How Can Brands Capitalize on Google’s Latest Ads Update?
Almost a month has passed since Google officially killed its ‘average position’ metric. The metric was retired on September 30, and marketers using Google Ads have been encouraged to transition to using ‘prominence metrics’—made up of the search top impression rate and search absolute top impression rate—instead. Google’s announcement was designed to give brands the opportunity to update their strategies before the average position metric was axed to hopefully make the transition a seamless process.
To understand how that transition is actually working in the real world, and how brands are adapting to the change from one metric to another, we connected with Walker Sands Digital’s Ryan Sorrell. A digital marketing expert with experience deploying competitive content analysis for B2B clients, Sorrell shared his thoughts on how Google’s decision to axe the average position metric will impact brands going forward and which new opportunities are at play as Google shifts its sights toward automated bidding strategies.
Optimizing Your Pay-Per-Call Campaign
Basic pay-per-call campaign optimization strategies run the gamut from scheduling ad play according to hours of operation to selecting the most accurate categories for ads to play in. These optimization strategies help increase both the volume of calls that a business receives and the duration of those calls…
6 Strategies for Maximizing the Effects of Pay-Per-Call Campaigns
Pay-per-call campaigns may not be sexy, but they have proven to be extremely effective for both small businesses and large multi-location organizations. Particularly in “high-value categories” like professional services, home services, travel, insurance, and automotive, phone leads can be more valuable than online clicks or impressions. Here are six strategies that merchants should utilize to maximize the effects of their pay-per-call campaigns…
Street Fight Daily: Foursquare’s Real-Time Recs, First Data (Re)Launches POS
A roundup of today’s big stories in hyperlocal content, commerce, and technology… With Real-Time Recommendations, Foursquare Checks Into Google And Apple’s Turf (ReadWrite)… First Data Quietly Buys Payments Startup Clover; Launches Point Of Sale Platform For Merchants (TechCrunch)… Google Now Cards Invade The New Google Maps (SearchEngineLand)…