TransUnion’s new partnership with Blockgraph supports precision ad targeting while protecting viewer privacy This month, global information company TransUnion entered a partnership with a data and insights platform, Blockgraph, which is owned and operated by Comcast NBCUniversal, Charter Communications, Inc. and ViacomCBS, Inc. The TV publishers (aka broadcasters) gain the use of privacy-focused identity, data […]

Wondering which attribution model is best for your business? Columnist Amy Bishop believes that depends on what question you’re trying to answer. Attribution is important, no matter your industry or your buying cycle. As more attribution models are created, it becomes more difficult to understand which one is the right one, and it seems that […]

Impression share may not be the ultimate measure of paid search success, but columnist Jacob Baadsgaard shows how tracking this metric can lead to paid search improvements that can really boost your bottom line. Impression share is an interesting paid search metric. On the surface, you could argue that impression share is a fairly useless metric. […]

When it comes to search marketing, it can be tempting to stick with what you know. Maybe it’s time to step out of your comfort zone. Search advertising is evolving alongside a rapid change in user shopping behavior. With audiences shifting more than ever, it’s important for marketers to make the most of potential customers […]

Retailers that sell online and in-store need to balance where to send users in their paid search efforts. Columnist Andy Taylor explores when advertisers might want to rely on local inventory versus regular product listing ads. In response to the growing popularity of searches with local intent, Google released Local Inventory Ads (LIA) a few years ago […]

Your journey to mastering search marketing analytics begins here. If your New Year’s resolutions include earning more organic traffic, executing stronger PPC campaigns, and generating greater profits, you can’t afford to miss the actionable tactics at SMX Report — online February 23. At just $99, your All Access pass packs a ton of value, including an all-new training […]

Adam Heitzman from Higher Visibility and David Dweck with Wpromote give their best advice for running a successful search agency. This year’s Search Engine Land Award winners for Agency of the Year in SEO and SEM sat down with our Search Engine Land’s own Matt Van Wagner to talk about how they make their award-winning […]

Setting up paid search analytics may be straightforward, but columnist Jacob Baadsgaard shows that if you aren’t using your data effectively, you may be missing out on major opportunities to improve your performance. On the surface, paid search analytics seems pretty straightforward. You just drop a code snippet on your page and go, right? Unfortunately, while setting […]

Platforms pivoted to accommodate advertising during a crisis and automation continued to be at the heart of paid search changes. This year was largely defined by platforms introducing, fast-tracking or postponing new policies, features, campaign types and offerings in reaction to how consumers and, by extension, advertisers, were impacted by the coronavirus pandemic. In early […]

Imports from files can be scheduled daily or weekly. AdWords advertisers can now schedule imports of offline conversions into AdWords on a regular basis. Google introduced offline conversion importing in AdWords in 2013. Advertisers set up offline conversion events — qualified leads, closed sales and so on — from ad clicks or calls to optimize campaigns based on impact […]