came across an interesting metric: Estimated Effective CTR = (Organic Clicks + Paid Clicks) / Keyword Impressions. This metric allows you to compare how much you are getting out of keywords that are important to your business.
According to a Search Engine Watch article, last year the US had the lowest overlap of brands in paid and organic search results. Only 8% of brands appeared in both organic and paid results. That’s less than half of what it was in 2019.
If you occasionally
Do research on competitor websites, you will find this article useful . It summarizes what you should focus on. It advises comparing the zalo database visual aspect of the website (colors, photos, fonts, buttons, etc.).
Copy (tone, main focus, length of texts, etc.), calls to action, website features (filters, product comparisons, product displays, etc.), and page loading speed.
Clix Marketing wrote an article about brand campaigns. These aren’t exactly super advanced tips, but I guess we don’t do it that often
recommend checking competitors’ ads and reporting them if they violate the rules
They recommend excluding words like login, job, address…
and of course, pull out brand plus reviews into a special report and lead them to the testimonials page
SEJ has an article about how how to open a digital business account in 6 steps to combine YT video campaigns with search. They recommend dividing your YT campaigns into: remarketing, people who have never seen any video.
And people who have seen your video at least once. Then you watch how people who have seen your video 1 or more times interact with your search ads.
Wordstream wrote an article about
How to track the impact of display maldivian lads campaigns on search. A good tip is to add an audience of people who came from display campaigns to your search campaigns.
And another interesting tutorial from Clix Marketing: how to add sitelinks to YT ads .
Finally, a tip from Olena Romanová from Notino: smart shopping campaigns are no longer the black box they were at the beginning. You can learn a lot in the reports, take a look at the examples of reports.