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How and When to Consider Pivots in Your Digital Marketing Strategy
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/uvC20fwilg0/how-and-when-to-consider-pivots-in-your-digital-marketing-strategy.htm

Many brands seem to effortlessly execute and replicate strategies that gain engagement and loyalty, realize search visibility, and improve conversion rates over time. Yet, regardless of how robust their plan is, most businesses will go through a season when they need to implement a pivot in their marketing strategy. Sometimes the shift is monumental, and […]
The post How and When to Consider Pivots in Your Digital Marketing Strategy (https://www.portent.com/blog/internet-marketing/how-and-when-to-consider-pivots-in-your-digital-marketing-strategy.htm) appeared first on Portent (https://www.portent.com/).
How to Measure the Impact of Zero-Click on Your Digital Marketing Strategy
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/1VsKZ7h3PIQ/how-to-measure-the-impact-of-zero-click-on-your-digital-marketing-strategy.htm

In June of 2019, there was a fundamental shift in the way Google SERPs operate, which had been in motion for some years beforehand. For the first time, the majority of searches on Google resulted in a paid search click, or no click at all. In other words, search results that facilitated an organic click […]
The post How to Measure the Impact of Zero-Click on Your Digital Marketing Strategy (https://www.portent.com/blog/analytics/how-to-measure-the-impact-of-zero-click-on-your-digital-marketing-strategy.htm) appeared first on Portent (https://www.portent.com/).
Post-COVID Re-Entry Strategies for Digital Marketers
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/8XRD3ObXeCQ/post-covid-re-entry-strategies-for-digital-marketers.htm

There are plenty of studies out there showing how COVID has impacted PPC, SEO, and Social Media across various industries. Most of the news is pretty dire, particularly in entertainment, hospitality, leisure, restaurant, and travel verticals. Even some industries that have been deemed essential services and have been able to keep their doors open through […]
The post Post-COVID Re-Entry Strategies for Digital Marketers (https://www.portent.com/blog/internet-marketing/post-covid-re-entry-strategies-for-digital-marketers.htm) appeared first on Portent (https://www.portent.com/).
Expanded Text Ads vs. Responsive Search Ads: A Performance Comparison
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/r6dPrCxm7Ak/expanded-text-ads-vs-responsive-search-ads-a-performance-comparison.htm

In a previous blog post, I explained what responsive search ads (RSAs) are compared to expanded text ads (ETAs) and how you can implement them in your Google Ads account. I also wrote about Google’s claims about RSA performance: higher clickthrough rate, higher conversion rate, lower cost per click. But that got me to thinking: […]
The post Expanded Text Ads vs. Responsive Search Ads: A Performance Comparison (https://www.portent.com/blog/ppc/expanded-text-ads-vs-responsive-search-ads-a-performance-comparison.htm) appeared first on Portent (https://www.portent.com/).
Optimizing for Conversions: 7 PPC Landing Page Best Practices
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/NiPBgNQ2lE8/optimizing-for-conversions-7-ppc-landing-page-best-practices.htm

Building landing pages for paid campaigns is much more of a science than it is an art. And while the design esthetic is still essential, if you’re not strategic about the information that makes up your PPC landing pages, you may very well be wasting your time (and your money). In this post, I’ll teach […]
The post Optimizing for Conversions: 7 PPC Landing Page Best Practices (https://www.portent.com/blog/ppc/optimizing-for-conversions-7-ppc-landing-page-best-practices.htm) appeared first on Portent (https://www.portent.com/).
My Time Management Process: 18 Steps That Keep Me Sane
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/Ccs5OPeURC4/my-time-management-process-18-steps-that-keep-me-sane.htm

Information overload, too many communication sources, and shifting priorities wreak havoc on our ability to effectively manage our time and workload. I get hit with emails, Slack messages, phone calls, meeting invitations, drive-by conversations, and the always fun ‘everything is a high priority’ request that tries to pull me away from getting done what I […]
The post My Time Management Process: 18 Steps That Keep Me Sane (https://www.portent.com/blog/internet-marketing/my-time-management-process-18-steps-that-keep-me-sane.htm) appeared first on Portent (https://www.portent.com/).
Reporting on Assisted Conversions Through Google Analytics
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/px5_vjDmygo/reporting-on-assisted-conversions-through-google-analytics.htm

As analysts and stakeholders, we all know the importance of making sure we’re collecting the right data. However, I’ve found that we spend a disproportionate amount of time in data collection than we do in the analysis process. Further, not every business and especially not every marketing effort should be analyzed the same. When it […]
The post Reporting on Assisted Conversions Through Google Analytics (https://www.portent.com/blog/analytics/reporting-on-assisted-conversions-through-google-analytics.htm) appeared first on Portent (https://www.portent.com/).
The Importance of Upper-Funnel PPC Strategies
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/ZTaO1rsEb3o/the-importance-of-upper-funnel-ppc-strategies.htm

If you ask anyone who manages PPC campaigns why they like doing it, the answer you will get almost always focuses on the satisfaction that comes from running a campaign and seeing real numeric results. The ROI of a click or a dollar is so much easier to calculate than other digital marketing channels. And […]
The post The Importance of Upper-Funnel PPC Strategies (https://www.portent.com/blog/ppc/the-importance-of-upper-funnel-ppc-strategies.htm) appeared first on Portent (https://www.portent.com/).
Combining LinkedIn and Google Analytics Data to Optimize Your Campaigns
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/MigdM-Fl7-M/combining-linkedin-and-google-analytics-data-to-optimize-your-campaigns.htm

Data plays a vital role in how we create, optimize, and analyze our digital marketing campaigns. Data is an integral part of digital marketing that showcases campaign effectiveness, which includes audience targeting, creative and messaging, brand recognition, and more. To view the data and make our analysis, we often use either what’s offered in the […]
The post Combining LinkedIn and Google Analytics Data to Optimize Your Campaigns (https://www.portent.com/blog/social-media/combining-linkedin-and-google-analytics-data-to-optimize-your-campaigns.htm) appeared first on Portent (https://www.portent.com/).
How to Create and Test Custom Intent Audiences in Google Ads
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/-NegOeBpFKU/how-to-create-and-test-custom-intent-audiences-in-google-ads.htm

I’m willing to bet that you’re here reading this post for one of the following reasons: You don’t know what a custom intent audience is. You know what a custom intent audience is, but you’ve never used them. You know what they are, and you’re looking for new ways to create powerful custom intent audiences […]
The post How to Create and Test Custom Intent Audiences in Google Ads (https://www.portent.com/blog/ppc/how-to-create-and-test-custom-intent-audiences-in-google-ads.htm) appeared first on Portent (https://www.portent.com/).
Google Local Service Ads: Are They Worth It?
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/631tTB6nItU/google-local-service-ads-are-they-worth-it.htm

Small businesses are often at a disadvantage when it comes to advertising in service verticals. They simply do not have pockets deep enough to both hold off big-name brands and continually pay exorbitant click costs for high-volume, highly-competitive keywords. Depending on what service vertical you want to advertise in, you can often expect to pay […]
The post Google Local Service Ads: Are They Worth It? (https://www.portent.com/blog/ppc/google-local-service-ads-are-they-worth-it.htm) appeared first on Portent (https://www.portent.com/).
Custom Reports and Columns You Should Be Using in Facebook Ads Manager
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/BnIu2f9te_8/custom-reports-and-columns-you-should-be-using-in-facebook-ads-manager.htm

We’ve shared the importance of using data from a third-party reporting tool like Google Analytics and a social advertising platform to better understand and evaluate campaign performance. Using the two concurrently means that you can catch and mitigate reporting discrepancies and get a big-picture look at your advertising efforts across all channels. For day-to-day performance […]
The post Custom Reports and Columns You Should Be Using in Facebook Ads Manager (https://www.portent.com/blog/social-media/custom-reports-and-columns-you-should-be-using-in-facebook-ads-manager.htm) appeared first on Portent (https://www.portent.com/).
Big Tests vs. Little Tests: Assessing Risk and Reward
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/NfRo6OdyZAE/big-tests-vs-little-tests-assessing-risk-and-reward.htm

How to know when to bet the house and when to play it safe when you’re formulating CRO test ideas and UX implementations. Conversion Rate Optimization is a fine balance. Big, sexy tests with amazing results are the stuff huge contracts with clients and in-house promotions are made of. To get there, though, you have […]
The post Big Tests vs. Little Tests: Assessing Risk and Reward (https://www.portent.com/blog/analytics/big-tests-vs-little-tests-assessing-risk-and-reward.htm) appeared first on Portent (https://www.portent.com/).
Natural Language Processing Tools for Better SEO
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/byjZMv4KvH0/natural-language-processing-tools-for-better-seo.htm

Natural language processing (NLP) has come a long way over the years, and has always held a sort of air of mystery and hype around it in SEO. Which is too bad, because even though the math and computer science behind it is becoming unimaginably complicated, the motivation is simple. Machines can’t read; they can […]
The post Natural Language Processing Tools for Better SEO (https://www.portent.com/blog/seo/natural-language-processing-tools-for-better-seo.htm) appeared first on Portent (https://www.portent.com/).
3 Ways to Generate New Content by Using What Already Exists
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/rqlX0h33sn4/3-ways-to-generate-new-content-by-using-what-already-exists.htm

Content ideation can seem complicated and time-consuming. It often feels as if everything that could be written about already is. And although this may be true, this should not deter you from creating. In this post, I’ll share ways your current content, user feedback, and competitors can inspire you to create high-quality content that will […]
The post 3 Ways to Generate New Content by Using What Already Exists (https://www.portent.com/blog/internet-marketing/3-ways-to-generate-new-content-by-using-what-already-exists.htm) appeared first on Portent (https://www.portent.com/).
How to Set Up and Test Cross-Domain Tracking In Google Tag Manager
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/WNev8f82G6U/how-to-set-up-and-test-cross-domain-tracking-in-google-tag-manager.htm

Cross-domain tracking stitches a user’s sessions on your site together that would have otherwise been split up into different sessions by root domain. This type of tracking may be necessary on your site if users are ever able to navigate across domains within one session. In this post, we’ll walk through how to identify the […]
The post How to Set Up and Test Cross-Domain Tracking In Google Tag Manager (https://www.portent.com/blog/analytics/how-to-set-up-and-test-cross-domain-tracking-in-google-tag-manager.htm) appeared first on Portent (https://www.portent.com/).
How to Find Pages You Like on Facebook (and Unlike Them)
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/tJzB087IhM8/how-to-find-pages-you-like-on-facebook-and-unlike-them.htm

Updated on June 11, 2020, to include current instructions. Facebook’s search function allows you to search for people, posts, photos, videos, groups, and more, based on your own Facebook activity. This includes the pages you like on Facebook as well. For most of us, there’s nothing to worry about. Declaring you “Like” Grey’s Anatomy is […]
The post How to Find Pages You Like on Facebook (and Unlike Them) (https://www.portent.com/blog/social-media/how-to-find-pages-you-like-on-facebook-and-unlike-them.htm) appeared first on Portent (https://www.portent.com/).
When To Use Facebook’s Campaign Budget Optimization
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/e1ccLaYTfRM/when-to-use-facebooks-campaign-budget-optimization.htm

Before Campaign Budget Optimization (CBO), the only option advertisers had for setting budgets in Facebook was within the ad set level (e.g., audience). And if you were managing multiple campaigns, it could be a long, complicated process to allocate budgets for each audience. Using CBO can simplify the campaign management process by controlling how much […]
The post When To Use Facebook’s Campaign Budget Optimization (https://www.portent.com/blog/social-media/when-to-use-facebooks-campaign-budget-optimization.htm) appeared first on Portent (https://www.portent.com/).