Acquisition

How to acquire more customers? How to attract the right people? These posts are all about data-driven approach to customer acquisition.

“Best Practices” for Link Building Don’t Work. This Does.

Five years ago, I was trying to build links—and failing.  In fact, I was failing so hard that I had to work without getting paid while building only a couple of links a month. 

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Want to Reduce CPA? Try Machine Learning–Driven Retargeting.

The way we do retargeting is restrictive.

Creating a tailored, personalized campaign is often done with micro-triggers: Did the user spend more than X minutes on the site? Did they view more than Y pages? Did they add to cart? Are they visiting on mobile?

All of these data points personalize the messaging for retargeting campaigns.

But even a talented campaign manager can juggle only so many variables. Eventually, you end up with tons of segments that are difficult and time-consuming to manage. 

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Why Keyword Themes + Modified Broad Match = Winning PPC Strategy

Cutting out noise and creating a PPC strategy that drives business: it’s the goal of SEM professionals everywhere. So let’s talk about how to do that for real.

By combining ad group theming and modified broad keywords, you can create targeting that rewards you with qualified traffic right away. It’s a structure that rewards you again and again by delivering even stronger target keyword sets.

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Single Keyword Ad Groups

Single Keyword Ad Groups (SKAGs) are ad groups in Google Ads with just one keyword in them. They help PPC marketers gain more control and a cleaner account structure.

Improving your Quality Score, increasing your click-through rate (CTR), reducing your ad spend without compromising results… These are all top-of-mind for PPC marketers using Google Ads.

We increased our CTR by 28.1%, improving our Quality Score from 5.56 to 7.95 (out of 10). How did we do it?

Through single keyword ad groups. While this tactic is not as widely-known as some others, smart marketers are using it to maximize their PPC spend. Here’s what you need to know to do it too.

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How to Make Your Google Search Snippets More Clickable

An alarming digital marketing trend should scare all online publishers: Organic traffic from Google is vanishing:

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14 List Building Hacks to Grow Your Email Database Fast

Email marketing is one of the fastest ways to drive sales of any online channel. Think about it… What other channel lets you launch something and drive sales immediately?

But the biggest challenge most businesses face is they don’t have an email database (which I’ll interchangeably refer to as a ‘list’) big enough to see the benefits of email.

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Email Retargeting: How to Drive Awareness, Sales, and Loyalty

According to a survey that researched omni-channel commerce for small and medium-sized businesses, email is the key driver of both customer acquisition (for 81% of respondents) and retention (for 80% of respondents).

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eCommerce Email

As an ecommerce site, you likely send emails regularly. Black Friday emails, Valentine’s Day emails, BOGO emails, confirmation emails, thank you emails, reminder emails…the list is endless.

Are you getting real results or simply opens and clicks? Are you promoting the right products to the right people at the right time?

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Retargeting Campaigns

You already know retargeting works. But what if you’re doing it all wrong?

What if grouping all audiences into the same retargeting campaign is actually doing more harm than good?

The truth is that a lot of people never give the attention or resources that’s needed to improve their retargeting campaigns. It’s an afterthought.

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SaaS Content Marketing: 5 Proven Strategies to Earn Links

Links to blog posts or long-form resources increase their search visibility and build awareness. They also help sites rank for bottom-of-funnel terms—a rising tide lifts all boats.

Some content marketers have it “easy,” working in highly visual industries (e.g. food, fashion) with wide appeal. That simplifies content creation and link building compared to, say, trying to promote niche B2B software.

Given the potential benefits and challenges in SaaS, who’s doing it well? To find out, I ran a study to benchmark content marketing performance for 500 SaaS companies.

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