Running a successful PPC campaign today requires more than just getting ads in front of people; it’s about reaching the right audience with precision. Whether you’re aiming for local shoppers or a global audience, ad targeting plays a pivotal role in maximizing your ROI. When targeting users through platforms like Google Ads or Microsoft Ads,…
YouTube is enhancing its Inspiration Tab, a tool for creators to understand their audience and improve content. In a video demonstration, the company previewed new AI features that will launch in the coming months. Initially a research tool, the Inspiration Tab now helps creators identify audience interests and content gaps. The new AI features are…
Robots.txt just turned 30 – cue the existential crisis! Like many hitting the big 3-0, it’s wondering if it’s still relevant in today’s world of AI and advanced search algorithms. Spoiler alert: It definitely is! Let’s take a look at how this file still plays a key role in managing how search engines crawl your…
Automattic cloned WP Engine’s paid ACF Premium plugin and is distributing it for free. Many in the WordPress community disapprove of this action, expressing concerns that it undermines the plugin and theme ecosystem. Advanced Custom Fields Plugin Advanced Custom Fields (ACF) is a WordPress plugin that’s popular with WordPress website developers because it enables them…
For most websites, the homepage represents your brand’s first interaction with your audience on your website. As the catch-all landing page where people will be sent by default, your homepage needs to cater to a breadth of user needs and intent. Consider your homepage as your shop window. It showcases your most valuable content, positions…
In nearly 20 years in search marketing, something I continue to see and debate about is shared budgets. When I ask the advertiser why, I always get a similar answer: “We have a set limited budget, and this is the best way for us to fund everything.” Or, the one that truly pains me: “The…
One of the biggest challenges in enterprise SEO is getting buy-in from the wider C-suite. Typically, the CMO will sign off on your vendor engagement, having been involved in the selection process (more often than not) and helping smooth onboarding with other inbound and demand generation stakeholders. Despite its potential to drive revenue, generate new-to-brand…
How does the rapid growth of bots change the open web? More than half of the web’s traffic comes from bots: Imperva’s Bad Bot Report 2024 reveals that almost 50% of total internet traffic wasn’t human in 2024. Trend: declining. Cloudflare’s Radar shows ~70% human traffic and 30% from bots. Akami reports that 42% of…
We tend to craft budgets based on major objectives and real-world business timing. This makes sense, as our real-world priorities should influence where we put our marketing dollars and at what velocity. However, many don’t take the ad platform mechanics into consideration when setting initial, growth, and lower priority budgets. This can mean successful campaigns…
Google has quietly introduced a new AI Search experiment called Learn About, which summarizes content and offers navigational menus to explore related subtopics. This new way of exploring content uses drill-down navigational menus called Interactive Lists and if the user scrolls down far enough they will eventually find links to human created content. This new…