How to Find & Eliminate 90%+ of Click Fraud in the Google Display Network

On January 3, 2018
19

Believe it or not, click fraud in PPC marketing really does exist.

Unfortunately, every display ad network on the planet has fraudulent website placements designed to drain ad budgets from unsuspecting advertisers. You need to get these placements out of your campaigns so your money is spent on clicks that actually do something for your business!

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How to 3X AdWords Conversion Rates Without Touching AdWords

On October 30, 2017
7

Over the last six months or so, one of my colleagues and I have been able to cut the cost of conversion by 2-3x, from over $325 per conversion to under $100. Here’s what that looked like:

rlsa cost per conversion

Pretty impressive, right? If you can cut your cost per conversion that much, you can drive way more conversions with the same advertising budget. So how did this happen?

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7 Traits That REALLY Define High-Quality Content

On March 15, 2017
5

Most of your content is DOA: Dead on Arrival (or maybe Donkey on Arrival).

donkeys vs unicorns

Individuals, businesses, and brands are producing a ridiculously enormous amount of content every minute. That means your content is getting lost in the noise.

But wait. Every marketing expert ever agrees that the secret to content marketing success is creating quality content. And you're creating quality content, right? So ... why are most of your content still failing?

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Why Brand Advertising Drives More Conversions than You Think

On March 6, 2017
6

Search marketing is so awesome because it's efficient – the ROI is measurable and tangible.

Those big brand advertisers – the ones spending millions to advertise on TV, radio, and billboards – what do they know? What a waste of money, right?

Well, if those formats are so useless, why are the big companies pouring so much money into these ads every year? What do they know that we don't?

brand advertising

Well, maybe they know that if consumers have never heard of you, they won't search for you when they need the product or service you sell. And if they do a search, most probably won't click on your paid search ad or organic listing. And if they don't click on your brand, they can't buy from you.

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4 Super-Effective Content Syndication Strategies for Bloggers

On February 16, 2017
10

Syndicated content sometimes gets a really bad rap in our industry.

content marketing syndication

Well, I've got a confession to make. I love content syndication, and I cannot lie.

You should, too – and here's why.

First, a quick definition: Content syndication is a method of republishing content on other sites in order to reach a broader audience.

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How to Tell If Your PPC Service Provider Is a Huge Rip-off

On February 14, 2017
3

If you’re a small business that needs help with your paid media, there are many, many companies out there that are ready to help. Some are agencies, some are software providers, and others are bundled solutions that may address a wide range of your marketing/advertising needs.

In this sea of partners, there are a few questionable business practices that I want you to be on the look-out for. These business practices are intended to “lock you in” and to take a large share of your budget. You should avoid these types of partners at all cost. Consider this an exposé of some of these practices!

ppc software pricing models

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How to Use Brand Affinity to Dramatically Increase CTR

On February 8, 2017
10

Look, I get it. For the longest time, PPC marketers and SEOs alike have been segmenting brand campaigns and content (those with trademarks and company names) from more generic search terms.

After all, branded keywords tend to be “unicorns” — in PPC, these are keywords which generate ridiculously high CTRs (click-through rates of 40, 50 or 60 percent) and Quality Scores (9 or 10); in SEO, these are keywords that rank at the top of the SERP. Meanwhile, non-branded keywords perform like donkeys — in other words, average at best.

Be a Unicorn

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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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