Category Archives: searchengineland

7 steps to a successful website launch

Whether it’s a campaign kickoff or a completely new site, how smoothly a website launch goes is a great barometer of your team’s overall efficiency.

However, websites constantly launch late and over budget. With so much depending on website success, it’s important to make sure your marketing organization is both aware of common agile marketing challenges and how to overcome them.

Read this guide from Pantheon and learn:

  • 7 steps to a successful website launch
  • The development risks and repercussions stopping innovation
  • How to address scalability

Visit Digital Marketing Depot to download “A Marketer’s Guide to a Perfect Launch.”

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Automation layering: How PPC pros retain control when automation takes over

The PPC track at SMX Advanced kicked off with a keynote by Ginny Marvin where she considered the future of an industry where automation is increasingly doing more of the work humans used to do. Her message was that we can’t escape automation so we must find a way to coexist with the machines.

The topic of automation in PPC comes up a lot but I suspect that when our industry talks about the impact of automation, what is considered are mostly automations built by the likes of Google and Microsoft… disruptive (but not necessarily bad) capabilities like Smart Bidding, close variant keywords, responsive search ads, etc.

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SMXcast: Tactics to improve your YouTube video ad performance

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For search marketers, YouTube offers access to 1.9 billion logged-in global users per month, making it the second largest search engine. And, Google reports that advertisers buying YouTube video ads in addition to search ads see, on average, 8% higher search conversion volume, 3% higher search conversion rates and 4% lower search CPAs (compared to advertisers who only run search ads).

However, YouTube’s automated bidding algorithm isn’t right for everyone. At SMX Advanced, Ashley Mo, regional director for 3Q Digital, discussed a few intelligent tactics that can improve your video campaign performance. Listen to her full Insights session below and head to the bottom for the full transcript.

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