

Click-through rate (CTR) is arguably the most important metric in paid search (organic, too, for that matter). It’s a key component in determining Quality Score. It’s indicative of copy that entices prospects to visit your landing pages.

It. Matters.

A lot.

Consumers click on exceptional ads, ads that address their needs or make an emotional appeal, and gloss over bad (or even fine) ones. And while it’s possible that too many clicks can flood your landing pages with un- and under-qualified traffic, if you’re optimizing your landing pages and running remarketing campaigns, the benefits of a high CTR are clear.

account wide search click through rates in 2016 

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3 Simple PPC Formulas Proven to Lower Your Costs

On October 17, 2016
25

When I was growing up and deciding what I wanted to study when I went to college, my mother always told me to study math. I remember her telling me that no matter what industry I went into, I’d always be able to find a job because everyone hates math and would hire someone else to do it for them.

It was hard for me to believe at age 16 – in high school, being good at math certainly didn’t make me popular. But just one decade later, I have to admit she was right. Math is the universal language and even in a field like marketing, where my peers spend their days thinking of creative ad copy and keywords, math skills are becoming increasingly valuable to data-driven marketers.

cost per acquisition equals clicks times cost per click divided by clicks times conversion rate

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2 Classic Ways Your Analytics Are Lying to You

On September 23, 2016
6

lies your analytics tell you

You have potential

Analytics are supposed to be insightful. They’re supposed to provide helpful hints and clues to what’s working well (and how to continue doing it).

They’re not supposed to induce an aneurysm every time you’re asked for monthly numbers.

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Google Retiring Converted Clicks – How Will You Measure Conversions Now?

On August 11, 2016
2

Google recently announced one more major change – AdWords has outgrown the “converted click” metric it’s been using for the past 15 years and advertisers will not be able to measure converted clicks after September. Advertisers will have to use the more sophisticated, albeit sometimes more confusing “conversions” metric moving forward.

Google justified this change in the important optimization metric by explaining that when converted clicks were introduced in 2001, it was the most rudimentary way to measure if a user had taken any meaningful action after clicking on an ad. As advertisers and Google became more mature and sophisticated with their conversion tracking, the converted clicks metric became increasingly irrelevant and its limitations more noticeable.

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Automotive Advertising Benchmarks & Data for 2016 [Infographic]

On August 5, 2016
1

Each year, Google processes billions of automotive industry queries across the United States. In fact, 69% of people use Google Search to find answers when they need automotive services.

In automotive PPC, the competition is fierce! Understanding the most current auto industry trends and car advertising tactics gives smart marketers a leg up on the competition. That’s why we took a good look recently at the state of search marketing for automotive industry advertisers.

car advertising marketing trends

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What’s the Most Important CRO Metric? (Hint: Not Conversion Rate)

On July 5, 2016
19

There's no shortage of ways to measure the success of your conversion rate optimization (CRO) efforts. But one metric is more important than all the rest.

I know what you're thinking. Conversion rate is the most important CRO metric you should track, right? Duh? Seems like a no-brainer.

Actually, no.

In my opinion, there's an even more important metric you should be paying attention to; Click-through rate (CTR) is THE most important conversion metric.

I’m not crazy. Here are three reasons why.

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Why You NEED to Raise Organic CTR’s (And How to Do It)

On May 10, 2016
17

Does organic click-through rate (CTR) data impact page rankings on Google? This has been a huge topic of speculation for years within the search industry.

But if CTR truly does impact Google's organic search rankings, shouldn't we be able to measure it? Yes!

In this post, I’ll share some intriguing data on the relationship between Google CTR and rankings. I’ll also share four tips for making sure your Google click-through rates on the organic SERPs are where they need to be.

organic google ctr

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